As mobile devices dominate consumer behavior, people are frequently turning to Google Maps to find businesses close to them. Advertising on Google Maps ensures that your business appears at the top of search results when nearby customers search for services or products like yours.
This article provides business-focused tips to help you make the most of Google Maps Ads and grow your local presence in 2024.
Why Google Maps Ads will Help you get Local Leads
Google Maps isn’t just a navigation tool; it’s where consumers make decisions. When someone searches for services or products “near me,” Google Maps often serves as the first point of digital contact between a business and a potential customer. Here’s why advertising here makes sense:
- High Intent Searches: Users on Google Maps are often at the decision stage of their purchase journey. They’re looking for immediate solutions, which means higher conversion rates for businesses.
- Geo-Targeting Precision: Google Maps Ads allow for laser-focused geo-targeting. You can set your ads to appear to users within a specific radius of your business, ensuring that your marketing efforts are directed at the most relevant audience.
- Visibility in Local Pack: The Local 3-Pack on Google search results often pulls data from Google Maps. Being prominent here can significantly boost your visibility and attract more local traffic.
- Building credibility by displaying customer reviews and relevant information directly in your ads.
Optimize Your Google Business Profile
Your Google Business Profile is the foundation for your Google Maps Ads. An optimized profile ensures that your ads display accurate information and engage your target audience.
• Keep your business information, such as name, address, phone number, and store hours, up to date.
• Add high-quality photos of your business, products, and services to attract attention.
• Encourage satisfied customers to leave positive reviews, which can make a big difference to new prospects.
• Use in-store promotions and special offers to further incentivize potential customers.
Focus on Specific Geographic Areas
Geo-targeting allows you to zero in on the locations most likely to generate new customers for your business. By focusing on a specific local area, you can make sure your budget is being used efficiently.
• Use geo-targeting in your ad settings to focus on the most relevant geographic areas for your business.
• Adjust bids by location to increase spending in high-conversion areas.
• Exclude irrelevant locations to avoid wasting ad spend.
Tip: Analyze customer data to pinpoint the most profitable regions for your business and adjust your targeting accordingly.
Promoted Pins: Put Your Business on the Map—Literally
Promoted Pins act like a beacon on Google Maps, making sure your business catches the eye of anyone searching for services you offer in your area. Imagine a glowing sign on a crowded street—it grabs attention and draws people in. When users zoom in on your location, your business will appear prominently with a distinctive icon, ensuring that you don’t just blend into the map but instead stand out.
This feature is especially powerful if your business is in a high-traffic area or if you’re competing with others nearby. Whether it’s a coffee shop in a bustling downtown or a boutique in a trendy neighborhood, a well-placed Promoted Pin can give your business the visibility edge it needs to attract more foot traffic.
Why It Works:
• Increased Foot Traffic: Customers are more likely to visit a business they can easily find, especially when it’s highlighted.
• Immediate Recognition: A Promoted Pin helps you stand out among the standard listings, giving you a visual advantage.
• Hyper-Local Targeting: You can target potential customers who are already nearby, meaning they are more likely to visit you immediately.
Ad Extensions: Amplify Your Presence on Google Maps
In the context of Google Maps, Ad Extensions are like giving your business a megaphone. They allow you to display additional, relevant information that goes beyond a standard ad, making it easier for potential customers to take action right away.
Since people searching on Google Maps are often ready to make a quick decision—whether it’s visiting a store, calling for information, or booking a service—leveraging Ad Extensions can dramatically increase your chances of turning those searches into leads.
Here’s how you can tailor Ad Extensions specifically for Google Maps Ads:
• Direct Call and Directions Buttons: With Google Maps Ads, Ad Extensions can include a clickable phone number or a direct link for getting directions. This is crucial for mobile users who are often looking for fast, actionable results. A simple tap can instantly connect them to your business, whether they’re calling to inquire about your services or navigating to your store. The ease and convenience of this can make all the difference in getting customers through the door.
• Showcase Special Offers: When people see your business on Google Maps, presenting a limited-time discount or promotion directly in the ad can be the nudge they need to choose you over a competitor. Imagine someone searching for “coffee shops near me” and seeing your café’s ad featuring “Buy one, get one free this week!” It’s a compelling reason to visit your location right away.
• Operating Hours and Additional Business Info: Providing real-time, accurate business hours or special holiday hours can help you capture leads when you’re open and available. If a potential customer is deciding between two nearby stores, seeing your hours listed can lead them to choose you because they know you’re open.
