Why Every Business Needs Maps Marketing

by

Today, most businesses are aware of social media, SEO, and offline marketing, but very few genuinely consider Maps as a marketing channel—and that’s a significant oversight.

Maps is its own ecosystem when it comes to marketing, and most businesses and online marketers are missing out on just how powerful this channel can be.

What Is Maps Marketing?

Maps Marketing is search engine marketing in its most powerful form.

Specifically, Google Maps (and your Google Business Profile) allows your business to become visible to nearby customers who can visit your location within minutes or hours of discovering it. While it’s true that SEO and Google Ads can also help with visibility, those strategies alone don’t necessarily mean you’re practicing Maps Marketing.

Consider how people typically use Google Maps. When someone types in “restaurants near me,” “barber shops near me,” or “grocery stores in my area,” they’re telling Google they want something right away. That sense of urgency doesn’t always apply in a general web search, but for Maps, it’s one of the biggest advantages. Maps lets businesses share essential information—like hours, products, reviews, and photos—directly with users who are ready to take action.

It’s More Than Just Using a Maps App

“Maps Marketing” doesn’t only refer to opening Google Maps or Apple Maps on your phone. It includes any situation where a map is displayed in the search results. That might be through voice search, Google search, Siri, or any other scenario where someone is looking for a local business.

Even if the user doesn’t specifically open a standalone Maps app, local results can appear whenever someone searches with local intent (e.g., “restaurants near me” or “best nail salon in Vancouver”). If you’re doing SEO, you’re working to get your website to the top of Google, but your site will only appear after the Map Pack or Local Pack. Maps consistently shows up above all other organic listings, and that’s the real advantage.

If you go to Google and type in the highest-value keyword you can think of for your business, you’ll notice:

  1. Ads appear first
  2. Google Business Profiles second
  3. Then, websites

The map portion is where you have the greatest opportunity. Google has carved out a space for small and medium-sized businesses to get to the top of its results.

Compete Locally, Not Globally

If you own a restaurant, it’s tough to outrank large review platforms like Eater, Yelp, or TripAdvisor through SEO alone. However, by focusing on Maps as a dedicated channel, you can make your Google Business Profile more prominent and stand out to local customers. In that space, you’re not competing against the entire internet—you’re only up against other businesses in your immediate area.

This doesn’t mean you should ignore SEO or other marketing methods. However, if you’re not working on your Maps presence, you’re potentially losing some of the highest-intent traffic available. Even if you’re already investing in Google Ads and seeing results, improving your Maps visibility can drive an even better return on investment.

Your Business Profile Is Your Landing Page

Maps Marketing isn’t just about acquiring new customers and sales; it also serves as a critical landing page for your business. Many businesses have great websites and engaging Instagram pages, but their business profile is often neglected. It might have outdated information, minimal images, or unanswered reviews. Think of your GBP as a primary homepage that needs regular updates.

Google’s data shows that more people see your business profile than any other online presence you have. If you haven’t already, search for your own business on Google and assess what people see first. If you’re not happy with it, this is your chance to make improvements—because your GBP forms a first impression of your business for around 90% of potential customers.

Engage Existing and New Customers

Your business profile can engage existing customers and convert new ones. Some people already know your business and type in your name to find more information but in most cases it’s a first impression.

Your business profile can serve two main groups:

  1. New Customers: People who don’t know your business yet but are searching by category, product, or service. They might enter something like “Italian restaurant near me” and discover you for the first time.
  2. Existing Customers: People who already know your name and are looking you up for more details—like checking hours or location.

From observing over 10,000 businesses, it appears that 80% of business profile views and impressions come from non-branded searches. This means the majority of people encountering your profile weren’t specifically looking for your brand—they were looking for what you offer. Well-known companies can still gain new customers through Maps because consumers often use it for local exploration and decision-making.

Content Distribution and Engagement

If you’re already creating TikTok videos, Instagram posts, or professional photos, don’t forget to share these on your business profile. Many businesses find that their Google Business Profile generates more views than their official website or social media pages combined.

