Can you use Target Impression Share with Google Maps ads?

By: Jyll Saskin Gales, Google Ads Coach

Can you leverage Target Impression Share to dominate Google Maps ads? It's a question with many layers due to the nuances of how Google Maps ads work. Let's explore how you can use Target Impression Share to maximize your visibility on Google Maps.

Google Maps Ads: Not a Campaign Type

First things first, there's no such thing as a "Google Maps Ads" campaign type in Google Ads. To get your ads on Google Maps, you need to connect your Google Business Profile to Google Ads and enable location assets. This allows your Search campaigns to show on Google Maps, as Maps is considered part of the Search network.

Target Impression Share: A Search-Only Strategy

Target Impression Share is a bid strategy designed to increase your ad's visibility on the Search Network. However, it's not compatible with Performance Max campaigns, which means you can't use it directly for Google Maps ads if you're running PMax.

The Solution: Search Campaigns with Location Assets

To use Target Impression Share for Google Maps ads, you need to create a Search campaign and enable location assets. This will make your ads eligible to appear on Google Maps. Then, simply choose Target Impression Share as your bid strategy for the Search campaign.

Key Takeaways

• Google Maps ads are not a separate campaign type, but an extension of Search campaigns.
• Target Impression Share is only available for Search campaigns.
• To use Target Impression Share for Google Maps, create a Search campaign with location assets enabled.
• Your Maps ads will consume only a portion of your overall Search campaign budget.