Google Map Advertising: A Complete Guide to Ads on Google Maps

When people search for a restaurant, salon, or auto repair shop, they turn to Google Maps to find the best options nearby. Showing up at the top of search results is about getting more customers through the door before competitors do.

Google Maps ads make this possible by placing businesses in front of ready-to-act customers right when they need a service. Instead of relying on organic rankings, companies can effortlessly secure premium spots, increase foot traffic, and drive more calls and visits.

This guide covers everything you need to know about Google Maps advertising, from ad types and costs to setup and optimization. This strategy is indispensable if you want to attract more local customers and outshine the competition. And you want to do that, don’t you?

What is Google Maps advertising?

If you manage a business’s online and offline reputation, Google Maps advertising should be on your radar. People are constantly searching for firms “near me,” looking for a florist, a reliable tutor, or a boutique hotel. And where do they turn first? Google Maps, of course!

So, what exactly is Google Maps advertising?

It’s a powerful way to place your organization directly in front of potential customers searching for products or services in your area. Instead of just hoping your organic listing shows up, you can pay to be featured at the top of Google Maps search results, increasing your visibility and driving more foot traffic to your location.

Can you do ads on Google Maps? (Types of ads on Google Maps)

Regarding advertising on Google Maps, businesses have several options to increase visibility, attract more customers, and dominate local search results. If the goal is to stand out in search results, appear along a customer’s route, or make a location pop on the map, there’s an ad format designed to help. Let’s break them down.

1. Promoted pins (sponsored locations)

Ever noticed a business pin on Google Maps that stands out with a unique logo or a special offer? That’s a Promoted Pin, also known as a Sponsored Location. These pins are paid placements that make your company more visible on Google Maps by highlighting it above others.

How promoted pins work

Instead of blending in with the sea of regular businesses on Maps, Promoted Pins put your location front and center. They work by:

• Displaying your company as a branded pin on Google Maps.

• Showcasing additional features like special promotions, discounts, or services (for example, “10% off tea today!”).

• Ensuring your organization appears prominently when users search for relevant terms like “pizza near me” or “best car repair shop.”

This means that even if your business isn’t ranking at the top of organic search results, a promoted pin ensures you’re still seen, which can make a huge difference in competitive industries.

Benefits of Google Maps sponsored ads for local companies

Promoted pins are especially useful for brick-and-mortar businesses that rely on walk-ins. And here’s why:

1. Increases foot traffic. Your location becomes more noticeable, encouraging people to stop by.

2. Boosts brand awareness. Even if users don’t visit immediately, seeing your pin helps them remember your company later.

3. Encourages on-the-spot visits. If someone’s searching for a service nearby, a highlighted pin with a special offer could be the deciding factor.

👌 Perfect for: Restaurants, retail stores, salons, auto repair shops, gyms, and any organization that thrives on in-person visits.

2. In-search ads

When you search for a business or service on Google Maps, have you noticed that the top results are often ads? These are In-Search Ads, designed to help companies appear above organic listings.

Where do these ads appear in search results?

• At the top of Google Maps search results (before organic listings).

• Inside the Google Maps app, when users enter a location-based query (for example, “best bistro near me”).

• In Google Search results when a Maps listing is displayed.

These ads work like regular Google Ads, but they’re location-focused, ensuring your organization appears when people are actively searching nearby.

Impact on local search visibility

The biggest advantage? Your business gets seen first. When users search, they’re often ready to take action such as visiting a store, making a phone call, or booking an appointment. Appearing at the top of the results significantly increases the chances of getting clicked.

1. Immediate visibility. No waiting for organic ranking to improve. Your firm appears instantly at the top.

2. Drives more website clicks and calls. Since users are in “ready-to-buy” mode, these ads generate high-intent traffic.

3. Great for local SEO. Even if your website isn’t ranking well, paid ads can fill the gap and ensure visibility.

👌 Perfect for: Local service providers (plumbers, electricians, law firms), medical offices, restaurants, and businesses with high local search demand.

