Google integrates Maps into Demand Gen

On December 23, 2025, Google officially expanded Demand Gen campaign capabilities by adding Google Maps as a separate, controllable placement channel. This update became both a logical and strategically important step in the evolution of the Demand Gen format, which advertisers had previously perceived as overly automated and limited in customization. The introduction of Google Maps into channel controls means advertisers now have greater transparency over where their ads are shown, as well as the ability to consciously manage budget distribution across different Google surfaces. Campaigns can now be built around specific user behavior scenarios — particularly moments of local search, navigation, and “here and now” decision-making. What exactly has changed Advertisers can now select Google Maps as a standalone placement channel within Demand Gen campaigns. This means that: Google Maps can be used alongside other channels (YouTube, Discover, Gmail); or advertisers can launch Maps-only campaigns focused exclusively on Google Maps. Previously, Maps placements were less controllable and often hidden within broader automation. Now, advertisers can clearly decide whether they want this surface and how to use it. Why this matters for businesses Google Maps is a high-intent channel. Users open Maps when they: search for a specific place or business; plan a route; want to visit a store, restaurant, service location, or office; are making a decision “right here, right now.” In other words, this is the moment of maximum readiness to act. Adding Maps to Demand Gen unlocks new opportunities for: local businesses; franchises; service-based companies; retail brands; businesses with a strong offline presence. Market and expert reaction The update has received an overwhelmingly positive response from the advertising community. AdSquire CEO Anthony Higman said he had been waiting for this capability “for decades,” emphasizing how critical it is to control where ads actually appear. Google Ads Specialist Thomas Eccel, who first shared the update on LinkedIn, called it “very big news” and noted that it could significantly change how Demand Gen campaigns are planned. Between the lines: a strategic signal from Google This update is another sign that Google is gradually responding to long-standing advertiser pressure for: greater transparency; more control over placements; fewer “black boxes” in automated campaign types. Demand Gen is slowly evolving from a single, heavily automated format into a more modular system, where advertisers can consciously choose distribution channels. What to watch next In the coming months, the key questions will be: How will Google Maps perform within Demand Gen compared to YouTube, Discover, and Gmail? Will Google introduce dedicated reporting and analytics specifically for Maps placements? Will there be optimization strategies tailored to local traffic? How effective will Maps-only campaigns be across different industries? The answers to these questions will determine how quickly advertisers begin to scale this channel. Who spotted the update first The new capability was first noticed by Search Marketing Specialist Francesca Poles, who shared the update on LinkedIn. From there, the news quickly spread across professional communities. Bottom line Adding Google Maps to Demand Gen channel controls represents a significant shift in Google’s advertising ecosystem. It gives brands and businesses: greater strategic flexibility; the ability to build fully location-centric campaigns; access to high-intent audiences; a step toward more transparent and controllable advertising. For advertisers working with local traffic or aiming to influence users at the moment of choice, this update could be a real breakthrough. Read this article in Ukrainian.