Google Maps will soon be available as Demand Gen Inventory, allowing Demand Gen campaigns to serve ads on Google Maps through Promoted Pins. This update, revealed at GML 2025, expands advertising opportunities for performance marketers and retail advertisers by integrating location-based ad placements into Demand Gen campaigns.
What Are Promoted Pins?
Promoted Pins are branded markers on Google Maps that appear when users browse the map. They can display:
- Business name, logo, hours, and contact information
- Direct links to websites or in-app directions
- Promotional offers or product highlights
These pins aim to boost store visits by targeting users at high-intent moments during location-based searches.
What’s New with Demand Gen and Promoted Pins?
Previously, Promoted Pins were accessible only through PMax campaigns. The latest Demand Gen update introduces:
- The ability to create ads across YouTube, Discover, Gmail, Display, and now Google Maps
- Unified tracking of both digital and physical (in-store) conversions within a single campaign
- Potential use of visual creatives with local intent targeting if Maps is selectable as a channel control
With the addition of Display and Maps inventory, Demand Gen is evolving to resemble PMax campaigns for mid-funnel marketing, enhancing its reach and targeting capabilities.
