Google is expanding the book button through Reserve with Google partner integration to Google Ads Search and Performance Max campaigns. Previously, I believe, this was only available on Google Local Service Ads and maps ads.
Clicking the book button will send searchers from Google Ads to your scheduling platform to book appointments.
This was spotted by Michel van Luijtelaar who posted on LinkedIn and on the GMBapi blog. He wrote, "Reserve with Google has moved from organic Local Search and Maps onto paid surfaces. If you run Search or Performance Max and already published an appointment action link, that link can now power a Book button on your ads. Nothing to build, and Google tracks the booking without extra tagging."
Here is his screenshot:
Google is doing this without you asking for it, in that Google will automatically appear on Google Ads for your eligible merchants. You can opt out of this, although, I am not sure how, but here is a help document with more details. And here is another help document specific to LSAs booking but probably related to this.
Earlier this week, Google expanded the LSA booking partners, so maybe this is part of that? We did see Google testing this before, I believe?
Michel van Luijtelaar added:
What you need to know:Available is not the same as active. The "Appointments booked" goal reaches eligible accounts with no opt-in, but it only influences bidding once you add the conversion action to your campaign settings.
Healthcare is out. Google Ads doesn't allow booking links or goals for healthcare campaigns, so clinics keep the organic Book button only.
The opt-out sits in Google Ads, not the Business Profile. That's an advertiser decision, so no local team can toggle it (without access to gAds).
Here's the part that costs money. Most multi-location portfolios carry a few hundred booking links, published at different times by different people. One pointing at a generic homepage used to cost you organic clicks. Now it sits behind a paid Book button, and Performance Max will push budget toward it.
Interested in Reserve with Google setup, or a health check of your current setup? Reach out. Our advice: Audit the action link for every location you or your clients operate this week.
Forum discussion at LinkedIn.
