Google Maps Ads vs. Google Business Profile – what are the differences and is it worth investing in paid map campaigns?

Want to promote your local business and increase its visibility directly on Google Maps? Use Google Maps ads to make your business appear higher in local search results, standing out from the competition. Find out exactly what this entails and what the differences are between Google Maps ads and running a Google Business Profile.

How does advertising in Google Maps differ from a Google Business Profile?

Advertising in Google Maps differs from a Google Business Profile mainly in terms of characteristics, functionality, and costs.

• Google Business Profile is your virtual business card on Maps, containing basic information about your business, such as address, opening hours, phone number, photos, and customer reviews. It’s a simple way to get your business listed in local search results and on Google Maps. Is Google Business Profile paid? No, Business Profile is a free service. Additional fees may only appear when you hand over its management to an agency or freelancer.
• Google Maps advertising is a paid form of promotion, delivered through Google Ads. It allows businesses to stand out from the competition through sponsored pins visible on the map (though such highlighted pins don’t always appear) and ads that display at the top of local search results.
• How do Google Maps ads work? Ads are labeled as Sponsored and may include additional action buttons, such as Call or Get directions. This allows users to contact your business or get directions.

Do I need a Google Business Profile to use Google Ads?

In most cases, launching an advertising campaign in Google Maps requires having a verified Google Business Profile. This is necessary because ads use data from your Business Profile, such as address, phone number, or opening hours.

However, there are Search campaigns that can link to a website and an additionally connected Google Business Profile. Such campaigns also appear on Google Maps.

See: why my business doesn’t show up on Google Maps.

Types of ads on Google Maps

Google Maps offers 4 ad formats that can help your business reach potential customers.

• Sponsored pins – one of the most frequently chosen advertising options. These are highlighted pins in the form of square icons (as opposed to standard round pins) that appear on the map in various situations, such as while browsing the map, in search results, on the route, or during active navigation. The cost of advertising depends on the chosen campaign model.

(source: https://support.google.com/google-ads/answer/16388390?hl=pl&sjid=7599974848010648120-EU)

• Ads in Google Maps search results – displayed when a user enters a specific query, such as cheap hotels in… An ad with complete business information appears at the top of search results, next to advertising pins.

(source: https://support.google.com/google-ads/answer/16388390?hl=pl&sjid=7599974848010648120-EU)

• Ads in search suggestions in Google Maps – displayed as autocomplete suggestions when users type queries, such as coffee shop… This ad format is only available in the Google Maps mobile app.

(source: https://support.google.com/google-ads/answer/16388390?hl=pl&sjid=7599974848010648120-EU)

• Ads in business profiles – displayed after clicking a location on the map. They can take various forms, such as booking modules (e.g., hotel ad), related business ads (e.g., store in a shopping center), or tourist attraction ads (e.g., local attractions). They encourage users to take specific actions, such as booking or purchasing.

(source: https://support.google.com/google-ads/answer/16388390?hl=pl&sjid=7599974848010648120-EU)

Google Maps advertising – who is it suitable for?

Advertising campaigns on Google Maps work best for local businesses that rely on physical customer presence, such as:

• restaurants;
• coffee shops;
• medical offices;
• hair salons;
• auto repair shops;
• stores;
• pharmacies;
• service companies (plumber, electrician);
• hotels;
• companies organizing local events.

Thanks to this form of promotion, entrepreneurs can reach people in their area, increasing chances of attracting new customers.

Google Maps advertising – what benefits does it bring?

Research shows that an optimized Google Business Profile increases the chances of a customer visiting your business by up to 70% (https://www.seo.com/blog/local-seo-statistics/). If you add Google Maps ads to that, you can gain even more benefits, such as:

• increased local visibility – your ads appear at the top of local search results and on the map, allowing you to stand out from the competition and attract audience attention;
• more traffic to your store or service point – thanks to action buttons like Call or Get directions, customers can easily make contact or find their way to your business;
• increased website visits – sponsored ads lead directly to your website, which can increase brand awareness and interest in your offer;
• effective reach to people in specific locations – precise targeting allows you to direct ads to users actually searching for products or services in your area, increasing conversion chances;
• ability to present current promotions and special offers – ads can include attractive information that encourages faster use of the offer.

How much does advertising in Google Maps cost?

The cost of advertising in Google Maps depends on many factors, such as industry competitiveness, location, number of clicks, and set budget.

• Google Maps ads are billed in the CPC model (cost per click). This means you only pay when a user clicks on your ad.
• The average cost per click in Poland is from about 0.50 PLN to 5 PLN.
• Monthly budget for a Google Maps advertising campaign often falls in the range of several hundred to several thousand PLN, depending on the scale and goals of the campaign.

Are Google Maps ads worth it?

Google Maps advertising is a beneficial solution for local businesses and service providers who want to quickly acquire customers from the area.

• It brings the best results when customers make last-minute decisions or compare local offers.
• The condition for successful advertising campaigns is having a complete and optimized Google Business Profile, as well as choosing the right location and keywords.
• In case of high competition, it is a remedy for success.

Also check what the ranking factors for Google Business Profiles are.

Google Ads vs. Google Business Profile – summary

Google Business Profile is a free tool that allows businesses to present basic information, such as location, opening hours, contact details, and photos. However, if you want faster and more effective customer reach, invest in Google Maps advertising. Although it’s a paid solution, it will help you make your business stand out in local search results and increase chances of acquiring new customers. Remember that to launch an advertising campaign in Google Maps, you must have a verified Google Business Profile.

Sources:

• How to advertise in Google Maps, https://support.google.com/google-ads/answer/16388390?hl=pl&sjid=7599974848010648120-EU, [online access: 7.11.2025].
• Advertise your business on Google, https://support.google.com/business/answer/7025532?hl=pl&sjid=7599974848010648120-EU, [online access: 7.11.2025].
• Display local search ads in Google Maps, https://support.google.com/google-ads/answer/7040605?hl=pl, [online access: 7.11.2025].