3. In-Navigation Ads

Ever been using Google Maps for directions, and suddenly a suggested company pops up along your route? That’s an In-Navigation Ad, and it’s one of the most powerful tools for driving impulse visits.

How In-Navigation Ads work

• These ads appear while users are actively navigating to another destination.

• Google suggests your business as a convenient stop along their route.

• It’s an easy way to capture customers who are already on the move and might be willing to make an extra stop.

Imagine someone driving home from work and seeing an ad for a gas station, coffee shop, or grocery store along their route. If they need to refuel or grab a quick snack, your ad could influence their decision.

Why Google Map ad placements during navigation can boost store visits

1. Targets people in transit. Unlike other ads, these specifically use location targeting to attract users who are already moving and need a service now.

2. Encourages last-minute decisions. Perfect for businesses that benefit from quick, unplanned stops (for example, fast food, gas stations, convenience stores).

3. Increases foot traffic with minimal effort. Users don’t need to search; Google Maps suggests your company automatically.

👌 Perfect for: Gas stations, coffee shops, fast food restaurants, grocery stores, pharmacies, and businesses that cater to on-the-go customers.

4. Local search ads

If you’re already running Google Ads, Local Search Ads allow you to extend your reach into Google Maps. These ads help organizations appear in the Maps results when users search for a service or product nearby.

How Google Maps advertising integrates with Google Ads

To run local search ads, you’ll need to:

1. Set up a Google Ads account (if you don’t already have one).

2. Link your Google My Business (GMB) listing to your ad account.

3. Enable location extensions in your Google Ads campaign settings.

4. Target relevant local keywords (for example, “best breakfast near me,” “car detailng in [city]”).

Once set up, your company will appear in both Google Search network and Google Maps results, ensuring maximum local visibility.

Importance of Google My Business (GMB) optimization

While Local Search Ads rely on Google Ads, your GMB profile greatly affects their success. To get the most out of your Google Maps advertising, make sure your Google My Business listing is fully optimized with:

1. Accurate organization information. Name, address, phone number (NAP), hours of operation.

2. High-quality photos. Businesses with strong visuals attract more requests for directions.

3. Positive reviews. Higher ratings improve click-through rates (CTR) and build trust.

4. Relevant keywords in your business description. Helps Google match your company with search intent.

A well-optimized GMB profile + Local Search Ads = a winning combination for dominating local search.

👌 Perfect for: Any local business looking to boost visibility, drive more calls, and get foot traffic from Maps users.

🔎 Not sure if your GMB profile is fully optimized? Run a free audit to identify areas for improvement: Google Business Profile Audit.

How to start advertising on Google Maps

Setting up Google Maps ads is a great way to attract local customers, increase foot traffic, and improve your business’s visibility. The process is straightforward, but you need to set up your campaign properly to get the best results. Let’s walk through the steps.

1. Creating a Google Ads Account

First, you need a Google Ads account. If you don’t have one, visit Google Ads and click “Start Now.”

During the setup, Google will ask about your advertising goals. Since you’re focused on Google Maps advertising, choose objectives like driving store visits or getting more calls. Once your account is ready, you’ll have access to the campaign dashboard to start setting up your ads.

2. Linking your Google My Business (GMB) Profile

Your Google My Business (GMB) profile is crucial for Google Maps ads. It connects your company to Google’s local search results and ensures that your ads show your location, contact details, and customer reviews.

To link your GMB account:

1. Go to “Tools and Settings” in Google Ads.

2. Click on “Linked Accounts.”

3. Find “Google My Business” and follow the instructions to connect your profile.

Once linked, Google will pull your company info into the ads, making it easy for customers to find and contact you.

3. Setting up location extensions

Location extensions help your ads stand out by displaying your address, phone number, and directions directly in Google Search and Maps results.

