You know that cozy little Local Pack (a.k.a. the map pack / 3-pack) that sits near the top of Google and quietly decides which businesses get phone calls today?
Well… it’s not as cozy as it used to be. Google has been turning more local SERP real estate into paid territory, and Moz’s research put a number on what many local marketers
already felt in their bones: in competitive local searches, Local Pack Ads show up a lot.

According to Moz’s study, 35% of competitive local keywords that trigger a local pack also include a local pack ad. That’s not “sometimes.” That’s
“more than one out of three times, your carefully optimized local visibility is sharing the stage with a paid spotlight.”

In this article, we’ll break down what the research means, why it matters, what types of businesses get hit the hardest, and how to build a practical, modern strategy that
plays nice with both Local SEO and local PPCwithout lighting your budget on fire.

What Moz Actually Found (And Why the 35% Number Matters)

Moz looked at competitive local queries (the kind that make Google’s ad auction rub its hands together) and found that local pack ads appear in 35% of those
SERPs when a local pack is present. In other words: for high-competition local searches, ads are not a rare cameothey’re part of the cast.

Two important takeaways often get missed when people repeat the stat:

• This is about “competitive” local keywords, not the entire universe of local search. Competitive terms are where ads thrive, because that’s where money changes hands.
• The impact is not evenly distributed. Some categories see local pack ads far more often than others, which matters if your industry is one of Google’s “high-intent, high-CPC” favorites.

The headline number (35%) is the average across the study’s competitive set. In real life, your “personal” number depends on what you sell, how crowded your market is,
and whether your keywords smell like immediate revenue (legal and medical terms basically jingling with coins).

Quick Definition: What Are “Local Pack Ads”?

A Local Pack Ad is a paid listing that appears inside (or immediately adjacent to) the local pack module on Google Searchoften labeled “Sponsored” or “Ad.”
Instead of sending users straight to a typical landing page, these ads frequently route users into a business profile experience (think: calls, directions, website button,
reviews, hours, etc.).

Don’t confuse local pack ads with these two neighbors that also live at the top of local SERPs:

1) Standard Search Ads

These are the traditional text ads above organic results. They can include location assets, but they aren’t necessarily “in” the local pack module.

2) Local Services Ads (LSAs)

LSAs are the “Google Screened/Guaranteed” style placements (depending on category/location) that often sit above everything else for certain service businesses.
Different program, different rules, often different billing model.

The reason this distinction matters: your strategy changes depending on which paid unit is dominating your SERP.
A keyword might show LSAs, standard Search ads, a local pack with a local pack ad, and organic resultsmeaning your “free” visibility could be competing with multiple paid layers.

Why Local Pack Ads Change the Game for Local SEO

Local SEO has always been competitive, but it used to feel like a mostly “earn it” arena: optimize your Google Business Profile, build trust, collect reviews, and show Google you’re
relevant and nearby. Local pack ads add a new reality: sometimes the top spot is purchased, not earned.

Fewer Organic Pack Slots (And More Visual Pressure)

The local pack is already a high-attention blockespecially on mobile, where it can dominate the first screen. When an ad appears in or around the pack, it can compress the
organic space and siphon off intent. Users in a hurry tend to click what’s closest, biggest, and easiest… which is exactly what paid placements are designed to be.

“Proximity + Prominence” Meets “Budget + Auction”

Google’s local ranking logic leans heavily on proximity, relevance, and prominence. Ads introduce a parallel system: auction dynamics. That means a business might not be
the closest or best-reviewed, but can still win premium local visibilityat least for the click.

Local Intent Has Skyrocketed (So the Competition Follows)

Google itself has reported massive growth in high-intent “near me” shopping behavior. When demand increases, paid competition doesn’t politely step asideit shows up early and
brings a credit card.

Which Industries See Local Pack Ads the Most?

In competitive local search, not all categories are equal. Some industries attract heavier ad saturation because:

• Customer value per conversion is high (legal, medical, home services)
• Urgency is high (emergency plumber, urgent care, towing)
• Competition is dense (metro areas with many similar providers)
• Conversion actions are immediate (tap-to-call, directions)

Industry commentary that references Moz’s findings often flags categories like legal, automotive, and medical as among the most ad-heavy in local packs.
If you’re in one of these verticals, you should assume local pack ads are “normal,” not “special.”

How Local Pack Ads Get There: The Practical Mechanics

You can’t buy your way into the local pack with a magic “Map Pack Button.” Local pack ads generally show up when Google Ads campaigns are eligible to serve local formats,
typically by using location assets (formerly location extensions) and meeting other requirements.

Google’s Own Clues: Local Ads and Maps Placements

Google Ads documentation describes how ads can appear on Google Maps (promoted pins, map search ads, map suggest ads) and explains that Local Ads are designed
to drive goals like store visits, leads (calls), and website trafficoften requiring linked location assets.