Check the Insights feature to compare how many people view and interact with your profile versus other channels. You might be surprised to see that your business profile has 6x the engagement of your social media platforms. Sharing high-quality content here not only boosts your branding but also increases your visibility with local customers and out-of-town visitors.

A Massive, Global Channel

Google Maps reaches over 220 countries and supports more than 40 languages. This is huge for businesses in major tourist destinations like NYC because international travellers frequently rely on Google Maps to plan their activities and figure out where to eat or shop when making travel plans. For businesses, this global reach represents a powerful way to connect with a vast audience. Here’s why:

  • Google Maps has over 2 billion monthly active users.
  • One in four people on Earth uses Google Maps every day, and they’re very likely to engage with a business.
  • Engagement rates on Maps outshine other digital marketing channels. We often see an average view-to-action rate of 10%, and some businesses even reach 30%. That level of conversion is hard to match anywhere else.
  • On average, each Maps user generates at least one engagement per month.

You can get your share of these 2 billion monthly interactions if you take the right steps.

Beyond Google: Apple Maps and Waze

  • Apple Maps: The default map app on iOS devices, reaching around 500 million monthly users. Though it’s not as large as Google Maps, it continues to grow and can be worth focusing on—especially if your audience is heavily on iOS.
  • Waze: Owned by Google, Waze is popular for navigation, but Google recently discontinued its advertising on this platform. With a smaller user base (about one-twelfth the size of Google Maps), it provides fewer marketing opportunities than Google Maps or Apple Maps.

Real-World Actions Matter

We all search with local intent, use Maps, and rely on a business’s profile to make decisions. The behaviours on Maps are completely different. Think about how often you leave the Maps interface before taking action—most users don’t want to visit a separate website unless it’s necessary.

Be sure to share your specials, content, menus, and services directly on your profile. The more accessible your information is, the more likely you are to convert interested users into actual customers. People prefer to make decisions within the app. This principle applies to all business types, whether you’re a restaurant, a service provider, or a retail shop. Maps Marketing is a crucial part of modern business strategy, and investing in it will help you capture a share of the billions of monthly interactions happening on this massive global platform.

Don’t Sleep on Maps Marketing

One of the most valuable aspects of Maps Marketing is that success is measured by real actions rather than abstract metrics. Tracking how many people request directions, place calls, or make bookings through your profile directly ties to revenue.

Right now, most businesses are still overlooking Maps as a priority channel. This means there’s a unique chance to get ahead. While you can continue SEO and social media campaigns, Maps Marketing can yield higher intent, greater engagement, and clear, measurable outcomes. For many businesses working with Map Labs, returns of up to 100x on Maps investments aren’t uncommon.

If you’re ready to show up when it matters most, visit MapLabs.com to learn more about our Google Business Profile Coaching and Full-Service management.

Want to know more? 

🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!

Why Google Maps Marketing Is Essential for Restaurant Groups

by

Restaurant groups spend thousands on branding, interiors, and experiences, yet many overlook the one place customers make split-second decisions: Google Maps.

It’s no longer just a place to find directions—it’s where diners choose where to eat, compare you to competitors, and form a first impression without ever walking through the door.

Whether you’re running a few local spots or a nationwide chain of eateries, how your restaurant appears online can make or break how many diners you attract. 

Google Maps Is Your New Front Door 

When a customer searches for “pizza near me,” they aren’t thinking about your brand, they’re thinking about what looks good, what’s open now, and what’s nearby.

Google Maps is what people see when they find you online, and for restaurant groups with multiple locations, you don’t have one storefront—you have ten, twenty, or more.

That means every single listing is an opportunity or a liability. If even one location has poor photos, outdated hours, or bad reviews, it reflects on the entire group—especially for customers familiar with your brand who expect a consistent experience.

