Local search is where real buying decisions are made.
Whether someone is craving takeout, rushing to a walk-in clinic, or looking for the nearest gym, their first move is usually a quick search on Google Maps or their phone. If your business does not appear in those moments, you are likely losing customers to someone who does.
To help you stay competitive in this high-intent environment, we’ve compiled a roundup of 2025’s most relevant local search statistics. These stats will give you a clear picture of how today’s consumers find and choose local businesses. From review behaviour to conversion rates and mobile searches, these insights can help you fine-tune your local search strategy, show up where it matters, and turn searches into customers.
1. Google gets 139.9 billion visits each month, of which 6.4 billion are unique visitors
This is an absurd amount of daily attention flowing through one platform. If your business isn’t showing up, you’re not just missing clicks—you’re missing actual foot traffic, phone calls, and purchases.
2. 88% of mobile local searches lead to business visits within 24 hours
Mobile local searches are high-stakes. If someone’s looking you up from their phone, they’re probably on the move, wallet in hand. Ensuring your Google Business Profile is compelling could be the deciding factor for winning them over.
3. Customers are willing to spend 31% more if the business has a good online reputation
An excellent reputation doesn’t just bring customers—it lets you charge more. Strong reviews are like social proof that you’re worth the premium, and people are happy to pay it for peace of mind.
4. “Near me” Google mobile searches increased by 500%+ in the past two years
Having a Google Business Profile on Google Search and Maps helps your business appear at the right time—when nearby customers are actively looking and ready to make a purchase.
5. 62% of consumers would avoid using a business if they found incorrect information online
If your hours, phone number, or address are wrong on Google, many people won’t bother to double-check—they’ll just move on to your competitor. Accurate information isn’t optional; it’s basic trust-building.
6. 87% of customers read online reviews for local businesses
This shows that nearly everyone is doing their homework before spending money. People trust other people more than marketing, and your reviews are often your business’s first impression—before your website, storefront, or pricing.
7. 73% of consumers pay attention to reviews written only in the last month
Fresh reviews matter. People want to know what your business is like right now, not a year ago. If your reviews are outdated, customers may assume you’re closed or just not worth the risk.
8. The Google Local 3-pack appears in 93% of searches with local intent
That little box with three Google Business Profiles on Google? It dominates the search results for local queries. Getting featured here can skyrocket visibility and conversions.
9. 62% of shoppers are more likely to buy a product after seeing other customer photos and videos
User-generated content is the new word-of-mouth. It makes your business feel real, relatable, and trustworthy. Social proof from other customers seals the deal.
10. 96% of consumers are open to writing your business a review
Turns out, all you have to do is ask. Seriously—most happy customers just need a gentle nudge. With a 96% success rate, that’s one of the easiest wins you can get for your online reputation. Talk about low effort, high impact.
Why Local Search Matters
These statistics reflect more than trends.
They highlight how people behave when they are ready to make a purchase. Local search is immediate and full of high-intent customers. When someone looks up a service nearby, they are not browsing casually. They are making a decision.
Focusing on Maps Marketing puts your business in front of these ready-to-act customers. The companies that take these insights seriously and align their Google Business Profiles accordingly are not just showing up. They are getting chosen.
Get Started With Map Labs
Map Labs helps businesses create custom Maps Marketing strategies to help businesses across all sectors see growth with local search marketing. The key differentiator between Map Labs and other local search providers (or full-service agencies) is our channel specialization and dedicated support services.
In the world of local search marketing, new “hacks” and shortcuts appear all the time—most promising quick wins on Google. One of the latest is Click-Through Rate (CTR) Manipulation—a strategy aimed at artificially boosting your business’s visibility on Google Maps by faking user engagement.
While the logic behind it might sound appealing at first, the long-term consequences are not. Here’s what CTR manipulation actually is, why it can temporarily work, and why using it can ultimately hurt your business far more than it helps.
What Is Click-Through Rate Manipulation?
CTR manipulation is the practice of artificially inflating the engagement metrics on your Google Business Profile (GBP). This can include fake direction requests, clicks, profile visits, and even interactions like photo views or call button taps.
Third-party providers offer services that simulate this engagement using either bots or real users with fake Google accounts. The goal is to trick Google into thinking your business is getting more interest than it actually is—causing your listing to appear more relevant and ideally show up higher in local search results.
