[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fpaids-ads-in-the-local-pack":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":415,"breadcrumbs":416,"reading_minutes":143,"category":424,"head":427},"2016-08-16T08:31:30",{"rendered":6},"\u003Cp>Earlier this year Google announced that they were to begin showing paid ads within the local search pack results.\u003C\u002Fp>\n\u003Cp>Since the announcement there has been very little mention of the potential changes and how this could impact search marketing from both a paid and organic perspective. We wanted to give our insight into how this could impact search marketing and what advertisers can do to take advantage of the change.\u003C\u002Fp>\n\u003Ch2 id=\"what-we-know-about-local-pack-ads\">What We Know About Local Pack Ads.\u003C\u002Fh2>\n\u003Cp>Officially not a lot of information has been released from Google on where paid ads will fit within the local pack. This however has not stopped the speculation into what form the ads might take when officially released. This initial image from SMX in June whilst blurry shows the 3 results in the local pack with one being a paid ad:\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-2748 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F3aQ5pxFV-Paid-Ads-In-The-Local-Pack.jpg?auto=compress%2Cformat&q=90\" alt=\"Paid Ads In The Local Pack\" width=\"241\" height=\"428\" \u002F>\u003C\u002Fp>\n\u003Cp>Credit: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FJoyanneHawkins\u002Fstatus\u002F745327620246495232\u002Fphoto\u002F1\">@JoyanneHawkins\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>Whilst Google have not given a launch date for the ads it appears that the ads are already beginning to appear within results as part of Google’s ongoing testing:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-2749 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FeofGFhem-First-Paid-Local-Pack-Ads.jpg?auto=compress%2Cformat&q=90\" alt=\"First Paid Local Pack Ads\" width=\"262\" height=\"465\" \u002F>\u003C\u002Fp>\n\u003Cp>Credit: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fryanbowlerhat\u002Fstatus\u002F761921308615643136\">@ryanbowlerhat\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>In contrast to the initial speculation that the paid ads could replace the local pack ads this screen shot from earlier this month clearly shows 1 paid ad above 3 organic results.\u003C\u002Fp>\n\u003Cp>Whilst there has been a lack of comment on how this will impact the local results, there has been plenty of speculation as to how it might impact local search marketing from a paid and organic perspective.\u003C\u002Fp>\n\u003Ch2 id=\"an-seo-perspective\">An SEO Perspective\u003C\u002Fh2>\n\u003Cp>I asked one of our Senior SEO executives Charlie Norledge to give his take on how this might impact local search marketing:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-2740 alignleft\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FpzVbFHep-charlie-norledge-impression-round.png?auto=compress%2Cformat&q=90\" alt=\"charlie norledge impression round\" width=\"120\" height=\"120\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">“It is a big step to have the first result in the mobile local pack as a paid advertisement, the local pack used to be natural results driven and the idea of introducing paid search into this changes the dynamic significantly. Although this does look bad for organic listings, it is saved by the fact that it retains the current 3 pack + 1 paid, rather than the 2-pack + 1 which was initially \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">feared\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">. Maybe the local pack could go back to having more results similar to this time last year.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It does follow the trend of Google trying to create as much ad space as possible, of course giving away any organic visibility to paid always makes SEO much more competitive and critical to have it at the forefront of your digital strategy.”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>From my perspective as a Paid advertiser, it is another step in Google ensuring that most businesses need a paid strategy to succeed within the results. That being said, it is a test and until we know the full extent to which the ads will be implemented it is hard to say what impact it will have on paid strategies.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-take-advantage-of-the-changes\">How To Take Advantage Of The Changes:\u003C\u002Fh2>\n\u003Cp>Google has not released anything official to explain how advertisers can take advantage of the new local pack ads. We envision that the ads will use a combination of the keyword targeting in the account as well as the Google My Business information that is linked with the AdWords account. Which is a good reminder to ensure that your companies local pages are not only up to date but linked with your AdWords account.\u003C\u002Fp>\n\u003Cp>It is currently unclear whether the local ads will have a separate bid option to normal search, it is likely it will fall into the mobile bid adjustment.\u003C\u002Fp>\n\u003Cp>If you have any questions around how this will impact your search marketing strategy leave a comment below or get in touch.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10,11],40,1,[],[14],135,[16,17,18,19,20,21,22,23,24],"post-2747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-seo",{"page_content_modules":26,"hero":139},[27,93],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"The Impact Of Paid Ads In The Local Pack",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[108],{"name":109,"image":110},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":17,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":127},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122,124],{"name":123,"image":38},"Joe Turnbull",{"name":125,"image":126},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":128,"name":129},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":17,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":105,"image":135,"authors":136,"category":138},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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