Content
Advertising on Waze App: Everything You Need to Know
February 17, 2026
13 min
Advertising on Waze has quickly become one of the most innovative ways for local businesses to reach potential customers while they’re on the move. In 2025–2026, Waze advertising evolved far beyond a standalone channel and became part of the Google Ads ecosystem through Performance Max integration.
Unlike traditional automotive PPC ads, Waze puts your brand directly on the road—literally—helping drivers discover your business when it matters most. Today, this happens not only through the Waze app itself but also via Google’s cross-channel campaigns, combining Maps, Search, YouTube, and Waze placements.
In this article, we'll cver how Waze advertising works in its new, AI-powered and integrated format and give you a strategic edge in capturing ready-to-act audiences.
Waze is a GPS navigation app that helps drivers find the fastest routes while providing real-time traffic updates, road hazards, and alerts from other users.
Since its deeper integration with Google, Waze is no longer just a standalone navigation tool but part of a broader location-based data ecosystem that includes Google Maps and Google Ads.
For marketers, Waze offers a unique opportunity: location-based advertising that reaches users while they are actively driving and making decisions about where to stop or visit. With recent updates, this targeting is increasingly powered by AI and cross-platform user intent signals (e.g., search behavior, routes, and location history).|
“Our target audience is car drivers. Considering that all advertisers primarily use Google Ads, there are already many advertising campaigns there: in particular, on Google Maps, which is used not only by drivers”. Vlad Kiselyov, Media Technical Lead at Promodo
Waze Ads is a location-based advertising solution that allows businesses to reach drivers in real time while they are navigating. Unlike traditional digital advertising, Waze Ads focuses on on-the-go intent, targeting users who are actively driving and making immediate decisions about where to stop, eat, or shop.
As of 2025–2026, Waze Ads is no longer a standalone platform but part of the Google Ads ecosystem. Advertisers can now access Waze inventory through Performance Max campaigns, where ads are automatically shown across multiple Google channels — including Search, YouTube, Google Maps, and Waze.
Powered by Google’s AI and data signals, Waze Ads now leverages user behavior, location history, and real-time context to deliver more relevant and timely ads. As a result, it has evolved from a niche awareness channel into a high-intent, performance-driven tool for local marketing and foot traffic generation.
Waze for business is an effective marketing tool with several types of ad formats.
However, as of 2025–2026, Waze ad formats should no longer be viewed in isolation. They are now partially unified under Google Ads (especially Performance Max), meaning advertisers often access them through campaign goals rather than format selection.
Pins on the map are branded company marks on the application map.
Today, Pins are also delivered as part of “Promoted Places” within Google Ads campaigns, appearing across Waze and Google Maps environments.
Search Ads highlight your location in recommendations during a search in Waze.
These placements are increasingly influenced by Google’s intent signals and may be triggered by cross-platform behavior, not just in-app searches.
Takeovers and Arrow formats display messages when users are nearby or open the app.
While still relevant, these formats are gradually being complemented (and in some cases replaced in strategy) by navigation-based ads — ads shown during active routes, when user intent is highest.
New reality:
The key format is no longer just “ad type” — it’s “moment of intent” (e.g., while navigating, searching, or approaching a location).
Waze displays your store or business location directly on the map and in search results.
Now, with Google Ads integration, this visibility extends beyond Waze to a broader ecosystem, increasing cross-channel brand exposure.
You can promote offers in real time.
With AI-powered optimization, campaigns can now automatically adjust creatives, placements, and timing based on user behavior and likelihood to visit.
Waze provides turn-by-turn directions.
Navigation-based ads (shown during active routes) now represent one of the highest-intent formats in digital advertising, targeting users already on the move.
Waze enables precise targeting.
This targeting is now enhanced by Google’s machine learning, combining signals from Maps, Search, and user activity for better accuracy.
Waze provides analytics on performance.
A major 2025 update introduced channel-level reporting in Google Ads, allowing advertisers to see how Waze contributes within Performance Max campaigns (reducing the “black box” effect).
“While the possibilities of Google Ads, Facebook, and Youtube are obvious, the clients continue to look for additional unique advertising platforms. This is what makes Waze app advertising attractive. This is not just a promotion tool, a niche platform with a determined target audience, namely car drivers. In addition, the dynamics of growth in Waze is also rather impressive”. Vlad Kiselyov, Media Technical Lead at Promodo
We started Waze advertising in mid-November 2021. We planned to reach our standard target audience through the app. But, since we reached it through a new communication channel, we expected to get more Post-view conversions than when using the usual GDN.
