How to Set Up Google Ads Location Assets with Google Maps (Step-by-Step Guide)

 Google Ads Revolutionizes Location Assets: New Google Maps Integration Simplifies Local Campaign Management

Published by Toolzmallu Digital Marketing & PPC Insights

Google Ads has quietly rolled out a game-changing update that's making waves in the pay-per-click advertising community. The platform now allows advertisers to directly search and select locations from Google Maps when setting up location assets for their ad campaigns. This seemingly simple enhancement represents a significant leap forward in how businesses can manage their local advertising presence across Google's ecosystem.

What Are Google Ads Location Assets?

Before diving into this exciting new feature, it's crucial to understand what location assets are and why they matter for your advertising strategy. Location assets (formerly known as location extensions) are additional pieces of information that appear alongside your Google Ads, providing potential customers with your business's physical address, phone number, and proximity information.

These assets serve multiple purposes:

• Enhanced Visibility: Your ads become more prominent in search results with additional real estate
• Local Relevance: Google can show your ads to users searching near your business locations
• Improved Click-Through Rates: Users are more likely to click on ads that display local information
• Mobile Optimization: Particularly valuable for mobile users who often search with local intent

Location assets have traditionally been one of the most effective ad extensions, consistently improving campaign performance across various industries and business types.

The Traditional Setup Process: Complex and Time-Consuming

Historically, setting up location assets in Google Ads has been a multi-step process that often frustrated advertisers, especially those managing multiple business locations. The traditional workflow typically involved:

1. Google Business Profile Integration: The primary method required businesses to have verified Google Business Profile listings and link them to their Google Ads account
2. Manual Address Entry: Advertisers had to manually input each location's address, phone number, and other details
3. Chain Store Setup: Larger businesses with multiple locations needed to navigate complex chain store configurations
4. Verification Processes: Each location required verification, which could take days or weeks

This cumbersome process often led to incomplete setups, missed opportunities, and significant time investment from marketing teams. Many small and medium-sized businesses found the process so daunting that they skipped location assets entirely, missing out on valuable local advertising opportunities.

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The Game-Changing Google Maps Integration

The new Google Maps integration addresses these pain points head-on, offering a streamlined approach that leverages the comprehensive location data Google has already collected. Here's how the enhanced process works:

Simplified Location Discovery

Instead of manually entering addresses or navigating complex Business Profile setups, advertisers can now search directly within Google Maps interface embedded in Google Ads. This integration allows for:

• Visual Location Selection: Users can see their locations on a map and select them visually
• Search Functionality: Type in business names, addresses, or keywords to find relevant locations
• Real-Time Validation: Instant feedback on whether locations are eligible for advertising

Step-by-Step Implementation Guide

To leverage this new feature, follow these updated steps:

1. Access Location Manager: Navigate to the Location Manager within the Tool menu under the Shared Library in your Google Ads account
2. Initiate Setup: Select the plus button and choose "Our locations" to begin the process
3. Search and Select: Use the Google Maps integration to search for your business locations using either physical addresses or key phrases
4. Bulk Selection: Add up to 10 locations in a single session, significantly reducing setup time
5. Campaign Integration: Customize how these locations appear at the campaign or ad group level

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Technical Requirements and Limitations

While this new feature is revolutionary, advertisers should be aware of certain requirements and limitations:

• Ownership Verification: Selected locations must belong to your business to avoid disapproval
• 10-Location Limit: The current system allows up to 10 locations per setup session
• Accuracy Importance: Ensure selected locations accurately represent your business presence

Why This Update Matters for Digital Marketers

This integration represents more than just a user experience improvement; it signals Google's commitment to bridging the gap between online advertising and offline business presence. Several key implications emerge:

Enhanced Local SEO Synergy

The tighter integration between Google Maps and Google Ads creates stronger signals for local search engine optimization. When your advertising location assets align perfectly with your Google Maps presence, it reinforces your business's local authority and can positively impact organic local search rankings.

Improved Data Consistency

One of the biggest challenges in local digital marketing has been maintaining consistent business information across platforms. This integration helps ensure that your advertising location data matches your Google Maps listing, reducing discrepancies that could confuse customers or harm local SEO performance.

Faster Campaign Deployment

Marketing agencies and businesses managing multiple locations can now deploy local campaigns significantly faster. What previously required hours of manual data entry can now be accomplished in minutes, allowing for more agile campaign management and faster response to local market opportunities.

