The ultimate guide to Google Maps Advertising

What is Google Maps Advertising?

By simple definition, Google Maps marketing/advertising is a way to boost the online presence of your business with the use of Google Maps.

As a marketing tool, Google Maps can help your target audience discover your business more easily. Although popular among large businesses, Google Maps advertising can also be very useful for smaller, local businesses. After all, if you want to establish a strong brand image and online authority, you need to use all the resources at your disposal.

And with Google Maps, you can do more than increase visibility. You can position your business in both organic search results and paid local search ads. That brings us to the core question for most businesses: will you be opting for paid advertising or SEO?

Google Maps SEO vs. Google Local Search Ads

When it comes to growing visibility on Google Maps, you can choose to invest in:

• Google Maps SEO, where you optimize your Google Business Profile and website to rank organically in the top 3 local search results (the ”local pack”).
• Local Search Ads, which entails running paid campaigns using location extensions to appear in sponsored listings directly on Google Maps and local search results.

Why Maps SEO Matters

Does it pay to invest in local SEO efforts for businesses? We say absolutely, because Google Maps advertising works, and it aligns with how people search and shop locally.

Namely, most users find businesses through:

• Content on your website, blog, or social media
• Local listings
• Reviews in Google Maps results

And if you rank in the top 3 map results—the ”local pack”—you get to:

• Boost brand visibility with key business info like hours, photos, and reviews
• Drive direct calls from mobile users without needing a website visit
• Increase foot traffic by making it easy for customers to get directions with one tap

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What are the main ranking factors for Google Maps organic ranking?

To earn a top spot in the local pack, you need to understand the factors Google uses to rank business listings.

While the basics haven’t changed much, the way Google weighs them has evolved, especially with the rise of AI-powered search. Experienced SEO agencies can help you get ahead of these updates and ensure your Google Business Profile is fully optimized for local search success.

Nevertheless, as of 2025, there are 5 ranking signals  that determine your visibility on Google Maps:

Relevance

Relevance refers to how well your business listing matches what someone is searching for. Google determines this by evaluating the information in your Google Business Profile (GBP), such as the keywords in your business title, your description, categories, and customer reviews. The more aligned your listing is with a user’s query, the more likely you are to rank.

Distance

Distance measures how close your business is to the user performing the search. For example, if someone looks up “realtor near me,” Google will prioritize businesses physically located closer to that person. While you can’t control user location, you can make sure your address is accurate and consistently listed across the web.

Prominence

Prominence determines how well a business matches with Google’s algorithm. This is why realtors with more experience and standing are better ranked on Google Maps than those who are fairly new to the game.

There are several metrics that can influence the prominence of a business:

1. Content related to your business
2. Backlinks linking back to your website (since your website URL is included in your Google Business Profile)
3. Online mentions of your business’s NAP (Name, Address, Phone Number).
4. Positive testimonials on Google Maps and other review sites
5. Social media mentions and engagements

Freshness

Listings with recent updates (e.g., new photos, updated hours, fresh Q&As) perform better. That’s because Google values active profiles that continue to serve relevant and timely information.

Authority & Trust

Google favors businesses with verified GBP listings, consistent citations, and content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Third-party accreditations, industry affiliations, and review responses all contribute to trust signals.

Website optimization for Google Maps SEO

While your Google Business Profile (GBP) carries the most weight in Google Maps SEO, your website still plays a supporting role.

After all, Google uses your site to verify main business details, assess topical relevance, and evaluate your authority through content, structure, and links. That’s why, after optimizing your GBP, the next step is to make sure your website reinforces those local signals, both on-page and off-page.

Consider the following steps:

On-page SEO	Off-page SEO
1. Link internally to your GBP listing	1. Build backlinks that point to your GBP listing
2. Embed a Google Map on your homepage or contact page	2. Embed your Map on partner or directory websites

Of course, not every business wants to rely solely on organic visibility. For faster results, many turn to paid solutions—specifically, local search ads.

What are Google’s local search ads?

Local search ads let you promote your GBP-verified business in Maps results via location extensions. They appear on ”near me” queries when your listing quality and budget align.

What are location extensions?

Location extensions are add-ons for your Google Ads campaigns – ones that can showcase your address, location on Google Maps, or distance to your business.

