Google Ads Expands Reserve with Google Book Button to Search and Performance Max Campaigns
Google has extended its Reserve with Google booking functionality to Google Ads Search and Performance Max campaigns. The "Book" button, which previously appeared only on Local Services Ads and Google Maps listings, now shows on paid search surfaces for eligible advertisers.
What changed
Reserve with Google book buttons were previously limited to organic local search results, Maps listings, and Local Services Ads. Google has now expanded the feature to standard Search campaigns and Performance Max campaigns. When an advertiser has a published appointment action link on their Business Profile, that link can power a Book button on their Search and Performance Max ads without additional setup.
How it works
Google's documentation describes Partner bookings as a conversion type that tracks appointments booked through third-party scheduling partners directly within a Google Ads account. When a searcher clicks the Book or Schedule call-to-action on an ad, they are directed to the advertiser's booking partner landing page. Google tracks the booking in the background using an encrypted token, and the partner system sends a confirmation to attribute the conversion. No separate conversion tracking setup is required on the booking partner site.
Advertisers pay only for the click on the call-to-action button, not for the completed booking itself.
Availability and opt-out
The "Appointments booked" conversion goal is available automatically to all eligible Google Ads accounts. Advertisers do not need to opt in, though they can opt out through Google Ads settings. However, the goal is not automatically applied to individual campaigns. To use it for bid optimization, advertisers must manually add the "Appointments booked" goal to their campaign settings when creating a new campaign or editing an existing one.
Healthcare campaigns are excluded. Google Ads does not allow booking links or booking-related goals for healthcare campaigns, so healthcare providers retain the organic Book button on their Maps and local listings only.
The opt-out control sits in Google Ads, not in the Business Profile. This means the decision to participate or opt out rests with whoever manages the ads account, not the local business profile.
Context
This expansion follows Google's earlier move this week to increase Reserve with Google booking partners from approximately 20 to over 500 scheduling platforms. Together, the two changes extend the booking pipeline on both ends: more scheduling platforms can integrate with Reserve with Google, and the resulting Book buttons now appear on paid search surfaces in addition to organic and Maps placements.
What has not been confirmed
Google has not published a timeline for when all eligible accounts will see the Book button on their Search and Performance Max ads. The documentation does not specify whether the expansion applies globally from the start or rolls out by region. Google also has not described the effect, if any, that the new booking goal has on automated bidding when it is not actively included in campaign settings.
