Local Ads help businesses with a physical location or service area reach users. Advertisers can use Local Ads to drive marketing objectives like store visits, store sales, leads (calls, for example), and website traffic.
Advertisers must have their location assets linked at the account or campaign level to be eligible for Local Ads.
Local Ads serve on Performance Max and Search . For Local Services Ads, check Local Services Help for more details.
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Benefits
Here are some of the potential benefits of Local Ads:
- Drive more foot traffic to the locations linked to your campaign with Store Visits or Direction Conversions.
- Get calls. Local ads help users discover your business and find out how to call. Phone calls can be configured as biddable conversions when call tracking is enabled. Local Ads feature the phone number you provide in the ad creative or the phone number of the business location from Google Business Profile (GBP).
- Help customers learn more about your business. Local search ads link to your business's location page, which includes information such as store hours, address, customer reviews, and photos.
- Show richer, more engaging ads: Use assets from GBP for the physical location along with image extensions to serve rich ad formats that give potential customers a better understanding of your offerings.
How they work
Local Ads help users on google.com , Google Maps, and Waze to discover and engage with your business. When users search for nearby businesses on google.com , Maps, or Waze, your business location can be prominently featured above other options.
Local Ads promote information such as open hours, address, images or videos, reviews and other relevant assets to drive better performance.
Linking a location opts you into location assets and Local Ads formats which can appear on Search, Maps, and Waze.
Local Ads on Search
On Search, Local Ad formats contain media assets and can appear as independent ad-units or co-mingled ads within organic modules. Media assets are pulled from an array of sources (for example, merchant photos/ videos from Google Business Profile , image asset extensions , Google curated aerial view 3D videos of the location) along with a “map.” Clicking on the Map opens driving directions to the business.
Location-specific merchant uploaded assets help potential customers get a deeper understanding of the physical location, which could help drive store visits, leads (such as calls to the physical location) or online sales. However, if an advertiser wants to only show campaign-specific assets, they can opt-out of showing merchant photos but it could impact the performance of the ad.
Multiple Local Ad formats are available on Search, and Google determines which format is shown based on user query, ad-relevance, and overall context.
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Local Ads on Maps
When customers search for businesses, explore a local area within Google Maps, or navigate to a place, Google matches these actions to your business’s location. Users located nearby or that show interest in your location may view your ad.
Your ads can show on the map at your location as square pins and within search results in Google Maps. Keep in mind that these two ad formats don't necessarily appear together, so while your local ads will show as square pins in Google Maps, they may not also appear within search results on Google Maps.
Learn more about how to Show local search ads on Google Maps .
Local Ads on Waze (US only)
When drivers search for businesses or are navigating along their route, Waze matches these actions to your business's location, helping you reach users who are nearby or actively looking for places to visit. Waze allows you to promote your business to people on the go, offering an effective way to capture attention when it matters most.
Your ads can appear as promoted places on Waze, which are location-based square pins that show up along a user’s driving route. These pins allow users to tap and view more details about your business, providing them with essential information as they navigate on their journey.
Learn more About Performance Max for store goals .
What do Local Ads Cost
Billing for Local Ads depends on your campaign configuration. For Search and Performance Max campaigns, you may be charged a standard cost-per-click (CPC) for the following clicks on your ads:
- Clicks on headline or sitelinks that take users to the advertiser provided web page
- Click on a headline that opens up the Google Business Profile
- Clicks on “map” to open driving directions
- Click on any of the action buttons (for example, Call, Directions, Website)
You will only be charged for one click type, even if a user clicks more than one of the above items.
Swipe interactions on the media carousel, or clicks on media assets that do not take users to the landing page or Business Profile are not charged. Performance Max for store goals campaigns charge cost-per-thousand impressions (CPM) when users view a branded logo pin on Maps. Learn more about Performance Max for store goals .
