Google Maps Ads

How to advertise on Google Maps · by Lucas, Google Ads specialist for local businesses

Google Maps ads — often called promoted pins — put your business at the very top of Google Maps and the local results on Search, above the free listings, with a "Sponsored" label. They're powered by your Google Business Profile connected to a Google Ads campaign, and for a local business they're gold: they capture people searching "near me" at the exact moment they're ready to call or visit. Here's what they are, how to set them up, and what they cost.

What are Google Maps ads?

Google Maps advertising is a form of paid search that shows your business as a promoted location pin — on the Google Maps app, and in the "map pack" of local results on a normal Google search. Instead of scrolling past a dozen competitors, a searcher sees your business highlighted at the top, with your name, rating, hours and a call or directions button.

They show up in a few places:

• The Google Maps app and maps.google.com — a highlighted pin and a top spot in the results list.
• The local pack on Google Search — the little map with 2–3 businesses that appears for local queries.
• Related "near me" searches — when someone looks for your type of business in your area.

Why Google Maps ads work so well for local businesses

• Sky-high intent. Someone searching Maps for "plumber near me" or "dentist open now" is ready to act — often on their phone, often on the move.
• Prime real estate. A promoted pin sits above the organic listings, so you're the first business they see.
• Built for calls and visits. Maps ads lead straight to a call, a direction request, or a visit — the actions that matter for a local business.
• They compound with your reviews. A strong star rating on your pin does a lot of the selling for you.

How to advertise on Google Maps

Maps ads aren't a separate product you buy — they're an output of the right Google Ads setup connected to your Google Business Profile. Here's the path:

1. Claim and optimize your Google Business Profile. Correct categories, service area, hours, photos, and — crucially — a healthy flow of reviews. The ad can only be as strong as the profile behind it.
2. Link your Business Profile to Google Ads and add location assets (formerly location extensions) so your ads can show your address and pin.
3. Run a Search or Performance Max campaign with tight location targeting around the area you actually serve. This is what makes the promoted pin appear on Maps.
4. Bid for the "near me" searches that matter, and track calls and direction requests so you know what's working.
5. Service business? Add Local Services Ads (Google Screened/Guaranteed) too — they sit right at the very top and charge per lead.

How much do Google Maps ads cost?

Maps ads run on the same pay-per-click model as the rest of Google Ads — there's no fixed price. You set a budget and pay per interaction: a click to your listing, a phone call, or a request for directions. What you pay per click depends on your industry and city — commonly a few dollars, up to $50+ for competitive local services. For a full breakdown, see how much Google Ads cost. Local Services Ads work differently: they charge per lead rather than per click.

Google Maps ads vs Local Services Ads

Both put you at the top of local results, but they're not the same:

For most local businesses the strongest setup runs both, plus a regular Search campaign. Background: Google Ads vs Local Services Ads.

How to get the most from Google Maps ads

• Win on reviews. Star rating and review count are the biggest trust signals on your pin — make asking for reviews a routine.
• Tighten your location targeting. Only pay to appear where you actually serve, and bid up in your best areas.
• Track calls and directions as conversions, so you optimize for real customers, not clicks.
• Keep the profile fresh — photos, hours, services and posts all help the pin perform.

Frequently asked questions

Paid "promoted pin" listings that put your business at the top of Google Maps and the local pack on Search, above the free results, powered by your Google Business Profile and a Google Ads campaign.

Optimize your Google Business Profile, link it to Google Ads, add location assets, and run a Search or Performance Max campaign with local targeting. Service businesses can add Local Services Ads too.

They're pay-per-click — no fixed price. You pay per click, call or directions request; costs per click range from a few dollars to $50+ in competitive local categories. See the full cost guide.

Usually yes — Maps and "near me" searches are extremely high intent, and a promoted pin puts you above competitors at the moment someone's ready to call or visit.