If you’ve ever searched for a business on Google Maps or Google.com and seen a little box pop up with its hours, address, photos, and reviews—that’s a Google Business Profile.
It’s one of the most important marketing channels available to local businesses, and yet many don’t take full advantage of it.
So, what exactly is it, where does it show up, and how do people use it?
A Google Business Profile (GBP) is a free listing that businesses can create and manage on Google. It tells potential customers all the key information about your business—like your name, location, hours, website, phone number, and even photos—right inside Google’s search results and on Google Maps.
Think of it as your business’s digital storefront. Your most visible landing page.
Whether someone is searching for your brand directly or just looking for a service you offer (i.e. “restaurant near me”), your Google Business Profile is what shows up first—before your website, Instagram, or even your Yelp page.
Where Does It Appear?
Your Google Business Profile appears in two main places:
Google Search When someone searches for your business or a related keyword with local intent, your Google Business Profile shows up at the top of both desktop and mobile Google.com search results.
Google.com DesktopGoogle.com Mobile
Google Maps Your Google Business Profile also appears in Google Maps app search results. When people search for businesses in the area, Google Maps results are sorted based on location, relevance, and the optimization of your profile.
Google Maps
What Can You Use It For?
An optimized and well-managed Google Business Profile lets you:
Show up for local searches (“coffee near me”, “best dentist Toronto”)
Share your hours, address, phone number, and website
Post updates like special offers or seasonal announcements
Upload photos and videos to showcase your space or products
Collect and respond to customer reviews
Add booking or ordering buttons (for restaurants, spas, etc.)
Let customers message you directly
It’s like having a mini-website that lives inside Google’s ecosystem—but it’s faster, more visible, and completely free.
How Do Customers Use It?
Most people don’t bother going to a business’s website anymore—especially when they’re on their phone.
Instead, they:
Search on Google.com or Google Maps
Scroll through the Google Business Profiles displayed
Check the hours
Call you directly from the listing
Click for directions
Look through your reviews
Judge your business based on your photos
Book a service or place an order—right from the Google Business Profile
It’s fast. It’s easy. And in most cases, your Google Business Profile is the only place a customer looks before deciding to visit, call, or skip.
GBP is your most powerful marketing asset for attracting customers who are nearby and ready to buy.
If you’re a local business and you haven’t claimed or optimized your Google Business Profile, you’re missing out on free traffic, footfall, and visibility.
Google Maps Marketing (optimizing, managing, and leveraging your Google Business Profile for optimal search visibility) is an extremely valuable — yet still underutilized — channel for driving real-world customers to brick-and-mortar businesses.
It leverages Google’s mapping and search platform to boost your visibility for nearby shoppers with high purchase intent. This isn’t just another marketing fad or a “nice-to-have” listing. It’s quickly becoming a make-or-break factor for local business success. In other words, your Google Maps presence can be more important than your actual website–often it’s the first–or only, thing potential customers see before deciding to visit or call you.
Despite this, a surprising number of businesses have yet to fully embrace Google Maps as a marketing channel. They might claim their Google Business Profile and list basic information, but they fall short of truly optimizing it or managing it like a marketing asset.
Why is this powerful channel still overlooked by so many, and what makes it so uniquely effective? Most importantly, why is now the time to invest in Google Maps Marketing before your competitors do?
Early Adoption: Gaining a Long-Term Advantage
As of today, Maps Marketing remains relatively wide-open for businesses that maximize the opportunity, with fewer competitors cluttering this space. But that won’t last forever.
The window for easy wins is gradually closing as more businesses realize what they’re missing. That’s why adopting a Maps-focused strategy sooner rather than later can give you a significant long-term advantage.
“Wait, how can it be undervalued if it’s free for businesses to list themselves?”
That is precisely the point. Because Google Maps Marketing is free in many ways—no direct listing cost—business owners often assume it can be safely ignored, or, is a “set it and forget it” channel.
After all, there are no monthly invoices to remind them that they’re missing out. Marketing channels that ask you for $200 or $2,000 a month often come with a sense of urgency: “We’re paying for it, so we must do it well.” With Maps Marketing, the barrier to entry is so low that it ironically gets overshadowed or backburnered.
