Google Maps Ads: How to Get Your Business Showing Up in 2026

Having your business showing up as an ad on Google Maps, and for many local businesses is one of the fastest ways to get in front of nearby customers who are ready to visit or call. You don't buy a "Google Maps ad" as a standalone product, though. Instead, you run the right type of Google Ads campaign (Local, Search with location assets, or Performance Max) and Google shows your pin, listing, or promoted result to people browsing Maps.

This guide breaks down exactly how that works, what it costs in Australia, and how to set it up properly without wasting budget.

What Are Google Maps Ads?

Google Maps ads are paid placements that appear directly inside the Google Maps app or Maps search results, not just in regular Google Search. They show up as highlighted pins, promoted listings above organic map results, or sponsored entries when someone searches for a business type near them ("plumber near me", "cafes open now").

They're built on your Google Ads account and your Google Business Profile working together. Google pulls your business name, category, photos, rating, and location data from your profile, then layers the ad on top so it stands out from unpaid listings.

How Google Maps Ads Appear (Pins, Promoted Listings, Search Results)

There are a few common formats you'll see:

• Promoted pins: a highlighted marker on the map itself, often in a different colour, marked "Ad" or "Sponsored"

• Promoted listings: your business appears at or near the top of the list view when someone searches a category or service

• Search and navigation placements: your listing can show up when someone is searching for directions or nearby options in a related category

All of these link back to the same underlying campaign types in Google Ads, there's no separate "Maps Ads" dashboard.

Google Maps Ads vs Regular Google Search Ads

Regular Search ads appear on google.com when someone types a query into the search bar. Maps ads appear specifically within the Maps interface (app or maps.google.com) and are heavily weighted towards proximity and location relevance.

The key difference is intent and context. Someone using Maps is usually already in "find and go" mode, they want directions, hours, or to compare nearby options right now. Search ads capture a broader range of intent, including research earlier in the buying journey.

Google Maps Ads vs Local Services Ads vs Google Business Profile

These three get confused constantly, so here's the plain version:

• Google Business Profile is your free, organic listing. No ad spend required, but you can't control when it appears.

• Local Services Ads were Google's "pay per lead" product for certain service categories (trades, legal, home services) with a Google Guarantee badge. Google has been phasing these out in various markets, so if you've been relying on them, it's worth reading our Local Services Ads explained breakdown to understand what's changing and what to do instead.

• Google Maps ads are paid placements run through standard Google Ads campaigns that specifically target the Maps surface.

If Local Services Ads are being retired or scaled back in your category, Google Maps ads through a Local campaign or Performance Max are the natural replacement.

Why Advertise on Google Maps?

The short answer: it puts you in front of people who are physically close by and already have their wallet, keys, or GPS in hand. That's a level of purchase intent most other ad formats can't match.

Key Benefits for Local Businesses

• High intent traffic: searchers are actively looking for a business like yours, nearby, right now

• Multiple actions available: click for directions, tap to call, visit your website, or check hours, all from one ad

• Visibility boost over competitors: you can appear above organic listings even if your Business Profile ranking isn't yet strong

• Store visit and call tracking: Google Ads can report on direction requests, calls, and (for eligible accounts) estimated store visits

Who Should (and Shouldn't) Use Google Maps Ads

Google Maps ads work best for:

• Businesses with a physical location or service area (cafes, retail, trades, clinics, dealerships)

• Multi-location businesses wanting consistent visibility across suburbs or cities

• Businesses competing against well-established organic listings

They're less useful for:

• Pure ecommerce brands with no local storefront or service area

• Businesses without a verified, active Google Business Profile

• B2B companies whose buyers don't search "near me" style queries

How Google Maps Ads Work

Google Maps ads aren't bought directly. They're generated when your Google Ads campaign is eligible to serve on the Maps surface, based on campaign type, location targeting, and ad rank in the auction at that moment.

The Ad Auction and Ranking Factors

Every time someone opens Maps and searches, Google runs an auction among eligible advertisers. Ranking depends on:

• Your bid

• Ad quality and relevance (including your Business Profile completeness and rating)

• Expected click-through rate for that placement

• Proximity to the searcher

A strong, complete Business Profile genuinely helps here, it's not just cosmetic.

Where Your Ad Can Appear

Depending on campaign type, your ad might show:

• In Maps search results for a category or business name

• Along a driving/walking route as a "nearby" suggestion

• In the Maps app's explore or nearby tabs

• Within Google Search's local pack (the map plus three-listing block)

Types of Campaigns That Support Google Maps Ads

There isn't a dedicated "Maps campaign" type. Instead, three campaign types can push your ads onto the Maps surface.

Local Campaigns

Purpose-built for driving foot traffic to physical locations. You set a goal (store visits, calls, directions), add your Business Profile, and Google automatically places ads across Maps, Search, Display, and YouTube.

Search Campaigns with Location Extensions (Location Assets)

A standard Search campaign can display your location, distance, and a "get directions" link if you attach your Business Profile as a location asset. This is a good option if you already run Search campaigns and want to add a local layer without building something new.

Performance Max and Local Inventory Ads

Performance Max campaigns can also serve on Maps when a Business Profile is linked and local inventory or store goals are part of the campaign setup. If you're already using PMax for ecommerce or lead gen, this is often the simplest way to add Maps visibility without managing a separate campaign.