Why It Might Work… But Only Temporarily
Google’s algorithm does factor in behavioural signals like clicks and engagement when evaluating which business profiles to surface in search results. More engagement signals higher relevance on Google, which is rewarded with increased visibility.
CTR manipulation simulates those engagement signals. And yes—in the short term, you might see a bump in profile views, direction requests, or even local rankings.
But this is where the strategy unravels. Google can detect fake engagement.
Google doesn’t just track the click. It tracks what happens next.
If dozens or hundreds of direction requests are submitted to your location, but no one actually shows up at your business (based on GPS and mobile data), Google flags this as suspicious behaviour. The same applies if engagement patterns spike and then drop off.
Manipulated engagement lacks one critical thing: follow-through. And Google is very good at spotting when behaviour doesn’t align with reality.
The Drop-Off Effect: Why You Could End Up Worse Off
There’s a bigger problem: once you start using CTR manipulation, you have to keep using it. Artificial engagement inflates your metrics—but when you stop, it signals a sharp decline to Google.
For example, if your profile goes from 100 direction requests a month to 1,000 and then suddenly drops back to 100, Google interprets that as a loss in relevance or popularity.
In many cases, businesses that stop using CTR manipulation find that their profiles perform worse than they did before they started.
In other words: you’re not just gaming the system—you’re training it to expect fake numbers.
The Real Risk: Suspension or Removal
Beyond performance drops, there’s a much more serious consequence: Google Business Profile suspension or blacklisting.
Google regularly rolls out algorithm updates designed to detect and eliminate spammy behaviour. If your profile is flagged for manipulation, it can be suspended or removed from search and Google Maps entirely—essentially wiping your business off the local map.
Reinstating a suspended profile is difficult and time-consuming. And in some cases, especially with repeated violations, it may not be reinstated at all.
What To Do Instead: Earn Real Engagement
The best way to improve your visibility on Google Maps isn’t to fake engagement—it’s to earn it.
Here’s what actually works:
Get consistent, high-quality reviews from real customers
Respond to 100% of customer reviews to drive engagement
Keep your business information up to date, including hours, address, and services
Add high-quality photos that reflect your current space, team, and offerings
Post updates regularly using Google Posts
Answer customer questions in the Q&A section of your profile
Use all available GBP features to show that your business is active and trustworthy
When users engage naturally—because your business is appealing and relevant—Google takes notice. Real engagement leads to long-term visibility and trust, without the risk of penalty.
CTR manipulation might seem like a clever shortcut, but in reality, it’s a short-term tactic with long-term consequences. Google’s algorithms are constantly evolving to detect and penalize these methods—and the businesses that use them.
If you want to build a lasting presence in local search, the answer is simple: be the business people genuinely want to engage with. Optimize your Google Business Profile, engage with your customers, and use Maps the way it was meant to be used.
Need help creating a strategy to optimize your Google Business Profile? At Map Labs, we help businesses grow on Maps through honest, proven local search strategies. Visit MapLabs.com to learn more.
Want to know more?
🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!
If you’re setting up or reclaiming your Google Business Profile (GBP), verification is a critical step.
Google offers video verification as the fastest and most reliable way to verify your business profile. But there’s a catch: your video can be rejected if you don’t follow Google’s instructions precisely.
Here’s a quick, step-by-step breakdown of how to get your business verified successfully via video:
1. Use the Google Maps App
You must log into the Google Maps app (not desktop) using the same account that manages your Google Business Profile. This is the only way to initiate video verification.
✅ Double-check you’re logged into the right Google account on your phone.
2. Record the Video “Live”—No Uploads Allowed
Google does not accept pre-recorded or edited videos. The recording has to be done live within the app. Once you’re in the right account and click “verify,” you’ll be prompted to begin recording.
3. Keep It Under 2 Minutes
Keep your video concise. You only need to prove that your business is real and located where you say it is. The ideal video length is a minimum of 30 seconds and a maximum of90 seconds, but keeping the video under two minutes is essential.
4. Start with Signage and Location
Begin the video by showing your business signage and physical location. Make sure your address or street names are clearly visible when possible.
If you are located inside a large commercial building, showing the entrance with clear signage to your suite or floor is all that is necessary.
📍 The most crucial thing to remember is you are validating to Google what your business looks like in the real world.
5. Choose Your Orientation—And Stick to It
Start filming either vertically or horizontally, but do not switch once the recording has begun. Changing orientation mid-video can cause your submission to be rejected.