You’re Not Competing With Chains — You’re Competing With Proximity

Most restaurant groups assume they’re competing with brands who have similar concepts or price points. But in the world of Google Maps, your competition is whoever is closest, has better reviews, or looks more appealing at that moment—that could be a food truck or a global franchise.

Without Google Maps optimization, you’re invisible to customers looking to decide now, regardless of how established your brand is.

Why It Matters More for Restaurant Groups

Restaurant groups face a unique challenge: balancing brand consistency while maximizing visibility for each individual location. Google Maps Marketing allows you to manage this balance strategically. Each restaurant location can have its own verified Google Business Profile, optimized with local details, menus, photos, and events—while still reflecting the larger brand identity.

This means when someone searches for “brunch near me” in a city where you have multiple locations, each one has the chance to show up and convert that search into a reservation, takeout order, or walk-in.

Local Searches Drive Immediate Action

People rarely plan their meals days in advance anymore.

Over 76% of local mobile searches result in an in-store visit within 24 hours. That means someone searching for “tacos near me” is probably making a decision right now—and the restaurants that appear in those search results get the first shot at winning their business and increasing customer volume without paid ads. And if this continues to happen repeatedly, can you imagine how much additional revenue the business can make?

Google Maps Levels the Playing Field — Use It to Scale Your Restaurant Group

Here’s the thing: Google doesn’t care if you’re a chain or an independent. Maps rankings are based on relevance, proximity, and engagement—not budget. That means a well-optimized location can outrank a national chain, even in a high-traffic area.

For restaurant groups expanding into new markets, this is free real estate. You don’t have to buy expensive ads or run massive awareness campaigns—if you optimize your GBP correctly, you can gain traction in a new city faster than ever before.

Reviews Build Brand Trust—Location by Location

Restaurant groups also face another reality: reviews can vary drastically by location. One well-reviewed spot can boost the brand, while another with poor ratings can harm it. Google Maps reviews are often the first thing customers see, and they carry enormous weight in decision-making.

By actively managing reviews across all Google Business Profiles—responding to feedback, encouraging positive reviews, and keeping listings updated—restaurant groups can build trust and loyalty at scale while also boosting local search rankings.

Menu Integration and Real-Time Offers Close the Sale Faster

When people click on your listing, they’re looking for instant answers—menu, pricing, specials, ambiance. If your menu isn’t visible directly on Google Maps, customers are far more likely to quickly move on to a competitor who gives them what they need upfront.

For restaurant groups, integrating real-time offers, seasonal menus, and location-specific events into each profile means you’re closing sales before a customer even thinks about clicking away.

You’re not waiting for them to land on your website—you’re making the sale on Maps.

Maps Are Already Working for You—Map Labs Helps You Get Results Faster

Google and Apple Maps are already driving customers to your doors. Map Labs helps multi-location restaurant groups tap into that momentum—transforming maps from a passive discovery tool into a powerful, revenue-generating channel. With real-time insights and location-specific strategies, we help you uncover growth opportunities and increase performance across every location.

In a world where customers choose where to eat in under 60 seconds, and where Maps is their go-to tool, restaurant groups that treat Google Maps Marketing as a core strategy—not a side task—will dominate the market. 

The others? They’ll be scrolled past.

Let Map Labs help you drive growth with Google Maps Marketing.

If you’re ready to show up when it matters most, visit MapLabs.com to learn more about our Google Business Profile Coaching and Full-Service management.

Want to know more? 

🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!

Micro-Moments Are the Future of Consumer Behaviour 

by

In the past, consumers followed a predictable journey before making a purchase. They might see an ad, visit a few websites, compare options, and then decide. 

But today, that process has been completely disrupted by what Google calls micro-moments—those split-second decisions when people turn to their phones to find answers, take action, or make a purchase immediately. 

Instead of spending days or weeks researching, today’s customers rely on quick searches, making purchase decisions without leaving Google Maps. 

