In a major update to its advertising offerings, Google has rolled out Promoted Pins on Maps as part of its Demand Gen campaigns, giving advertisers a new way to reach users during key discovery moments. This enhancement allows brands to repurpose existing image assets and place them directly in front of users as they explore Google Maps.
How It Works
Promoted Pins are designed to appear in three prominent areas within Google Maps:
- Browse Mode – when users casually explore neighborhoods or cities
- Directions Mode – as users search for the best route to a destination
- Place Details – while reviewing specific businesses or locations
These ad placements tap into what Google calls “browse-worthy” moments, helping turn digital engagement into real-world foot traffic.
Why It Matters
For brick-and-mortar businesses, this update represents a powerful new tool to increase visibility and drive in-store visits. As digital and physical experiences continue to converge, the ability to influence consumers during their navigation and discovery processes can significantly boost offline sales.
“With Display and now Maps inventory, Demand Gen is becoming closer to a Performance Max for mid-funnel,” said Thomas Eccel, Head of Google Ads at JvM IMPACT, in a recent LinkedIn post. His comment underscores how the new feature enhances campaign versatility across the customer journey.
The Bigger Picture
This move reflects a growing emphasis on online-to-offline strategies—blending digital advertising with tangible, real-world outcomes. By integrating Promoted Pins into Demand Gen, Google is helping businesses bridge the gap between awareness and action, positioning ads where they’re likely to have the most immediate impact.
For marketers looking to boost store traffic and local engagement, Promoted Pins on Maps offer a timely, targeted, and visually compelling solution.