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Advertising on Google Maps in 2024

Google Maps has a staggering 1 billion users monthly. It's almost certain that you've used it at some point. In this article, we explain everything you need to know about how to advertise on Google Maps in 2024.

Sem Wattez

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Sem – Advertising Specialist

Google Maps advertentie voorbeeld

Often, you don't even realise you are using Google Maps. When on holiday, you have probably searched for nearby restaurants. Even if you search for this via Google, the Google Maps results will always appear at the top of the search results, whether you have the app on your phone or not. Chances are you ended up basing your choice of restaurant on this!

Due to the great popularity of Google Maps, it was only a matter of time before Google introduced advertising options for Maps. Google Maps marketing can be beneficial for many businesses, but it is especially relevant for local businesses like restaurants and shops.

How does advertising on Google Maps work?


There are two different types of ads on Google Maps, namely Search Results ads and Sponsored Pins.


Search results ads

When you search via Google Maps for a plumber in your area, for example, a number of the nearest businesses are displayed based on your location and the company's reviews. Through a Google Maps ad, as a business owner, you can make sure to come out on top in a particular area. This type of ad helps businesses stand out from the rest. For example, if you are a local plumber and want to be seen by as many people as possible, this is an excellent way to make this happen. In the example, you can see that shoe repair shop De Loper has deployed an ad to be displayed at the top. The ad is not only displayed at the top on mobile, but also in searches on desktop.


Sponsored pins

Besides an ad in the search results, it is also possible to deploy a sponsored pin. This is relevant for users who are not necessarily looking for a specific business but are exploring the area. When you explore an area on Google Maps, you will come across several location pins. Through an ad, you can make sure your pin stands out among the rest. This type of ad is especially relevant for restaurants, cafes and hotels, for example.


The benefits of Google Maps marketing


We can safely conclude that Google Maps is an excellent way to increase the visibility and awareness of your business, especially if you have a local business. But what exactly are the advantages of Google Maps marketing as opposed to other advertising methods?

The first and most obvious advantage is that this type of ad ensures that a business stands out very clearly from the rest. Many users looking for a business on Google Maps plan to do something with it in the near future. Because a sponsored business stands out so clearly, there is a good chance that a user will choose this.

Another advantage of advertising on Google Maps is that it is made very easy for users to take action after seeing an ad. With large, clear buttons to call or start directions, many leads are more likely to proceed directly to conversions.

How do you set up a Google Map Ads?


To advertise on Google Maps, you can sign up for Google Ads and create a campaign specifically targeting Google Maps users. Here is a step-by-step guide to get started:

  1. Go to the Google Ads website and create an account if you don't already have one.

  2. Once you have set up your account, click on the "Campaigns" tab in the top menu and then the "+" button to create a new campaign.

  3. Choose "Local shop visits and promotions" as the campaign type.

  4. Choose the conversion target "route" then select the appropriate location for the campaign.

  5. Create your ad and choose the appropriate budget. You can use text, images or a combination of both. Make sure you include a call to action that encourages users to visit your business.

  6. Create a landing page for your ad. This is the web page that users are directed to when they click on your ad. Make sure the landing page clearly describes your business and includes contact information.

  7. Launch your campaign. Once you are happy with your ad, click the "Launch" button to launch your campaign.

How do you add a location extension to your current Google Ads campaign?


Follow these steps to add a location extension to your current Google Ads campaign:

  1. Go to the Google Ads website and sign in to your account.

  2. Click on the " Campaigns" tab in the top menu and select the campaign you want to edit.

  3. Click on the " Ads & components" tab in the menu on the left and click on "Items".

  4. Click on the "+" button.

  5. Select the appropriate campaign and select the appropriate location you want to add.

  6. Click on save.

  7. Haven't you added a location to your Google account yet? Then read how to add it here.


What is the difference between a Google Maps ad and a location extension?


A location extension in Google Ads is a type of ad extension that displays your business address and phone number and a map of your location in your search ads. When users click on the extension, they are taken to a Google Maps page with more information about your business, including directions and reviews.

A location extension is a useful tool for businesses that have a physical shop or location that they want to promote to local customers. It allows users to easily find your business on Google Maps and get directions to your location.


A dedicated location ad, on the other hand, is a standalone ad aimed specifically at Google Maps users. These ads appear as sponsored pins on the map and can include additional information such as images, ratings and reviews. Specific location ads are a good option for businesses that want to attract customers while searching for local businesses on Google Maps.


Both location extensions and dedicated location ads can be effective ways to advertise your business on Google Maps, but they work in slightly different ways. Location extensions are included as part of your search ads and are designed to give users more information about your business, while special location ads are standalone ads that specifically target Google Maps users.

Need help with Google Ads?

Contact us and we will be happy to help you.

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