Additionally, many smaller or medium-sized local businesses are unaware of the granular ranking factors that can help them rise to the top of local search results. Sure, they might create a Google Business Profile once and forget about it. Meanwhile, their competitor is busy sharing updates, cultivating reviews, adding fresh photos, responding to customer Q&As, and effectively capturing local foot traffic.
Many still put all their eggs in the SEO or paid ads basket and consider maps listings to be a “nice extra.” In that sense, Maps Marketing remains at the bottom of the top-tier priority list for many businesses. This is especially true if they don’t realize how many consumer decisions, especially last-minute or spontaneous local ones, occur through Google Maps.
But that scenario is quickly changing.
More industry leaders and marketing experts are advocating for the effectiveness of Google Business Profiles in driving revenue, brand awareness, and actual foot traffic. You can’t hide a goldmine forever. The moment the broader business community collectively understands that Maps Marketing is one of the most efficient ways to capture local leads, it will become crowded—fast.
The Race Against Time: Why This Window Is Finite
It would be one thing if the platform were static—an unchanging system where a handful of relevant businesses show up, and that’s that. But we know how search engines operate: They’re dynamic, evolving, and competitive.
Google, Apple, Bing, and other search engines regularly refine their algorithms to display the most relevant businesses in the most user-friendly manner. If you’re not optimized or actively cultivating a positive online presence, your listing stagnates. Then, a brand-new competitor will emerge from nowhere, do everything right, and surpass your listing in no time.
Another reason the time window is finite is the nature of local consumer habits. Post-pandemic, local discovery has skyrocketed. People rely on their map apps to see what’s around them, which new bistro opened up, or how busy a café is at a given time. As that behaviour intensifies, more marketing agencies and savvy business owners will realize they need to do more than “claim their listing.”
Imagine the local search market as a pie. Right now, you can have a big and delicious slice because not everyone is reaching for one. Once the majority catches on, that slice will be carved up into thinner sections. And sure enough, if you’ve established your presence and built your brand on maps early, you’ll still maintain a decent chunk, but it’s going to take more elbow grease to hold that spot.
Be first, or at least be early, and you’ll avoid having to fight for table scraps.
The Competitive Advantage of Early Adoption
Here’s why acting now makes a difference:
Many Competitors Are Still Behind: As we discussed, a lot of businesses have claimed their Google Business Profile but do very little with it. Others haven’t even claimed theirs (meaning the information on Google is unverified — which is even worse). This means if you take the time to fully optimize your profile, you’ll immediately stand out in your category. For example, if you’re one of the few dentists in town regularly posting updates and responding to reviews, you’re going to look more responsive and professional than others. This early lead can translate to capturing a loyal base of customers before others catch on. Once a customer finds “their place” (the bakery they love, the mechanic they trust) via Google, they might not even bother checking competitors next time – you’ve potentially won them over for the long haul.
Accumulating Reviews and Ratings: One of the most challenging assets to build quickly is a substantial volume of positive reviews. It takes time, and consistency in service, to earn those. If you start focusing on customer satisfaction and review generation now, in a year you might have hundreds of reviews and a stellar 4.8 average. A competitor who wakes up to Google Maps later will have to play catch-up, potentially from a handful of reviews and a lower score. Reviews are often a make-or-break factor in who gets chosen. A study from BrightLocal famously showed that businesses with higher quantities of positive reviews tend to outrank and outsell those without.
Local Ranking Benefits: Google’s algorithm for local results rewards factors that grow over time. For instance, the prominence factor includes things like how well-known your business is, which is partly reflected by the number of reviews and your overall presence online. Additionally, if your profile consistently receives good engagement (clicks, calls, direction requests, bookings, reviews, etc.), it signals to Google that you are a relevant result to continue showing. By engaging in Maps Marketing early, you’re essentially training Google that your business is a quality result.
Adaptability to Future Changes: Google is continuously evolving its platforms. New features are regularly added to or removed from Google Business Profiles. By being active now, you’ll be in a better position to take advantage of these new features as they roll out. If tomorrow Google introduces, say, a “Local Offers” section in Maps where businesses can put special deals, those already managing their profiles can jump on it immediately and gain even more customers. Late adopters may not even be aware of the feature, or they may scramble to figure it out.
