Location Extensions

Location Extensions (now called Location Assets) display your business address, a map pin, and the distance from the searcher alongside your Google Ads. They are linked through your Google Business Profile and help drive foot traffic to physical locations by making it easy for users to find directions, see your hours, and call your business.

Key Takeaways

• Show your business address, map link, and distance from the searcher in your ads
• Require a linked Google Business Profile (formerly Google My Business)
• Clicking the location extension opens Google Maps with directions to your business
• Especially effective for mobile users searching “near me” queries
• Can be combined with Call Extensions for a complete local ad experience

What Are Location Extensions

Location Extensions transform your search ad from a purely digital asset into a bridge between online search and physical visits. When your ad shows with a location extension, users see your street address, a clickable map link, and their distance from your business — all without clicking through to your website.

The information displayed:

Element	Desktop	Mobile
Business address	Full street address	Abbreviated or distance
Map pin	Small map preview	Tap for Google Maps
Distance	”X miles away"	"X miles away”
Business hours	Sometimes shown	Sometimes shown
Phone number	If call asset also active	Tap-to-call if available

Location extensions are clickable — when a user clicks the address or map, they are taken to Google Maps with directions. This click is charged at your standard CPC, same as a headline click.

How It Works

Setting up location extensions requires connecting your Google Business Profile to your Google Ads account:

1. Verify your Google Business Profile — ensure your business is listed with accurate address, hours, and phone number
2. Link to Google Ads — in Google Ads, go to Ads & assets > Assets > Location and link your Google Business Profile
3. Google syncs locations — all verified locations from your profile become available as location assets
4. Automatic display — Google shows location extensions when it predicts they will improve ad performance, particularly for local and “near me” searches
5. Multi-location setup — businesses with multiple locations can link all of them; Google shows the nearest location to each searcher

For businesses that do not own the physical location where their products are sold (manufacturers, distributors), Affiliate Location Extensions are available. These show the addresses of retailers that carry your products (e.g., “Available at Home Depot - 2.3 miles away”).

Type	Shows	Best For
Location Assets	Your own business address	Stores, restaurants, service providers
Affiliate Location Assets	Third-party retailer addresses	Manufacturers, brands sold through retailers

Practical Example

A dental practice with two office locations links their Google Business Profile to Google Ads. Their Search campaigns target keywords like “dentist near me” and “dental cleaning [city name].”

30-day performance comparison:

Metric	Ads Without Location	Ads With Location	Change
Impressions	22,000	22,000	—
CTR	4.8%	6.4%	+33%
Total clicks	1,056	1,408	+352
Direction clicks (Maps)	—	286	New metric
Website clicks	1,056	1,122	+6%
Appointments booked	84	126	+50%
CPA	$95	$71	-25%

Breakdown of the 286 direction clicks:

• 68% resulted in a same-day or next-day appointment (estimated from appointment source tracking)
• Average revenue per patient visit: $340
• Estimated revenue from direction clicks: $66,232

The location extension did not cannibalize website clicks — it added a new conversion path. Users who wanted directions went straight to Maps; users who wanted more information still clicked through to the website. Both paths led to appointments.

Why It Matters

Location extensions are non-negotiable for any business with a physical presence that benefits from foot traffic. They answer the most fundamental local search question — “where is this business and how far away is it?” — directly in the ad. This reduces the steps between search and visit, which is especially critical on mobile where “near me” searches have grown consistently year over year.

The trust factor is significant as well. An ad showing a verified address signals legitimacy. Users are more comfortable engaging with a business they can physically locate. Combined with Call Extensions and Ad Extensions like sitelinks, location extensions create a comprehensive local ad that competes effectively against both organic results and the local map pack.