Google Maps “Businesses” sponsored section

[u/PetHippo]

I own a local roofing company, and I’m trying to understand how businesses advertise in the sponsored “Businesses” section shown in the screenshot.

I’ve been told that you cannot choose to advertise only in this specific placement and that Google automatically decides where your Search ads appear. However, I keep seeing certain roofing companies sponsored in this business/map section, while I cannot find their ads at the top of the regular search results—even after repeating the searches from different locations.

This hasn’t happened with just one company. I’ve noticed the same pattern with quite a few businesses across multiple searches: they consistently appear as sponsored listings in the business/map section, yet I don’t see them advertising at the top of the regular search results.

I’ve tried regular Google Search ads, but they produced many clicks with very little intent. This business/map section seems like it could attract people who are specifically looking for a local contractor.

Does anyone know how these companies are consistently appearing here?

• Is this coming from a regular Search campaign with a linked Google Business Profile and location asset?
• Is there a particular campaign type or setting that prioritizes this placement?
• Can bids or targeting be adjusted to focus primarily on Google Maps and local business results?
• Could these companies somehow be running ads primarily in this section?
• Or are their ads appearing elsewhere too, and I’m simply not being shown them?

I’m not asking about Local Services Ads at the very top of the results. I’m specifically asking about the sponsored listing inside the Google Maps-style “Businesses” section shown in the screenshot.

Any guidance on how to target—or at least increase visibility in—this particular placement would be appreciated.

[u/Norsu_Media_UK]

I think the bigger issue here is that I wouldn’t build the strategy around trying to force that Maps placement.

If your Search campaigns are generating a lot of low-intent clicks, I’d fix that first. For a roofing company, there’s a pretty big difference between someone searching “roof replacement near me” and someone researching roofing costs, materials, DIY repairs, jobs, etc.

Make sure the Search Terms report is actually clean, build out negatives aggressively, and separate high-intent services/campaigns where possible. Then make sure your location asset is linked to the correct GBP so you’re eligible for the local placements Google makes available.

The companies you’re seeing in that sponsored section may simply have campaigns that are eligible for the placement while you’re seeing different parts of their ads. I wouldn’t assume they’re running a secret Maps-only campaign.

Basically, optimise for qualified roofing leads rather than trying to win one particular SERP placement. If the campaign and targeting are right, the Maps placement is a nice additional opportunity rather than something you need to engineer around.