Increasing Competition Down the Road: It’s only a matter of time before lagging businesses realize they’re missing out. The pandemic, for instance, accelerated businesses’ realization of the importance of online visibility (including local search). Each year, more marketing resources shift towards local search optimization. According to a recent industry report, over 64% of small businesses now have some form of local search presence– and that number is growing. The more companies invest in Maps Marketing, the tougher it will be to gain an edge. Right now, you may be one of the few in your niche aggressively pursuing it. In a couple of years, it will be standard practice, meaning you’ll have to fight harder to win attention.
Long-Term Customer Relationships: When you capture a customer via Google Maps today and impress them, you might not just get a one-time sale. You could be earning a repeat customer for years. Early focus on local search marketing can compound your customer base. Think of a new mover to town who searches “best hair salon near me” and finds your salon because you’ve optimized your profile. If you win her business and she becomes a loyal client, the lifetime value of that one Maps search could be thousands of dollars over the years of visits — and she may bring friends or leave more reviews as well. Multiply that by dozens or hundreds of customers, and it’s clear that being the first good option people encounter can pay dividends long into the future.
Adopting Maps Marketing early is about securing prime real estate in the digital landscape before it gets crowded. Much like the early days of any platform (think early Facebook business pages or early adopters of search engine SEO), those who move first often enjoy a period of less competition and more free exposure.
Consumer behaviour is increasingly favouring local and mobile search.
With each passing year, people increasingly rely on smartphones, voice assistants, and map services to find what they need on the go. We’re moving toward a world where almost everyone will expect to instantly find local business info via these means (we’re almost there already).
By building your Google Maps presence now, you’re future-proofing your business. It’s not a stretch to say that in a few years, businesses without a robust Maps presence will be at a serious disadvantage, much like businesses without a website were a decade ago. Early adopters will have locked in many loyal customer relationships and gained reputational advantages by then.
As soon as enough people realize the profitability of Maps Marketing, optimization will become a standard practice. We’ve seen this happen with other forms of digital marketing, such as paid search ads, social media ads, and influencer partnerships, where costs and competition skyrocketed dramatically once the secret was revealed. Maps Marketing is currently going through that quiet stage right before the rush.
If you wait, you’ll face a crowded field of businesses that have already put time and effort into perfecting their listings. Overcoming that momentum will require a sustained and sometimes costly effort. By acting today, you’ll secure a stable position in local search results. You’ll gather reviews, refine your listing, and build a reputation as a trustworthy, easy-to-find business. When the flood of new businesses arrive, you’ll be firmly established, while newcomers scramble to catch up.
Now is the time
While most businesses are still treating Google Maps as an afterthought, there’s a narrow chance right now to stand out before the platform becomes saturated. The ones who take Maps seriously today will own the visibility, the reviews, and the loyal local traffic that everyone else will be scrambling for tomorrow.
Google Maps Marketing isn’t just another digital trend—it’s the future of local discovery. And for businesses that start early, the long-term payoff is massive.
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:
Ads appear first
Google Business Profiles second
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:
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.
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.
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.
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.comto 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!
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.
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
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.
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.
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.
Are you investing in social media marketing for your business? Have you also considered how Google Maps and other search query platforms could work hand in hand with your social efforts?
Let’s explore why Maps Marketing can be such a game changer, how it differs from social media marketing, and why both should be part of your strategy—with maps taking centre stage.
The Power of Maps Marketing
When potential customers visit Google Maps, they usually search with a high buying intent. They want fast answers and are often ready to make a purchase or book an appointment immediately.
That’s why Maps Marketing can lead to such a direct, tangible boost in sales. Maps Marketingis all about optimizing your Google Business Profile so that when people search for services or products in a specific area, your business stands out. This includes managing your location information, photos, descriptions, and customer reviews—but it goes beyond that.
📍 Brand Equity – Google Business Profile is your most visible landing page. It is your brand’s first impression to the 2 billion active monthly users ready to buy on Google Maps.
📢 Content Distribution – Keep customers engaged by posting photos, videos, offers, and promotions to turn potential customers into paying customers. Users on Google Maps are more likely to make a purchase from your business than users on any other platform.
