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SOP 159: How to Advertise on Google Maps

Goal: 
Advertise your local business on Google Maps.

Ideal Outcome: 
Successfully create an ad campaign that will promote your local business on Google Maps.

Prerequisites or requirements: 

You need to set up a Google Business Profile. If you haven’t done so, please follow these SOPs

  • SOP 100 (web version): Set up a new Google Business Profile account
  • SOP 101 (web version): Optimizing Google Business Profile
Why this is important:
If you run a local business, ads on Maps make it easy for people to get to your location.

Where this is done: 
Google Ads Manager and Google Business Profile.

When is this done: 
In the early stage of marketing your business.

Who does this: 
Marketing Manager, marketing consultant, or any person responsible for marketing strategy for your local business.

Environment setup

  • To start running Performance Max ads on Google Maps, you must jump to the "link your Google Ads account with your Google Business Profile" step.
  • If you have linked your Google Ads account with your Google Business Profile, then you can skip to the  "How to run a Performance Max campaign on Google Maps" step.

Link Google Ads with your Google Business Profile

  1. Log in to your Google Ads account extension dashboard.
  2. Under ‘Campaigns’, click ‘Assets’ followed by the '+' button to add a new location asset.

    Note: Google ads location is now an asset and is no longer an ad and extension. The ads and extensions would not be visible in the new Google ads dashboard.
3. Select 'Location' from the drop down menu.

4. Choose your Google Business Profile as your location.

Select 'Link to a Google Profile Manager account I know'.

Select the Business Profile Manager account that you’re logged in.

Click 'Continue'.

5. Click 'Finish'

6. Then, sign in to your Google Business Profile account dashboard.
7. Click 'Link to ads'

8. Confirm that your Google Ads account is linked to your Google Business Profile.

How to run a Performance Max campaign on Google Maps

  1. Sign in to your Google Ads dashboard.
  2. Click the '+' button and create a new campaign.

3. In the new campaign settings, select 'Local store visits and promotions' as campaign objectives.

4. Select ‘Performance Max’ as a campaign type.
Note: Performance Max has replaced Local campaigns. In the new Google Ads campaign settings, Performance Max will be the only campaign type, which brings you the same optimization benefits, including store visits, call clicks, and directions to help you meet your offline goals

5. Next, ensure that the Business Profile Manager account is correct before clicking ‘Continue’.

Note: If the option is disabled, that means you haven’t linked your Google ads account with your Google Business Profile.


 In the next section, fill in the campaign settings details:
Campaign Name — A name to help you identify the campaign. Follow this SOP to define a proper naming convention for your campaign.
Bidding — The only bidding option available for Performance Max is Maximize conversion value. This bidding will maximize the local actions such as store visits or calls, which you can set a target cost per action.Additionally, you can set your Customer Acquisition. By default, the campaign will acquire both existing and new customers. However, if you would like to opt for new customers only, you could tick the box.

Campaign Settings — Select the appropriate location and language of your target audience.

 Asset group — Performance Max assets are creative elements like text, images, or videos used in your campaign.
Name your asset group.
Include all the creative elements and preview.

Asset Group name — Add a name for this ad group.
Final URL — The URL of your website. Make sure the URL is correct and loads as intended.
Display path — Customize the URL being shown in the ad.
Note: This doesn’t have to be an actual URL.
Headlines — Write headlines within 30 characters. You can write up to 5 headlines.
Note: All your headlines won’t show at the same time, rather, Google will rotate your headlines based on the user’s device or search query.
Description — Write a description within 90 characters. You can write up to 5 descriptions.
Call to action text — Copy to prompt customers to take action. For example:
Buy Now
Visit Store
Images — Upload logo and other images (at least 1 and up to 20) to showcase your service/product in the ad.
Note: You must upload one square image as a logo and at least one landscape image that showcase your business.
Videos (Optional)— Choose a video that communicate your business well quickly (ideally less than a minute)
Budget — Set a daily budget that you (or your client) are comfortable spending.

 You will be directed to a summary page, where you will receive prompts for any encountered issues before saving. Simply address and fix these issues, and you're all set!