Google is expanding its Local Services Ads to its Maps app, starting with iOS. This move is aimed at helping advertisers generate more leads directly from the navigation platform. The integration of local business ads into Google Maps brings these ads to a highly-intent user base actively searching for nearby services, which has the potential to increase lead generation for advertisers.
The way it works is that Google will automatically create and display ads on Maps using businesses’ existing Local Services Ads data. This means that advertisers don’t need to provide any additional data for their ads to appear on Maps. The billing and pricing for these ads remain the same as Search ads, and advertisers will only be charged for qualified leads. Existing bids will also be used for Maps ads.
For advertisers, this integration with Google Maps could be good news as it offers increased visibility to potential customers who are actively searching for local services. This exposure at the moment of need can greatly benefit businesses. However, it’s important for advertisers to be aware that opting out of Maps placement would also mean pausing their Search ads. This bundling of placements limits flexibility in campaign management and may affect budget allocation strategies.
The launch of Local Services Ads on Google Maps is currently limited to the iOS version of the app. Google will use businesses’ existing ad data and user reviews to create these ads. The examples of these ads spotted by Barry Schwartz of Search Engine Land show how they seamlessly blend into the Maps interface, providing relevant information to users.
This move by Google leverages its dominant position in local search and navigation to create new ad inventory. By integrating local business ads into Maps, Google is able to offer advertisers increased visibility to potential customers at the moment they are actively looking for services.
In conclusion, the integration of Local Services Ads into the Google Maps app is a significant development for advertisers. It provides them with the opportunity to reach a highly-intent user base actively searching for local services. While this update offers increased visibility, it also binds Maps and Search ad placements together, limiting flexibility in campaign management. Nonetheless, this expansion has the potential to greatly benefit local businesses by increasing their exposure to potential customers at the moment of need.
