Google Things to Do Setup & Management
Help for attractions, tour operators and activity providers in Ireland and the UK. I assess your eligibility, help connect your product inventory to Google and make sure clicks and bookings can be measured properly.
Google Things to Do can surface tours, tickets and activities in travel-focused results on Google Search and Maps. Eligible businesses can participate through free listings, paid Travel campaigns, or both. The setup is more technical than creating a normal Google Business Profile or Search campaign because Google needs structured product, price and booking data.
What Google Things to Do is
Things to Do is Google’s travel product for attractions and bookable experiences. A listing may contain a photo, price, supplier name and a direct link to the relevant booking page. Eligible inventory includes attraction tickets, tours and activities that take place in a physical location.
Free listings do not have a Google cost per click. Paid Things to Do ads run through Google Ads as Travel campaigns and require an advertising budget. In both cases, products must meet Google’s policies and be supplied through a suitable connectivity partner or an approved direct feed.
Who this service is for
- Visitor attractions, museums and landmarks with bookable tickets
- Walking, food, boat, cycling and sightseeing tours
- Outdoor activities and local experiences
- Operators that want to drive more direct bookings alongside OTA distribution
- Businesses already using a booking platform that may support Google connectivity
Some inventory is not eligible, including transport-only services, one-off event tickets and virtual-only experiences. I check the business, products, booking journey and provider before recommending a setup.
What I do
1. Eligibility and booking-system review
I review the activities you sell, the booking platform you use and the product landing pages on your website. Smaller operators will normally connect through an approved connectivity provider rather than attempting a direct integration with Google.
2. Product and landing-page preparation
The product title, images, price, availability and destination page need to describe the same experience. I help organise this information and identify issues that could prevent approval or create a poor booking journey.
3. Connectivity and account setup
I coordinate the setup with your existing reservation system or a suitable connectivity partner. Where paid promotion is required, I can also help link the relevant Actions Center product data to Google Ads and configure a Travel campaign.
4. Analytics and booking measurement
I check that visits and completed bookings can be measured using GA4, Google Tag Manager and Google Ads conversion tracking where applicable. This separates free-listing traffic from paid activity and makes performance easier to evaluate.
5. Ongoing checks and optimisation
Product availability, pricing, imagery and landing pages can change. Ongoing management covers routine feed checks, listing improvements, reporting and liaison when technical problems arise.
Pricing
Initial setup: €200 plus VAT
Ongoing management: €100 per month plus VAT
Three-month minimum commitment.
The standard fee covers one bookable product. Additional products are €10 per month each, up to ten products. Connectivity-provider charges, booking-system fees and Google Ads spend are not included and will be explained before work begins.
If the initial review shows that your products or booking system cannot support Things to Do, I will tell you before proceeding with a full setup.
Free listings and paid ads are different
Free listings can generate clicks without a charge from Google, but placement is not guaranteed and cannot be bought. Google decides when and where eligible listings appear.
Paid Things to Do ads use product-feed data in a Google Ads Travel campaign. They can provide additional reach, but clicks are charged and performance depends on the auction, feed quality, landing-page experience and budget. I can manage this as part of a wider Google Ads consultancy engagement.
Frequently asked questions
Can you guarantee that my activities will appear?
No. I can prepare a compliant setup and resolve issues within our control, but Google and the connectivity provider determine approval and visibility.
Do I need a particular booking system?
You need a system capable of supplying accurate product, price, availability and booking information through an approved route. I will check your current provider first and recommend options if it cannot connect.
Is this the same as a Google Business Profile?
No. Your Business Profile represents the organisation or location. Things to Do uses structured inventory for individual tours, tickets and activities.
Do free listings replace OTAs?
Not necessarily. They can add another direct-booking route, while OTAs may continue to provide distribution and demand. The right mix depends on your margins, destination and booking behaviour.
Ask about Google Things to Do
Send me your website, booking-system name and the activities you want to promote. I’ll start by checking whether the offer is a realistic fit.