When most people think of Google Maps, they think of directions and traffic. But for local businesses? It’s prime advertising real estate. Google Maps now shows sponsored ads that help businesses pop up right where customers are searching, and these ads can come from different sources, like Google Ads campaigns (formerly AdWords) and Google Local Services Ads (LSAs). There are also specialized formats (like Promoted Pins) for highlighting businesses on the map.
In this blog, we will break down the types of ads you can run on Google Maps, how they show up, how LSAs differ from regular ads, and how businesses can use them smartly to get found by nearby customers.
1. Types of Ads on Google Maps
Google Maps features several ad formats designed to promote local businesses:
1.1. Local Search Ads
These are the traditional Google Ads (pay-per-click) that appear in Maps search results and as markers on the map. When a user searches in Google Maps (or performs a location-based search on Google and clicks the map), the top results can include a sponsored listing marked as an “Ad.”
For example, searching for “coffee shop near me” might show a sponsored result at the top of the list. These ads also correspond to special map markers (often square-shaped pins on the map, as opposed to the normal round pins) to make the business stand out. Multiple ads can appear at the top of Maps results if several advertisers bid on relevant keywords.
1.2. Promoted Pins
Promoted Pins are a specific Maps ad format that highlights a business’s location on the map, even without a specific search query. These appear as purple or square-shaped pins (sometimes with a brand logo) on the map view, indicating a sponsored location.
Promoted Pins help attract attention when users are simply browsing the map or looking at a particular area. They can also appear during navigation. For instance, when a user drives with Google Maps, sponsored pins for businesses along the route may appear, offering an “Add Stop” option. This format was introduced to Google Maps in 2016 and revamped in 2020–2021 to help businesses stand out.
1.3. Google Local Services Ads (LSAs)
Local Services Ads are a separate ad product for service-based businesses (like plumbers, locksmiths, cleaners, etc.) that operate on a pay-per-lead model (you pay for phone calls or messages, not clicks). Historically, LSAs appeared at the very top of Google Search results (above the regular text ads and map pack) with a “Google Guaranteed” or “Google Screened” badge to signify the business has been vetted. Until recently, LSAs were not a part of the Google Maps app results – they only showed on the Google Search interface.
However, Google has started integrating LSAs into the Google Maps interface (initially on the mobile app). Now, users searching within the Maps app can also see Google Guaranteed service providers as sponsored listings. This means a user searching on the Google Maps app for a service (e.g., “plumber near me”) may see a Local Services Ad with the Google Guaranteed badge and the usual map ads at the top of the results.
2. How Each Ad Type is Configured on Google Maps
Each type of Maps ad is managed through a different channel or configuration:
2.1. Standard Google Ads (Local Search Ads & Promoted Pins)
Ads that show on Google Maps (the map results and pins) are typically configured through the Google Ads dashboard. An advertiser needs to have a Google Ads account and a Google Business Profile (GBP, formerly Google My Business) for the location. By linking the business’s GBP to Google Ads and enabling location assets (previously called location extensions), the advertiser’s search ads become eligible to show on Google Maps.
In practice, you would run a local-focused Search campaign (with relevant local keywords) or a Performance Max/Local campaign targeting the business’s area. Google Ads will then automatically place your ad in Maps results when appropriate. You cannot explicitly select “Google Maps only” as a placement – Maps is one of the surfaces where your search ads can appear if you’ve enabled location extensions and location targeting. Any regular search ad campaign that targets local keywords and uses location assets (linked to a Google Business Profile) can trigger a sponsored listing in the Maps results or a highlighted pin on the map.
Promoted Pins, in particular, have historically been associated with Local or Smart campaigns. (Google’s Smart Campaigns for small businesses automatically included Promoted Pins for advertisers with a Google Business Profile.) Today, with the consolidation of local ad features into Performance Max campaigns, advertisers can get similar map pin placements using a Performance Max campaign optimized for store visits or local traffic.
Google has even begun allowing Demand Gen campaigns (focused on display/social-like advertising) to include Promoted Pins on Maps for broader awareness, especially for retail brands. All these are managed via the Google Ads platform. The cost model is usually cost-per-click – you pay when users click the listing (e.g., on “Directions,” “Call,” or the ad title).
2.2. Local Services Ads (LSAs)
LSAs are configured through a dedicated Local Services Ads platform (accessible via the Google Ads website, but as a separate section specific to LSAs). Setting up an LSA requires the business to undergo a screening and verification process (background checks, license and insurance verification, etc.) to earn the Google Guaranteed or Screened badge. The advertiser specifies their services, targeting areas, and budget for leads. Unlike standard Google Ads, you do not bid on keywords; instead, you set a bid per lead or accept Google’s suggested price and define a weekly budget for leads. Once approved, the ads can appear on Google Search – and now on Google Maps as well – for relevant service queries.
The Local Services Ads dashboard (separate from the standard Google Ads campaign management) is where you manage your ad creatives (which are basically your business info and reviews), your budget, and view lead data. Importantly, when LSAs show up in Google Maps, they are not configured via the normal Google Ads campaign settings – they appear automatically if you are running LSAs.
Google uses your existing LSA account data (business information, reviews, and ratings from your Google Business Profile) to generate the Maps ad, and the pricing remains pay-per-lead (the same as in search results). In other words, if you’re an active LSA advertiser, you don’t need to take extra steps for Maps – Google will include you in Maps placements by default (and note: Google currently doesn’t allow opting out of the Maps placement while keeping Search; they consider it part of the LSA service).
