Google Ads is expanding its beta Travel Search campaigns to two additional verticals: Activities and Events.
Google announced the update in an article on X And LinkedIn on July 8, 2026. Advertisers selling tickets to attractions, tours and events can now access the campaign type through an open beta, although availability remains limited.
The extension gives eligible advertisers another campaign option to test alongside existing Search and Performance Max campaigns.
What’s changing with travel search campaigns
Travel search campaigns are a type of Google Ads campaign designed for travel-related advertisers. It first appeared when Google expanded AI-based campaign types to travel and shopping. earlier this year.
With this update, the beta now expands beyond traditional travel categories to include things to do and events. This means that advertisers promoting attractions, tours and event tickets may now be eligible to use this campaign type.
The announcement was made as part of a five-post thread. As of this writing, Google has not shared full details on eligibility, supported features, or geographic availability.
Why it matters
Attractions, tours and event tickets share many of the same characteristics as hotel or airline reservations. Availability changes frequently, prices can fluctuate, and purchasing decisions are often tied to specific dates or locations. These are all areas where Google’s new campaign types increasingly rely on automation to determine which searches are most likely to convert.
Until now, advertisers in these industries have typically relied on standard search campaigns or Performance Max. The expansion of the Travel campaign type suggests that Google sees these companies as a natural fit for a more specialized campaign format.
The update also aligns with Google’s broader push toward AI-driven campaign management. Over the past year, the company has introduced AI Max to other campaign types while continuing to consolidate legacy campaign formats.
While Google hasn’t explained why it selected these verticals, they fit naturally alongside other travel-related advertisers already using this campaign type.
What advertisers should do
If you’re eligible for beta, consider it a controlled test rather than a replacement for your existing campaigns.
Review your current performance on Search and Performance Max, set aside a limited testing budget, and compare bookings or ticket sales with your existing campaign mix. Since Google hasn’t released full feature details, it’s also worth setting expectations internally that features can continue to evolve throughout the beta.
What is still unknown
Google has not yet confirmed what bidding strategies, assets, reporting capabilities, or feed requirements will be available for the Things to Do and Events verticals. It’s also unclear how these campaigns will interact with the existing AI Max for Travel functionality.
We’ll update this article as Google shares additional details on eligibility, features, and availability.
Featured image: Master1305 / Shutterstock
