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Google Maps Marketing: Unlock Your Business Potential with This Ultimate Guide

Tobias Roelen-Blasberg
Tobias Roelen-Blasberg
Co-Founder & Head of Product
Unlock business potential with this guide to Google Maps Marketing. Learn to optimize your profile, use Ads, and create the best review responses. Start now!
Google Maps Marketing: Unlock Your Business Potential with This Ultimate Guide

How can Google Maps help your business?

Google Maps allow local business to connect with customers within their location. Google Maps marketing should be part of your digital marketing strategy if you are a local business as it is a powerful way for businesses of all sizes to increase visibility and drive revenue. By including relevant information in their Google My Business business listing, like business address, a business category (your type of business) and customer reviews, businesses can rank higher in organic search results. This increased visibility leads to more customers and ultimately more revenue.


How do I market using Google Maps?

Optimizing your Google Business Profile should be your priority when marketing using Google Maps. This allows you to be indexed by Google in relevant Google Maps searches.

Aside from this, it’s best to explore the Google Maps Local 3-Pack, as it's a beneficial feature for businesses looking to gain an edge over their competitors. This feature displays the first three businesses that Google considers to be most relevant based on a user's current location or the location where they're searching. For example, if someone searches for a burger restaurant in London, the Local 3-Pack will display the top three burger restaurants that Google believes are most relevant to that query. This gives those businesses an advantage over other competitors who may not have optimized their online presence for Google Maps marketing.

A Local 3-Pack is pictured below, shown in response to a burger restaurant search query in London, MA. Google has determined these three businesses are the most relevant given the search parameters.

Google Maps Local 3-Pack features the top three businesses that Google finds relevant to the search query or user location

Optimizing your Google My Business business listing can help you appear in the Local 3-Pack for relevant searches (both desktop and mobile search). This boost in visibility can lead to more consumers visiting your business and increasing your profits. To learn more about the Google 3-Pack, read our complete article here.

What is Google My Business and why you need it for Google Maps marketing?

Google My Business is an incredibly useful tool for business owners to manage and optimize their presence on Google Maps. They can create a profile that includes their business name, business location, and business hours. This Google Business profile gives customers the most relevant and up-to-date information about your business.

Google My Business also provides the ability to interact with customers who leave reviews and you can track insights from Google Maps Ads campaigns. This helps business owners understand how customers are interacting with their profile and make adjustments accordingly. With this data, businesses can better target potential customers and increase their visibility on Google Maps. Overall, Google My Business is an invaluable tool for businesses looking to maximize their presence on Google Maps and reach more potential customers.

How do I rank my listing on Google Maps?

You can optimize your Google Maps profile via the Google My Business interface. There are many aspects of a Google Business Profile that can help you boost our local search visibility:

Ask customers to leave reviews

A vital aspect of a successful Google My Business profile is well-managed online reviews. Getting customers to review your business is a critical part of building trust and credibility among potential customers. According to a Search Engine Land survey, 52% of consumers said that positive reviews made them trust a local business more. This means it’s essential for businesses to encourage their customers to post reviews online. Yet, this can be challenging as customers are more likely to post negative experiences than positive ones.

To ensure you get the most out of customer reviews, remind your customers how easy it is to review your business on their android device, iPhone, or iPad. Build processes to respond quickly and appropriately when new reviews come in. These steps will help your business stand out from the competition and build trust with potential customers through social proof. Tip: Our review response generator can help you provide personalized answers within seconds to both positive and negative reviews.

Online reviews can be managed through the Google My Business interface, where you can respond to customer feedback and address any issues they may have.

Verify your Google My Business listing

Verifying your listing ensures the information listed on Google My Business is accurate. You can also take advantage of features such as reviews and insights. The verification process can take up to a couple of weeks. Google usually insists on mailing a postcard with a unique PIN to the physical address listed in your Google My Business profile as verification. However, if you are unable to receive mail at the address listed, Google does allow some businesses to verify ownership via phone.

The verification process is simple and straightforward, but it’s crucial that you follow all of the steps correctly to verify your listing. Once you have the postcard or completed the phone verification process, simply enter the PIN into your Google My Business account and click ‘Verify’. After this step, your business will be officially verified on Google My Business and will appear more prominently in local search results.

Include full address details

Having the correct address information for your business is paramount so customers can find you on Google Maps. When entering your address into your Google Business profile, use the exact same address information used by the USPS (or applicable postal service where your business operates). This includes room, suite, or subdivision information, a full nine-digit zip code, and anything else that makes your business easier to find. Check for any formatting or spelling errors, as even slight mistakes in address can interfere with your Google Maps ranking.

