If you’re an advertiser with a brick-and-mortar presence, it’s more important than ever to claim and advertise your business on Google Maps.
However, cracking the code on how to serve and control Google Maps ads may feel like a moving target over the last few months. With changes to Performance Max goals, Google Business Profile (GBP) guidelines and how folks search for places, a lot is happening within Maps.
Still, you can successfully commandeer your business’ Maps presence by optimizing your GBP listing, leveraging location assets and using Performance Max for store or travel goals.
Do businesses really need to target Maps specifically?
Yes. The way users search for businesses, paired with Google’s shift to highlight Maps placements within search results, makes it imperative to have a separate Google Maps strategy.
Having sitelinks driving to your “Store Locator” page and bidding on “near me” keywords is no longer enough to get in front of your customers during their search.
The future of the search engine results page (SERP), especially as Performance Max continues to dominate Google’s engineering resources, will continue changing as the shift into an AI-forward search results page runs full steam ahead.
This year’s upcoming Google Marketing Live is expected to announce further shifts in AI, which may include how prevalent Maps are in the user journey.
In the latest version of Google, Maps results are showing above any ads in the Search Generative Experience (SGE) view. As we know, this is expected to remain standard as the SERP evolves.
Businesses must claim their storefronts within Google Business Profile to get in front of users in the most organic formats and promote them within Google Ads to see real success.
Creating and optimizing your Business Profile and data feeds
Creating and optimizing your Business Profile is the first step to establishing a footprint on Google Maps.
Maintaining up-to-date store hours, phone numbers and important business information are all massive variables in a customer’s decision-making journey.
Contact information for the business, a link to the website and sourcing/replying to reviews are also key to winning your customers’ attention (and conversions).
For hotels, restaurants or any business with multiple locations, make sure your Data Feed is up to date. Add accurate pictures, menus or other helpful visuals as applicable.
What campaign types should run?
Once your store’s information is ready to be advertised, it’s time to determine which campaign type is best for your business. This will be a combination of Search and Performance Max campaigns (with either Store or Travel goals as your optimization type).
Campaigns should be structured by KPI, like all other campaign types, and not split by location unless there are different goals by store/city or need to have location groups at the campaign level if necessary.
Campaign settings and location targeting
As you set up your campaigns, make sure your location targeting is set to capture where your customers are or may be searching from.
Location exclusions will be an important part of your setup if there are countries/cities you do not have a presence in or do not want to prioritize.
If you do not include or exclude any locations during the initial build, make sure to check your Location reports (Reports > New Report > most specific location) to identify any areas to focus on by increasing budget or potentially excluding from your campaign.
Location and business assets
Set up location assets correctly before moving into anything else. These are eligible to serve across Google Search, Search Partners, Display Network and YouTube.
Creating location assets will depend on whether or not you own the locations directly, and you can find more information about how to set them up on Google’s Support pages.
Verifying your phone number and enabling call reporting are critical to the success of your location assets so you can gauge performance.
Location assets should be added at the campaign level as an ad extension within your Google Ads account if there are regional KPIs to hit; otherwise, they can be added at the account level to ensure they are applied to every campaign.
In addition to location assets, make sure your business name and logo assets are up to date and applied at the account level. These will help boost your quality score and build brand recognition with your customer base.
Maximizing your local business’ visibility on Google Maps
Claiming and promoting your business on Google Maps significantly boosts local visibility and will attract more customers to your storefronts. Following the steps above, you can quickly and effectively leverage Google Maps to grow your business.
As Google continues to embrace AI, expect more Maps-first results in the SERP and additional features in Google Ads to make the process quicker and easier for advertisers to run ads on Maps.
Why Your Google Maps Presence Can Make or Break Your Local Business
In today’s digital landscape, having a strong online presence goes far beyond maintaining a website and social media profiles. For businesses serving local communities, Google Maps has become the most powerful tool for connecting with potential customers. When someone searches for services near them, your visibility on Google Maps often determines whether they’ll choose your business or your competitor’s.
The Power of Local Search
Every day, millions of people use Google Maps to find businesses, compare options, and make purchasing decisions. Whether they’re looking for a coffee shop, a plumber, or a digital agency, the first few results on the map pack typically receive the majority of clicks. Studies show that 76% of people who search for something nearby visit a business within 24 hours, and 28% of those searches result in a purchase.
This makes Google Maps optimization not just beneficial, but essential for any business looking to attract local customers. Your Google Business Profile acts as a virtual storefront, providing crucial information like your address, hours, phone number, and customer reviews—all before someone even visits your website.
Building Trust Through Reviews and Engagement
One of the most influential factors in local search rankings is customer reviews. Businesses with higher ratings and more reviews consistently appear at the top of local search results. But reviews do more than boost your ranking—they build trust with potential customers who are researching their options.
Actively managing your Google Business Profile by responding to reviews, both positive and negative, demonstrates that you value customer feedback and are engaged with your community. This level of interaction can be the deciding factor when someone is choosing between your business and another with similar services.
Optimizing Your Profile for Maximum Visibility
A complete and optimized Google Business Profile significantly increases your chances of appearing in local search results. This means filling out every section thoroughly: accurate business hours, detailed service descriptions, high-quality photos, and regular updates about your offerings or special promotions.
Many businesses make the mistake of creating their profile and then forgetting about it. However, Google rewards businesses that keep their information current and engage regularly with the platform. Adding posts about new services, seasonal offers, or company updates signals to Google that your business is active and relevant.
The Role of Professional Management
While managing a Google Business Profile might seem straightforward, optimizing it for maximum visibility requires strategic thinking and ongoing attention. This is where partnering with a marketing agency can make a significant difference. Professionals understand the nuances of local SEO, the importance of keyword optimization in your business description, and how to leverage all available features to improve your visibility.
A strategic approach to Google Maps presence involves more than just filling out your profile. It requires understanding search patterns, monitoring competitors, analyzing performance metrics, and continuously refining your approach based on data. Many successful businesses work with experts who can implement advanced strategies like geo-targeted content, citation building, and reputation management.
Photos and Visual Content Matter
Visual content plays a crucial role in attracting potential customers on Google Maps. Businesses with high-quality photos receive 42% more requests for directions and 35% more click-throughs to their websites compared to those without. This includes exterior shots, interior views, product images, and photos of your team in action.
Regular photo updates also keep your profile fresh and engaging. Showcasing your latest projects, new products, or behind-the-scenes glimpses helps potential customers connect with your brand before they ever make contact.
Measuring Success and Adjusting Strategy
Google Business Profile provides valuable insights about how customers find and interact with your listing. Understanding these metrics—such as how many people called your business, requested directions, or visited your website—allows you to refine your approach and maximize results.
In an increasingly competitive local market, your Google Maps presence isn’t just another marketing checkbox—it’s often the first impression potential customers have of your business. Investing time and resources into optimizing this crucial platform can deliver substantial returns in the form of increased visibility, customer trust, and ultimately, more business.