🎯 Customer Acquisition – Attracting new customers at the exact moment they’re searching for your services leads to higher conversions. 80% of views on a Google Business Profile come from non-branded searches. Customers want to find your business and make a purchase decision without leaving the map.
🔄 Customer Retention – Keep existing customers engaged with timely updates, promotions, and accurate hours. Regular updates that make your Google Business Profile fresh and engaging keep your customers coming back for more. Sharing promotions and offers helps your business remain top-of-mind for your biggest fans.
💰 Paid Advertising – Leveraging Paid Ads to drive targeted local traffic and increase your business’s visibility in high-intent searches. Paid Ads on Google Maps are the most effective way to gain control over when and how your business appears on Maps and Search.
💬 Customer Engagement – Responding to reviews, answering questions, and actively managing your online reputation to build trust and loyalty. Maps Marketing provides a rare opportunity to communicate directly with the people who matter most: your paying customers. Utilize reviews, posts, and other tools to drive engagement.
It sounds simple, but when done right, Maps Marketing can significantly impact your revenue by increasing foot traffic, strengthening brand awareness, and keeping your business ahead of the competition.
How Maps Marketing Differs from Social Media
Many businesses still put the majority of their online marketing efforts into Instagram, Facebook, TikTok, X, and other social platforms. While social media marketing has its place, it serves a different purpose:
Social Media: Great for building long-term relationships with existing customers, showcasing your brand’s personality, and sharing updates or product catalogues.
Maps Marketing: Focused on reaching new customers who are actively searching for a specific product or service in real time.
Engagement and Reach
Social Media Engagement: Often below 1%. Even if you have thousands of followers, only a small fraction might see or interact with your posts each day.
Maps Engagement: With over 2 billion active monthly users, Google Maps continues to be a powerful platform for reaching potential customers. When someone sees your Google Business Profile, they’re more likely to take immediate action—like requesting directions, calling your business, or visiting your website. This “ready-to-buy” attitude is why Maps engagement tends to be higher and more profitable.
Non-Branded Searches
A standout statistic is that 80–90% of views on a Google Business Profile come from non-branded searches. This means people who’ve never heard of you before are discovering your business on maps. Once they have a positive experience, they might follow you on social media—but the journey often begins with a simple Google Maps or Search query.
Why Many Businesses Overlook Maps Marketing
Despite its effectiveness, Maps Marketing remains under-utilized.
Part of the reason is that many companies believe their social media presence alone is enough to increase awareness. Others don’t realize how quickly Google Maps can deliver results, or they simply aren’t sure how to set up and optimize a Google Business Profile.
That means there’s a significant opportunity here: if you jump into Maps Marketing before your competitors do, you can reap big rewards while others focus on crowded social media channels.
Real-World Results and Statistics
Some eye-opening stats:
5x More Monthly Users: Businesses often find they have five times more monthly views on their Google Business Profile than on their social media profiles.
10x Higher Engagement Rate: Many companies report ten times higher engagement (calls, directions, website clicks) on Google Maps than on social media.
Immediate Action: Google’s data shows that 88% of people who look up a business on Google Maps will call or visit within 24 hours.
These actions (calls, visits, and bookings) translate directly into sales—making Maps Marketing one of the most effective channels for local businesses.
Should You Ditch Social Media?
Absolutely not. Social media is still important for brand building and community engagement.
The point is to prioritize Maps Marketing alongside your social strategy—because it directly brings new customers to your door in a way social media can’t match for local search.
Act Now
Don’t let your competitors get there first—invest in Maps Marketing today and see how this often-overlooked platform can transform your business. The numbers speak for themselves: more visibility, more calls, more visits, and more opportunities to grow your business. Start by optimizing your listing, reviewing your analytics, and comparing your Maps Marketing engagement to your social media metrics. You’ll quickly see that maps can be a major growth channel for your business.
Visit MapLabs.comto discover how we can help your business get results with a comprehensive Maps Marketing strategy.
Contact us for a closer look at our proprietary industry-leading software, or explore our Coaching and Full-Service management options if you’d prefer to leave the heavy lifting to us.
While many businesses spend money on SEO to climb to the top of Google’s traditional search results, they often overlook a more direct route to local customers—Google Maps Marketing.
Below, we break down the key differences between Google Maps Marketing (aka Google Business Profile) and SEO, so your business can know where to invest your marketing dollars for the best return on investment.
