When someone opens Google Maps and types "coffee", "tyre repair" or "pharmacy", they are usually close to a decision and often already on the move. Appearing at that moment can mean a walk-in within minutes. That is why Google Maps ads, sometimes called local search ads, are so valuable to businesses with a physical location or a defined service area.
They are also widely misunderstood. There is no standalone "Maps campaign" you can buy, ads on Maps do not improve your organic map ranking, and the setup depends on a feature many advertisers overlook: location assets.
This guide explains how Google Maps ads work in 2026, the formats you will see, which campaign types can serve on Maps, how to set them up step by step and how to measure the results.
Key Takeaways
- Ads on Google Maps are powered by location assets linked to your Google Ads account.
- Formats include promoted pins (square pins on the map) and ads within Maps search results and suggestions.
- Eligible campaigns include Search with location assets, Performance Max, Demand Gen and Smart campaigns.
- You cannot run ads exclusively on Maps, and ads do not influence organic local rankings.
- Measure with click types (directions, location details, calls) and real conversions.
What Are Google Maps Ads?
Google Maps ads are paid placements that show your business within Google Maps on mobile and desktop, including the Maps app. Google's location assets documentation explains that your locations can appear beside, above or below search results on Google Maps. They are labelled as sponsored and are separate from the organic results, which Google ranks on relevance, distance and prominence.
The key point is that Maps is a placement, not a campaign type. Google says so directly:
“Currently, you can't serve ads exclusively in Google Maps.”
— Google Ads Help, Show local search ads on Google Maps
If you want guaranteed, pay-per-lead placement at the very top of local results for certain service categories, compare these with Google Local Services Ads, which work differently.
Google Maps Ad Formats
| Format | Where it appears | What it looks like |
|---|---|---|
| Promoted pins | On the map itself | Square pins that stand out from the usual round pins |
| Map search ads | In the list of results after a search in Maps | A sponsored listing with your business details |
| Map suggest ads | In Maps search suggestions | Your business suggested as people type or browse |
| Location assets on Search | Google Search results | Address, distance and a link to directions under your ad |
When people interact, they can expand the ad to see location details, request directions or call you from a mobile device.
Which Campaign Types Can Show on Maps?
Google's help documentation lists these campaign types as able to serve ads in Google Maps:
- Search campaigns with location assets: the most controllable option, using your keywords and bids. See our guide to Google Ads assets.
- Performance Max: serves across Google's channels from one campaign, including Maps when you supply locations. Our Performance Max guide explains store goals and asset groups.
- Demand Gen: visual campaigns that can reach people across Google surfaces; see our guide to Demand Gen campaigns.
- Smart campaigns: Google's simplified campaigns for small businesses.
How Location Assets Power Maps Ads
Location assets add your address, a map or the approximate distance to your ads. Google lists several data sources for your own locations: your Business Profile, Google's list of chain stores, or Google Maps. Businesses that sell through stores they do not own, such as manufacturers, can use affiliate location assets instead.
The simplest route for most local businesses is to link the Google Business Profile that holds your verified locations. Keep your profile accurate, because the same name, address, hours and photos feed your ads.
How to Set Up Google Maps Ads: Step by Step
- Verify your Business Profile. Make sure every location is verified and the details are correct.
- Link it to Google Ads. In the assets section, add location assets and connect the Business Profile account that manages your locations.
- Choose a campaign type. For most local businesses, start with a Search campaign with location assets; add Performance Max later if you have strong creative and conversion tracking.
- Set location targeting. Target the area around your business, using a radius (Google's minimum is 1 km) or a list of postcodes and towns. See our guide to location-based advertising for targeting options.
- Raise bids near your location. Google suggests setting bids by location so they increase for people located near your business.
- Choose keywords and match types. Use local-intent keywords and check our explainer on keyword match types.
- Set up conversion tracking. Track calls, forms and bookings with our conversion tracking guide, and store visits if your account is eligible.
- Launch and monitor click types. Review results weekly for the first month.
Measuring Google Maps Ads
Google Ads lets you segment your campaigns, ad groups, ads or keywords by click type. For Maps, the most useful are:
| Click type | What it means | How to use it |
|---|---|---|
| Get location details | Someone expanded your ad from the results | Interest indicator; compare with conversions |
| Get directions | Someone asked for directions to your business | Strong visit intent for walk-in businesses |
| Mobile click-to-call | Someone called from a mobile device | Pair with call conversion tracking for lead quality |
| Store visits (if eligible) | Modelled visits after ad interactions | Use to judge offline impact at scale |
Also compare performance by user location to see whether nearby people convert better, then adjust bids or radius accordingly.
Best Practices for Maps Advertising
- Keep your Business Profile hours and holiday hours current so ads do not drive people to a closed door.
- Use high-quality, real photos of your premises; they appear across Maps surfaces.
- Run ads during opening hours if most conversions are visits or calls.
- Combine ads with organic work: reviews and a complete profile make every ad click more likely to convert. Our hyperlocal marketing guide explains how they fit together.
- Exclude areas you cannot serve to protect your budget.
Common Mistakes
- Expecting a "Maps-only" campaign. It does not exist; plan your campaign for all of its placements.
- Forgetting location assets. Without them, your Search ads have no location information to show on Maps.
- Targeting too wide an area. People rarely travel far for everyday services.
- Judging by clicks alone. Direction requests and calls tell you more than total clicks.
- Believing ads lift organic rank. Google is clear that you cannot pay for better local ranking.
Related Guides
- Location-Based Advertising: Options Beyond Google
- Google Ads Keyword Match Types Explained
- Search Terms Report: Find Wasted Spend
Frequently Asked Questions
Can I run ads only on Google Maps?
No. Google's help documentation states that you currently can't serve ads exclusively in Google Maps. Maps is one placement within eligible campaign types such as Search with location assets and Performance Max.
What are promoted pins on Google Maps?
Promoted pins are ads that appear as square pins on the map, so they stand out from the usual round pins for organic listings. They are one of the ways local search ads can show in Maps.
Do I need a Google Business Profile to advertise on Maps?
Location assets are the key requirement. Linking your Business Profile is the most common way to supply your locations, and chain stores can use Google's list of chains instead.
Do Google Maps ads improve my organic map ranking?
No. Google says there is no way to pay for a better local ranking. Ads are labelled and separate from organic results, although they can bring visits and reviews that indirectly support your profile.
How do I know if Maps ads are working?
Segment by click type to see direction requests, location detail clicks and calls, and track conversions such as calls, forms and, where eligible, store visits.
Conclusion
Google Maps ads put your business in front of people who are nearby and ready to act. Set up location assets, choose the right campaign type, target a realistic area, and measure the click types and conversions that matter. Paired with a strong Business Profile, they are one of the most efficient paid channels for local businesses.
Want experts to set up and manage your local campaigns? Explore our PPC management and Google Maps marketing services, or request a quote. New to the platform? Start with our Google Ads beginner's guide.
