Google’s Latest Ad Updates: What Local Search Marketers Need to Know in 2024

Google has rolled out several updates to its advertising platform, particularly in the realm of local search. These changes have significant implications for local search marketers, and it’s crucial to stay informed about them in order to effectively reach your target audience. In this article, we’ll delve into Google’s latest ad updates and discuss what local search marketers need to know in 2024.

Ads in Local Finder results

One of the key updates that local search marketers need to be aware of is the inclusion of ads in Local Finder results. This means that when users perform a local search, they may now see ads alongside the organic listings in the Local Finder. This presents a valuable opportunity for local businesses to increase their visibility and reach potential customers who are actively searching for products or services in their area.

As a local search marketer, it’s important to take advantage of this update by optimizing your ad content and targeting to ensure that your ads are appearing in relevant Local Finder results. This may involve refining your keyword strategy, creating compelling ad copy, and leveraging location targeting to reach users in specific geographic areas.

Google Maps is no longer considered a Search Partner

Another significant update from Google is the decision to no longer consider Google Maps as a Search Partner. This means that ads will no longer be eligible to appear on Google Maps through the Search Partner network. Instead, ads on Google Maps will now be served exclusively through the Google Ads platform.

For local search marketers, this update underscores the importance of optimizing your Google Ads campaigns specifically for Google Maps. This may include creating location-specific ad groups, utilizing location extensions, and leveraging Google Maps features such as promoted pins to enhance the visibility of your ads within the map interface.

Enhanced targeting options for local ads

Google has also introduced enhanced targeting options for local ads, allowing advertisers to reach specific audiences based on their proximity to a business location. This includes the ability to target users who are within a certain radius of a physical storefront, as well as those who have recently visited the area.

As a local search marketer, it’s essential to leverage these enhanced targeting options to maximize the effectiveness of your local ad campaigns. This may involve refining your audience targeting settings, utilizing location-based bid adjustments, and implementing location-specific ad creative to resonate with local consumers.


In conclusion, Google’s latest ad updates have significant implications for local search marketers in 2024. By staying informed about these changes and proactively adapting your advertising strategies, you can position your ecommerce shop for success in the competitive landscape of local search. From optimizing your ads for Local Finder results to leveraging enhanced targeting options, there are numerous opportunities to maximize the impact of your local ad campaigns and drive meaningful results for your business.