Google Things To Do: how to turn your search into a booking (without leaving Google)

In recent years, the behavior of digital travelers has completely changed. They no longer plan weeks in advance or limit themselves to searching on travel agencies or portals. Today, most decisions about what to do in a destination are made directly on Google, at the very moment the intention arises: “what to visit in London”, “tickets for the Sagrada Familia”, or “best tours in Lisbon”.

And that’s where Google Things To Do (GTTD) comes into play one of the most powerful and least-known innovations within the Google Ads ecosystem.
Designed specifically to connect inspiration with action, GTTD allows your activities, tours, or tickets to appear right when users are searching for experiences, in the most visible part of Google Search and Maps.

Think of it this way: if Google Shopping transformed how products are sold online, Google Things To Do is doing the same for experiences.

TABLE OF CONTENTS

• What exactly is Google Things To Do (GTTD)?

• The 3 key benefits for your brand

• Success Story: Mirador Torre Glòries x Adsmurai

• How to start using Google Things To Do

What exactly is Google Things To Do (GTTD)?

Google Things To Do is an integrated Google feature that acts as a digital showcase for tours, activities, tickets, and experiences.
Its mission is simple: to connect users with booking information at the exact moment they’re searching for things to do in a destination or point of interest.

Instead of being just another link, your offers appear in highly visible, structured modules across both Google Search and Google Maps.

💬 Real-life examples:

• A tourist searches for “Mirador Torre Glòries tickets” and sees prices, schedules, and an “Official Site” button right in the search results.
• Someone types “London musicals” and Google displays a carousel with The Lion King, Mamma Mia!, or Hamilton, complete with updated prices.
• Or a family planning their Rome getaway searches for “Colosseum tours” and sees official options without ever leaving Google.
  
  

In short, GTTD turns search intent into an immediate purchase action  frictionless, intermediary-free, and with full control for the brand.

The 3 key benefits for your brand

1. Maximum visibility in strategic searches

Your offer appears exactly where the user’s purchase intent is highest: at the top of Google Search and within Google Maps.

Highlighted search blocks

When someone searches for “tickets [Your attraction name]” or “tours in [City]”, your offer is displayed in a visual carousel alongside other verified options.

Presence on Google Maps (📍)

Your tickets or activities are automatically linked to your Google Business Profile, allowing users to view booking options as they explore the map.

💡 Translation: premium visibility, qualified traffic, and full control of your brand presence within Google.

2. Direct boost to sales (and trust)

GTTD removes unnecessary steps and brings conversion closer to the point of inspiration.

“Official Site” badge

Your links can display the “Official Site” badge, generating instant trust in users who prefer to book directly with you, avoiding commissions and intermediaries.

Real-time prices and availability

Thanks to the direct feed connection, Google displays updated prices and real availability in the search results, speeding up decision-making.

Control of the experience

The user completes the purchase on your website, keeping your branding, conversion funnel, and upselling strategies intact.

3. Native integration with performance strategies

Google designed GTTD with a 100% marketing mindset.
That’s why the solution includes two complementary modules:

• Free booking modules
  Your official links appear alongside your distributors’ (OTAs) links at no direct cost, letting you compete on equal terms.
• Ad module (Things To Do Ads)
  Pay-per-click (PPC) campaigns targeted at users with high purchase intent. A native integration with Google Ads that maximizes your return on every euro invested.
  
  

🧠 In other words, GTTD brings Performance Max logic to the world of experiences.

Success Story: Mirador Torre Glòries x Adsmurai

Mirador Torre Glòries, one of Barcelona’s most iconic attractions, faced the challenge of gaining visibility and bookings in a saturated market.

Together with Adsmurai, they activated the Google Things To Do beta, becoming one of the first cases in Spain.
The strategy focused on automating the ticket inventory through a feed synced with Google Ads, optimizing data, and connecting directly with Google Maps.

Results:

• Greater presence in high-value searches.
• Fewer intermediaries and improved direct margins.
• ROAS of 1 during the learning phase, meeting the initial goal.
  
  

💬 Google’s own team highlighted the Mirador Torre Glòries case as an official reference within the beta rollout, showcasing the potential of the format.

How to start using Google Things To Do

To appear in Google Things To Do, you need a precise and constantly updated data feed.

There are two ways to do this:

🧩 Through a connectivity partner (recommended)

Collaborate with a technology partner or booking system approved by Google (like Adsmurai 😉).
They handle the transmission of your inventory — prices, images, descriptions, and availability — directly to the platform.

👩‍💻 Direct integration (Things To Do Center)

If you have a strong technical team, you can create and submit your own JSON-formatted feed to Google’s data center.

Essential initial steps

1. Verify your Google Business Profile
   Ensure your address, hours, and category are updated and verified.
   
   
2. Choose your connectivity partner
   If you don’t have a technical setup, select a Google-approved partner with an active GTTD integration.
   
   
3. Optimize your content
   Use descriptive titles, high-quality images, and search-intent-driven descriptions. Classify each product correctly (tour, ticket, experience).
   
   

Google Things To Do is redefining how brands manage the visibility of their experiences within the Google ecosystem.
It’s no longer about waiting for users to reach your site, but about being present at the exact moment they search for things to do.

And like any Google innovation, those who move first will gain a competitive advantage: better ranking, lower acquisition costs, and unique behavioral insights.

🚀 At Adsmurai, we help brands connect their inventories with Google Things To Do through smart feeds, automation, and advanced reporting, fully integrated into their Paid Media strategies.

Because when users search for things to do, the real question is:
will you be there when they do?