Pro Tip: Tailor Ad Extensions for Local Impact on Google Maps
Here’s how to optimize Ad Extensions to make the most out of your Google Maps Ads:
• Highlight What’s Most Relevant: If you’re running a restaurant, consider showcasing “Open Late Tonight” or “Happy Hour from 4-7 PM” to catch the eye of customers looking for immediate dining options.
• Encourage Immediate Action: If your goal is to increase foot traffic, include phrases like “Find us 2 minutes away” or “Click for Directions” in your ad extensions to create urgency. Users on Google Maps are often looking for convenience, and showing how close you are can turn a casual search into a visit.
By incorporating Ad Extensions specifically designed for Google Maps, you’re not just listing your business—you’re offering searchers clear reasons to choose you and making it as easy as possible for them to take action. Whether they’re seeking a quick service, directions, or an enticing deal, your ad will be tailored to give them exactly what they need.
Write Ad Copy That Captivates Local Customers on Google Maps
When advertising on Google Maps, your ad copy should do more than just grab attention—it should immediately speak to the needs of local customers who are searching for businesses like yours right now. Google Maps users are often in the process of making a quick decision, whether they’re looking for a nearby restaurant, service provider, or store. Your ad copy needs to be laser-focused on local relevance to stand out in these crucial moments. Here’s how to create Google Maps ad copy that drives local leads and conversions.
Local Keywords: Make it Easy to Find You
On Google Maps, users typically search with intent to visit or contact a business in their immediate vicinity. This is why including specific local keywords in your ad copy is vital. Incorporate terms like “near me” or your city’s name to ensure your ad shows up when potential customers are looking for businesses nearby. By making your location clear in your copy, you’ll appear more relevant to searchers who are ready to take action.
Key Tactics for Google Maps:
• City or Neighborhood Mentions: Use keywords like “best pizza in [City Name]” or “plumber near [Neighborhood Name]” to show up in hyper-local searches.
• Proximity Phrasing: Capitalize on search terms like “near me,” which are common on mobile searches through Google Maps. For example, “Find us near Central Park” or “Top-rated salon near me.”
Highlight Local Perks and Unique Selling Points
Google Maps users often choose businesses that offer convenience and something unique to the local area. Highlight what makes your business stand out locally—whether it’s proximity to key landmarks, locally sourced products, or neighborhood-specific promotions. This makes your business more attractive to those searching for a nearby solution and reinforces your connection to the local community.
Key Tactics for Google Maps:
• Mention Local Deals and Offers: Include time-sensitive or location-specific promotions in your copy, like “10% off for Midtown residents” or “Free parking for customers near [Landmark].”
• Showcase Local Expertise or Products: Position your business as part of the local community by highlighting locally made products or specialized services that appeal to your neighborhood, like “Handcrafted goods from [City Name]” or “Family-owned in [Neighborhood Name].”
Calls-to-Action for Immediate Local Engagement
Google Maps users often need immediate information—whether they’re looking for directions, making a quick call, or deciding whether to visit. Your calls-to-action (CTAs) should prompt quick engagement, encouraging customers to contact you, get directions, or visit your location. With Google Maps’ mobile-friendly format, you can include CTAs like “Tap for Directions” or “Call Now,” making it easy for users to act immediately.
Key Tactics for Google Maps:
• Mobile-Optimized CTAs: Since many Google Maps users are on mobile, include action-driven CTAs like “Get Directions Now” or “Call Us Today” to facilitate quick decisions.
• Proximity CTAs: Highlight how close your business is to the user with phrases like “We’re just 2 minutes away” or “Located near [Local Landmark].”
Pro Tip: Keep Your Ads Fresh and Localized
Google Maps users rely on accurate, up-to-date information. Update your ad copy frequently to reflect current promotions, seasonal offers, or changes in your business. If you’re running a special discount for local events or holidays, make sure it’s included in your ad copy. For instance, if your business is near a popular festival or a neighborhood event, incorporate those references in your ads to attract event-goers and local traffic.
Key Tactics for Google Maps:
• Seasonal Updates: Adapt your ads for seasonal events like “Winter specials in [City Name]” or “Summer BBQ deals near [Landmark].”
• Tie-In to Local Events: If your business is located near a popular attraction or local event, mention it in your ad. For example, “Special offer during [City Name] annual parade” or “Free parking for [Event] attendees.”
