In a mature market like Barcelona, ​​where the cultural and leisure offerings are highly competitive, Mirador Torre Glòries faced the challenge of maintaining its relevance and continuing to attract new visitors. Although they already had a solid digital strategy based on Video, Demand Generation, and Performance Max campaigns, the goal was to take a further step in visibility and conversion by leveraging the most innovative solutions in the Google ecosystem to further differentiate themselves in the digital landscape.

To achieve this objective, they opted for the Things To Do beta, a new Google Search Ads format designed for the Tourism and Attractions sector. After integrating the product feed with Google Ads, a "Travel" campaign was set up with a bid to maximize conversion value, establishing a target ROAS to facilitate initial learning. Simultaneously, the visual content of the feed was optimized to maximize the impact of dynamic ads on searches such as "things to do in Barcelona" on both Google Search and Google Maps.

The activation of this beta version positioned Mirador Torre Glòries as a pioneering leader in its sector, generating solid results from the first few weeks: an 18% increase in CTR and an 11% improvement in the conversion rate compared to the previous period, also meeting the established ROAS target. These results confirm that the early integration of new features allows for expanded reach without compromising profitability, consolidating Mirador Torre Glòries as a digital leader in Barcelona's tourism sector.