What are Google Maps & Local Ads?
Google Maps and local advertising is paid advertising designed to help nearby customers discover, call, get directions to or visit a physical business location. There is no longer one simple standalone “Local campaign” product: local delivery is commonly handled through Search campaigns with location assets and Performance Max campaigns for store goals.
Where is it seen?
Eligible local ads can appear across Google Search and Google Maps, and Performance Max for store goals can also promote locations across other Google properties such as YouTube, Gmail and the Display Network. The exact placement depends on campaign type and eligibility.
What does it look like?
A local ad can include business information such as the location, map context, directions, a call action or a website link. What is shown depends on the surface and the location information connected to the campaign.
How does it work?
You normally connect eligible Business Profile locations or affiliate locations to Google Ads, provide campaign goals, budget and creative, and enable the relevant location assets or store goals. Google then uses location and auction signals to decide when the business is eligible to appear.
Is it instant? How long does it take?
The advertising campaign can begin after the account, location connection, assets and ads are eligible. A location that is not correctly linked, verified or approved can prevent the expected local information from being used.
Why can’t I see it?
Your ad will not show on every map search or every search near the business. Delivery depends on the user’s location and intent, campaign geography, local eligibility, budget, bidding and auction competition.
Who decides what appears?
You control the business information supplied through your connected location source, campaign budget, creative, goals and available targeting settings. Google controls the auction, local eligibility and which location information is displayed for each advertising opportunity.
Is it paid or organic?
This guide covers paid local advertising. Organic Google Maps and local Search visibility is a separate system based on local ranking factors; paying for an ad does not buy a better organic local ranking.
What does it cost?
Local advertising uses the bidding model of the underlying Search or Performance Max campaign. There is no universal fixed price for a Maps position; costs vary with competition, geography, goals and the local actions being optimised.
How do you know if it is working?
Useful local measures include direction requests, call clicks, website visits, store visits where eligible, store sales where available and other local actions. The strongest measure is whether those interactions produce actual customers, not just map exposure.
Key terms
- Location asset
- Business location information linked to Google Ads so eligible ads can show useful local details.
- Store goal
- A Performance Max objective focused on offline outcomes such as store visits, store sales and local actions.
- Local action
- An interaction with location-based advertising, such as a direction request or click to call.
- Business Profile
- The Google profile used to manage a business’s presence on Search and Maps.
Frequently asked questions
Do Google Maps Ads require a Google Business Profile?
For a business promoting its own physical locations, Google commonly uses connected Business Profile locations. Affiliate location options can also exist for businesses selling through other stores.
Can I pay to rank number one organically on Google Maps?
No. Paid local ads and organic local rankings are separate systems. Google states there is no way to request or pay for a better organic local ranking.
What happened to Google Local campaigns?
Local advertising is now handled through other Google Ads campaign types, particularly Performance Max with store goals and Search campaigns using location assets.
Can local ads optimise for directions and calls?
Google supports local action conversions such as directions and call clicks, subject to the campaign type, conversion setup and eligibility.
Sources and references
Platform features and policies change. These links are retained to make the guide easier to verify when it is reviewed.