Cluster 07: Google Ads And PPC

What Are Location Extensions?

Location extensions (now known as location assets in Google Ads) are ad add-ons that display your business address, phone number, store hours, and a map marker alongside your search, display, or YouTube ads. They help potential customers find and navigate to your physical storefront.

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What We’ll Cover

We’ll discuss important aspects of Location Extensions including:

Why A Location Extensions Matters
How A Location Extensions Works
Example Of A Location Extensions
Benefits Of A Location Extensions
Location Extensions Mistakes
Location Extensions Related Terms
Location Extensions FAQ

Informational, Commercial, Transactional
Search Intent

TOFU, MOFU, BOFU
Funnel Stage

Significance

Why Location Extensions Matters

Local intent is huge in search. When users search for services or products near them, showing your physical proximity builds trust and removes friction. Location extensions bridge the gap between online searches and offline sales, allowing you to capture high-intent foot traffic and track local actions like directions and calls directly inside Google Ads.

Mechanics

How Location Extensions Works

Location extensions work by linking your Google Ads account to your Google Business Profile (GBP). Here is the process:

Account Linking: Connect your Google Ads account to your Google Business Profile manager.
Location Filtering: Choose to show all locations across your campaigns or filter specific locations by labels or business names for targeted ad groups.
Ad Auction & Display: When a user searches for relevant keywords nearby or expresses interest in your geographic area, Google dynamically pulls your address, rating, and map pin into the ad.
Actionable Clicks: Users can click the location details to open Google Maps, get driving directions, or call your store directly.

Application

Location Extensions Example

A homeowner searches for “emergency plumber near me” on their smartphone. A local plumbing company’s search ad appears at the top of the page. Because they enabled location extensions, the ad shows their business name, a Get Directions link showing they are 1.5 miles away, and their current open hours. The searcher taps the map pin and drives straight to the shop.

Advantages

Benefits Of A Location Extensions

Increases In-Store Foot Traffic: Makes it simple for nearby shoppers to find your physical location.
Improves Click-Through Rates (CTR): Adds valuable real estate and relevant details to your search ads, making them stand out.
Enables Local Ad Formats: Qualifies your business to appear in Google Maps search results and local map packs.
Provides Local Action Metrics: Tracks valuable user actions such as “Get directions” clicks and local phone calls.

Pitfalls

Location Extensions Mistakes

Outdated Google Business Profile: Failing to keep store hours, phone numbers, or addresses up to date in GBP.
Not Using Location Groups: Showing the wrong store address to users in a different city because locations were not segmented properly.
Ignoring Negative Geo-Targeting: Showing location extensions in regions where you cannot realistically serve in-person customers.
Unlinked Accounts: Running campaigns without properly linking Google Ads to Google Business Profile, preventing assets from showing.

Vocabulary

Location Extensions Related Terms

Questions

Location Extensions FAQ