Location Extension

A location extension (now part of Google Ads "assets") is an ad element that displays the business address next to the ad, a map marker and — on mobile — the distance and a navigation button. Its purpose is to connect an online ad with a physical point of sale and encourage the user to visit a brick-and-mortar location.

How a location extension works

The extension works in tandem with a Google Business Profile. Once you link your Google Ads account to a verified profile, the system automatically pulls the address, opening hours and contact details from it and shows them beneath the text ad. Google decides dynamically when to display the extension — it appears most often when the query is local in nature or the user is near the location.

On a phone, tapping the address launches navigation in Google Maps, shortening the path from ad to real visit. The extension also uses geotargeting to match the displayed location to where the user is.

Location extensions in practice

Location extensions are indispensable for businesses with physical premises: restaurants, shops, salons, workshops and clinics. They increase ad visibility (taking up more space in results), build trust through a concrete address, and drive offline visits — Google can measure store visits as a conversion type. It is worth combining the extension with other assets, such as callout extensions and call extensions, and supporting it with local SEO to maximise nearby traffic.