Google Ads Select Location Assets Using Google Maps

What Are Location Assets in Google Ads?

Local businesses with physical storefronts have a powerful advantage in Google Ads: the ability to connect searchers directly to their nearest location. Location assets--formerly known as location extensions--allow advertisers to display their business addresses, embedded maps, and proximity information directly within their ads. This functionality transforms a generic search ad into a locally-relevant call-to-action that guides potential customers through their door.

Google has recently streamlined the process of adding and managing these location assets by integrating Google Maps directly into the location selection workflow. This update makes it significantly easier for advertisers to find and select their business locations when setting up campaigns, eliminating the need to manually enter address details or navigate away from the Google Ads interface to verify location information.

Understanding how location assets fit into your broader paid search strategy is essential for maximizing their effectiveness alongside other targeting options like audience targeting for search campaigns.

What Makes Location Assets Valuable for Paid Search

• Bridge online intent to offline action - Location assets show users nearby options when they search for products or services locally
• Enhanced relevance - Google considers location relevance when determining ad rank, improving visibility
• Measurable attribution - Track clicks to get directions, phone calls, and store visits after ad interactions
• Competitive advantage - Well-optimized location assets help capture local market share

According to Google's official documentation on location assets, these extensions provide measurable attribution through clicks to get directions, phone calls, and store visits.

Setting Up Location Assets with Google Maps

The newly integrated Google Maps search functionality within Google Ads represents a significant workflow improvement for advertisers managing multi-location businesses. Rather than manually entering address information or navigating through complex location lists, advertisers can now search for their business directly within Google Maps and select up to ten locations in a single session.

Step-by-Step Setup Process

1. Navigate to Assets - Go to the Assets section within your Google Ads campaign management interface
2. Create New Asset - Select the plus button to create a new asset, then choose "Location"
3. Select Our Locations - Choose "Our locations" to access the Google Maps integration
4. Search with Google Maps - Search for your business by name, address, or general location area
5. Select Locations - Choose up to 10 locations from the Google Maps search results
6. Review and Confirm - Google automatically creates location assets with verified information

This workflow was announced by Search Engine Land as part of Google's efforts to streamline location asset management.

Managing Multiple Location Assets

For businesses with several physical locations, the ten-location selection limit per session means you'll need to plan your asset management strategy thoughtfully. Consider organizing your locations by:

• Geographic region - Group locations by city, state, or territory
• Campaign focus - Match specific locations to relevant campaigns
• Business type - Separate retail locations from service locations if applicable

You can return to the location asset workflow multiple times to add additional locations as needed, building out a comprehensive location asset library over time. For agencies managing multiple client accounts, establishing systematic workflows for PPC budget planning and ad spend allocation ensures consistent implementation across campaigns.

Fundamentals of Location Asset Optimization

Understanding how location assets function within the broader Google Ads ecosystem is essential for maximizing their effectiveness. Location assets work in conjunction with your campaign's geographic targeting settings, meaning that a user's physical location determines which location assets they see.

Key Optimization Principles

Geographic Targeting Integration

• Configure campaign-level geographic targeting to match your actual service areas
• Review location assets to ensure they're not showing irrelevant locations to distant users
• Use performance data to identify geographic gaps or overlaps in coverage

Display Considerations

• Location assets display business name, address, and map thumbnail below ad text
• "Get directions" link launches Google Maps with pre-populated destination
• Mobile users receive turn-by-turn navigation without leaving the ad
• Performance varies by ad format and device context

Accuracy Best Practices

• Establish a process for updating location assets when store information changes
• Remove assets for permanently closed locations immediately
• Verify that all active locations can handle potential traffic
• Regular audits prevent Quality Score damage from outdated information

The accuracy of your location asset information directly impacts campaign performance and user experience.

Maximizing Location Asset Performance

Data-driven optimization of location assets requires understanding how users interact with this feature and making adjustments based on performance signals. Google Ads provides metrics specifically for location assets, including impressions, clicks, and direction requests. Analyzing these metrics alongside core conversion data helps advertisers understand which locations drive the most valuable outcomes and which might need attention. For example, if your Chicago locations consistently generate direction requests but low conversions, this might indicate a mismatch between your landing page experience and local intent, or it might reveal competitive advantages in that market worth replicating elsewhere.

Geographic Performance Analysis

• Identify patterns - Use performance reports to find geographic trends in results, such as locations near transit hubs outperforming others
• Benchmark locations - Compare performance across different locations to identify best practices worth implementing elsewhere
• Inform strategy - Use data to guide geographic expansion decisions and budget allocation priorities

Advanced Optimization Strategies

Campaign Structure

• Create dedicated campaigns for high-value geographic areas with tailored messaging
• Customize ad copy for specific regional audiences to improve relevance and conversion rates
• Allocate budget based on location performance data to maximize return on ad spend

Integration with Broader Strategy

• Combine location assets with location extension targeting at the ad group level for granular control
• Consider radius targeting for businesses serving areas without fixed locations
• Align location asset management with overall geographic advertising strategy

The Google Maps integration makes advanced campaign structures more manageable by simplifying the operational overhead of location asset management.

Sources

1. Search Engine Land: Google Ads select location assets using Google Maps - Industry coverage of the Google Maps integration feature announcement
2. Google Ads Help: About location assets - Official documentation on location asset fundamentals and functionality
3. WhyShy: Google Maps Location Assets Search - Practical implementation guidance for multi-location advertisers