Short answer: Google Maps ads are paid placements inside Google Maps, shown as square pins on the map or next to a “Sponsored” label. To be eligible, your Google Ads account needs active, approved location assets. They come from your verified Business Profile or from chain locations. Google says the local ranking can’t be bought.
Ads on the map and the free listing
On Google Maps, a business can appear in the local results through its Business Profile, or as an ad. Google says local results are mainly based on relevance, distance and popularity.
It also says there’s no way to request or pay for a better local ranking on Google.
Google Maps marks ads as square pins on the map or puts them next to a “Sponsored” label, so people can tell them apart from the free results.
If you want the free results to work harder, our checklist to rank higher on Google Maps covers the Business Profile side.
In our view, a business that isn’t on the map yet should start with its Business Profile, and leave the ads for later.
Where ads show in Google Maps
Google places ads on the map itself, in the search bar and on business detail pages. The most common ways are promoted pins and map search ads.
Promoted pins. They are square pins on the map, so they stand out among the usual round pins. Google shows them when someone browses the map, searches, follows a route in Directions view, and periodically during active driving navigation.
With a Performance Max for store goals campaign, the pin shows your logo. With a Smart campaign, it shows the type of business you run or a generic icon for it.
Map search ads. When someone searches in Maps, your ad shows at the top of the results list. It may come with ad pins on the map and your location, contact information and directions. These ads need linked location assets.
Map suggest ads. They appear as an autocomplete suggestion while someone types a search. Google shows them only in the Google Maps mobile app.
Placesheet ads. They sit on the business details page that opens after someone selects a place on the map. Google’s examples are a hotel booking module, a store shown on its mall’s page, and nearby tours and activities.
What your ads need before they show on Maps
Google’s primary requirement is active, approved location assets at the account or campaign level. To enable them, you link your verified Google Business Profile to Google Ads, or select specific chain locations.
Google also asks you to provide your business location, run an eligible campaign and meet Google Ads policy standards.
Location assets take their data straight from Google Maps and your Business Profile. To fix a wrong address or phone number, you edit it in Google Maps. If the update is successful, it flows into your linked Google Ads account.
If you mark a location as temporarily or permanently closed in your Business Profile, its location asset stops showing in your ads.
Not on Google Maps yet? Our guide to adding your business to Google Maps walks through creating the Business Profile.
Our guide to Google Ads assets covers other assets you can add to your ads, such as sitelinks, callouts and call buttons.
Which campaigns can show ads on Maps
Each format works with its own campaign types. Google lists the main ones like this:
- Promoted pins: Performance Max for store goals, Smart campaigns, Travel campaigns for Things to do, or Demand Gen.
- Map search ads: Search campaigns, Performance Max for store goals, Smart campaigns or Shopping campaigns.
- Map suggest ads: Performance Max for store goals, Smart campaigns or Search campaigns.
- Placesheet ads: Travel campaigns or Performance Max for store goals.
For now, ads can’t run only in Google Maps. Google says the campaigns you choose may automatically serve on several surfaces.
In our view, a local business that already runs Search campaigns has the shortest way into Maps: linked location assets on those campaigns.
What you pay for ads on Maps
Google bills ads on Maps by campaign type and conversion settings.
With Performance Max for store goals, logo pins usually run on a cost per thousand impressions (CPM) or viewable basis, charged when people view the pin.
Search and standard campaigns pay per click when someone interacts with the ad, such as asking for directions, calling the business or visiting the website. Swiping through photos isn’t charged.
In our view, Search campaigns suit a business that wants calls, directions and website visits from the map.
Why your ad isn’t on Maps
Google lists the usual reasons:
- Your Business Profile isn’t linked or verified, or your location asset isn’t active and approved.
- The campaign isn’t active or targets the wrong area.
- The map is zoomed out, and promoted pins don’t appear then.
- For Search campaigns, the search doesn’t match your keywords and business.
- Another ad won one of the limited slots in the auction.
If the area is the problem, our guide to Google Ads location targeting shows how to show your ads only where you work.
In our view, check on a phone, zoomed in on your own area, before you decide that the ad is missing.
Before you advertise on Google Maps
- Your business is on Google Maps with a verified Business Profile, or you use chain locations.
- Your Business Profile is linked to Google Ads, or your chain locations are selected, and your location assets are active and approved.
- Your address, phone number and hours are right in Google Maps.
- Your campaign type can show the Maps format you want.
- Your campaign targets the area you serve.
- You know how you will pay: per click with Search campaigns, or usually per view for logo pins with Performance Max for store goals.
RememberAds on Google Maps need active, approved location assets, from your verified Business Profile or from chain locations. Google says the local ranking can’t be bought.
Our Google Ads service builds and runs your Google Search campaigns in English and Spanish, and every week it reads the words people typed before they clicked.
Questions about Google Maps ads
Is a Google Maps ad the same as ranking higher on the map?
No. An ad shows as a square pin on the map or next to a “Sponsored” label. The free ranking depends mainly on relevance, distance and popularity, and Google says there’s no way to pay for a better local ranking.
Can I show my ads only on Google Maps?
No. For now, Google says ads can’t run exclusively in Google Maps, because the campaigns you choose may automatically serve on several surfaces. Map search ads, for example, run on Search, Performance Max for store goals, Smart or Shopping campaigns.
How much does it cost to advertise on Google Maps?
It depends on the campaign type and conversion settings, Google says. Logo pins with Performance Max for store goals usually run on a cost per thousand impressions or viewable basis. Search and standard campaigns pay per click on actions like directions or calls.
Do I need a Google Business Profile to advertise on Google Maps?
You need active, approved location assets. On its page about Maps ads, Google says to link your verified Business Profile to Google Ads, or select specific chain locations. Its location assets page also lists Google Maps as a data source for locations you own. The ads then take your address and phone number from Google Maps and the profile.
What are map suggest ads?
They are ads that appear as an autocomplete suggestion while someone types a search in Google Maps. Google shows them only in the Google Maps mobile app, with Performance Max for store goals, Smart or Search campaigns.
Sources
Read on November 10, 2026. From Google Ads Help: About advertising in Google Maps and About location assets. From Google Maps Help: About ads in Maps. From Google Business Profile Help: Tips to improve your local ranking on Google.