2.3. LSAs and Sponsored Placements in Google Maps
Originally, sponsored placements on Google Maps came exclusively from Google Ads (the location-extension-based ads). Google Local Services Ads did not appear inside the Google Maps app or the desktop Maps site; they were confined to the Search results (often showing in a block above the usual map pack on Google’s search page). However, this changed in 2024. Google announced that Local Services Ads would be extended to the Google Maps app interface. This roll-out began with the iOS version of Google Maps in mid-2024, with expectations to expand further. Now, when users search for certain services within the Maps app, they can see LSAs in the results list and map view, labeled with the Google Guaranteed badge and other LSA information.
A crucial aspect to understand is that LSAs in Google Maps function much like they do on Google Search, except they’re presented in the Maps context. The billing is unchanged (advertisers pay per qualified lead, not per click), and the ad uses the existing LSA setup (using your business’s reviews, ratings, and verification status). Advertisers do not separately toggle this on; if you run LSAs, your ads may surface on Maps automatically when relevant.
Google’s goal in adding LSAs to Maps is to reach users who open the Maps app directly when seeking local services, thereby expanding lead opportunities for LSA advertisers. (For example, a user might skip a general Google search and go straight to the Maps app to find “locksmiths near me” – now they can be shown LSA listings in that workflow.)
It’s worth mentioning that even before this update, Google sometimes showed an LSA-like unit in the local pack on the main Search results page (with the map thumbnail) – those instances were LSAs appearing in the context of search. But now, LSAs are truly part of the Google Maps product interface itself. As of the rollout, this was initially limited to mobile users, underscoring Google’s push to integrate its various ad products across all of its platforms.
Need help setting up or managing these ad formats the right way? Whether you are running Local Services Ads or want to appear on Maps using standard Google Ads, InvisiblePPC can take the complexity off your plate and help your clients win more local leads, without the guesswork.
3. Visual Indicators: LSA vs. Standard Google Ads on Maps
From a user’s perspective, Local Services Ads and standard Google Ads on Google Maps have distinct labels and visual features, though both are “sponsored” results:
3.1. Google Local Services Ads (Google Guaranteed
A green badge identifies LSA listings with a white checkmark and the words “Google Guaranteed” (for businesses that passed Google’s screening, or “Google Screened” for certain professional services). In Google Maps results, these ads usually have the word “Sponsored” or “Ad” noted, but the Google Guaranteed label is the most prominent trust indicator.
They also display the business’s star rating and review count, service category, years in business, and sometimes a brief tagline or operating hours – very similar to how they appear on Google Search. The presence of the Google Guaranteed badge is a key difference that immediately signals the ad is an LSA. Users may also see buttons like “Call” or “Message” on the LSA entry, since LSAs encourage direct contact as leads.
3.2. Standard Google Ads (Local Search Ads on Maps)
Regular Maps ads (from Google Ads campaigns) are typically marked with a simple “Ad” label (or the word “Sponsored”) next to the business name. These ads also leverage information from the Google Business Profile, so they will show star ratings, addresses, and phone numbers just like a normal listing. The map pin for a standard ad is usually a purple or square-shaped pin on the map, making it stand out from the red, round pins of organic results.
However, standard ads do not have a Google Guaranteed badge – even if the business is well-reviewed – because they have not gone through the LSA verification process. They are purely paid search ads. In the list view, aside from the small “Ad” marker, they look similar to organic listings (showing the business name, rating, etc.), and they might include an ad headline or bolded keyword matching the query. For example, a promoted listing for “Coffee Shop” might simply say “Ad – Starbucks” with the star rating and distance, but no extra guarantee badge.
3.3. Pin Icons and Placement
Both LSA and standard ads will pin the business on the map. Standard ad pins are depicted as squares (often in purple), whereas organic pins are round. Google has not indicated that LSA pins have a unique shape or color distinct from other ads – they likely use the same sponsored pin icon (since LSAs in Maps are also sponsored content). The key differentiator remains the on-screen badge and labeling rather than the pin icon itself. If multiple sponsored businesses are in the same area, Maps may give the sponsored pin higher prominence (larger or on top of others). LSAs generally appear at the very top of the list of search results, often before any standard ad. Typically, Google might show a couple of LSA results (with the Google Guaranteed badge) first, followed by other ad or organic results.
Local Services Ads on Maps are identifiable by the Google Guaranteed/Screened badges and trust info, whereas standard Google Ads on Maps are identified by a simple “Ad” label or pin, without any guarantee badge. Both can show ratings and appear as sponsored pins on the map, but the LSA format is designed to convey more trust signals (verified, guaranteed service) to the user.
Advertisers should choose between or combine these formats based on their business type. For instance, a home services provider would benefit from LSAs (to appear with the guarantee in Maps and Search). At the same time, a retail store or restaurant would stick to traditional Google Ads with location extensions for Maps visibility.
If you are an agency looking to help clients dominate local search and show up where it counts, InvisiblePPC’s white-label Google Ads management can help you do just that.
Want expert support in setting up or optimizing your clients’ local ad campaigns? Let’s chat. Book a meeting today, and we will help you turn map visibility into measurable growth.
