Steven recently posted about map plus boxes showing in organic Google results from addresses off third-party websites. It shouldn’t be surprising that Google has found yet another place to add the little plus boxes, they’ve been tweaking local business listings since its introduction in 2006.

Paid search local business ads got a little plus box lovin’ (officially) just last year. If you’re running a paid search campaign, you know that real estate on Google is a precious (and valuable!) commodity. So when Google offers to add an extra line (and option to expand a map underneath your ad) for free, why not jump on it?

Local Business Ads in the Search Network

Don’t get local business ads confused with free listings in Google’s Local Business Center. Local business ads are essentially enhanced paid text ads, with keywords lists, ad groups, bids, and the whole schebang. They’re eligible to appear in Google’s Search Network and Google Map local business searches, among other places. We’re just going to focus on what happens in the Search Network, however.

Unlike in Google Maps, where local business ads get precedence over regular text ads, local business ads in the Search Network must compete with regular text ads based on Ad Rank.

When local business ads are triggered in the search network, the business address appears below the text ad. If your local business ad shows up in one of the top paid positions, that’s when the little expander plus box appears.

You don’t get charged for people clicking to expand the box, clicking on the actual map, or clicking to get directions to the business location, which is nice.

The extra attention you put into making local business ad campaigns can pay off if location is important to your business, like a hotel or a restaurant. If you’re in these sorts of industries, you might consider making at least an ad group with location terms, branded terms and a local business ad or two to help searchers easily find you.