How to Run Local Search Ads: Get More Local Customers Finding You

Want more customers finding your business on Google Maps? Promoted pins help you capture high-intent searchers right when they're looking for businesses like yours.

This guide shows you how to set up local search ads (Promoted pins) that drive foot traffic, phone calls, and store visits.

What Are Local Search Ads?

Local search ads appear as distinctive square pins on Google Maps when people search for businesses in your area. Regular business listings show as round pins—your ad stands out with a square pin and can include your logo.

These ads reach customers at the moment they're ready to take action. People searching on Maps are looking for directions, phone numbers, or business hours—strong intent signals that they're ready to visit or call.

Key benefits:

• Reach customers already browsing Maps in your area

• Stand out with a distinct square pin versus regular round pins

• Capture high-intent searches (people looking for "near me" or specific locations)

• Drive direct actions: calls, directions, store visits

• Show your business to people navigating nearby routes

Why Local Search Ads Work for Local Businesses

Maps searchers have high purchase intent. They're not casually browsing—they're actively looking for a business to visit right now.

Here's what makes local search ads effective:

• Ready-to-act customers: 76% of people who search for something nearby visit a business within 24 hours, according to Google

• Mobile-first: Most Maps searches happen on mobile devices where users can tap to call or get directions instantly

• Location-based: Your ad only shows to people physically near your business

• Multiple touchpoints: Your ads appear while users browse the map, in search results, and even during navigation

Prerequisites: What You Need Before Starting

Before you can run local search ads, you need:

• A Google Ads account (free to create at ads.google.com)

• A verified Google Business Profile (this is mandatory for Promoted pins)

• Your Google Business Profile linked to your Google Ads account

• A budget of at least $300-$500 per month for meaningful results

• Location assets enabled in Google Ads

Without a verified and linked Google Business Profile, your ads cannot appear on Maps. Set this up first.

How to Set Up Local Search Ads (Step-by-Step)

Step 1: Verify and Link Your Google Business Profile

Your Google Business Profile must be verified and connected to your Google Ads account.

To verify your profile:

1. Go to business.google.com

2. Claim your business listing

3. Complete the verification process (usually via postcard, phone, or email)

4. Fill out all business information: hours, phone number, categories, photos

To link it to Google Ads:

1. In Google Ads, click "Tools & Settings"

2. Select "Linked accounts" under "Setup"

3. Find "Google Business Profile" and click "Details"

4. Click "Link" and follow the prompts

5. Choose which locations to link (if you have multiple)

This connection is required. Without it, Promoted pins cannot appear on Maps.

Step 2: Choose Your Campaign Type

Google offers three campaign types that work with local search ads. Each has different features:

Performance Max with store goals

• Shows your logo on the square pin

• Automatically optimizes across all Google surfaces

• Best for: Most local businesses wanting maximum visibility

• Requires: Verified Google Business Profile, location assets

Smart campaigns

• Shows a business category icon on the pin (not your logo)

• Simplified setup with less control

• Best for: Beginners or very small businesses

• Easier to set up but less customization

Search campaigns with location assets

• Traditional search ads that also appear on Maps

• More manual control over keywords and bids

• Best for: Businesses wanting granular control

• Requires more ongoing management

Pro Tips for Better Local Search Ad Performance

Start Small and Scale

Begin with a tight radius (5-10 miles) and expand once you see results.

Testing a smaller area helps you:

• Control costs while learning

• Gather data faster

• Identify your best-performing zones

Once you find success, gradually increase your radius by 5 miles at a time.

Use High-Quality Photos

Your images directly impact click-through rates. Use photos that:

• Are well-lit and professionally shot

• Show your actual business location and products

• Include people when appropriate (customers enjoying your restaurant)

• Are high-resolution (minimum 1200x628 pixels)

Ads with high-quality images see 20-30% higher engagement.

Optimize Your Google Business Profile

Your Business Profile affects your ad performance and Quality Score.

Make sure you have:

• Complete business information (hours, phone, website)

• At least 10-15 high-quality photos

• Recent customer reviews (respond to all reviews)

• Regular posts (weekly is ideal)

• Accurate business categories and attributes

A complete, optimized profile improves your ad placement and reduces costs.

Track Multiple Conversions

Don't just track store visits—measure phone calls, direction requests, and website clicks.

This gives you a complete picture of how customers engage with your ads. Many customers research online before visiting, so website clicks are valuable even if they don't immediately visit.

Adjust Bids by Location Performance

After 2-4 weeks, review which areas drive the most conversions:

1. In Google Ads, go to "Locations" in your campaign

2. Review performance data by area

3. Increase bids 20-30% for high-performing zones

4. Decrease bids 10-20% for low-performing zones

This concentrates your budget where it works best.

Update Your Ads Seasonally

Refresh your ad copy and images to match seasons, holidays, or special events.

Examples:

• Summer: "Outdoor Seating Now Open"

• Holidays: "Holiday Catering Available"

• Back-to-school: "New Student Discounts"

Seasonal updates keep your ads relevant and can improve performance by 15-25%.

Important Limitations to Know

You can't run ads exclusively on Maps

Your campaign will also serve across Google Search, YouTube, and other Google properties. There's no way to target only Google Maps.

This is actually beneficial—your ads reach customers across multiple touchpoints.

Promoted pins require zoom level

Your square pin won't show when users are zoomed out too far. Users need to zoom into a closer view of your area for Promoted pins to appear.

This ensures your ad shows when users are actively browsing businesses in your immediate vicinity.

Store visit tracking has limitations

Google can only estimate store visits—it's not 100% accurate. The system requires:

• Sufficient location visit volume (varies by business)

• At least 90 days of data

• Users with location services enabled

Treat store visit data as directional rather than exact.

Performance Max has less control

Unlike Search campaigns, Performance Max automates most decisions. You can't:

• Choose specific keywords

• Set bids for individual placements

• Control exactly where ads appear

The tradeoff is easier management and often better overall performance.

Which Campaign Type Should You Use?

Different campaign types work for different ad formats on Maps.

For Promoted pins (square pins on the map):

• Performance Max with store goals (shows your logo)

• Smart campaigns (shows category icon)

For Map search ads (top of search results):

• Performance Max with store goals

• Smart campaigns

• Search campaigns with location assets

For Map suggest ads (autocomplete):

• Performance Max with store goals

• Smart campaigns

• Search campaigns with location assets

Most businesses should start with Performance Max with store goals. It offers the best combination of features and automation.

Measuring Your Local Search Ad Success

Track these metrics to evaluate performance:

Store visits

• Google's estimate of people who saw your ad and visited your location

• Target: 10-30 store visits per $100 spent (varies by industry)

Cost per store visit

• How much you pay for each estimated visit

• Target: $3-$15 for retail/restaurants, $10-$50 for services

Direction requests

• How many people clicked for directions to your business

• Target: 20-50 requests per $100 spent

Phone calls

• Calls generated from your location assets

• Target: 5-15 calls per $100 spent for service businesses

Click-through rate (CTR)

• Percentage of people who saw your ad and clicked

• Target: 3-8% for local campaigns

Review these metrics weekly for the first month, then adjust to biweekly or monthly as your campaign stabilizes.