From Discover to Doorstep: Maps Ads Get Smarter

157

Brands can now target users in Maps via Promoted Pins as part of Demand Gen campaigns—bridging discovery to in-store action.

Google has officially expanded Promoted Pins—the branded map markers that surface when users browse locations—to Demand Gen campaign inventory, a significant evolution in how brands drive both digital and physical demand.

Previously confined to Performance Max, these Promoted Pins now live across Google Maps within Demand Gen ads—enabling marketers to reuse existing image assets to reach users during high-intent exploration moments. Whether consumers are browsing areas, getting directions, or exploring business profiles, brands can now display logos, offers, and links directly on Maps interface.

This shift effectively places Maps inventory alongside YouTube, Gmail, Discover, and Display in Demand Gen campaigns—mirroring Performance Max’s multichannel reach for mid-funnel activations. Importantly, it allows unified measurement of both digital engagement and store visits in a single campaign structure.

For location-based and retail brand strategies, this is a game-changer. Marketers can now serve contextually relevant ad placements at discovery moments while tracking conversion paths from Maps interactions to in-store sales. It also opens door for smaller businesses to compete in high-visibility moments without separate campaign infrastructure.

As context-rich browsing moments grow, Promoted Pins in Demand Gen offer brands a more agile and integrated way to convert curiosity into foot traffic. This rollout reinforces Google’s broader push to align visual storytelling with measurable action—right at consumers’ doorsteps.