'Things to do' Ads

As an operator, one of the benefits of listing your tours through a Connectivity Partner is the ability to enable paid Google ‘Things to do’ Ads. These are special ads served across the various ‘Things to do’ locations, and are separate from the traditional Google Ads you may already be familiar with.

For example, one ‘Things to do’ ad format displays a visual carousel of booking options when someone searches for a point of interest or a general search term, such as:

  • “Pergamon Museum”
  • “things to do in Berlin”
  • “Berlin museum tours”.

Another ‘Things to do’ ad format appears on the Google Business Profile for a Point of Interest (e.g., Casa Mila).

One of the best features of ‘Things to do’ ads is: you don’t need to create the ads, or set up keyword targets. They’ll automatically appear using the information from the tour inventory you’ve already set up.

To participate, you’ll need to work with an approved Connectivity Partner.

How are ‘Things to do’ ads different from Google Ads?

Google ads are displayed in traditional search results; ‘Things to do’ ads appear in a separate visual format when someone searches specifically for ‘Things to do’-related searches.

How do I get started with ‘Things to do’ ads?

‘Things to do’ ads are currently available only when working with a Connectivity Partner. Once enabled, you have the choice to manage them yourself or work with a specialist partner (such as a marketing agency).

Here’s some good documentation to go more in-depth:

How do they look?

Pasted Image 0

Visual Carousel

You’ll often see this at the top of Google search results.

Pasted Image 0 1

Google Business Profile Ad

Ads can appear on a Business Profile if that provider sells tickets to a tour or bundle connected to your business. These appear within the Business Profile listing, separate from the ‘Things to do’ list of purchase options, which highlight the direct booking ‘Official Site’ at the top of the list.


‘Things to do’ ads show:

  • one featured tour image (no text or graphics)
  • tour title
  • reviews (that you submit)
  • price
  • who is selling the ticket (direct site, reseller partner, etc.)

Is ‘Things to do’ ads available in your country?

Currently, ‘Things to do’ ads are available in over 50 countries:

APAC: Australia, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

AMER: Argentina, Brazil, Canada, Chile, Colombia, Costa Rica, Dominican Republic, Mexico, and US.

EMEA: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, United Kingdom, and Vatican City.

For more detailed information, visit this article.

Next Module