Leverage Customer Reviews to Build Trust
Customer reviews play a crucial role in a consumer’s decision-making process. Displaying positive reviews alongside your Google Maps Ads can build trust and encourage new customers to choose your business.
• Display star ratings to grab attention and build credibility.
• Highlight customer testimonials in your ads, if possible.
• Respond to reviews, showing potential customers that you care about feedback and customer satisfaction.
5 Business Success Stories: How Google Maps Ads Increased Sales, Foot Traffic, and Local Visibility
1. Molly’s Cafe Increases Foot Traffic by 35% Using Google Maps Ads
Molly’s Cafe, a small coffee shop in Portland, was struggling to compete with larger chains and attract more nearby customers. They decided to use Google Maps Ads to boost their visibility among coffee enthusiasts searching for cafes in their area.
How they did it:
• Set up location extensions to make it easy for customers to find their business and see contact details.
• Targeted relevant keywords like “best coffee near me” and “local cafe in Portland.”
• Used special offers and highlighted positive customer reviews to stand out from the competition.
Results:
• A 35% increase in foot traffic over two months.
• Sales rose by 25%, particularly during busy morning hours.
• Gained more positive reviews, improving their online reputation.
2. GreenLeaf Nursery Drives 40% More In-Store Visits with Promoted Pins
GreenLeaf Nursery, a local garden center, wanted to attract more foot traffic during the spring planting season. By using promoted pins on Google Maps, they aimed to catch the attention of homeowners and gardeners in the area.
How they did it:
• Launched promoted pins to make their location more visible on the Google Maps app.
• Targeted specific geographic areas with high concentrations of homeowners.
• Promoted seasonal in-store offers and garden supplies through ad extensions.
Results:
• A 40% increase in in-store visits during the spring season.
• A 30% boost in seasonal sales compared to the previous year.
• Attracted many new customers who discovered the nursery via Google Maps.
3. Urban Fit Gym Grows Membership by 50% Through Location-Based Google Maps Ads
Urban Fit Gym, a local fitness center, was looking for ways to increase memberships in a crowded market. They turned to Google Maps Ads to target fitness enthusiasts living near their location.
How they did it:
• Optimized their Google Business Profile with up-to-date information and appealing images.
• Ran Google Maps Ads with location extensions to attract local gym-goers.
• Targeted keywords like “24-hour gym near me” and “local fitness center” to reach potential members.
Results:
• Membership grew by 50% in three months.
• Saw a rise in phone inquiries and calls for information through their mobile app ads.
• Enhanced their online presence and ranked higher in local search results for gyms.
4. Bella’s Boutique Boosts Online and In-Store Sales by 30% with Local Inventory Ads
Bella’s Boutique, a small fashion retailer, wanted to increase both online and in-store sales. By using Google Maps Local Inventory Ads, they showcased their products to nearby shoppers searching for fashion items.
How they did it:
• Implemented Local Inventory Ads to display products available in-store to nearby customers.
• Used bid adjustments to focus on high-converting times, like weekends.
• Highlighted positive reviews and featured specific popular products in the ads.
Results:
• A 30% increase in foot traffic and a 20% boost in online sales.
• More engagement with their Google Business Profile, with customers clicking for directions and making phone calls.
• Improved customer reviews, which further enhanced their business profile.
5. Tech Solutions Inc. Expands Client Base by 45% with Google Maps Ads Targeting Local Businesses
Tech Solutions Inc., a local IT service provider, aimed to grow its client base by targeting small and medium-sized businesses in its area. They used Google Maps Ads to promote their services and highlight their location.
How they did it:
• Targeted specific geographic areas with high concentrations of local businesses.
• Created ad copy addressing IT pain points relevant to small businesses, such as data security and IT support.
• Used location extensions and optimized their business profile to make their physical location easy to find.
Results:
• A 45% increase in client inquiries, leading to several new contracts with local businesses.
• Expanded their client base in nearby cities and regions.
• Improved online visibility, making them a top choice for local IT services.
Conclusion
Google Maps Ads provide an effective way to attract local customers and drive business growth. By following these business tips, you can maximize your visibility, drive foot traffic, and increase sales in 2024. The key to success is not just setting up ads but continually refining and optimizing your strategy to stay ahead of the competition.
Outbound Links to Trusted Sources:
• Google Ads Help Center – A resource for learning how to optimize your Google Ads campaigns.
• Search Engine Land’s Guide to Local Search Marketing – A comprehensive guide to improving local search visibility.