TL;DR
Google Maps Marketing = Optimizing and actively managing your Google Business Profile to get customers to pick your business on Google Maps and Google.com searches.
SEO = Optimizing your website to appear ahead of other websites on Google.com searches.
When users search for “restaurants near me” or “plumbers near me,” Google displays Google Business Profiles (or a “map pack”) before traditional SEO website results—no matter the device—making it essential to optimize for Maps.
See how Google Business Profiles appear on Google Search desktop:
See how Google Business Profile results appear on Google Search mobile:
See how Google Business Profile results appear on Google Maps:
The critical thing to note here is how, on every device and platform, when a user searches for a local business, Google Business Profiles always appear before any website SEO results.
Key Influencers for Google Maps
When it comes to ranking on Google Maps, most businesses assume that having a great website is enough—but Google Maps operates on a completely different set of rules.
Instead of traditional SEO, your ranking is influenced by how users interact with your listing, how well your business information is structured, and the quality of your photos and reviews. Key factors like clicks, calls, direction requests, business categories, and customer feedback all play a crucial role in determining how visible your business is in local search results.
By optimizing these elements, you can significantly improve your Google Maps presence, ensuring that more potential customers find and choose your business over the competition:
User behavior and engagement (clicks, calls, direction requests)
Business categories (how you classify your business)
Services or menus you list
Photos of your business
Customer reviews and ratings
Posts (share offers and promotions with your customers)
Optimizing your profile in these areas boosts your visibility on Google Maps. Even if your website is perfect, it won’t help your Google Business Profile rank higher—these are two different systems.
Maps Marketing requires careful optimization and ongoing management to succeed. Users don’t want to leave Google Maps for your website; they expect all the details they need to
Discover
Decide
Make a booking—right on the map.
Think of your Google Business Profile as your most visible landing page.
How SEO Differs from Google Maps Marketing
Many businesses invest heavily in SEO to boost their website in Google’s search results, but ranking at the top can be incredibly challenging with low odds of success.
For example, if you want to rank #1 for “best Mexican restaurant in Los Angeles,” you’ll be up against well-known sites like Eater, Yelp, Reddit, TripAdvisor, and Time Out Magazine.
Even if you manage to outrank them, remember that Google Business Profiles still appear before any of these websites on Google Search.
Key SEO Influencers
On-page signals (headings, keyword use, site content)
Meta tags (titles, descriptions)
Schema markup (structured data)
Backlinks (links from other websites)
SEO is helpful for websites aiming to appear higher on Google.com search results. But in local searches—especially those on smartphones—Google Business Profiles show up first, followed by organic website results.
That means you could do everything right with SEO and still miss out on local customers because your Google Business Profile isn’t optimized.
Measuring Success: Activity vs. Rank
A major difference between Google Maps Marketing and SEO is how you track results.
Google Maps Marketing: You can measure direct activities—calls, booking requests, direction requests, and visits to your website through your Google Business Profile. These metrics are concrete actions that show how many local customers are engaging with and making purchases at your business.
SEO: Often measured by “ranking” for specific keywords or the number of people who see your site (impressions). These metrics can be less tied to immediate customer actions or conversions.
By focusing on Google Maps Marketing, you will see more tangible results that directly impact your business’s success—like phone calls, bookings, and visits from potential customers who are ready to buy.
Why Google Maps Marketing Offers a Strong Return
When people search locally—“coffee shop near me,” “auto repair in [city],” etc.—Google Maps listings (Google Business Profiles) appear right at the top of Google.com and Google Maps search results.
Keeping your Google Business Profile accurate and up-to-date means you’re more visible to customers who are actively looking to make a purchase or book a service.
While SEO can still be valuable for broader brand visibility, it may take longer to see the payoff. Local customers, on the other hand, often turn to Google Maps first. That’s why focusing on Google Maps marketing can give you the highest likelihood of seeing a real return on your investment.
Don’t miss the opportunity to capture customers right in your neighborhood. Take advantage of Google Maps marketing and see how it can drive real, measurable growth for your business.
Ready to Get Started?
Google Maps marketing offers a powerful, direct path to local customers—often delivering results faster than traditional SEO.
