Google Maps Advertising: How Local Businesses Can Appear Where Customers Are Ready to Choose

For local businesses, visibility at the right moment matters more than ever. When potential customers search for services “near me,” Google Maps often becomes the final decision point. That’s why advertising on Google Maps can be one of the most effective channels for attracting high-intent local traffic. However, many businesses struggle to launch Google Maps ads correctly. The reason is simple: the setup has changed. In this article, we’ll explain how Google Maps advertising works today, how to set it up correctly, and what factors help your business appear more often on the map.

Why Google Maps Advertising Became More Complex

A few years ago, advertising on Google Maps was relatively straightforward. As competition increased and more local businesses began using the platform, Google adjusted the process and integrated Maps ads more deeply into Google Ads.

Today, Google Maps ads are not launched as a separate campaign type. Instead, they rely on a combination of Google Ads campaigns and location-based assets.

Understanding this structure is key to running successful Maps advertising.

How Google Maps Ads Work Today

To appear in Google Maps through advertising, your business must meet several technical and strategic requirements.

Here is the correct setup process:

1. Connect Your Google Business Profile

The first step is linking your Google Business Profile to your Google Ads account. This allows Google to access your business location, address, phone number, and opening hours.

Without this connection, your ads cannot appear on Google Maps.

2. Add a Location Asset in Google Ads

Once your Business Profile is connected, you need to apply it inside Google Ads.

Typically, this is done at the account level:

Select the account level
Go to Location source
Choose All locations from your connected Google Business Profile
Save the changes

This step enables Google to use your location data across eligible campaigns.

3. Run a Standard Google Ads Campaign

Google Maps ads work through standard Google Ads campaigns, such as Search campaigns. When the correct signals are present, Google decides when to show your ad on Maps instead of (or in addition to) regular search results.

There is no separate “Google Maps campaign” to launch.

What Helps Your Business Appear More Often on Google Maps

Showing up on Google Maps is not only about technical setup. Google prioritizes relevance, proximity, and intent. To increase visibility, focus on the following factors:

Tight Local Geo-Targeting

Target the specific cities or service areas you actually serve. Overly broad targeting can reduce your chances of appearing on the map for nearby users.

High-Intent Local Keywords

Use keywords that reflect immediate intent, such as:

“near me”
service + city name
local service terms

These searches signal that users are ready to take action, not just browse.

A Fully Optimized Google Business Profile

An active and complete Business Profile plays a crucial role in Maps visibility. Make sure your profile includes:

Accurate business information
Updated opening hours
High-quality photos
Customer reviews

This improves trust and relevance in Google’s local ranking signals.

Why Google Maps Ads Attract High-Intent Traffic

Unlike many other advertising channels, Google Maps reaches users at the decision stage. People searching on Maps are often looking for:

Directions
Phone numbers
Immediate services nearby

That’s why Maps ads can drive calls, visits, and bookings more effectively than broader awareness campaigns.

Final Thoughts

Google Maps advertising is one of the most powerful tools for local businesses — but only when set up correctly. By connecting your Google Business Profile, applying location assets properly, and using strong local targeting signals, you position your business where customers are ready to choose.
If you want professional help launching or optimizing Google Maps ads, our team can guide you through the process and handle the setup for you.

Want us to launch Google Maps ads for your business?

DM us “MAPS” and we’ll take care of it for you.