In today’s mobile centric world, if you’re a business that relies on local customers having a strong local presence is key. One of the best ways to get your business in front of potential customers in your area is to use Google Maps Ads. These ads are shown right where customers are searching for nearby locations so it’s never been easier to get foot traffic and convert local search ads into paying customers.
Google Maps for Local Search
Google Maps is one of the most used tools for navigation and local discovery so advertising on this platform can get your business seen. Whether customers are using the Google Maps app or doing a mobile Google search Maps Ads will make your business location stand out so you can attract customers who are actively searching for your products or services.
In this guide we’ll go into how Google Maps Ads work, why they’re good for your business and how to set up and optimise a campaign through your Google Ads account.
What are Google Maps Ads?
Google Maps Ads are a feature within the Google Ads platform that help businesses get more visibility in local search. These ads show at the top when users search for nearby services or businesses in the Google Maps app or on the desktop and mobile versions of Google Maps. They’re marked as “Sponsored” and often include business location, directions, phone number and featured customer reviews.
Unlike traditional Google Search Ads, Maps Ads are designed for users searching for local businesses so are perfect for businesses with a physical location. Whether you run a restaurant, retail store or service based business advertising on Google Maps is a great way to get the attention of customers who are actively searching for what you offer.
Where Do Google Maps Ads Appear?
Maps Ads can show in:
- The Google Maps app when users search for local services.
- Google Maps in the “Nearby” search results.
- Google search results when users do local search ads queries.
These ads show up as promoted pins on the map within Google Maps itself so businesses can attract nearby customers. Ads on Google Maps can also have eye catching elements like location markers and custom icons so users can quickly identify your business.
See a Google maps promoted pin example below, Flying tiger locations and Freedom Dental are promoted pins.
Clicking a promoted pin gives your the below result, essentially a mini Google ad within the Google my business tile.
Why Google Maps Ads are good for local businesses
For businesses with a physical location such as retail stores, restaurants or service providers Maps Ads are a game changer. By putting your business at the top of relevant Google Maps searches you get visibility and increase the likelihood of attracting nearby customers actively searching for what you offer.
Hotels are a good example: guests often browse the map when choosing where to stay, so appearing there puts your property in front of people at the moment they’re deciding. We cover this in more detail on our page on PPC for hotels.
Benefits of Google Maps Ads for local businesses
- Get Foot Traffic
Ads show up in Google Maps results so users can find directions to your business location and increase foot traffic. These ads show up when potential customers are searching for businesses like yours so they’ll visit your location. - Target Local Customers
Google Maps Ads allow you to use location targeting to target specific areas or regions where your most relevant customers are located. This means you can attract more local customers and get the most out of your Google Ads budget by targeting high intent audiences. - Show Off Your Business Profile
When running Maps Ads your Google Business Profile is even more important. These ads often include information from your business profile such as reviews, business hours and contact information. Having a well optimised profile will make your ads more effective and give potential customers all the information they need to visit your business. - Increased Engagement with Promoted Pins
Promoted pins on the map itself make your business stand out. These ads often include call-to-action buttons (e.g. “Call Now” or “Get Directions”) and featured customer reviews so users can engage with your business directly from the map. - Drive Immediate Results with Local Inventory Search
If your business has in-store promotions or special offers Google Maps Ads can highlight these to attract customers. Local inventory search can even show users if specific items are available at your location so they can convert searches into visits.
By using Google Maps Ads businesses can reach potential customers nearby and get more store visits, visibility and ultimately more sales.
How to set up Google Maps Ads in your Google Ads account
Creating and running Ads on Google Maps through your Google Ads account is easy if you already have a verified Google Business Profile. Here’s how:
1. Turn on Location Extensions
The first step to setting up Google Maps Ads is to turn on location extensions, now called location assets in your Google Ads account. This will show your business’s location in your ads so nearby users can find your store. Follow these steps:
- Go to the Ads & Extensions section in your Google Ads dashboard.
- Click on “Extensions” and select Location Extensions.
- Link your Google Business Profile to your Google Ads account.
- Now when users search for local services your business will show up with a map and location details.
2. Create a Local Search Ads Campaign
Once location extensions are turned on it’s time to create a campaign for local search ads:
- Start a new Search Campaign in your Google Ads account.
- Under the campaign settings select the option for Location Targeting and define the areas where you want your ads to show.