Businesses must ensure their addresses are actually being displayed in their Maps listings too. In your Google My Business settings, there is a checkbox that states whether you would like your address information to be displayed. If this box isn’t checked off then customers won’t be able to find you on Google Maps. Taking the time to double-check all of this information ensures customers can easily locate and visit your business.

Select all relevant categories for your business

You must include all relevant categories that apply to your business. This will ensure that your listing appears in more searches and reaches a wider audience.

For example, if you run a pet shop, you should set “Animals & Pet Supplies” as your primary category and then list additional categories such as Bird Supplies, Cat Supplies, and Dog Supplies. By providing Google with more information about your business, it can accurately match your listing with relevant searches and provide potential customers with the information they need to make an informed decision. Multiple categories listed on your profile can help boost its ranking in search engine results pages (SERPs) too.

Specify which locations you serve

If you offer delivery (e.g. food delivery as a restaurant) or other services to customers outside of your physical storefront, it's essential that you specify which areas you serve in your Google Business profile. This could include the names of nearby towns or cities or a geographic radius (in miles or kilometers) from your physical location. Indicate if customers can actually be served at your primary location. If not, clearly state this on your profile so people don't turn up expecting service they can’t get.

By specifying the areas you service in your Google Business profile, potential customers will have a better idea of whether they can use your services and how far away they are from being able to do so. They can quickly determine if they should use your business which makes it easier for them to find out what services you offer in their area. Ultimately, doing this helps you avoid any confusion about your targeted locations and informs customers about what to expect from your business.

Create an appealing introduction

Writing an Introduction for your Google Business profile is key to maximizing visibility with search engines. It should contain a concise summary of your company, the products and services you offer, and what sets you apart from the competition. This is an opportunity to showcase why customers should choose your business over others in the same industry.

When crafting your Introduction, include relevant keywords to help potential customers find you more easily. Avoid keyword stuffing or cramming links into your Introduction as this is a violation of Google’s editorial standards. Instead, craft a compelling introduction that speaks directly to searchers and highlights why they should choose your business.

Add high-quality photos to your profile

Google Maps is an incredibly visual platform, and businesses with listings on Google that include photos are much more appealing than those without. An excellent example of this is Burger & Lobster Mayfair. With a crisp, professional image at the top of their listing, Burger & Lobster Mayfair ****looks more inviting, comfortable, and stylish than it would without images.

High-quality photos of your business are vital to engaging potential customers and feature your ambiance and offerings

Including photos in your Google Business profile is another optimization opportunity. Users can scroll down the listing to see more pictures of your business, which can be especially meaningful if ambiance is critical to your establishment. Photos give potential customers an idea of what to expect when they visit your business, so include high-quality images that represent your business and what it offers. Optimizing your photos for Google My Business gives targeted customers a positive first impression of your business before they even step foot inside!

More tips to optimize your Google Business profile

In addition to this list, we have compiled a series of articles that will help you to improve your Google Maps rankings:

How to use Google Maps Ads for your local business?

Google Maps Ads are an effective way to increase awareness for your business and amplify your reach. With location targeting, you can ensure your ads only appear in searches relevant to your business. This means you don't waste money on irrelevant clicks! Google will display your ad at the top of Google Maps search results, giving it maximum exposure.

In the picture below you can see an ad for a spa and wellness center in London.

Google Maps ads use location targeting so your ads only appear for search queries in your targeted locations.

The ads also appear on both desktop and mobile devices, so you can reach customers on any device. You can track the performance of your ads to get an idea of how customers are responding to them and if they take further actions like checking your directions or calling your listed phone number. With Google Maps Ads, potential customers can seamlessly find your business.

Google Maps Ads work for every business with a local target audience (e.g. a city, postal code, or neighborhood) like a restaurant or retail store. You can reach potential customers who are searching for nearby businesses like yours, thanks to Google Maps Ads!

You can track the performance of your campaigns on the “Campaigns” tab in the Google Ads interface. This data reveals the total number of clicks, impressions, number of conversions, and cost associated with your campaigns.

How much does it cost to advertise on Google Maps?

Advertising on Google Maps is the same as running campaigns under Google Maps. The average cost per click in Google Ads is now between $2 to $6, while the Display Network is $1. Prices may vary, as Google offers a variety of packages depending on a business’s goals.

How do you get a 5 star rating on Google Maps?

The rating displayed on Google Maps is based on your Google Reviews. So, to get a 5 star rating on Google Maps, you must run an effective review collection process for your Google Business Profile. Aside from this, it’s also highly recommended to maintain high customer engagement by responding to customer reviews. Read our complete article about responding to Google reviews.


