How to Advertise on Google Maps: Step by Step

Step 1: a verified Business Profile

Everything starts with your Google Business Profile (formerly Google My Business). It needs the correct address, opening hours, phone number, the right category, real photos, and it must be verified. Without a verified profile, there are no Maps ads.

The profile also shows for free in local searches. Reviews, photos and replies to reviews help a lot with ranking, with or without ads.

Step 2: link the profile to Google Ads

In Google Ads, add a location asset and link your Business Profile. Your ads will then show your address, distance and a directions button, and become eligible to appear on Maps.

Step 3: choose the campaign type

Search with a location asset: the ad shows in Google Search and can show on Maps, with address and directions.
Performance Max with a store visits or leads goal: spreads ads across Google's channels, including Maps.

For most local businesses, a well-targeted search campaign with the location linked is enough to start.

Step 4: target by radius

Set a radius in kilometers around your address, or the neighborhoods you serve. That way you do not pay for clicks from people too far away to become customers. You can also bid higher for people who are closer.

What it costs

The cost model is the same as Google Ads: you set a daily budget and pay per click or action (call, directions). For local businesses in Brazil, R$ 15 to R$ 30 per day is a common start. Details in how much Google Ads costs. EixoAds plans include Google Maps ads; see the plans.

Frequently asked questions

Do I need a physical address to advertise on Maps?

To show on Maps with a location, yes: your Business Profile needs a verified address. Businesses that serve customers at their location can use a service-area profile, but they get less prominence on the map.

Is showing up on Google Maps paid?

Not necessarily. Your Business Profile shows for free in local searches. Ads are a way to appear in a highlighted position with a "Sponsored" label.

How do I measure how many people came from Maps?

Google Ads reports direction clicks and calls, and your Business Profile shows how many people asked for directions, called or visited your website from the profile.

Want to know how much to invest?

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How to advertise on Google Maps