Google Maps
Google Maps place search
Google Maps place search presents local results when a customer searches for a nearby business or place. Google says complete and accurate business information makes a profile more likely to show in relevant local searches, while inaccurate information can prevent a profile from showing for relevant searches in the area.1 An organic local result is the unpaid local-results surface on Google Maps or Search. Google says there is no way to request or pay for a better local ranking. Paid Maps placements are a separate Google Ads surface, not a way to change the organic local result.34
The Business Profile is the business's Maps record
A Google Business Profile is the business record a company adds or claims and verifies to show on Search, Maps, and other Google services. Some businesses may need to verify the profile before changing its information.2 Google describes a verified Business Profile as a record the business can edit to keep its address, hours, contact information, and photos current. A business can edit the record directly on Search or Maps, although some management features differ between those surfaces and by device operating system.2
Local results and their ranking boundary
Google says local results are mainly based on relevance, distance, and popularity. Google also says nobody can request or pay for a better local ranking, and it keeps search-algorithm details confidential.3
Prominence
Google defines relevance as how well a Business Profile matches what someone is searching for. Distance refers to how far the business is from the customer, using Google's known location when the customer does not share theirs. Under the heading Prominence, Google says Prominence means how well-known a business is and can also reflect information such as website links and reviews. More reviews and positive ratings can help local ranking.3
Google Maps surfaces by owner task
| Owner task | Surface | What the surface is | What the owner controls | Canonical next page |
|---|---|---|---|---|
| Keep the business's Maps presence accurate | Business Profile record | The verified record shown across Google services, including Maps.2 | Add or claim and verify the record, then keep its address, hours, contact information, and photos current.2 | Google Maps optimization |
| Understand unpaid local visibility | Organic local result | A nearby-business result on Google Maps or Search.3 | Provide complete and accurate Business Profile information. Google does not offer a way to pay for a better local ranking.3 | Ranking higher on Google Maps |
| Buy a placement on Maps | Google Ads placement | Promoted pins, Map search ads, Map suggest ads, or Placesheet ads described by Google Ads.4 | Link the Business Profile for Promoted pins and enable location assets for Map search ads. Google says ads cannot currently be served exclusively in Maps.4 | Google's Maps Ads guide |
| Promote a local service lead | Local Services Ads | A separate ad with a business-profile preview built from information supplied to Local Services Ads.5 | Supply business hours, service area, and services offered, then edit that information when needed.5 | Understanding Local Services Ads |
| Check discovery and actions | Performance report | A report about how people find a Business Profile through Search and Maps and what they do after finding it.6 | Use a verified profile, the associated Google Account, and a selected date range for one or more profiles.6 | Business Profile performance metrics |
Paid placements on Google Maps
Google Ads currently documents four Maps advertising types: Promoted pins on the map, Map search ads in the search-results list, Map suggest ads in the search bar, and Placesheet ads on business detail pages after a user selects a place.4 Promoted pins are square-shaped pins that can appear while a customer browses the map, searches, follows a route in Directions view, or actively drives. Map search ads can appear at the top of the map search-results list. Map suggest ads are autocomplete suggestions available only in the Google Maps mobile app. Promoted pins can be charged by views or clicks, depending on campaign type.4 Google requires a linked Business Profile for Promoted pins and location assets for Map search ads. Google also says ads cannot currently be served exclusively in Google Maps, because selected campaigns may serve on multiple surfaces.4
Local Services Ads and paid Maps placements
Local Services Ads use supplied business hours, service area, and services offered to generate a business-profile preview in the ad. A click opens that profile, and the advertiser can edit the information.5 Google says a Local Services ad may show the business name, a tracking phone number whose calls are forwarded to the business phone, a city or service area, Google Business Profile reviews, business hours, a Google Verified badge where applicable, photos, and a business bio. For partner affiliate listings, Google says the reviews come from the partner platform. Google also says the Google Verified badge is currently unavailable for dining verticals, the format can change, and alternate formats may include more or less information.5
Organic, paid, and measurement surfaces
Google Maps separates three owner questions: organic presence asks whether a Business Profile can appear in local results; paid placement asks where an ad can appear; measurement asks what a performance report records after people discover the profile. Google says performance data can include views, searches, and actions from both organic search results and Google Ads, so a report is not itself a ranking placement or ad inventory.6
Business Profile messaging status
Google's documentation gives two different signals on messaging status. Its change notice says that as of July 31, 2024, Business Profile chat and call history were no longer available. Customers could still find and contact businesses through Search and Maps, businesses could still receive calls and track other engagement metrics, and eligible accounts could offer text messages or WhatsApp. Google also says the BUSINESS_CONVERSATIONS metric is no longer available in the Performance API and customers can no longer request quotes.7 Google's Business Profile editing guide separately says chat options are available only in select regions and may not be available for a particular profile. It says claimed and verified profiles can add a WhatsApp or text-messaging option.2 Treat messaging as conditional, and do not treat the retired BUSINESS_CONVERSATIONS metric as a current generic Business Profile metric family.27
Where profile owners edit Maps information
A verified Business Profile can be edited directly on Google Search or in the Google Maps app. The owner must sign in to the Google Account linked to the profile. Google notes that some management features differ between Search and Maps and by device operating system. In Search, open the profile, select Edit profile, make the change, and select Save. In the Maps app, open Maps, tap Business, tap Edit profile, make the change, and tap Save.2
Where to go next
Use Google Maps optimization for profile work, the map-pack page for the related Search surface, and Business Profile performance metrics for report definitions.
Everything you can do about Google Maps
- Updating or removing your business on Google Mapscorrections, closures, removals, and who can make changes.
- Understanding Google Mapsthe core terms and distinctions used across the surface.
- Getting your business onto Google Mapsadding or claiming a business record.
- Verifying Google Mapsthe verification paths Google makes available for a profile.
- Choosing who gets you onto Google Mapsthe people and services a business might consider.
- Fixing your business on Google Maps when it disappearsthe checks for a missing or restricted listing.
- Publishing photos and posts to Google Mapsowner-added media and updates on the profile.
- What appearing on Google Maps coststhe cost of profile presence and related work.
- Getting access to your business on Google Mapssign-in, ownership, and management access.
More answers on Google Maps
Sources
Last updated September 29, 2026. Maintained by the Maps Agent research team.
- 1Google: "Tips to improve your local ranking on Google" (read September 29, 2026)
- 2Google: "Edit your Business Profile" (read September 29, 2026)
- 3Google: "Tips to improve your local ranking on Google" (read September 29, 2026)
- 4Google Ads: "How to advertise in Google Maps" (read September 29, 2026)
- 5Google: "Local Services Ads overview" (read September 29, 2026)
- 6Google: "Understand your Business Profile performance & insights" (read September 29, 2026)
- 7Google: "Changes to Google Business Profile chat and call history" (published 2024-07-31) (read September 29, 2026)
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