GOOGLE MAPS ADS FOR LOCAL BUSINESS.
People open Google Maps when they are ready to go somewhere or call someone. Here is what Google's own Ads Help pages say about the ways to advertise inside Maps, which campaigns can show there, and what you need set up first.
WHAT CHANGED RECENTLY
- Local Services Ads are moving into Google Ads — Campaign management moves under the Google Ads interface.
- Call-only ads stop in February 2027 — Google is moving advertisers to call assets on search ads.
This guide covers what stays true. The blog tracks the changes as they land.
FOUR WAYS TO ADVERTISE IN MAPS
Google says there are currently 4 ways to advertise on Google Maps: on the map itself with promoted pins, in the search results with map search ads and map suggest ads, and on business details pages with placesheet ads.1
| Format | Where it shows | Campaign types Google lists |
|---|---|---|
| Promoted pins | Square pins on the map, when people browse, search, view directions or navigate [1] | Performance Max for store goals, Smart, Demand Gen, or Travel campaigns for Things to do [1] |
| Map search ads | At the top of the map search results list [1] | Search, Performance Max for store goals, Smart and Shopping campaigns [1] |
| Map suggest ads | As an autocomplete suggestion while someone types; Maps mobile app only [1] | Performance Max for store goals, Smart or Search campaigns [1] |
| Placesheet ads | Inside the business details page after someone selects a place [1] | Travel, Performance Max, Search or Display campaigns [1] |
Google's page lists campaign types for each format in two places, and the lists are not identical. The table combines both. Check the page before you build a campaign around one format.
WHAT YOU NEED FIRST
- Location assets. Map search ads need location assets linked to your Google Ads account.1 Local Ads in general require location assets linked at the account or campaign level.3
- A linked Business Profile. For promoted pins, Google says to link your Google Business Profile to Google Ads.1 Linking the profile enables location assets.3
- An eligible campaign and clean policy record. Google lists three requirements: provide your business location, have an eligible campaign, and meet Google Ads policy standards.1
- Location targeting and local keywords. Google's instructions for showing search ads on Maps include targeting a specific location, bidding by location, and using keywords related to what people search for locally.2
No verified profile yet? Start with Google Business Profile setup.
NO STOREFRONT?
Google says Local Ads help businesses with a physical location or service area reach people.3 If you serve customers at their location and don't have a storefront, Google says to make sure your Business Profile is set up as a service-area business, and it points to Local Services Ads as another option.2
Plumbers, cleaners and other trades should compare both routes. See Google Local Services Ads.
WHAT MAPS ADS CAN'T DO
- You can't buy Maps only. Google says you currently can't serve ads exclusively in Google Maps; chosen campaigns may automatically serve on multiple surfaces.1
- Pins and search results are separate. Google notes your ads may show as square pins without also appearing in Maps search results.3
- Ads don't fix your listing. Google says local search ads are different from your organic listing; a wrong address or pin is a Business Profile issue.2
- Zoom and competition matter. Promoted pins won't show when the map is zoomed out, and ads compete for limited slots.1
MEASURING RESULTS
Google says search ads on Maps can generate three click types: location detail clicks, direction clicks and mobile click-to-call clicks. You can see each by segmenting your report by click type.2
Directions and calls are closer to revenue than a map view. Track calls as conversions (see how to track phone calls from Google). Store visit conversions are enabled automatically only for accounts that meet Google's eligibility criteria, so most small businesses should not count on them.4
FAQ
Can I run ads only on Google Maps?
No. Google says you can't currently serve ads exclusively in Google Maps.1
Do I need a Google Business Profile?
Promoted pins need a linked Business Profile, and map search ads need location assets.1 Linking your profile is how Google says to enable location assets.3
Why can't I see my ad on Maps?
Google's checklist: is your profile linked and verified, is the location asset approved, is the campaign active and targeting the right area, are you zoomed in far enough for pins, and is the search relevant to your keywords? Other ads may also win the slot.1
Can you set this up for us?
Yes, as part of our Google & Meta ads service, with the ad account owned by your business. We don't promise placements or results.
SOURCES
- Google Ads Help, How to advertise in Google Maps.
- Google Ads Help, Show local search ads on Google Maps.
- Google Ads Help, About Local Ads.
- Google Ads Help, About location assets.
KEEP READING
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