How to Make Google Ads Spend Target Google Maps ( Performance Max & Search)
- Targeting Google Maps with Google Ads requires careful setup using either Performance Max with local settings or a Search campaign optimized for local actions.
Like many Google Ads specialists, we’ve been having a hard time focusing Performance Max spend on Google Maps listing only. Google took away local ads, which at the time only focused on Google Maps, and now we’re left with P-Max only. To be clear, this article will not give you the one solution that will make it spend all of your money on Google Maps ads only. With that in mind, here is what you need to do.
Yeah, this is a long article because it’s detailed. If this is too much for you, just hire us!
There are 2 different ways to do this, we prefer one over the other: (There are pros and cons for each)
- P-Max Campaign with stricken local settings
- Search Campaign with stricken local settings
Method #1 – Performance Max Targeting Google Maps
Asset Group
- Add good and relevant headlines as this will be seen from your local target market.
- Make sure you don’t repeat the same text in different headlines. I’ve seen Google Ads show them at the same time. It sounds spammy.
- Add high-quality graphics, the logo, etc.
- Do not add a video, videos are not compatible with Google Maps placement. Adding a video will encourage Google to spend elsewhere.
Campaign Settings
- Obvio, but please make sure you’re setting a local radius for your location targeting. (Made that mistake before)
- Go to the campaign settings, and make sure to set your goal as Local Action only.
- If you don’t see this yet, we’ll talk about how to get it in the asset section.
- Choose Maximize Conversions as your bid strategy. You can’t start with a manual bidding strategy – the first bummer for this method. (We’ll talk about why later).
Assets/Extensions for the OGs
- Add your location extension, most importantly.
- If you do not see your Local Action goal in the Goals/conversions area, it’s because you have not had this yet. Add it and give it some time.
- You can add the phone number if you want.
- I do not recommend adding other types of assets as it will encourage Google to spend on different placements. Google Maps is not compatible with any that I have not listed above.
Maintenance
This is the worst part as you really have to keep up with it. This is what I recommend you do to maintain decent-quality placements:
- Go to your account settings and exclude all the different app placements for iOS and Android. (It’s just bad traffic)
- Get yourself a list of spammy websites, and send a form to Google to exclude right as you launch the campaign.
- Every once in a while, look into the Performance Max Campaign Placement Report, and submit a Google form to exclude them.
- It’s easy to spot what is spam and what is not, you can even teach ChatGPT to do it for you.
Pros and Cons to this Method
Cons
- Performance Max sucks at giving control to advertisers.
- No search terms report.
- No accurate placement report.
- All the things we all complain about.
- Will 100% cannibalize your other search campaigns.
- Sometimes Google doesn’t listen to the exclusion list you asked for. (Apps, websites)
Pros
- Cheaper Avg CPC
- Yes, I know it’s cheaper because it’s mixing trash placements in there which brings down the avg CPC, but in general – P-Max will bring cheaper clicks. Yes, they are colder traffic sometimes. But it’s significantly cheaper than other campaign types.
- It was just one, I’m sorry. 🙁
Method #2 – Search Campaign Targeting Google Maps
This uses a Google Search Campaign, and with some changes in settings, it makes it Google Ads target ads towards Google Maps a lot more often.
Campaign Settings
- Make sure to target a local area.
- Search partners are hot garbage, turn it off.
- Again, set your campaign goal as a Local Action.
- Choose a manual bidding strategy – I recommend Maximize Clicks. (We just want traffic for now)
- Here is why – Yes, ideally, you want to optimize for conversions only. But it’s not a perfect world. Getting conversions from local action is somewhat hard. It’s very hard to track someone all the way from their search to the second they step foot in your local business. It’s doable, I can already think of ways to do this, but it’s just hard. We want to choose a manual bidding strategy, so Google doesn’t spend our budget all willy-nilly just to get a conversion. We know getting a conversion is hard, we mainly care to be on the top when someone searches. This will ensure your budget is not wasted getting after a conversion that is hard/impossible to get in the first place. That’s it. That’s why being able to choose a manual bidding strategy is more optimal for this specific setup.
Keywords
Do your keyword research. I would stay away from non-local searches. (I know it’s cannibalizing other campaigns, deal with it)
My favourite
- X near me
- X in [city]
Ads
Write your normal optimized ads, this is local traffic – make sure your ads speak to them.
Assets
- Make sure to add your location extension – literally the reason you’re reading this right now.
- Images
- Business Name
- Business Logo
Pros and Cons to this Method
Cons
- Will cannibalize your other search campaigns if you’re not careful with the keywords & search terms.
- Although the main goal is local action, Google will show your ads in Search as well – not just map results.
- Thankfully, you can check where you’re getting clicks using the Segment in the Ad Group view to give you a general overview.
- Not cheap CPC for what it’s worth, I’ve seen it cost more than ads focused on real conversions users can complete on a landing page!
Pros
- No random placements. Either Map or Search.
- More control over keywords and search terms.
- More control over your headline positions (ad copy). No more (Steak House & Bar NYC | Top Rated Steak in NYC)
- Anything but giving bloody money to P-Max.
Both methods are not perfect, but this is the closest you can get to showing your ads on Google Maps as much as you can. If you find this too confusing, you can hire the best Google ads specialist to do it for you.
Go build some campaigns and have fun now!
- The Takeaways
By following the detailed strategies outlined—whether using Performance Max campaigns with local targeting and exclusions, or carefully structured Search campaigns—businesses can maximize their visibility on Google Maps. While neither method guarantees 100% placement on Maps, both provide more control over local targeting, ad assets, and budget allocation than default settings. Proper maintenance, keyword selection, and asset management ensure ads reach the right audience, increase local engagement, and optimize ad spend. These approaches help businesses capture more local traffic, improve conversions, and enhance their presence on Google Maps, ultimately driving foot traffic and boosting local performance.
