Local Search Ads in the Google Maps 3 Pack

Google Maps View of Plumbers Near Me

Taking advantage of a paid position in the Google Maps 3-Pack

When it comes to getting your home service business and website noticed on Google, it’s hard to beat the power of the ‘3-pack’ positions. The 3-pack is the section of the search results that Google loads up with 3 top ranking listings from it’s Google maps section.
These listings are very hard to miss, have high trust with users and are enhanced with extra information about a featured business.

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Example of a Google 3-Pack

In order to show up in the 3-pack you need to have claimed your Google My Business listing and also be a top 3 ranked business in Google Maps for the keyword being searched for.

Since claiming your Google My Business listing doesn’t cost anything and is a pretty straightforward process, most local businesses have this part covered. Google has an algorithm that helps is decide which order to rank these listings in and which ones ultimately end up in top 3 positions and get pulled into the 3-pack.

Businesses that want to get pulled in the 3-pack, work on increasing their rankings through Local SEO. This process can take weeks/months to bear fruit, but delivers a great return on investment, once a business breaks into this section.

While a business is working on increasing their rankings, there is also another way to break in using Google Ads location extenstions.

Paid Slot Available Through Google Ads

The image below shows where the ad shows up. It blends right into the 3-pack section and adds a 4th slot, right at the top!

The difference here is that RANKING in the 3-pack is free (you don’t get charged every time someone clicks or calls your listing) whereas when your secure a promoted spot in this section you will be charged for each click (pay per click).

For businesses that actively invest in marketing, testing this slot is an easy decision. The ad slot has the potential to send you right to the top and fast track visibility in this section.

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Local Search Ad in the 3-pack section of Google’s search results page

So how do you get into the ad slot?

Here are the instructions directly from Google’s support article on enabling local search ads on Goolge Maps

  • Enable location extensions for your Google Ads account. Learn more
  • Set up or update your Google My Business listing. If you don’t have a listing yet, set up your Google My Business listing. If you already have a listing, make sure your information is accurate. Learn more
  • Use location targeting and bid by location. Target a specific location and set bids by location, so that your bids increase for people located near your business. Learn more
  • Optimize your keywords. Use keywords in your campaigns that relate to your location and what people are searching for locally. Learn more

So, why does this matter for your home service business?

With a complete search strategy that addresses all areas of the search results page, you can become very hard to miss when a homeowner in your areas is looking for a local home service provider.

Simply put, more listings on Google’s search results page equates to more opportunities for potential homeowners to find your business and call. More calls equals more business.

This ad slot is one part of that complete search strategy. A complete strategy would present the opportunity to show up in 4 spots on the search results page:

Google Local Search Ads

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Google Local Search Ads – Right at the top of the search results page

Google Text Ads

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Google Text ads – Those text ads under the local service ads

Google Local Listings (3-Pack)

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Google My Business 3-Pack Listing – The section we’ve been talking about

Google Organic Listings

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Google Organic listing – The text listings that show up right below the maps

Want some help getting this put in place?

Getting our clients search visibility right is what we specialize in at Laroop. If you’re interested in learning more about what a complete search strategy looks like, contact us and we can walk you through the process and answer any questions you have.




About the Author

About the Author

Lovedeep Puri is the Digital Marketing Director at Laroop. He directs digital strategy on all clients accounts and has over a decade of experience working on digital marketing teams within agencies & home service companies.

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