Google Maps ads are created in Google Ads, not in your Business Profile. For them to exist, your ads account needs to be linked to your Google Business Profile, which provides the address. Once your location is linked, Search and Performance Max campaigns can feature your business on the map, marked as an ad, for people searching near you.
People who search for “pizza place,” “locksmith,” or “pet shop” on their phones often don’t even look at the results list. They go straight to the map. The top spots on the map can be organic or paid, and the paid ones show a “Sponsored” label.
What needs to be in place first
- A verified Business Profile. Without a verified profile, there’s no location to link. If yours isn’t verified yet, start with Google Business Profile verification.
- A Google Ads account in Expert mode. That’s where the location assets are. See Google Ads Expert mode.
- A link between both accounts. This is done directly in Google Ads, in the location assets section, using the email that manages the profile.
You’ll find the step-by-step for linking it in Google’s help page on location extensions.
Which campaign shows up on Maps
Search with location extension. The text ad gains an address, distance, and a directions button. In local searches, it can also show up inside Maps.
Performance Max with a store visit or contact goal. It distributes the ad across several networks, including Maps, and uses the linked location. It’s worth it once the account already tracks conversions correctly. We explain this in when to use Performance Max.
There’s no “Maps only” campaign type to choose right now. The map is just one of the places these campaigns show up.
What makes your ad show up more on the map
- A realistic targeting radius. Someone 30 km away rarely becomes a neighborhood customer. Target the area where your customers actually are.
- A complete, well-rated profile. The ad pulls rating, photos, and hours from your profile. A weak profile sends the click to the competitor next door.
- Local intent keywords. “near me”, the neighborhood name, “open now”.
- The right schedule. Focus your budget on the hours you’re actually open. Directions to a closed store are wasted money.
How much it costs
You pay for the ad action, like a click or a directions request, within the campaign budget. The cost depends on your industry and the competition in your area. A neighborhood store with little competition pays much less than a law office in downtown São Paulo. You’ll find cost ranges by industry in how much to invest in Google Ads.
Paid ads or organic ranking on Maps
The two work together. The ad guarantees visibility while you’re paying for it. Organic ranking depends on relevance, distance, and prominence, and it comes from work on your profile. Learn about the organic side in local SEO.
For a local business, the cheapest path in the long run is to build a strong profile (which improves both organic results and the ad at the same time) and use the ad to cover the hours and neighborhoods where you don’t show up yet.
How to measure results
Track directions, calls, and messages that came from the ad, not just clicks. In Google Ads, these actions can become conversions. In your profile, the performance reports show where the interactions came from.
Frequently asked questions
Do I have to pay to show up on Google Maps? No. Your profile is free and shows up on Maps without any ads. The ad just gives you extra visibility.
Does the ad show up for people far away? It depends on your targeting. You set the radius or the regions.
My business works at clients’ homes and has no address. Can I still advertise? You can advertise on Search, just without the location extension. See Google Business Profile without an address.
Where do I start? With your profile. The free Google Business Profile audit shows what’s missing, and the free Google Ads audit looks at your ad account.