6. Do Not Flip the Camera Around
Don’t turn the camera to show your face or provide live narration. Keep the focus on the business location, signage, and relevant surroundings.
7. Skip the Story—Just Show the Essentials
Avoid excessive talking or storytelling. This isn’t a pitch. Just record the essential visuals: signage, front door, street view, and surrounding area.
8. Use a High-Resolution Camera
Google compresses video files during upload. If you use an older phone or a low-resolution camera, the video may become too blurry for Google to verify your location properly.
Be Seen Where it Matters Most
Video verification is the fastest and most reliable way to activate your Google Business Profile—but only if it’s done right. Treat it like proof of location, not a brand story. Stay focused and follow the format, and you’ll avoid delays or rejections.
Verification is the first step in your Maps Marketing journey. Map Labs can help support you every step of the way, from verification to optimization and long-term management. Contact us today to get started.
If you’re running a local business and want new customers to find you, Google Business Profile is your single most important marketing asset.
Whether someone’s searching “coffee near me,” “24/7 vet,” or “best gym in Los Angeles,” Google pulls up a list of options based on proximity, relevance, and completeness of profile. If your business isn’t showing up—or if your GBP looks incomplete, outdated, or generic… chances are you’re getting skipped.
A Google Business Profile isn’t just a digital listing. It is your most visible landing page. This is where people check your hours, call you, request directions, browse photos, and read reviews—all without ever visiting your website.
TDLR;
Your Google Business Profile is your digital storefront on Google. If it’s not optimized, you’re leaving extra revenue—and customers—for your competitors to grab.
Step 1: Go to Google Business Profile Manager
Head to google.com/business and click “Get Started” You’ll be prompted to log in with your Google account (preferably one tied to your business).
Step 2: Enter Your Business Name
Start typing your business name. If it shows up, it may already exist on Google (especially if customers have previously left reviews). If so, you can request to claim it. If not, proceed to create a new profile.
Tip: Be consistent. Use the exact same business name you use on your storefront signage, website, and other directories.
Step 3: Choose Your Business Type
If customers visit your physical location, select “Local store”. This ensures your business shows up on Google Maps.
If you’re a service-area business (like a mobile groomer or cleaning company), select “Service business” and you’ll be able to list your service areas instead.
If you are an online retailer, click “Online retail”, and you will be prompted to enter your website domain.
Step 4: Choose a Business Category
This step is critical—your primary category determines which types of searches your business can show up for.
Start typing what you do (e.g., “restaurant,” “dentist,” “auto glass repair”) and select the most accurate option. You can add additional categories later, but the primary one carries the most weight.
Avoid guessing. Choose the category your ideal customer would search for when looking for a business like yours.
Step 5: Enter Contact Information
Add your address (if you have one).
Add your phone number and website URL (if you have one). This will make it easy for customers to call or click directly from your Google Business Profile.
Step 6: Verify Your Business
Verification options vary by business location and industry, but when verifying your business, you will be presented with the following options:
Postcard: Google mails a code to your business address
Phone: Some businesses can verify instantly via automated call or text
Email: Less common, but sometimes available
Enter the code once it arrives, and your Google Business Profile will go live.
Step 7: Optimize Your Google Business Profile
Once verified, don’t stop there. Fill out everything else to increase your chances of showing up in relevant searches:
Business hours (and holiday hours)
Photos of your storefront, products, team, or menu
Business description clear, concise, and keyword-aligned
Attributes like “Wheelchair accessible,” “Outdoor seating”
Q&A section (answer customer questions)
Review requests (start asking happy customers to leave reviews)
A complete profile doesn’t just show up more often—it gets chosen more often.
In 2025, local search isn’t about your website but your Google Business Profile. This is what shows up when customers are ready to act: to call, visit, book, or buy. It’s where they read reviews, see photos, and make split-second decisions.
Getting your profile right from the start is one of the easiest and highest-impact steps you can take for local visibility.
What Next?
Creating your Google Business Profile is just the first step—winning on Google Maps takes ongoing strategy.
This isn’t a “set it and forget it” platform. It’s a high-intent marketing channel where customers are nearby and ready to buy. To stand out and drive real foot traffic, your Google Business Profile needs to be optimized, updated, and actively managed.
Map Labs helps your business show up ahead of the competition—and get chosen by the customers who matter most.
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!
