Google Maps-Only Ads: What Home Improvement Businesses Need to Know

Google is testing a new advertising feature that could shift the way local businesses approach lead generation: Google Maps-only targeting within Demand Gen campaigns.

While still in beta, this update opens the door for advertisers to run campaigns exclusively on Google Maps, an environment where users are often in “ready-to-hire” mode. For home improvement companies, it’s worth paying attention to what this could mean for future marketing strategies.

What Is Google Maps-Only Targeting?

Currently, Google Maps ads can appear as part of broader campaign placements. With this new beta feature, advertisers could choose to have their Demand Gen ads served only in the Google Maps environment.

That means your ad won’t compete for impressions across the entire Google ecosystem; it will only show up to users actively browsing or searching within Google Maps.

Why This Matters for Home Improvement

For most homeowners, a search for “roof repair near me” or “window replacement in [city]” starts with urgency. They’re either gathering quotes or ready to hire. Google Maps-only targeting can help businesses reach customers at the exact moment they’re looking for help, in the same location they need it.

For example:

• A homeowner notices a broken window during a storm and searches for “emergency window repair” in Maps.

• Your ad appears at the top of the results, highlighting “Same-Day Service in [City].”

• They click, call, and book—no extra scrolling or searching.

This kind of intent-based, location-driven advertising could be especially valuable for:

• Roofing companies

• Window and door installers

• HVAC and plumbing businesses

• Any service that benefits from rapid response and a defined service area

The Catch: It’s Still in Beta

Right now, this feature is available only to select advertisers. Client participation will depend on whether Google approves new additions to the beta. If the list is closed, we won’t be able to run campaigns using this feature until it becomes publicly available.

Even if you can’t access it yet, keeping an eye on early results can help you prepare for a potential rollout.

How to Prepare Now

Even without immediate access, there are steps you can take to be ready if and when Maps-only targeting becomes available:

1. Optimize Your Google Business Profile

   Your Maps ad performance will be tied to the strength of your listing: reviews, photos, and accurate business info matter.

2. Tighten Your Service Area Targeting

   Clearly define your service boundaries now so you can hit the ground running.

3. Develop Hyperlocal Ad Messaging

   Create ad copy that calls out neighborhoods, landmarks, or local pain points.

Looking Ahead

For home improvement businesses, Google Maps-only targeting represents another step toward precision advertising, enabling them to reach the right customer in the right place at the right time. Whether you run a small local crew or manage multiple locations, staying informed on these shifts means you can adapt your marketing faster than your competitors.

We’ll continue to track this beta, watch for updates on eligibility, and share more insights as they become available.

Read the original PPC News Feed announcement.