If you want to enable them:

1. Go to “Ads and Extensions” in Google Ads.

2. Click “Extensions”, then select “Location Extension.”

3. Choose your linked GMB account to sync your organization details automatically.

If you have multiple locations, Google will show the most relevant one based on the searcher’s location.

4. Choosing the right keywords

Keywords determine when your ad appears, so choosing the right ones is key. Focus on location-based keywords that match what your customers are searching for.

For example:

•  “Best tacos near me”

•  “Emergency plumber in [city]”

•  “24-hour pharmacy nearby”

To refine your list, use Google’s Keyword Planner to find high-traffic, low-competition keywords. Adding “near me” variations can also help you reach people actively searching for businesses like yours.

5. Setting a budget and bidding strategy

Your budget and bidding strategy control how much you spend on your ads. Start with a daily budget that aligns with your goals: $10 to $50 per day is a good starting point for local campaigns.

For bidding strategies, you can choose:

1. Manual CPC (Cost-Per-Click). You set how much you’re willing to pay per click.

2. Maximize clicks. Google adjusts bids automatically to get the most clicks for your budget.

3. Target CPA (Cost-Per-Acquisition). Google optimizes bids to get more conversions (like store visits or calls).

If you’re just starting, Maximize Clicks is a simple way to let Google optimize your bids while keeping control over your spending.

6. Creating compelling ad copy

Your ad copy needs to grab attention and encourage action. Keep it clear, engaging, and benefit-driven.

Instead of:

 ❌ “Pizza Restaurant in NYC”

Try this one:

 ✅ “Voted NYC’s Best Pizza! Get 20% Off Your First Order – Order Now!”

Best practices for ad copy (in short!):

1. Highlight unique selling points (“Family-owned since 1980”)

2. Include a call-to-action (CTA) (“Visit Us Today”)

3. Mention special offers (“Limited-Time Discount!”)

A well-crafted ad grabs attention instantly and drives potential customers to take action. The right mix of strong messaging, clear benefits, and an irresistible offer can make all the difference in turning searches into visits.

7. Monitoring and optimizing your campaigns

Once your ads are live, tracking performance is crucial. Google Ads provides key metrics like:

1. Clicks. How many people clicked your ad.

2. Impressions. How often your ad appeared.

3. Conversions. How many people called, got directions, or visited your store.

Adjust your keywords, bidding strategy, or ad copy if an ad isn’t performing well. Running A/B tests with different offers or headlines can also help improve results.

How much does it cost to advertise on Google Maps?

If you’re thinking about running Google Maps ads, you’re probably wondering: How much does it actually cost?

The answer? It depends.

Unlike a flat-rate fee, Google Maps advertising costs vary based on factors like competition, industry, and your chosen bidding strategy. But worry not! We’ll break it all down for you.

What affects the cost of Google Maps Ads?

Several factors influence how much you’ll pay for your Google Maps ads:

1. Industry competition. If you’re in a high-demand field like law, real estate, or home services, expect to pay more because everyone’s bidding on the same keywords. Restaurants and local shops, on the other hand, typically have lower costs.

2. Keyword demand. Popular search terms like “best sushi near me” or “emergency electrician” tend to have higher costs because more businesses are trying to rank for them.

3. Ad quality. Google rewards ads that are relevant and engaging. If your ad gets high engagement (clicks, calls, direction requests), Google might lower your cost-per-click (CPC).

4. Bidding strategy. If you choose manual bidding, you set your own maximum bid per click. With automated bidding, Google adjusts your bids dynamically to get you the most clicks for your budget.

How much does a click cost?

In our experience, the average cost per click (CPC) for Google Maps ads typically ranges from $1 to $2, but it can be higher in competitive industries.

If you’re in a high-demand field like legal services or insurance, your CPC could jump to $5 or more.

Understanding CPC rates helps businesses set realistic budgets and bidding strategies. While costs vary, investing in Google Maps ads can deliver high-value leads, especially for companies that rely on local customers.

How much should you budget for Google Maps ads?

