Let’s be real—showing up in Google’s map results can be the difference between your business thriving or barely getting by. With mobile traffic making up over 60% of internet use today, being visible on Google Maps is crucial for your business’s online success.
But here’s the thing: local SEO is a marathon, not a sprint. Results take time. So, what do you do while you’re waiting to climb the ranks organically? Enter Google’s Local Search Ads and Promoted Pins. These tools can put your business right at the top of the map results, driving foot traffic, phone calls, and more.
What Are Google Maps Ads?
Google Maps ads, aka Local Search Ads, are pay-per-click (PPC) ads that promote your Google Business Profile (GBP) at the top of map search results. Think of them as a fast track to getting noticed.
Why Use Google Maps Ads?
Drive Foot Traffic: Get in front of people searching for your products or services nearby.
Boost Leads: Ads can display your phone number, making it easy for potential customers to call.
Top Placement: Your business gets prime real estate in search results, complete with reviews, photos, and more from your GBP.
How Do Google Maps Ads Work?
Once you create your campaign, your ad can show up in mobile search results, within the Google Maps app, or in the Maps section on desktop. Here’s how it works:
Cost: Google charges per click for actions like getting location details, getting directions, mobile clicks-to-call, and website clicks.
Ad Appearance: Your ad could look different depending on the device, app, and user’s location.
Types of Google Maps Ads
Let’s break down how your ads might appear across different platforms:
Mobile Device: Ads in the Google Maps app can pull content directly from your GBP, like images and videos.
Desktop: On desktop, ads show alongside your GBP info, including reviews, which underscores the importance of having a well-optimized profile.
Google Guaranteed Ads: You might also see Google Guaranteed Ads (Local Services Ads) popping up in map results. If your business isn’t already testing LSAs, now might be the time.
Features of Google Maps Ads
Promoted Pins
Promoted Pins are a paid feature that highlights your business at the top of map results for specific keywords or locations. These pins are marked with a red square and include your business name, address, and phone number.
Featured Customer Reviews
Reviews are everything. They influence how your business ranks and how successful your ads are. Google often highlights customer reviews within the map pins, making a strong review game essential.
In-Store Promotions
Running a sale or special offer? Use promotion assets in Google Merchant Center to feature these in your map results, making your business stand out even more.
Local Inventory Search
If your business has physical products, Local Inventory Ads can showcase your stock in ‘in-store’ results, driving immediate foot traffic to your location.
Setting Up Google Maps Ads
Step 1: Optimize Your Google Business Profile
Make sure your GBP is fully optimized and synced with your ad account. Without a visible address, service area businesses can’t serve as promoted pins.
Step 2: Create a Google Ads Campaign
Log in to Google Ads and create a new campaign.
Choose a campaign objective that matches your goals—like sales, leads, or local store visits.
Set your budget, target audience, and ad copy.
Don’t forget to sync your GBP with the ad campaign and utilize all relevant ad extensions.
Campaign Types
Search Campaigns: Ideal for granular keyword targeting.
Performance Max Campaigns: Google’s latest all-in-one campaign type, perfect for those with limited bandwidth for post-launch optimization.
Tips for Success
Bid Adjustments: Adjust bids for mobile devices to increase the chances of showing up in map results.
Conversion Tracking: Use tools like GA4, CallRail, or Google Ads pixels to track conversions and optimize your campaigns effectively.
Avoiding Common Pitfalls
Conversion Tracking: Don’t skip this step—Google thrives on data, and so should your campaigns.
Keyword Targeting: Start with exact or phrase match keywords and focus on those with buying intent.
Google Ads and SEO: A Perfect Pair
Google Ads are a great complement to your SEO efforts. While SEO takes time to deliver results, Google Ads can provide an immediate boost, driving leads and visibility while you wait for your organic rankings to improve.
Conclusion
By leveraging Google Maps Ads and Promoted Pins, you can significantly enhance your business’s visibility in local searches. Optimize your GBP, create compelling ad campaigns, and track your results to ensure you’re getting the most out of your investment. Combined with a solid SEO strategy, these tools can be a game-changer for local businesses.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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