Why do PPC ad formats matter?
Tour operators have more PPC ad format options available to them than most industries realise – and choosing the wrong format for the wrong objective is one of the most common reasons travel campaigns underperform. A remarketing campaign for past site visitors has very different format needs to a brand awareness campaign targeting new audiences in a source market. Understanding what each format does, and where it fits in the booking journey, is the starting point for building campaigns that actually deliver.
Search engine ads
Text Ads
Responsive Search Ads (RSAs) are the current standard Google search ad format – you provide up to 15 headlines and 4 descriptions, and Google’s machine learning tests combinations to find what performs best for each query and audience. For tour operators, RSAs are the primary format for capturing high-intent destination and trip searches. Strong RSA performance in travel comes from specificity: headlines that name the destination, trip type, group size, or departure window, supported by descriptions that address the practical questions a traveller has before clicking – what’s included, who leads the trip, how many people are in the group.
App Download Ads
If you have a dedicated app – for trip management, itinerary access, or booking – app download ads allow you to promote it across Google Search, the Play Store, and mobile web. These are less commonly used by specialist tour operators, but can be relevant for larger operators with proprietary booking or customer-facing apps. The format supports images and video to increase engagement.
Local Services Ads
Local Services Ads appear at the very top of search results, above standard text ads. They’re most relevant for activity providers with a physical location – a surf school, a kayaking company, a day tour operator based in a specific city. They display a business rating and Google’s “Google Guaranteed” badge, and you pay per lead rather than per click. For locally anchored activity businesses, these can deliver high-intent enquiries at competitive costs.
Call-Only Ads
Call-only ads drive phone calls rather than website visits. They appear only on mobile devices and present a click-to-call button as the primary action. For tour operators whose sales process is phone-led – which is common for higher-value escorted and bespoke trips – call-only campaigns targeting high-intent queries can be very efficient. A traveller searching “Antarctica cruise operator UK” on their mobile is likely ready to have a real conversation, and a call-only ad removes the friction of navigating a website first.
Google Maps Ads
Maps ads appear in Google Maps search results and are powered by your location extensions. For tour operators with a physical office or departure point, and for activity providers where location is central to the product, Maps ads can drive foot traffic and local enquiries. They’re particularly useful for day tour and activity operators in high-footfall destinations where travellers search “activities near me” or “tours in [city]” while already in the destination.
Shopping Ads
Standard Google Shopping ads are product-feed driven and best suited to operators who sell directly online with a structured product catalogue and clear pricing. If you’re running a booking system where tours can be purchased directly at a fixed price, Shopping ads can surface your products with imagery, price and departure details directly in the search results. The feed quality – accurate titles, descriptions and images – determines performance.
Across the web
Lightbox Ads
Lightbox ads are interactive display ads that expand when a user hovers or clicks. They can showcase destination photography, video content, or a scrollable itinerary preview – making them a strong format for travel brands with high-quality visual assets. You pay only when a user actively engages with the expanded ad, which means Lightbox campaigns can deliver high-quality impressions at a lower cost than standard CPM display campaigns.
Dynamic Remarketing Ads
Dynamic Remarketing Ads automatically show past visitors the specific tours or destinations they viewed on your site – powered by your product feed. For tour operators with a broad product range, this means someone who spent time on your Peru itinerary page will see Peru-specific creative when browsing elsewhere, rather than a generic brand ad. Given travel’s long booking windows, dynamic remarketing keeps your specific products front-of-mind during the weeks and months between initial research and eventual booking decision.
On YouTube
YouTube advertising is increasingly important for travel brands, particularly for upper-funnel inspiration campaigns. Destination video content, trip recaps, and expert guide introductions all work well in this format. YouTube reaches travellers during the dreaming and research phases of the booking journey – before they’ve narrowed down to specific operators – making it a brand-building channel as much as a direct response one.
TrueView In-Stream Ads
In-Stream ads play before, during or after YouTube videos and can be skipped after 5 seconds. You pay only if a viewer watches for 30 seconds or completes the ad. For tour operators, the first 5 seconds are critical – the destination, the experience, or a compelling hook needs to be visible before the skip option appears. In our experience, authentic footage – real trips, real travellers, real landscape – performs better than polished production for this format in travel.
Bumper Ads
Bumper ads are 6-second unskippable pre-roll formats. They’re well-suited to brand reinforcement and seasonal messaging – “January Departures Available” or a single destination highlight – rather than detailed itinerary communication. Used as part of a sequential YouTube strategy alongside longer-form In-Stream content, bumpers can maintain brand recall between larger ad exposures.
TrueView for Shopping
TrueView for Shopping combines video ads with product cards from your Shopping feed, appearing alongside YouTube video content. For operators with direct online booking and a product feed, this can drive purchase intent directly from video exposure – a viewer watching a destination video sees your specific departure and price alongside the content.
TrueView Discovery Ads
Discovery Ads appear in YouTube search results and the recommended videos panel – they’re served to users who are actively seeking content rather than being interrupted mid-video. For travel brands with strong destination video content, Discovery Ads can build organic-feeling reach among audiences actively exploring where to travel.
Do you need help with your PPC campaign?
The right mix of formats will depend on your objectives, budget and where your audience is in the booking journey. We work exclusively with tour operators, ferry companies, airlines and activity providers and can advise on the right format strategy for your specific account. Get in touch to discuss your campaigns.