Your budget depends on how aggressive you want to be. Here’s a general guideline:

✅ Small businesses (local cafes, salons, small retailers) spend around $100—$1,000 monthly on Google Maps ads.

✅ Medium businesses (multi-location brands, dental clinics, auto repair shops) typically budget $1,000—$5,000 monthly.

✅ Larger businesses (franchises, national brands) might invest $5,000—$50,000+ monthly, depending on their reach and competition.

The best part? You fully control your spending. You can start with as little as $5 per day, test what works, and adjust your budget as needed.

How to advertise on Google Maps for free

Not ready to spend money on ads? You can still boost your business’s visibility on Google Maps without spending a dime!

1. Optimize your Google My Business (GMB) Profile

First things first, if you haven’t already, claim and optimize your Google My Business (GMB) profile. It’s completely free and essential for showing up on Google Maps. Center AI emphasizes GMB optimization as a key step in local reputation management.

• Ensure your organization information is accurate. Your name, address, phone number, website, and hours should be correct and consistent.

• Use high-quality photos. Businesses with great images get more requests for directions and more website clicks.

• Encourage customer reviews. Center AI’s reputation management tools help businesses monitor and respond to reviews, improving rankings and credibility.

• Post updates and offers. Google lets organizations post updates, events, and promotions directly on their GMB listing. Take advantage of this feature!

Keeping your GMB profile optimized and up to date with Center AI’s automated tools ensures higher rankings and better customer engagement.

2. Use local SEO to rank higher

Ranking higher on Google Maps requires local SEO optimization. Center AI’s analytics and keyword tracking tools help companies refine their SEO strategy to increase visibility.

• Use location-based keywords in business descriptions (for example, “Best bakery in Brooklyn”).

• Ensure NAP (Name, Address, Phone) consistency across local directories like Yelp, TripAdvisor, and Apple Maps. Center AI can track and update these listings for you.

• Engage with reviews. Responding to both positive and negative feedback shows credibility and customer care. Also, automated monitoring tools from Center AI help businesses respond to feedback in real time.

• Earn backlinks from local news websites, blogs, and company associations to strengthen local authority.

Local SEO takes time, but consistent optimization ensures long-term visibility on Google Maps.

3. Get featured in organic search results

Organizations appearing in the top three Google Maps results (Local Pack) get the most traffic. Center AI helps companies monitor their local search performance, track competitors, and optimize for top rankings.

• Keep GMB profiles complete and updated. Google favors businesses with accurate and detailed listings.

• Earn more high-quality reviews. Center AI’s reputation management dashboard makes tracking and responding to customer feedback easy.

• Optimize websites for local search. Adding city/state in titles, meta descriptions, and content boosts ranking.

• Engage with customers. Answering Google Maps questions, responding to reviews, and posting regular updates signals activity and trustworthiness.

Use Center AI’s reputation management and SEO tools to track, optimize, and outperform competitors in organic search results.

Get your business to the top of Google Maps

For reputation managers, Google Maps is essential, and Google Maps ads make it even more powerful. If your organization isn’t showing up at the top of search results, you’re losing potential customers to competitors who are. Optimizing your Google business listings ensures that your company appears when potential customers are searching for the services you offer.

People trust Google Maps — it’s often the first (and only) place they check before visiting a business. A higher ranking means more foot traffic, and if you’re not at the top, someone else is. But it’s not just about visibility. A strong Google Maps presence, backed by positive reviews, builds credibility and trust, making it easier to turn searches into sales.

Understanding how Google Maps ads work can give your business a competitive edge. These ads integrate seamlessly with the Google Display Network, allowing companies to reach potential customers across different platforms while reinforcing their local presence. A well-optimized Google business page helps strengthen visibility and ensures your business stays ahead in local search results.

With more companies investing in Google Maps ads, staying ahead means taking action now. The good news? It’s not complicated or expensive to get started. Even a small budget can make a big impact.

So why wait? Start using Google Maps ads today and put your business in front of more customers.