Google is so synonymous with searching the Web that it became its own verb, but that’s not its real business. At the core of Google Search, Gmail, Google Docs, Google+, and other services, Google is primarily an advertising platform. Now, Google is incorporating ads into Google Maps in a way that benefits local businesses.

When a user searches Google Maps, paid content will appear in a purple box, and the icon on the map will be purple instead of red. The user can tap or swipe to get more details, directions, reviews, and other information about the advertised businesses.

It’s a great service for Google Maps users and a valuable tool for local businesses. Targeting local customers with the new Google Maps ads enables businesses to reach customers “in the moment.” Rather than advertising broadly to the Internet, Google Maps ads will be presented to users specifically searching in the vicinity of the business.

Google Maps ads are purchased through the same Google AdWords auction as other Google advertising services. The more popular the search criteria, the more the ad costs, and businesses can outbid each other to buy a higher search ranking.

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