Search + Performance Max: Local-Friendly Inventory

Local-focused placements can show through Search campaigns and Performance Max (depending on setup, assets, eligibility, and what Google thinks will work).
Translation: if you have a properly linked Google Business Profile (GBP) and run campaigns with location assets, you may be eligible to show in local formatsincluding map-related placements.

Google Keeps Testing Layouts

One reason local marketers feel whiplash is because Google constantly experiments. Even the placement of sponsored results inside the local pack area can changetests have been observed
where sponsored ads appear at the bottom of the local map pack instead of the top. This is why screenshots from last month can look like ancient artifacts today.

What Should You Do About It? A No-Drama Strategy Framework

The best approach isn’t “SEO vs. PPC.” It’s intent coverage: making sure your business shows up where customers make decisionspaid, organic, and profile-based.

Step 1: Map Your SERP Reality (Keyword by Keyword)

Start with your top local money terms (service + city, service + “near me,” brand + city, etc.) and document:

• Do LSAs appear?
• Do standard Search ads appear?
• Does a local pack appear?
• If yes, does it include a local pack ad?
• How many organic pack slots are visible above the fold on mobile?

Your goal is to identify “pay-to-play SERPs” where organic visibility is still valuable, but the top attention is increasingly rented.

Step 2: Fortify Your Google Business Profile (Because It Feeds Everything)

Whether you’re winning organically or supporting with ads, your GBP quality matters. A strong profile improves conversions even when you’re paying for the click.
Priorities:

• Accurate primary category + well-chosen secondary categories
• Services/products filled out (where applicable)
• Fresh photos (real ones, not “stock photo dentist handshake”)
• Consistent hours (including holidays)
• Review volume and recency (with thoughtful responses)
• Clear service area settings (for service-area businesses)

Step 3: Build “Local Intent” Landing Pages That Don’t Feel Like Doorways

Yes, you want location pages. No, you don’t want 200 copy-paste pages that differ only by swapping “Chicago” for “Phoenix.” Build pages that actually help:

• Explain services with local-specific proof (projects, neighborhoods served, local FAQs)
• Add trust signals (licenses, associations, awards, before/after photos)
• Use clear conversion paths (call, form, booking)
• Include structured data where appropriate (LocalBusiness, Service)

Step 4: Use Paid Search Strategically (Not Emotionally)

If local pack ads show up for your top terms, consider a targeted paid layer:

• Attach location assets correctly and confirm the GBP link is clean (no duplicates, no mismatched info).
• Prioritize high-intent terms (emergency, same-day, open now, near me) rather than broad research queries.
• Control waste with negatives (jobs, free, DIY, salary, cheap parts, etc.).
• Measure actions that matter: calls, booked appointments, direction requests, qualified leadsthen optimize for those.

Step 5: Track Outcomes Like a Local Business, Not an E-Commerce Store

Local conversion often happens off-site: phone calls, bookings, walk-ins. Track:

• Call conversions (with proper consent/recording policies if used)
• Booked appointments (CRM or scheduling platform)
• GBP performance trends (calls, website clicks, direction requests)
• Lead quality (not just lead volume)

Three Concrete Examples (Because Strategy Loves Company)

Example 1: “Oil change near me” (Automotive)

Automotive terms can be brutally competitive. A practical plan:

• GBP: ensure correct categories (e.g., Oil Change Service / Auto Repair Shop where appropriate), strong photo set, and consistent review momentum.
• SEO: build a service page that answers pricing ranges, time estimates, and “what’s included,” with clear calls to action.
• Paid: run a tightly themed Search campaign for oil change + surrounding modifiers; use location assets; set ad scheduling to match open hours.
• Win condition: show up organically in the pack and protect the click share with paid coverage when ads dominate above the fold.

Example 2: “Personal injury lawyer [city]” (Legal)

Legal SERPs are often the Olympics of CPC. A realistic plan:

• GBP: compliance-clean business info, strong review management, and careful category selection.
• SEO: authoritative content (case types, process, FAQs, local courthouse info, timelines) plus strong local reputation signals.
• Paid: focus on the highest-value case types, protect budget with negatives, and track qualified consultationsnot just form fills.
• Expectation setting: you may need a blended approach; “pure organic” can be a long game in heavy-ad SERPs.

Example 3: “Urgent care near me” (Medical)

Medical queries are high intent and time sensitive. Plan:

• GBP: accurate hours (especially weekends), services listed (X-ray, pediatrics, etc.), and up-to-date photos.
• SEO: create pages for urgent care services + insurance/payment info + “when to visit urgent care vs. ER.”
• Paid: target “open now” and time-based queries; ensure location assets and conversion tracking are reliable.
• Conversion reality: many users call or navigate directly from the profileso your GBP experience must be frictionless.

