Google announced this in a five-post thread on X.
Not a full blog post.
So plenty of details are missing: eligibility criteria, which countries can use it, feed requirements, and which bidding and reporting features apply to the new verticals.
Expect things to change during the beta.
How to approach it
Don’t rip up your existing campaigns.
Here’s the smarter play:
Check your Google Ads account (or ask your agency) to see if the beta is available to you
Set aside a small test budget
Run it alongside your current Search and Performance Max campaigns
Compare bookings and ticket sales, not just clicks
If the numbers beat your existing mix, scale it. If not, you’ve lost nothing.