The flagship application
Bayesian optimization existed for decades in engineering design, but its machine-learning breakthrough was hyperparameter tuning. The reference point is the 2012 paper "Practical Bayesian Optimization of Machine Learning Algorithms" by Jasper Snoek, Hugo Larochelle, and Ryan Adams.
Their framing was simple and influential: treat the mapping from a model's hyperparameters to its validation performance as exactly the expensive black-box function this method assumes. Each evaluation is a full training run, there is no gradient from hyperparameters to validation score, and you can afford only a handful of runs. The fit is perfect.
They showed the approach matching or beating expert hand-tuning on real models, and released their implementation as a tool called Spearmint. That paper is why Bayesian optimization is now a standard item in the machine-learning toolkit rather than a niche technique.

