A New Local Advertising Opportunity on Apple Maps

With the launch of Apple Business comes an important update for marketers: local ads on Apple Maps. Apple announced on 24 March that businesses in the US and Canada will be able to place local ads in Maps this summer, during key search and discovery moments.

How Ads Will Appear in Maps

This is a notable shift for local visibility because the placement is built directly into the Maps experience. Ads will appear when users search in Maps and can show at the top of search results based on relevance, as well as at the top of a new Suggested Places experience that surfaces recommendations based on what is trending nearby, a user’s recent searches, and more. Ads will be clearly marked to ensure transparency for Maps users.

Why This Matters for Local Marketers

Rather than functioning like a broad awareness play, the format is designed to reach people when they are actively exploring nearby options and deciding where to go. For local marketers, that makes Apple Maps a more direct point of influence in the customer journey – not just a place to maintain a business listing, but a channel where discovery and action can happen at the same moment.

Apple’s Privacy-First Approach

Ads on Maps build on Apple’s broader privacy-first approach to advertising. A user’s location and the ads they see and interact with in Maps are not associated with a user’s Apple Account. Personal data stays on the device, is not collected or stored by Apple Ads, and is not shared with third parties. To connect users with relevant businesses and services, Apple does not use information such as a user’s precise location or history of interactions with Maps. Instead, Apple focuses on contextual information such as search terms, a device’s approximate location, or the area of the map on the screen.

What You Should Do Now

From a readiness standpoint, businesses first need to claim their location on Maps and upload at least one photo, which can already be done for free on Apple Business. This summer, when ads on Maps become available, businesses will be able to access a fully automated experience for creating ads through Apple Business.

Existing Apple Ads advertisers and agencies will be able to book campaigns through their current Apple Ads experience, with additional customisation options. Ads on Apple Maps will be available only in the United States and Canada, and only advertisers with businesses in those countries will be eligible to run them.

What This Means for Your Local Strategy

What this means for local strategy is fairly straightforward: Apple Maps is moving beyond location and brand management to become a more active discovery surface. As this summer rollout approaches, brands with locations in the US and Canada should prepare their listings by claiming their locations, uploading photos, and ensuring they have complete and accurate information in Apple Maps. The opportunity is no longer just to be listed, but to be discovered more prominently when intent is highest. Get started now by claiming your location for free.

Learn More About This Feature with DAC

Interested in what ads on Apple Maps could mean for your business? Connect with the DAC team to explore how this emerging opportunity could support your local visibility and growth strategy. For a more seamless experience, DAC can also support your listings management, helping ensure your digital presence is accurate, complete, and ready for future opportunities.