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.
If you’re ready to show up when it matters most, visit MapLabs.com to learn more about our Google Business Profile Coaching and Full-Service management.
Want to know more?
🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!
