Google Maps ads: how they work, what they cost and how to set them up

What are Google Maps ads?

They're Google Ads shown on Google Maps when people search or browse nearby. Google's help page lists four formats. Promoted pins show as square pins, standing out from the usual round ones; the others appear in Maps search results and suggestions.

For a local service business, map search ads are the ones that matter: someone types “boiler repair” or “emergency dentist” into Maps and your listing sits above the free results. Google's UK guide says these ads can show directions, contact details, customer reviews and photos of your business.

How do you advertise on Google Maps?

Verify your Google Business Profile, link it to Google Ads as a location asset, then run a campaign type that serves on Maps, targeted at the area you cover. Google's Maps ads page says to turn on location assets in your Google Ads account.

1. Verify your Google Business Profile and check the name, category, hours and phone number. The ad pulls from it.
2. In Google Ads, open Tools, then Location manager in the shared library, choose “Our locations” and link the Business Profile account that manages your profile.
3. Pick a campaign. For most service businesses that's a Search campaign with location assets, which can show as map search and map suggest ads. Shops chasing visits can use Performance Max for store goals.
4. Target the towns or radius you really serve. Google's help page suggests targeting a specific location and setting bids by location.
5. Track calls and enquiries, not just clicks. Location assets support call reporting, which Google recommends turning on.

Can plumbers, HVAC firms and other service-area businesses run Google Maps ads?

Yes, through Google Ads, but not through the Maps app. Google's Business Profile help says service-area businesses and businesses in sensitive categories aren't eligible to advertise through the Google Maps app.

So if you go to customers rather than them coming to you, set the ads up in Google Ads instead. Google's Maps ads page says a business that serves customers at their location without a storefront should set its profile up as a service-area business first, which means removing the address from the profile and listing the areas you cover.

Trades in the US and UK have a second paid option on Google: Local Services Ads, where Google says you only pay when a customer gets in touch from the ad. Google's country list doesn't include Australia. Our Local Services Ads guide covers eligibility, lead costs and disputes.

How much do Google Maps ads cost?

There's no separate Maps price. You set a budget, and what you're charged depends on the campaign: Search and similar campaigns are charged per click when someone interacts with the ad, while promoted pins from Performance Max for store goals are typically billed per thousand impressions or on a viewable basis.

• Google Ads reports clicks for directions, calls and location details as clicks on a Maps ad.
• Google says swiping through the photos in an ad isn't charged.
• Cost per click depends on your trade, area and competition, and Google doesn't publish averages for Maps. Treat any single “average cost” you see online as a rough guide.

The number to watch is cost per enquiry, not cost per click. Put your spend and enquiries into the cost per lead calculator to see what each call and each paying customer costs you.

Do Google reviews affect Google Maps ads?

They show in them. Google's UK guide says Maps ads can display customer reviews from your profile, so the rating people see on your ad is the rating on your profile. Google doesn't say reviews change how its ads are ranked, but a 3.9 next to a 4.8 down the street is an easy reason not to tap.

Reviews do matter for the free results directly underneath. Google says more reviews and positive ratings can help your local ranking, and that there's no way to pay for a better local ranking. So ads and reviews work together: ads buy the top spot for now, reviews build the position you keep when the budget stops. Our guide to ranking higher on Google Maps covers the free side.

Build reviews the legitimate way: ask every customer, and offer nothing in return. Google's policy bans incentives and asking only happy customers, and fake or bought reviews break the FTC's 2024 rule in the US, the DMCC Act in the UK and the Australian Consumer Law.

Google Maps ads vs Local Services Ads vs the free map pack: which first?

Fix the free profile first, because every paid option uses it. Then pick the ad type that matches how you sell.

If you'd rather not run ads yourself, our local ads service manages Google and Meta ads on your own ad accounts, with every call and form tracked.

What about Apple Maps ads?

They went live on 21 August 2026 in the United States and Canada only, according to PPC Land's report of Apple's launch. They show in two places: Suggested Places, before someone searches, and within search results after someone searches.

• You set a budget in Apple Business and can start or stop campaigns at any time. Apple hasn't published a cost per tap or how its auction works.
• Apple's launch offer gives 15% of spend back as a monthly credit for up to a year, capped at $1,000 a month, usable only against later ad spend.
• UK and Australian businesses can't buy them yet. Keep your free Apple Business listing accurate in the meantime.

Should you run Google Maps ads?

Run them when your profile is complete, your rating holds up next to competitors and someone answers the phone. Ads send people to your profile, so a thin profile or unanswered calls waste the click.

Not sure whether Maps ads, Local Services Ads or the free map pack should come first? Get a free audit of your Google profile, reviews and map ranking, and we'll tell you where the next enquiry is most likely to come from.