How to Set Up Google Maps Ads (Step-by-Step)

Here's the practical path from zero to a live campaign.

Prerequisites: Google Business Profile and Google Ads Account

Yes, you need a verified Google Business Profile before you can run Google Maps ads properly. You'll also need an active Google Ads account with billing set up. If your profile isn't optimised yet, sort that first, it directly affects ad quality and eligibility. Our Google Business Profile optimisation guide covers exactly what to fix before you spend a dollar on ads.

Step 1: Choose a Campaign Type

Pick Local, Search (with location asset), or Performance Max based on what you already run and your goal. New to local advertising? Start with a Local campaign, it's the most straightforward.

Step 2: Set Locations and Radius Targeting

Define your service area or a radius around your physical address. Be realistic, if you're a suburban cafe, a 5-10km radius usually makes more sense than targeting an entire city.

Step 3: Write Ad Copy and Add Assets

Include your point of difference, hours, and a clear call to action. Add as many assets as possible: call extensions, location assets, image assets, and promotion assets if relevant. More assets generally mean more ad real estate and better eligibility for Maps placements.

Step 4: Set Budget and Bidding Strategy

Start conservative and let Google's algorithm learn. Choosing the right approach here matters a lot for cost efficiency, our Google Ads bidding strategies guide explains how to pick one that matches your goal instead of guessing.

Step 5: Launch and Monitor Performance

Give it at least 1-2 weeks before making major changes. Watch calls, direction requests, and website clicks rather than just impressions.

How Much Do Google Maps Ads Cost?

There's no fixed price, Google Maps ads run on the same auction-based CPC (cost per click) or cost-per-action model as other Google Ads campaigns. Costs vary by industry, competition, and location, but Australian local businesses commonly see CPCs anywhere from a few dollars up to $15-20+ in competitive metro categories like legal, trades, or real estate.

Average CPC and Factors That Affect Cost

What pushes cost up or down:

• Competition in your category and suburb: more advertisers bidding means higher CPCs

• Business Profile quality: a well-optimised, highly-rated profile can improve ad rank without needing to bid higher

• Ad relevance: tighter targeting and better copy improve your quality score, lowering effective cost

• Bidding strategy: automated strategies optimised for conversions can be more cost-efficient than manual CPC once there's enough data

For a broader view of what drives Google Ads pricing generally, see our how much does Google Ads cost guide.

Budgeting Tips for Small Businesses

• Start with a modest daily budget ($20-50/day is common for testing) and scale once you see which campaign type performs

• Track cost per call or cost per direction request, not just cost per click

• Review performance weekly for the first month, then move to fortnightly once stable

Best Practices to Improve Performance

Optimising Your Google Business Profile First

Your profile is doing more work than people realise. Complete categories, accurate hours, recent photos, and a steady stream of reviews all feed into ad eligibility and ranking on Maps. If you haven't audited this in a while, it's worth revisiting alongside a broader local SEO checklist to make sure organic and paid are working together, not against each other.

Ad Copy and Extension Tips

• Lead with what makes you different (open late, free quotes, same-day service)

• Use call extensions if phone enquiries matter to your business

• Add promotion assets for time-limited offers, they stand out on Maps listings

Tracking Calls, Visits, and Conversions

Set up call tracking and conversion tracking from day one. Without it, you're optimising blind. If you haven't already, make sure your Google Analytics and Google Ads conversion tracking are properly linked so you can see which campaigns actually drive calls and visits, not just clicks.

Common Mistakes to Avoid

• Running ads without an optimised Business Profile: you're paying to send people to a weak listing

• Targeting too wide a radius: wastes budget on people who'll never visit

• Ignoring call and direction tracking: you'll misjudge what's actually working

• Setting and forgetting: local search behaviour shifts with seasons, events, and competitor activity, so campaigns need regular review

• Treating Maps ads as a replacement for reviews and reputation: paid visibility gets the click, but reviews and ratings often decide whether someone follows through

Getting Google Maps ads right takes more than switching a campaign on. If you want it set up properly, tracked accurately, and optimised against real business outcomes rather than vanity metrics, our Google Ads team can build and manage this alongside your broader local visibility strategy.

Frequently Asked Questions

Can you do ads on Google Maps?

Yes. You can't buy a standalone "Maps ad", but running a Local campaign, a Search campaign with a location asset, or Performance Max with a linked Google Business Profile can get your business showing as a promoted pin or listing on Google Maps.

Are Google Maps ads worth it?

For businesses with a physical location or defined service area, yes, they put you in front of high-intent, nearby customers. They're less worthwhile for pure ecommerce brands or businesses without a local presence.

How much does it cost to advertise on Google Maps?

There's no fixed fee, it's cost-per-click or cost-per-action through Google Ads. Australian businesses typically see CPCs from a few dollars up to $15-20+ in competitive categories like legal, trades, and real estate, depending on location and competition.

How do I get rid of ads on Google Maps?

As a user, you can't remove sponsored pins or listings from Maps, they're a standard part of Google's ad platform. If you mean removing your own business's ads, simply pause or end the relevant campaign in your Google Ads account.