Your Google Ad Grant Can Now Show Ads on Google Maps: Here's How to Use It
Since January 2025, Google Ad Grant accounts can serve ads on Google Maps through Performance Max campaigns. This is the most significant expansion of the Grant program in its history: for 20 years, Grant ads could only appear in Google Search results. Now they can appear where people actively look for nearby services.
For local nonprofits (food banks, shelters, churches, community centers, museums, thrift stores), this is transformative. When someone opens Google Maps and searches "food bank near me" or "animal shelter in [city]," your nonprofit can appear as a promoted result with your address, hours, and website link.
This guide covers how Maps placements work, who benefits most, and what you need to get started.
Key Takeaways - Maps ads are available through PMax campaigns only (not standard Search campaigns) - You need a verified Google Business Profile for Maps placements - Especially valuable for local nonprofits with physical locations - PMax is exempt from the 5% CTR requirement - Maps + Search through a single PMax campaign maximizes local visibility
How Maps Placements Work for Grant Accounts
When you run a Performance Max campaign in your Grant account, Google's AI determines the best placements for your ads across Search and Maps. You don't choose Maps specifically; PMax handles the distribution automatically.
On Google Maps: Your ad appears as a promoted listing when someone searches Maps for relevant services near your location. It shows your organization name, address, rating (if available), and a link to your website or directions.
On Google Search with local intent: When someone searches on Google with local intent (e.g., "homeless shelter near me"), your ad can appear in the Maps pack (the map and listings that appear in Search results) in addition to the standard text ad positions.
Requirements for Maps placements:
- A Performance Max campaign in your Grant account
- A verified Google Business Profile (business.google.com)
- The Business Profile linked to your Google Ads account
- A physical location associated with your organization
Who Benefits Most
Strongest fit:
| Organization Type | Why Maps Matters |
|---|---|
| Food banks | People search Maps for "food bank near me" when they need immediate help |
| Shelters (homeless, domestic violence) | Service seekers search for nearby shelters in crisis moments |
| Churches and houses of worship | "Churches near me" is one of the highest-volume local searches |
| Community centers | People search for local programs, classes, and activities |
| Museums and cultural institutions | Tourists and locals search Maps for things to do |
| Thrift stores and charity shops | Shoppers search Maps for nearby secondhand stores |
| Animal shelters | "Animal shelter near me" and "pet adoption near me" |
| Free clinics | Health service seekers search Maps for nearby options |
Weaker fit:
- Organizations without a physical location visitors come to
- Purely online/virtual nonprofits
- Advocacy organizations focused on national policy (though their local chapters could benefit)
Setting Up Your Google Business Profile
Your Google Business Profile (GBP) is the foundation of Maps visibility. Without it, PMax has nothing to anchor your Maps ads to.
If You Don't Have a Profile Yet
- Go to business.google.com
- Click "Manage now" or "Add your business"
- Enter your organization name and address
- Choose a business category (e.g., "Nonprofit organization," "Food bank," "Animal shelter," "Church")
- Add your phone number and website URL
- Verify your location (Google typically sends a postcard with a verification code, though phone and email verification are sometimes available)
- Verification takes 5-14 days
Optimizing Your Profile for Maps Ads
A complete, well-optimized GBP improves your Maps ad performance:
- Accurate hours: Keep these updated, especially for holidays
- Phone number: Ensure it's staffed during listed hours
- Website URL: Link to your homepage or a relevant landing page
- Photos: Upload 10+ high-quality photos of your facility, programs, team, and community
- Description: Write a detailed description of your organization and services (up to 750 characters)
- Categories: Choose primary and secondary categories that accurately describe your organization
- Services: List specific services you offer
- Posts: Use Google Posts to share updates, events, and news (updated regularly)
- Reviews: Encourage supporters to leave Google reviews; respond to all reviews
Linking GBP to Google Ads
- In Google Ads, go to Ads and assets, then Assets
- Click +, then Location
- Follow the prompts to link your Google Business Profile
- Select the location(s) you want to associate with your ads
Maps Performance Expectations
Maps placements behave differently from traditional Search ads:
CTR may be lower: Maps interactions include direction requests, phone calls, and website clicks. Not all engagements are traditional "clicks" that appear in your CTR metric. However, PMax campaigns are exempt from the 5% CTR requirement, so this doesn't affect compliance.
