Advertising on Google Maps is not a standalone campaign type. It is local placement of your Google Ads (through the Search Network or Performance Max) layered on top of your business profile. Without a verified Google Business Profile, your ad cannot pull in your address, phone number, rating, and reviews, and without those, your ads are far less likely to appear on Google Maps: Maps placement relies on location assets linked to your Business Profile. There is no fixed price: the cost per click is set at auction and depends on your niche, competition, and targeting radius. To get started, register a Google Business Profile, then launch a search campaign with geo-targeting within a 2 to 3 km radius around your location.
The wider context of the system is covered in Google Ads: The Complete 2026 Guide. It is also worth seeing what PPC advertising really costs. See also how account structure works.
Promotion on Google Maps is relevant for many kinds of local businesses: hotels, beauty salons, barbershops, clinics, auto repair shops, cafés, restaurants, brick-and-mortar stores, and more. That is why many business owners want to know how to advertise on Google Maps. Launching this type of campaign brings real advantages, and the main outcome is attracting potential customers, increasing phone calls, and building brand awareness.
Google Ads used to have a dedicated campaign type called “Local campaigns” that was aimed exclusively at placement on Google Maps. That option no longer exists, so advertisers have to use other routes.
How much does advertising on Google Maps cost
There is no fixed price. Ads on Google Maps run through the Google Ads auction, and the cost per click or per impression is determined in real time by competition for a specific query in a specific area, not by a price list.
Several factors shape the final cost:
- Niche and competition level. The more advertisers in your business category fighting for a customer in the same city, the higher the bid.
- Geo and targeting radius. A tight 2 to 3 km radius around your location usually costs less than broad targeting across an entire city.
- Bidding strategy and campaign budget. Manual bids give you more control over the cost per click, while automated strategies deliver more reach through the algorithm.
- Quality of the business profile and the ad. A fully completed Google Business Profile (formerly Google My Business) with current reviews and a solid rating improves your chances of priority placement without raising your bid.
To find out your own cost per click, you do not need to guess in advance. Launch a test search campaign with geo-targeting for 2 to 3 weeks with a daily budget you can spend without regret (for example, the value of a few calls from a customer). The actual cost per click and position will appear in your Google Ads reports within a few days, and from there you can adjust the budget based on facts rather than forecasts.
📊 Data from practice: Across a corpus of $133M in ad spend, the median search CPC varies between niches by a factor of 8.4, from $0.24 to $2.03. The difference is explained not by technical settings but by the density of commercial demand: the higher the competition and customer value in your niche, the more expensive the click, including on Google Maps. (analysis of $133M in ad spend, 31 accounts)
What the ads look like, and who sees them and when
When people type a type of venue or service into the Google Maps search bar, they see on the map the organizations closest to their location. The most relevant ads are also shown, marked with an “Ad” label.
What I check for local traffic
For Google Maps ads, I check the local user’s path: the address, business hours, and target action in the Business Profile must be up to date before launch.
The ad displays:
- the name of the organization;
- a description, usually stating which services are offered;
- the rating, with possible values from 3.5 to 5 stars;
- reviews;
- the phone number;
- the business hours of the location;
- additional information, such as parking details or holiday schedule specifics.
Most often users see these ads on mobile phones while using navigation on the go. People can:
- click the ad to expand it full screen and check the exact location;
- tap the phone number button and call;
- send a text message;
- go to your website;
- get directions to your location.
All of these actions can be tracked in the Google Ads interface, where you analyze the metrics and improve campaign performance.
Where to set up ads on Google Maps
Let’s break down how to set up ad placement on Google Maps through a Google Ads account. You can use either the Performance Max (PMax) campaign type or a Search Network campaign. Here are the capabilities, pros, and cons of each option.
Performance Max campaign
With Performance Max, it is easy to set up ad placement on Google Maps. However, your ads will show not only in Google Maps but also across other Google properties: the Display Network, YouTube, and Gmail.
You also pay for ads on all those placements, since the cost of Google Maps advertising is built from the price per click multiplied by the number of clicks. As a result, the budget for this kind of campaign can exceed the cost of advertising exclusively on Google Maps by a factor of 10 to 100 or even more.
Search Network campaign
Google Maps ads can also be set up within a search campaign. To get placement in Google Maps, add location assets to the campaign and link your Google Business Profile: that is what makes ads eligible for Maps placement.
When choosing the campaign location, enter the address of your business and set a radius of 2 to 3 km so that the ads are shown to people who are nearby. Note that this gives you access to priority placement in Google Maps, with your ad appearing above the organic results. The probability of a conversion is also high, because the person is close by and searching for a specific service.