Best Practices for Maximizing Location Asset Performance

To fully leverage this new Google Maps integration, consider implementing these proven strategies:

Strategic Location Selection

Not all business locations are created equal for advertising purposes. When selecting locations through the new Google Maps interface, prioritize:

• High-Traffic Areas: Focus on locations in areas with significant foot traffic or visibility
• Competitive Markets: Emphasize locations where you face strong competition and need advertising edge
• Growth Opportunities: Include newer locations that need awareness building

Campaign-Level Customization

The new system still allows for granular control over how location assets appear across different campaigns. Consider:

• Seasonal Adjustments: Modify location assets based on seasonal business patterns
• Product-Specific Targeting: Use different location sets for different product or service campaigns
• Audience Segmentation: Align location assets with specific audience targeting strategies

Performance Monitoring and Optimization

With easier setup comes the opportunity for more sophisticated optimization:

• Location Performance Analysis: Track which locations drive the most valuable traffic and conversions
• Geographic Bid Adjustments: Use location asset performance data to inform geographic bid strategies
• Customer Journey Mapping: Understand how location assets influence the customer journey from search to store visit

Industry Impact and Future Implications

This Google Maps integration reflects broader trends in digital advertising toward simplified, automated solutions that leverage Google's vast data resources. Several industry implications warrant attention:

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Democratization of Local Advertising

Small businesses that previously struggled with complex location asset setup can now compete more effectively with larger enterprises in local search advertising. This democratization could lead to increased competition in local markets and more dynamic local advertising landscapes.

Enhanced Attribution Capabilities

As Google continues to improve integration between its advertising and mapping platforms, we can expect enhanced attribution capabilities that better track the customer journey from online ad interaction to physical store visits.

Platform Ecosystem Strengthening

This update strengthens Google's advertising ecosystem by making it easier for businesses to provide comprehensive location information, ultimately improving the quality and relevance of ads served to users.

Troubleshooting Common Issues

While the new Google Maps integration simplifies location asset setup, advertisers may encounter certain challenges:

Location Verification Problems

If your locations aren't appearing in the Google Maps search or are being disapproved:

• Ensure your Google Business Profile listings are verified and up-to-date
• Check that business information is consistent across all platforms
• Verify that you have proper authorization to advertise for the selected locations

Campaign Integration Difficulties

When location assets aren't appearing in your campaigns as expected:

• Confirm that location assets are enabled at the campaign or ad group level
• Check geographic targeting settings for conflicts
• Review location groups configuration if using subset targeting

Performance Tracking Challenges

For accurate performance measurement:

• Implement proper conversion tracking for store visits
• Set up location-specific phone number tracking when possible
• Use Google Analytics to correlate online behavior with location asset performance

Looking Ahead: Future Developments

Google's commitment to improving local advertising capabilities suggests we can expect additional enhancements to location assets and Google Maps integration. Potential future developments might include:

• Enhanced Visual Selection Tools: More sophisticated mapping interfaces for location selection
• Automated Location Optimization: AI-driven recommendations for location asset performance improvement
• Advanced Attribution Models: Better tracking of cross-platform customer journeys
• Integration with Google Shopping: Enhanced location assets for retail product campaigns

Conclusion: Embracing the Future of Local Advertising

The new Google Maps integration for location assets represents a significant step forward in Google Ads' evolution toward more user-friendly, efficient advertising solutions. By simplifying the setup process while maintaining powerful customization options, Google has addressed a long-standing pain point for advertisers while strengthening the connection between online advertising and offline business presence.

For digital marketers and business owners, this update presents an opportunity to enhance local advertising strategies with less friction and more precision. The key to success lies in understanding not just how to use this new feature, but how to integrate it strategically into broader local marketing efforts.

As local search continues to grow in importance and consumers increasingly rely on Google's ecosystem for discovering and evaluating local businesses, mastering tools like enhanced location assets becomes crucial for competitive success. The businesses that adapt quickly to these improvements and implement them thoughtfully will gain significant advantages in their local markets.

The convergence of Google Ads and Google Maps functionality signals a future where the boundaries between different Google platforms continue to blur, creating more seamless experiences for both advertisers and users. By staying ahead of these developments and implementing new features strategically, businesses can ensure their local advertising efforts remain effective and competitive in an increasingly digital marketplace.

Stay updated with the latest Google Ads developments and digital marketing insights by following [Your Blog Name]. For personalized assistance with implementing location assets and optimizing your local advertising strategy, contact our team of PPC specialists.