Google is expanding its booking feature across more advertising campaigns. The Book button powered by Reserve with Google can now appear in Google Ads Search and Performance Max campaigns.

Previously, this booking option was mainly seen in Google Local Services Ads and Google Maps. Now, eligible businesses running Search or Performance Max campaigns may also see a Book button directly on their ads.

When a customer clicks the Book button, Google sends them to the business’s connected scheduling platform. From there, they can choose an available time and book an appointment.

This could make the booking process much faster, especially for businesses that already use supported Reserve with Google partners.

Reserve with Google Comes to More Paid Ads

The update was spotted by Michel van Luijtelaar, who shared details on LinkedIn and the GMBapi blog.

According to Michel, Reserve with Google is moving beyond organic local search results and Google Maps into more paid advertising placements.

He explained that businesses already using an appointment action link may not need to create a new booking setup. Their existing appointment link can potentially power the Book button inside Search and Performance Max ads.

Google can also track bookings generated through these buttons without requiring businesses to add separate tracking tags.

Here is his screenshot:

Google May Enable the Book Button Automatically

One important part of this update is that advertisers may not need to manually enable the feature.

Google can automatically show the Book button for eligible businesses running Google Ads campaigns.

However, advertisers can choose to opt out of the feature. Google provides more information about booking conversion actions and settings in this help document.

There is also another help document explaining booking options for Local Services Ads, which may be useful for understanding how Google’s booking system works.

The Update Follows Google’s LSA Booking Expansion

The timing of this update is also interesting.

Earlier this week, Google expanded the LSA booking partners, increasing the number of scheduling platforms that can work with Local Services Ads.

The expansion of Book buttons into Search and Performance Max campaigns could be connected to Google’s wider effort to make direct appointment booking available across more advertising products.

Google has also been testing this type of booking experience before.

Together, these updates suggest that Google wants to make it easier for customers to move directly from searching for a local business to booking an appointment.

What Advertisers Need to Know?

Michel van Luijtelaar also highlighted several important details that advertisers and local SEO teams should understand.

The Booking Goal May Appear Automatically

Eligible Google Ads accounts may automatically receive an Appointments booked conversion goal.

However, simply seeing the goal inside the account does not mean Google will immediately use it for campaign optimization.

Advertisers may need to add the booking conversion action to their campaign settings before Google can use it as a bidding signal.

This means businesses should review their conversion settings carefully instead of assuming the new booking goal is already influencing campaign performance.

Healthcare Campaigns Are Excluded

Healthcare businesses face an important limitation.

According to Michel, Google Ads does not currently allow these booking links or booking conversion goals for healthcare advertising campaigns.

As a result, clinics and similar healthcare businesses may still have booking buttons available through their organic Google Business Profile while not receiving the same feature inside paid campaigns.

Advertisers Control the Opt-Out

Another important point is that the opt-out option is managed through Google Ads rather than through Google Business Profile.

This means a local SEO team managing the Business Profile may not be able to disable the advertising Book button unless they also have access to the company’s Google Ads account.

For businesses working with multiple agencies or internal teams, this makes communication between local SEO and paid advertising teams more important.

Multi-Location Businesses Should Audit Booking Links

The update could have an even bigger impact on multi-location businesses.

Large brands often have hundreds of Google Business Profiles, with different appointment links added at different times by different employees, agencies, or franchise locations.

Previously, an incorrect booking link might simply send organic visitors to the wrong landing page.

Now, that same link could potentially appear behind a paid Book button.

This becomes especially important for Performance Max campaigns because Google’s automated bidding system may send advertising budget toward placements that generate booking activity.

If an appointment link points to a homepage, outdated booking page, wrong location, or broken scheduling system, businesses could end up paying for clicks that create a poor customer experience.

Because of this, multi-location brands should review the appointment action link connected to every location they manage.

What Should Businesses Check?

Businesses using Google Ads, Reserve with Google, or appointment links should review their current setup.

A basic audit should include:

Checking that every booking link opens correctly.
Making sure each location points to its own correct booking page.
Removing outdated or broken scheduling links.
Checking Google Ads for the new Appointments booked conversion action.
Reviewing campaign conversion settings before allowing booking goals to influence bidding.
Confirming which teams have access to Google Ads and Google Business Profile.
Monitoring booking performance after the feature becomes active.

These checks are especially important for franchises and multi-location brands with hundreds of profiles.

Why This Google Ads Update Matters?

Google continues to reduce the number of steps between a search and a conversion.

Instead of clicking an ad, visiting a website, searching for an appointment page, and then booking, customers may now be able to move directly from the Google ad to the scheduling platform.

For local businesses, this could improve appointment conversion rates and create a smoother customer experience.

At the same time, it also makes accurate booking links more important than before. A small mistake in an appointment URL can now affect both local visibility and paid advertising performance.

Businesses running Search or Performance Max campaigns should therefore review their Reserve with Google and Google Business Profile appointment links carefully.

You can also follow the ongoing discussion on LinkedIn.