Search for a service and Google answers with a map and a short list of businesses, often before any website. It does this even when nobody types a place: Google says your location "helps to show you nearby results" even when the search leaves the place out. When we checked 12 commercial local searches from one U.S. city on September 27, 2026, the map results showed on 11 of them.
If your Business Profile is not in that short list, the call, the visit and the directions request go to a business that is. Google Maps alone has more than 2 billion users a month, by Google's February 2025 count, and Google is plain that nobody can buy a better spot: "There's no way to request or pay for a better local ranking on Google."
The unpaid map listings are also getting squeezed. Sterling Sky's State of Local SEO report for 2026 found ads in the local pack on almost 22% of its reports, up from 1%, and Local Services Ads on 31% of the queries it tracked, up from roughly 11%, as paid placements grew through 2025. Every paid slot is one less look at the listings you earn.