Engagement metrics differ: Instead of just clicks, Maps placements drive: direction requests (people navigating to your location), phone calls (direct from the Maps listing), website visits, and physical foot traffic (measurable through store visit reporting if your location has enough volume).
Ramp-up time: PMax needs 2-4 weeks to learn and optimize Maps placements. Don't judge Maps performance in the first week.
Seasonal patterns: Maps searches have strong daily and seasonal patterns. Food banks see spikes before holidays. Churches see peaks before Easter and Christmas. Museums see peaks during tourist seasons.
Measuring Maps Impact
Measuring the impact of Maps placements is less straightforward than Search ads because some "conversions" happen offline (someone gets directions and visits your location):
What you can track directly:
- Website clicks from Maps
- Phone calls from Maps (if call extensions are enabled)
- Direction requests
- Form submissions from Maps-driven website visits
What's harder to track:
- Actual foot traffic from Maps impressions
- In-person donations or volunteer sign-ups that started with a Maps discovery
Recommended approach: Track website clicks and phone calls as your primary Maps conversion metrics. Supplement with qualitative data (asking new visitors "how did you find us?").
Maps + Search: The Local Nonprofit Power Combo
Running PMax alongside your standard Search campaigns creates a comprehensive local presence:
Search campaigns: Capture people searching for your services by name or description ("Portland food bank," "volunteer opportunities near me")
PMax (Maps): Capture people browsing Maps for nearby services, even if they don't search for your specific organization or service type
Together, they cover both intent-driven search (someone knows what they're looking for) and discovery-based search (someone is exploring what's nearby).
For a detailed comparison, see our PMax vs Search guide. For targeting strategy, see our geographic targeting guide.
Get Started with Maps Ads
GrantMax evaluates whether your organization is set up to benefit from Maps placements and identifies any missing prerequisites (Google Business Profile, PMax campaign, location extensions).
Check My Maps Readiness - Free
Prefer to hand it off to an expert? Our Google Ad Grant management services include PMax setup with Maps optimization. Explore Grant Services
Frequently Asked Questions
Do I need a physical location for Maps ads? Yes. Maps placements are tied to a physical address through your Google Business Profile. Organizations without a physical location visitors come to won't get Maps placements (but can still run PMax for Search-only inventory).
Can I control which Maps searches trigger my ads? Not directly. PMax uses audience signals and Google's AI to determine when to show your Maps ad. You influence it through your Business Profile categories, your ad assets, and your audience signals in PMax, but you don't have keyword-level control for Maps.
Will Maps ads affect my account CTR? PMax campaigns are exempt from the 5% CTR calculation, so Maps ads won't drag down your account CTR regardless of their individual click rate.
Can I run Maps ads without a PMax campaign? No. In Grant accounts, Maps placements are only available through Performance Max. Standard Search campaigns don't serve on Maps.
Does this work for nonprofits in all countries? Yes, wherever Google Maps is available and Google Ad Grants operates. Maps coverage is strongest in North America, Europe, and Australia. In some regions, Maps data is less comprehensive, which limits the volume of Maps impressions.
Key Takeaways
- Maps ads are available through PMax only in Grant accounts (since January 2025)
- A verified Google Business Profile is required for Maps placements
- Especially valuable for local nonprofits with physical locations people visit
- PMax is exempt from CTR requirements: Maps ads won't hurt your compliance
- Optimize your Business Profile: photos, hours, services, reviews, and regular posts
- Run PMax alongside Search campaigns for comprehensive local coverage
- Give PMax 2-4 weeks to ramp up Maps performance
Published: March 2026 | Last Updated: March 2026 | Author: GrantMax Category: Strategy | Tags: Performance Max, Local