Best Google Maps Marketing Examples

Here are the best Google Maps marketing examples and the key takeaways for each!

SushiSamba London

This is a fantastic example of a Google Maps Profile done right for several reasons. First, the restaurant has thousands of reviews and a super impressive rating. This restaurant also uses multiple categories to maximize search engine results. They provide ample contact details too. These details include their exact address, phone number, website address, and menu. Not to mention, they use high-quality images of people laughing, different dishes on their menu, and the ambiance to give customers an accurate idea of what to expect.

Google Maps profile of SushiSamba London

Masters Catering

Masters Catering kicks off its Google Maps Profile with a playful and punchy introduction that describes what they offer and its ambiance. Customers can conveniently see this business offers sit-in, takeaway, and no-contact delivery. Master Catering also clearly indicates they serve London while using their exact address, phone number, and website address. Making it easier for patrons to view their menu, Masters Catering has pictures of their menu items readily available. With no effort, customers can view their operating hours and busy times too.

Google Maps listing of Masters Catering

Park Plaza Westminster Bridge London

Park Plaza Westminster Bridge London entices Google users with fantastic images of their venue and amenities. They have over six thousand reviews with a great star rating to match. Directly below the pictures, this business lists all its booking sites so guests can quickly move through their marketing funnel. One of our favorite aspects of this Google Maps Profile is the “People Often Mention” section. The more reviews you get from customers, the easier it is for Google to automate that section.

Google Maps profile of London Hotel

Boost your visibility in Google Maps with MARA.

Responding to Google Reviews is an essential step in boosting your visibility within Google’s ecosystem, including Google Maps. While it can definitely be a daunting task, you can streamline the process with our AI Review Assistant, MARA. This intuitive tool is designed to ease your Online Reputation Management process, making it more efficient, personalized, and time-saving. It offers the best and most personalized AI for responding to and analyzing your guest reviews.

Review Inbox for response optimization

There are two verified strategies to boost your ranking on Google Maps: extensive review monitoring and the use of targeted location-based and industry-based keywords on review responses. You can do both with MARA’s Review Inbox, in the most efficient way possible.

Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". You can then edit the generated reply to insert the targeted keywords for optimization. The Review Inbox connects to multiple review sources, including Google,, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

MARA Review Inbox
Efficiently monitor Google Reviews with MARA's Review Inbox.

Advanced Review Analytics

While Google Business already runs sentiment analysis to all its listing, using an advanced, AI-powered Review Analytics tool helps you stay ahead of the curve. Through this, you can identify specific topics and keywords which you can target on your responses.

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.

MARA Review Analytics
Google Maps SEO research through Review Analytics.

Streamlined Group Analytics

Additionally, our group analytics overview can provide a quick evaluation of the performance of each location. Other than key metrics such as response rates, ratings, and the number of reviews, MARA also offers category scores based on advanced AI analytics. In the screenshot below, you can find an analysis for hotels with category scores for areas like Food & Beverage, Front Office, and Housekeeping. This analysis aids in swiftly identifying potential weaknesses, with a preview of detailed topics appearing when you hover over a category.

MARA Group Analytics
Extract insights from all your listings.

Personalized responses to Google Reviews

Google ranks the content of their listings based on Recency and Relevance. You can cover both through personalized responses, as it helps Google understand that you provide timely and relevant responses to your customer concerns. MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback and economize both time and money, is the reason behind its growing popularity.

Final Thought

Managing online listings and responding to Google Reviews need not be an overwhelming task. With the appropriate software, not only can you streamline the process, but you can also personalize your responses, and derive valuable insights from the reviews. So, why hesitate to give our AI Review Assistant, MARA, a try? It's completely free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.

This article is part of our hero content series on “Mastering Google Reviews - A Complete Guide".

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Frequently Asked Questions:

What are the benefits of using Google Maps?

Using Google Maps as a marketing tool for your business lets you reach warm leads within your location. This means you’ll be able to connect with customers who are ready to make their purchases.

How do I rank higher on Google Maps for my business?

Google Maps uses data and content on your Google Business Profile. So, to rank higher on Google Maps, you must keep your Google Business profile updated and continuously collect customer reviews.

How long does it take to rank on Google Maps?

It takes about 3-9 months to see a significant change in your local rankings. However, for businesses with a higher competition rate within a specific location, it may take up to 12 months of continuously implementing optimization and engagement strategies to make it to Google Maps’s 3-Pack.

Why am I not ranking in Google Maps?

If you can see your business in Google Maps but is not ranking, you may not have claimed it yet. Once you’ve claimed and verified your listing, you should optimize your Google Business Profile by adding updated business information and collecting customer reviews.

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