Google Ads · Status at source date: Newsletter archive
Search campaigns for Travel arrive with ad-group-level format toggles
Thomas Eccel has detailed how the new Search campaigns for Travel work in practice, following the GML announcement. Format selection lives at the ad-group level rather than the campaign level: a Formats panel inside ad-group settings lets advertisers independently enable Text ads (now able to pull from a travel feed), Travel Promotion Ads, and Booking Link Ads.
What changed
Advertisers can run Booking Link Ads alone or combine all formats.
The structure consolidates what previously required multiple campaign types into a single AI Max-powered Search campaign, with a unified performance view across the SERP.
Why it matters for advertisers
For you, this means travel advertisers can collapse a multi-campaign workflow into one structure with granular format control per ad group. Particularly relevant for hotel groups, OTAs, and tour operators, where the previous setup fragmented reporting and optimisation.
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Original newsletter text and archive evidence
Search campaigns for Travel arrive with ad-group-level format toggles
Thomas Eccel has detailed how the new Search campaigns for Travel work in practice, following the GML announcement. Format selection lives at the ad-group level rather than the campaign level: a Formats panel inside ad-group settings lets advertisers independently enable Text ads (now able to pull from a travel feed), Travel Promotion Ads, and Booking Link Ads. Advertisers can run Booking Link Ads alone or combine all formats.
The structure consolidates what previously required multiple campaign types into a single AI Max-powered Search campaign, with a unified performance view across the SERP.
For you, this means travel advertisers can collapse a multi-campaign workflow into one structure with granular format control per ad group. Particularly relevant for hotel groups, OTAs, and tour operators, where the previous setup fragmented reporting and optimisation.
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