Think about the last time you needed to find something fast. Maybe you were looking for a restaurant nearby, a last-minute gift, or an emergency service like a plumber. You didn’t take time to browse multiple websites—you opened Google.com or Google Maps, searched, and made a decision within seconds based on what appeared in the search results. These are micro-moments, and they shape how consumers interact with businesses today. 

Google breaks these moments into four categories:

  • I want to know
  • I want to go
  • I want to do
  • I want to buy

Each represents a different stage of the customer journey, but they all have one thing in common—people expect instant, relevant results. If your business isn’t visible and optimized for these searches, you’re losing potential customers to competitors who are.

Consumers Want Quick Answers—Not Extra Steps

Micro-moments happen in seconds, and consumers make snap decisions based on what they see at first glance. If someone clicks on your Google Business Profile (GBP) and can’t immediately find what they’re looking for—whether it’s a menu, pricing, or even just high-quality photos—they won’t waste time searching. Instead, they’ll exit and click on the next business that gives them what they need upfront. 

When every second counts, businesses that provide instant clarity and a frictionless experience will always win over those that don’t 

Many businesses believe that the goal of Google Maps marketing is to drive people to their website. But the reality is, most customers don’t want to visit your website at all—they want to see your menu, prices, reviews, and business hours directly on your Google Business Profile (GBP). Every extra step—like having to click a link, scroll through a slow website, or search for basic information—creates friction. In micro-moments, friction means lost customers. 

Instead of asking, “How can I get more people to visit my website?” businesses should be asking, “How can I give people everything they need right on my Google Business Profile?” 

This shift in thinking is key to winning micro-moments and increasing real-world visits, calls, and purchases. 

The Surge of “Near Me” Searches 

One of the clearest signs that micro-moments dominate consumer behavior is the huge rise in “near me” searches. 

In just one year, searches containing “near me” have grown by over 400%. More importantly, these aren’t just casual searches—76% of local mobile searches result in an in-store visit within a day. This means that when someone searches for “coffee shop near me” or “best pizza downtown,” they’re not just looking—they’re ready to take action. 

If your business doesn’t appear in these searches, you’re missing out on high-intent customers who are actively looking for what you offer. Simply having a Google Business Profile isn’t enough—you need to actively manage and optimize it to ensure customers choose you over the competition. 

Be Where Your Customers Are 

Micro-moments have permanently changed the way consumers interact with businesses. Instead of long, research-heavy decision-making, people expect instant results, relevant information, and zero extra steps. 

Your Google Business Profile is now your storefront, and your success depends on how well you show up in critical decision-making moments. 

By optimizing your profile, responding to reviews, and ensuring all information is up to date, you position your business as the first and best choice when customers are ready to take action.

Because in today’s world, it’s not just about who has the best product—it’s about who’s the most visible when it matters. 

Is Your Business Showing Up When It Matters? How to Win Micro-Moments and Own Your Local Search Presence

Micro-moments aren’t the future—they’re happening now, and businesses that adapt will lead the way. If you’re ready to show up when it matters most, visit MapLabs.com to learn more about our Google Business Profile Coaching and Full-Service management.

Want to know more? 

🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!

When to Buy Google Ads for Your Business

by

Figuring out when—and if—you should invest in Google Ads can be challenging. Some business owners jump into paid advertising, hoping it will magically boost their traffic and sales. Others hesitate, not wanting to spend money on ads if they can get results through organic methods. 

The truth lies somewhere in the middle: Google Ads can be a powerful tool, but only when used strategically and for the right reasons.

Below, we’ll explore why Google Ads aren’t always the go-to solution for every business, how to determine if and when you should run them, and what to consider to get the best return on your advertising budget.

The Role of Google Ads: When Guaranteed Visibility Matters

One of the biggest advantages of Google Ads is guaranteed visibility. If there’s a specific keyword or time frame that’s critical for your business—such as “brunch on Sunday” or “urgent plumbing repair”—then Google Ads can place you front and center at precisely the moment potential customers are searching.