- Choose relevant keywords especially those with local intent like “near me” or specific business locations (e.g. “dentist near Central London”).
3. Optimise your Google Business Profile
A Google Business Profile is required for Ads to show in Google Maps. Make sure your profile has up to date information including:
- Business address and contact details.
- Business hours including holiday hours.
- Featured customer reviews to build trust with potential customers.
- Photos of your business location to grab attention.
4. Check Ad Performance and Adjust
Once your campaign is live use Google Ads analytics to check its performance. Key metrics to track:
- Store visits from Maps Ads.
- Foot traffic during and after the campaign.
- CTR and conversion rates from map searches. By checking these regularly you can adjust your spend and improve overall performance.
Tips for running Google Maps Ads
To get the most out of your Maps Ads follow these best practices to get the best results and reach the right audience:
1. Location Targeting
Show your ads to the right audience by using location targeting. This means defining specific areas where your ads will show. For example if you’re a local business serving a specific neighbourhood or city, target that area. By doing this you’ll reach nearby customers who are most likely to visit your physical store.
2. Use Relevant Keywords
For better ad performance use relevant keywords with local intent like “near me” or the location you’re targeting. Add these to your ad copy and targeting settings so your ads will show when people search for businesses like yours on Google Maps or mobile search. This will increase your ad relevance and CTR.
3. Optimise your Google Business Profile
As your Maps Ads pull information from your Google Business Profile make sure it’s fully optimised. Keep your business details up to date especially your business address, business hours and photos. Encourage featured customer reviews to boost your profile’s credibility and increase the chances of getting more clicks.
4. Use Promoted Pins
Promoted pins in Google Maps are a visual way to grab user attention. These pins help highlight your business on the map with a branded icon or logo so you stand out from other nearby locations. This is especially useful for driving attention from users who are already looking at the map for a specific service.
5. Use Call-to-Action Extensions
Make it easy for customers to engage with your business by adding call-to-action buttons like “Call Now”, “Get Directions” or “Visit Website”. These will show in your ad and users can take action from the map, increasing the chances of converting searches into visits or leads.
6. Check and Measure
Finally, tracking your ads is important for long term optimisation. Use Google Ads reports to check:
- Foot traffic and store visits from your ads.
- CTR from Google Maps Ads.
- Ad group and keyword performance.
This will help you adjust your campaigns and get the best ROI.
How to Measure Google Maps Ads
Tracking and checking your Google Maps Ads is important to make sure you’re getting the most out of your spend and reaching the right audience. Here are the metrics to check:
1. Store Visits and Foot Traffic
One of the main goals of Maps Ads is to drive foot traffic to your physical store. Store visits can be tracked in your Google Ads account which shows how many users visited your store after clicking on your Maps Ads. This metric is especially important for brick-and-mortar businesses as it directly reflects the performance of your campaign.
2. Click-Through Rate (CTR)
CTR is a key metric that shows how many users clicked on your ad vs the total times it was shown. A higher CTR means your ad is relevant and appealing to users. You can increase your CTR by optimising your ad copy and using strong call-to-action phrases.
3. Conversion Tracking
If you want to measure actions like calls, driving directions or website visits, conversion tracking is a must. With this enabled you can see how many users take action after engaging with your local search ads. For example, tracking how many customers clicked on “Get Directions” or called your business through Google Maps Ads will give you valuable insights into your ad performance.
4. Return on Ad Spend (ROAS)
For businesses advertising on Google Maps, ROAS is a key metric to measure the profitability of your campaign. ROAS shows how much revenue you’re generating for every pound (or dollar) spent on ads. Check this to allocate your budget better across campaigns.
5. Ad Placement Performance
Check which ad placements are driving the most engagement, Google Maps searches, search engines or the Google Display Network. Knowing which placements work for your business allows you to focus your budget on the best channels.
By regularly checking these metrics you can make data driven decisions to optimise your Google Maps Ads and get the right audience and results for your business.
Conclusion
In a competitive digital world, Maps Ads are a powerful way for local businesses to stand out and get nearby customers. By using local search ads and placing your business at the top of Google Maps searches you can drive more foot traffic to your store, increase brand awareness and ultimately sales.
Whether you’re a small local business or a larger brand with multiple locations, running targeted Google Maps ads can get you in front of users who are actively looking for your products or services, to learn more contact our expert team.