Google announced Affiliate Location Extensions in Maps, Sept. 24, 2026

Google announced Affiliate Location Extensions in Maps, Sept. 24, 2026

On 2026-09-24, Google announced Affiliate Location Extensions in Google Maps as part of its September Demand Gen Drop.¹ Affiliate Location Extensions are a Google Ads location-asset use case for selling products or services through stores the advertiser does not own directly.² Google says retail networks and dealerships can use Promoted pins across Google Maps as people browse, search, and navigate.¹ Those businesses should check their affiliate-location setup and campaign eligibility. The announcement does not change an organic Google Maps ranking rule.

Which businesses should check Affiliate Location Extensions?

Retail networks and dealerships should check Affiliate Location Extensions when they sell products or services through stores they do not own directly. Google lists chain stores, including general retailers and auto dealers, and Global Location Groups as location sources.²

Google's current Help page describes the ownership split.² An advertiser that owns chain stores can use “Our locations.”² An advertiser that sells through chain stores it does not own can use “Affiliate locations.”² Affiliate Location Extensions are Google Ads location assets.² They are separate from Google Local Services Ads.

Where can Promoted pins appear in Google Maps?

Promoted pins may appear when people browse the map, make a search, follow a route in Directions view, or use active Driving Navigation. Google says advertisers cannot serve ads exclusively in Google Maps.³

Google's placement guidance makes Maps one context within a campaign.³ A campaign selected for Promoted pins may also serve on other surfaces, so a retail network or dealership should plan against the campaign's full serving boundary.³

Which campaigns can use Promoted pins?

Google Ads Help lists Promoted pins with Travel campaigns for Things to do, Performance Max for store goals, Smart campaigns, or Demand Gen.³

The list describes campaign types that can use Promoted pins. It does not make every account, location, or campaign automatically eligible. The advertiser still needs a business location, an eligible campaign, a linked Google Business Profile, and compliance with Google Ads policies.³

How should an advertiser set up affiliate locations?

In Google Ads Location manager, choose Affiliate locations, then Chain stores, the location country, and one or more chains. Selecting the wrong location type may put the location assets into “Disapproved” status.²

Follow Google's current path:²

1. Open Location manager under Tools, then Shared library.
2. Select the plus button and choose Affiliate locations.
3. Select Continue, then choose Chain stores in the location picker.
4. Select the country for the locations.
5. Select one or more chains available for that country, then select Continue.²

Google says the location type matters. Choose Our locations for stores the advertiser owns and Affiliate locations for stores where the advertiser sells products or provides services without owning the chain.²

What should an advertiser check before launch?

Before launch, link the Google Business Profile to Google Ads, provide a business location, use an eligible campaign, follow Google Ads policies, and confirm approval through integrity verification.³²

Google says location-asset data comes directly from Google Maps and Google Business Profile. Correct an address or phone number in Google Maps so a successful update can flow to linked Google Ads accounts.²

Check the operational details in this order:

1. Confirm that the participating stores are the right chain locations and that the ownership type is accurate.
2. Check the linked Google Business Profile, addresses, phone numbers, and open or closed status in Maps.
3. Confirm that the campaign is one of the eligible types and that it can serve on more than Maps alone.
4. Review integrity verification and Google Ads policy status before treating the location assets as ready.

What should a retail network or dealership do next?

A retail network or dealership should map its non-owned stores, link its Business Profile and Google Ads accounts, choose Affiliate locations for eligible chains, and review the campaign's full serving boundary.

That sequence turns the announcement into a concrete check. It also keeps the paid Maps placement separate from the broader question of how Google Local Services Ads work.

Does Google's 40% figure describe Affiliate Location Extensions?

No. Google's 40% figure describes image creatives in Demand Gen campaigns after advertisers add Gmail at the same ROI. It is not a performance result for Affiliate Location Extensions.¹

Google attributes the figure to internal data for global Gmail Ads in February 2026. The population is advertisers adding Gmail to Demand Gen campaigns, and the measured result concerns image creatives at the same ROI.¹ Keep that context attached to the number when evaluating the September announcement.

FAQ

Google announced a paid Maps advertising use case for retail networks and dealerships. The practical checks are store ownership, campaign eligibility, profile linkage, location-data accuracy, and integrity verification.¹³²

Are Affiliate Location Extensions for stores I own?

No. Google describes Affiliate locations for advertisers that sell through stores they do not own directly. Advertisers that own the chain stores can use Our locations instead.²

Can I run these ads only in Google Maps?

No. Google says selected campaigns may serve on multiple surfaces and cannot be limited exclusively to Google Maps.³

Is the 40% increase a forecast for Promoted pins?

No. Google reports that figure for image creatives in Demand Gen campaigns with Gmail added at the same ROI. The announcement does not report Affiliate Location Extensions performance.¹

For the separate Google Local Services Ads product, use the standing Google Local Services Ads explanation.