You can also use the ad asset called “Locations”. The data is pulled in automatically if your company is registered in Google Business Profile. That is why, before advertising on Google Maps, you need to complete the Google Business Profile registration process.
The Google Local Services Ads platform
Google Local Services Ads is a separate platform outside the Google Ads system. Its distinctive feature: Google backs bookings with a satisfaction guarantee that can reimburse customers, within the program limits and conditions.
At the moment, Google Local Services Ads is not available in every country. The platform is mainly available across Europe, the United Kingdom, the United States, and Canada. Companies are typically vetted by Google (company registration documents, background checks, licenses, insurance), after which the advertiser receives a “Google Guaranteed” or “Google Screened” badge. It appears next to the company name and increases user trust in the business.
Also, not all types of businesses can use Google Maps advertising through this platform; the list of eligible categories differs for each country.
How to register a company in Google Business Profile
For your ads to appear on the city map, you need to create your Google Business Profile and then add as much information about your company as possible. On the main page, specify:
Before launching ads, Google requires you to verify your company in Business Profile; after that, ads in Maps can be shown to people near your location or interested in that area.
- The legal name of the organization.
- The physical address.
- The ZIP or postal code.
- The region, city, and service areas where you provide your services.
- The phone number customers will use to reach you with questions.
- Business hours.
- The company logo.
The account has separate sections where you can add more information for users:
- Customer reviews. The more you have and the better they are, the higher the trust in your business. Reviews also affect ad quality and CTR, and they raise your chances of reaching the top of the results. Google does not publish a fixed review threshold for Maps ads, but fresh, positive reviews consistently improve click-through and trust.
- Photos: images of the location outside and inside, pictures of staff and products.
- Website URL, where the user can land after clicking the ad. If you have no website, you can direct traffic to your Google Business Profile instead.
- Statistics help you track which neighborhoods your potential customers come from, what devices they use, and which search queries they type.
- Create an ad: headline, description, contacts, advantages, business hours.
- Add an address: here you can list all your locations if you run an extensive network of salons or stores in a city or across the country.
- Attributes: payment methods, delivery options, parking availability, and other additional information.
After filling in the profile, the data needs to be verified. This can be done by phone, via SMS, by mail, through Gmail, or by video (a recording or a live video call).
It is important not only to register the company but also to keep the data current, communicate with your customers, answer questions, and go through repeat verifications when needed.
Conclusions about advertising on Google Maps
- You cannot create an ad that shows only on Google Maps unless Google Local Services Ads operates in your country. For paid placement of local business ads on Google Maps, you need to launch either a search campaign or PMax.
- All business information is pulled from Google Business Profile. So before advertising on Google Maps, the first step is to register and complete verification in Google Business Profile.
- Campaign performance can be judged both in Google Ads and in Google Analytics and Google Business Profile. If conversions and website visits are low, try expanding the advertising territory by setting a larger radius in the location settings.
- The statistical information you collect can be used to improve site navigation, apply geographic bid adjustments and keyword-level adjustments. Knowing your audience helps you improve your ad copy.
- To make your campaign more effective, it pays for every advertiser to monitor competitor ads and test new ad formats.
Now you know how to get placed on Google Maps, and you can use this method for yourself and recommend it to other business owners.
When this does not apply
- Maps advertising is not a standalone campaign and requires a linked, verified Google Business Profile.
- It is a poor fit for businesses without a physical location or a genuinely serviced local area.
- There is no fixed placement price: cost is determined by the auction and does not guarantee a visit or a call.
FAQ
How much does it cost to advertise on Google Maps?
There is no fixed price. The cost per click is set at auction based on your niche, competition, and targeting radius. In practice, median search CPCs range from $0.24 to $2.03 depending on the niche, and a tight 2 to 3 km radius usually costs less than citywide targeting.
How do I set up Google Maps ads?
First register and verify a Google Business Profile, then launch a Search Network campaign or a Performance Max campaign in Google Ads with geo-targeting on your address and a 2 to 3 km radius. Make sure the “Locations” asset is linked so your address, phone number, and reviews are pulled into the ad.
Can I advertise on Google Maps only?
Not directly. The dedicated “Local campaigns” type no longer exists, so ads on Maps run as part of a search or PMax campaign. The only exception is Google Local Services Ads, where available.
Can I run Google Maps ads without a website?
Yes. If you have no website, clicks can be directed to your Google Business Profile, and users can call, message, or get directions straight from the ad.
Why are my Google Maps ads not showing?
The most common reasons are an unverified Business Profile, a rating below 3.5 stars, too few reviews (the minimum is 5), a targeting radius that is too narrow, or a bid that loses the auction in your area.