These extensions are useful for two reasons:

• They are good visual clickbait, as users can be more attracted to your business if they see an actual location or how near your location is to them. They can then tap the extension to get more information about your business and trigger a call directly from the ad.
• You get more real estate for your ad, as the extension takes up space. This makes it harder for people to ignore the ad and scroll past it.

As of recently, location extensions have become even more powerful for Google Maps advertising. The newest additions include:

• Promoted Pins, which let your business appear as a branded marker during navigation, increasing local visibility and foot traffic.
• Local Ad Suggestions, powered by AI, now recommend optimized ad text and targeting based on current performance trends and user intent—perfect for fine-tuning your local search ads in real time.

For up-to-date instructions on how to use these, visit Google’s guide on using location extensions.

*You can remove location extensions at any time. To learn how to do it, simply go to”Remove location extensions”.

8 advantages of Google local search ads

With local search ads, your company gains several benefits, including these eight:

• More calls – Location and call extensions encourage users to contact you directly from search results.
• Instant trust – Displaying your address, working hours, and customer reviews builds confidence right away.
• Increased foot traffic – 76% of nearby searchers visit a store within 24 hours, and local ads help drive those visits.
• More informed customers – Ads give users access to photos, reviews, and key business info without needing to click through.
• Voice search advantage – Local ads surface in voice assistant results, helping you win “near me” queries hands-free.
• Social proof at a glance – Star ratings and testimonials within ads influence purchasing decisions instantly.
• Mobile-first visibility – Your ad shows up on Google Maps, where users are actively searching on the go.
• Promoted Pins – Highlight your business directly on Google Maps with branded map markers that stand out during navigation.

How to Launch Your First Google Maps Ad (Step-by-Step)

Ready to start showing up on Google Maps with a paid listing?

Here’s how to launch your first local campaign using Google Ads:

1. Claim and Verify Your Google Business Profile (GBP)

The first step is ensuring you have a verified GBP listing, as this is what allows your business to appear in Google Maps and local ads. If you’re new to the topic, we’ve already covered how Google Business Profile (GBP) helps local businesses build visibility and brand trust, so make sure you check that out.

Now, to claim or create a listing, head to Google Business Profile Manager. Check that all business details (address, hours, categories, phone) are complete and accurate. If not, add/change them. Also, if your profile has already been claimed by someone else, make sure you request ownership through Google.

2. Link Your GBP to Google Ads

Once your GBP is verified, log in to your Google Ads account. Navigate to Assets → Location, and link your GBP. This step enables your ads to automatically display trusted business info like your location, hours, and reviews, thereby boosting performance and credibility.

3. Create a Local Campaign

In Google Ads, click New Campaign, then choose a goal like Sales or Leads, and select Campaign type: Local. This format pushes your ads across Maps, Search, YouTube, and Display, all optimized to drive foot traffic and local actions.

4. Set Your Target Radius and Budget

Next up, you need to decide how far your ads should reach. Whether that’s a neighborhood, city, or ZIP code, define your radius accordingly. Then set your daily or weekly budget, and choose a bidding strategy. Maximize conversion value is often the best fit for local campaigns.

5. Add Call and Directions Extensions

Make it easy for users to take action. Add extensions that allow potential customers to call your business or get directions with one tap. These drive engagement directly from the search result or Maps interface, especially on mobile.

6. Monitor and Optimize Performance

After launching your campaign, track its performance using the Locations and Ads & assets tabs in your Google Ads dashboard. See which areas and creatives are generating the most traffic, then optimize your bids, messaging, and targeting to get even better results.

Your Next Steps with Google Maps Advertising in 2025

As mentioned, according to Google and their 2024 Local Search Trends, over one-third of all searches are now location-based, and they’re growing 50% faster than mobile searches overall. In other words, it is more common for people to include geography as part of their search query than to search for terms without a city or place.

What does this mean for your business? Well, it means Google Maps advertising is no longer optional.

That said, if you want to grow your visibility in 2025 and beyond, here’s what you should do next:

1. Audit and update your Google Business Profile (GBP).
2. Launch or refresh a Local Campaign in Google Ads.
3. Track and optimize performance via Google Analytics 4 (GA4).
4. Experiment with Promoted Pins and AI-powered Local Ad Suggestions.

And if you’d rather have someone else do it for you, Digital Dot is here to handle it all, from GBP optimization to full-scale local ad campaigns. With a proven track record in Google Maps advertising, we’ll make sure your business stands out in every local search that matters!