In a city like Barcelona, where the cultural and leisure offering is immense, Mirador Torre Glòries needed to keep differentiating itself and capturing the attention of users with high visit intent. Although they already had a mature digital strategy based on Video, Demand Gen, and Performance Max campaigns, the challenge was to go one step further in visibility and conversion by leveraging the latest solutions from the Google ecosystem.

That’s why they decided to use the "Things To Do" beta — a new type of automated campaign within Google Search Ads specifically designed for the Tourism and Attractions vertical. These campaigns are powered by product feeds (in this case, tourist experiences) registered in the Things To Do Center and connected to Google Ads, from which Google dynamically generates ads showing images, prices, business names, and direct links to purchase.

Once access to the Things To Do beta was granted, the first step was to link Clorian with Google Ads to interconnect the product feed (in this case, tourist experiences). Based on this integration, a new “Travel” campaign type was configured, incorporating the feed corresponding to the general admission to Mirador Torre Glòries . The only activity included in the account’s product group.

At the beginning of March 2025, work began on the beta, setting up a “Travel” campaign using the Clorian feed (the client’s ticketing platform) connected to Google Ads. This allowed Mirador Torre Glòries ads to appear in relevant search results such as “things to do in Barcelona” both on Google Search and Google Maps, competing directly with other local tour operators and activity platforms.

The campaign was configured with the “Maximize conversion value” bidding strategy, setting a target ROAS of 100% (ROAS = 1). This setup allowed the campaign to launch without initial restrictions, supporting algorithm learning for a completely new feature within the platform.

Additionally, it was recommended to optimize the Clorian feed by adding an appealing and representative image of the observatory to enhance visibility and performance of Google’s automatically generated ads. The activation of this beta represented not only a tactical opportunity but also a strategic step to consolidate Mirador’s position as one of the most attractive experiences in the city.

The activation of the Things To Do beta positioned Mirador Torre Glòries as the first Adsmurai client to implement this new feature, designed specifically to promote tourist attractions on Google Search and Maps. Interest from the Google team was immediate: the platform itself highlighted this case as a reference within the initial beta rollout phase, underlining its potential as an example of successful implementation.

In terms of quantitative results, the campaign met the established goals:

• ROAS of 1, exactly in line with the initial target to support campaign learning.
• Accumulated conversion rate of 3.13%, reflecting solid efficiency in converting qualified traffic.
• At the overall account level, comparing the period from March 5 to July 23, 2025 with the previous period (October 15, 2024 to March 4, 2025), the following improvements were observed:
  • +11% in conversion rate
  • +18% in overall CTR

Although the campaign is still in its learning phase, these early results reinforce the value of adopting new solutions early on and position Mirador Torre Glòries as a digital benchmark in Barcelona’s tourism sector.