  • Example: If you run a restaurant and want to ensure you appear in the top results on Sunday mornings for “best brunch near me,” an ad campaign targeting those hours can help you capture that high-value traffic immediately.
Google Maps search results for "best brunch Miami" showcasing a sponsored restaurant at the top of the results

If you can clearly identify times, searches, or keywords that are especially profitable, paid ads might be worthwhile to control your presence in those moments.

The Long-Term Value of Organic Traffic

Despite the benefits of paid ads, most of Google’s users do not click on ads—and many use ad blockers, especially on desktop. People often skip sponsored results because they’re skeptical about whether a business has truly earned the top spot or just paid for it.

In contrast, organic results tend to command the largest share of clicks. Investing in organic strategies (such as optimizing your Google Business Profile) can yield more traffic over time, often at a lower cost than paying for every click.

  • High Cost of Paid Traffic: Paid ads can become expensive, especially if you’re in a competitive industry. The cost per click might rise quickly, eating away at your profit margins.
  • Sustainability: If you rely too heavily on ads, turning them off can cause an immediate drop in visibility—and, by extension, leads and sales. Having a strong organic presence provides more stability and consistency.

When Paid Ads Make Sense 

While organic marketing is typically the foundation for long-term success, there are specific situations where ads can be a difference-maker:

  • Filling Gaps in Organic Reach
    Maybe you rank well for most of your local keywords, but there’s one important product, service, or time slot where you don’t appear. Rather than waiting to build organic traffic, you can buy ads to secure the visibility you’re missing.
  • Seasonal or Event-Based Promotions
    If you host a special sale, a holiday promotion, or a limited-time event, Google Ads can help you capture immediate traffic, ensuring you don’t miss potential customers during short bursts of high demand.
  • Immediate Testing
    Running ads can be a quick way to test new products, services, or marketing messages. If you’re unsure how the market will respond, short-term ad campaigns can give you fast feedback before you commit to a longer-term organic strategy.

Questions to Ask Before Investing in Google Ads

  1. What’s My Primary Goal?
    If rapid growth from organic channels is your main objective, ads might not offer the best long-term ROI. But if you need to control search placement for specific, high-value keywords or times, ads can be worthwhile.
  2. Do I Have Solid Organic Foundations?
    If your Google Business Profile is poorly optimized and your website is not ranking well, ads may only serve as a quick fix—and can be very expensive in the long run. A healthy mix of organic optimization plus selective ads often works best.
  3. Am I Measuring Results Correctly?
    Make sure you know how to track conversions, sales, or calls that result from ads. Understanding the true cost per acquisition (CPA) is crucial. If the numbers don’t add up, it’s better to invest in organic improvements.

Don’t Rely on Ads Alone

Some businesses become completely dependent on paid ads for their traffic. If they switch off their ads, their revenues nosedive instantly. This scenario is far from ideal—it’s essentially “renting” all your online visibility. By contrast, a well-optimized Google Business Profile can continuously bring in leads and sales without the ongoing cost of paid clicks.

Paid ads can be a valuable tool if you want guaranteed presence for specific searches or times. However, if your main goal is overall growth and cost-effectiveness, focusing on organic strategies—especially your Google Business Profile—often yields a better long-term return. By knowing when to invest in ads and when to optimize organically, you’ll build a more balanced, sustainable approach to reaching customers on Google.

Get Expert Insights on Your Business’s Search Presence

Still unsure whether Google Ads is right for you? Having clear data on what you’re already ranking for organically—versus what you’re missing—can help you make an informed decision. 

Map Labs’ Google Ads Management is a service we offer to clients who could benefit from gaining more control over their digital presence. Schedule your free consultation today to see if Paid Ads could strengthen your marketing strategy.

If you’re ready to capitalize on that advantage, visit MapLabs.com to learn more about our Google Business Profile Coaching and Full-Service management.

Want to know more? 

🎥 Watch why we started Map Labs video below!

Sign Up

Fill out this form to receive the link to access your 14-day Map Labs free trial!