Where This Trend Is Headed

If you’re waiting for Google to “stop monetizing local,” you may want to sit down before you fall down. Local intent is valuable, and valuable things attract ads.
Expect continued experimentation in:

• Local pack layouts and sponsored placement positions
• Increased visibility for business-profile-first experiences
• More verification and trust requirements for certain ad products
• Greater overlap between local SEO performance and paid local eligibility signals

The smart move is building a strategy that still works when the SERP layout changesbecause it will.

Sources Synthesized (No Links, Just Transparency)

This article was written by synthesizing reporting, documentation, and industry analysis from reputable sources commonly used by U.S. marketers, including:

• Moz
• Google Ads Help Center
• Think with Google
• Search Engine Land
• Search Engine Journal
• G2 Learning Hub
• WordStream
• AP News
• DAC Group (local search news coverage)
• LocalU
• Search Engine Roundtable

500+ Words of Real-World “Experience” Patterns Marketers Report (So You’re Not Surprised Later)

I can’t claim personal lived experience (I’m software, not a sleep-deprived agency account manager), but local marketers and agencies consistently describe the same patterns
when local pack ads start appearing for their most valuable keywords. Think of this as a “composite field log” built from common industry outcomes and repeated playbooks.

1) The “We Ranked #1… Why Did Calls Drop?” Moment

One of the most common stories goes like this: a business finally climbs into the top three local results, celebrates, and then sees phone calls flatten. The culprit is often
a local pack ad absorbing the most impatient clicks. On mobile, the sponsored listing can become the first “easy tap,” especially when users are in a hurry and comparing options
quickly. The fix usually isn’t “do more SEO.” It’s “do better conversion defense”: tighten your GBP (photos, reviews, hours) and consider paid coverage for only the most
critical terms where the ad consistently appears.

2) Category-Driven Pain: Some Niches Feel Like 24/7 Ad Season

Marketers in legal, medical, and certain home service niches frequently report that local SERPs behave differently than, say, boutique retail. If your average customer value is high,
the ad auction tends to be relentless. That’s why many teams adopt a hybrid posture: SEO to earn stable presence and authority, PPC to protect high-intent moments (emergency terms,
“open now,” and the top “service + city” phrases).

3) The “We Added Location Assets and Nothing Happened” Frustration

Another repeat pattern: advertisers link their GBP, add location assets, and expect local pack ads to appear instantlythen… crickets. What marketers learn is that eligibility
is not a guarantee of placement. Google decides when and where local formats show based on query intent, competition, user context, and auction dynamics. The practical response is to
optimize what you can control: campaign structure, relevance, geographic settings, budget consistency, and (crucially) a GBP that looks trustworthy when users land on it.

4) Multi-Location Brands Discover “Local” Isn’t One MarketIt’s 50 Micro-Markets

Brands with multiple locations often report uneven outcomes. One city might be ad-heavy with aggressive competitors, while another behaves like an SEO-friendly small town.
Mature teams stop reporting “national averages” and start segmenting by metro, store, and keyword cluster. This is where local rank tracking, store-level conversion reporting,
and market-based budget allocation become the difference between “we’re spending” and “we’re winning.”

5) The Quiet Win: Paid Clicks Improve When the GBP Experience Is Strong

Many marketers note a counterintuitive lesson: even when ads steal clicks from organic listings, improving the GBP often lifts paid performance too. Better photos, clearer service info,
and a review strategy don’t just help rankingsthey help conversion once someone lands on the profile from a paid placement. In local, “landing page optimization” often includes
the business profile itself.

6) Local Pack Ads Don’t Replace Local SEOThey Raise the Standard

The healthiest perspective marketers report is this: ads change the distribution of attention, but they don’t remove the need for trust. Users still compare reviews, hours, distance,
and credibility. Brands that rely only on paid placements without building real local reputation often see high costs and weak lead quality. Meanwhile, businesses that treat SEO as a
trust engine (not just a ranking game) tend to perform better whether the click is earned or bought.

7) The Best Teams Stop Guessing and Start Screenshotting

Finally, experienced practitioners tend to treat SERPs like weather: you don’t argue with the forecastyou plan for it. They capture evidence of what’s showing (LSAs, pack ads,
layouts) and update strategy monthly. When leadership asks, “Why do we need both SEO and PPC?” they don’t answer with vibes. They answer with screenshots and trend lines.

Conclusion

Moz’s 35% finding is a wake-up call, not a panic button. Local pack ads are a reality in competitive markets, and the best response is a blended strategy:
strong Google Business Profiles + genuinely helpful local content + smart paid coverage for the SERPs that have become pay-to-play.
If you treat local visibility as an ecosystem (not a single ranking), you’ll stay resilient no matter how Google rearranges the furniture.

The post New Research: 35% of Competitive Local Keywords Have Local Pack Ads – Moz appeared first on Everyday Software, Everyday Joy.