“In addition, the presence in the Waze application had to strengthen the position of Shiny&Diski as a brand”. Vlad Kiselyov, Media Technical Lead at Promodo
Now you can customize Waze ads according to the open hours of stores. As the application knows the location of the user, these settings are enough.
Visit Waze for Business and sign up.
Alternatively, you can now launch Waze placements directly via Google Ads (Performance Max campaigns with store goals), without using a separate Waze-only interface.
Ensure accurate business data.
This is now typically synced with Google Business Profile, improving consistency across Maps and Waze.
Branded Pins
Search Ads
Takeovers
OR (new approach):
Set campaign goals (e.g., store visits), and Google automatically distributes ads across Waze, Maps, Search, and other channels.
Define budget and targeting.
AI now dynamically allocates budget across channels, including Waze, based on performance.
Launch and monitor performance.
Use analytics tools.
Now includes cross-channel attribution and visibility into Waze placements within Google Ads reports.
Waze is no longer just a visibility channel — it’s a high-intent, moment-driven platform where users are already in motion and ready to act. To get real business impact, your strategy should reflect how people actually use navigation apps in 2026.
Focus on users who are already driving and close to making a decision. Messaging should be simple, clear, and action-oriented — think “Stop by now,” “2 minutes away,” or “Open nearby.” This is not the place for complex value propositions.
Instead of running Waze in isolation, use Performance Max campaigns with store goals to access Waze inventory alongside Google Maps, Search, and YouTube. This allows Google’s AI to automatically prioritize Waze when it’s most likely to drive offline conversions.
Success on Waze is not about clicks — it’s about store visits and navigation starts. Structure campaigns and KPIs around real-world actions, not just impressions or CTR.
Waze is a real-time environment. Tailor your messaging based on:
Relevance in the moment beats creative complexity.
Your business location must be fully aligned with your Google Business Profile. Incorrect pins or outdated information directly impact performance, as Waze relies heavily on precise navigation data.
Waze works best when there’s a clear reason to stop now.
Highlight:
With Waze now integrated into Google Ads, analyze its contribution within Performance Max. Use channel-level reporting to understand:
Similar to broader PPC best practices, avoid excessive fragmentation. Consolidated campaigns allow algorithms to learn faster and allocate budget more effectively across Waze and other channels.
Key takeaway:
Waze advertising in 2026 is no longer about experimenting with a new format — it’s about capturing high-intent, real-world demand at the exact moment of decision.
We compiled a Waze advertising review at the beginning of December 2021:
“You won’t surprise anyone with a banner ad on Google. No matter how cool the creative is. On the contrary, Waze stands out for its nativeness. You don’t immediately understand that this is precisely the advertisement in your navigator. As a result, it attracts more than any campaign on YouTube and GDN”. Vlad Kiselyov, Media Technical Lead at Promodo
Even though we reached a relatively small audience, about 270,000 people, the indicator of its uniqueness went off the scale: the intersection with YouTube and GDN turned out to be lower than 15%. For digital campaigns focused on capturing intent-driven traffic, pop-up software can be a powerful addition to platforms like Waze — helping convert site visitors with personalized offers, discounts, or reminders triggered by behavior.
Some of our Waze advertising indicators turned out to be even better than the automotive industry benchmarks:
Waze advertising is a practical way to reach people right when they’re about to make a real decision: where to stop, what to buy, where to go next.
What’s changed is how it works behind the scenes. Today, Waze is part of the broader Google Ads ecosystem, which means you don’t have to treat it as something separate or complicated. In many cases, it’s simply another touchpoint inside your overall campaign. At the same time, one with much stronger intent than most digital channels.
If your business depends on physical locations, foot traffic, or local demand, Waze can quietly become one of your most effective drivers of results. Not because it’s flashy, but because it shows up at the exact moment it matters.
The key is simple: focus less on formats and more on intent. If you meet users with the right message when they’re already on the way — you’re much more likely to turn that moment into a visit.
[[FAQ-START]]
Costs vary depending on targeting and format.
In Performance Max campaigns, budgets are allocated dynamically, and Waze inventory is included automatically based on performance.
Location-based businesses.
Especially those focused on driving store visits, impulse stops, and nearby conversions.
Waze dashboard metrics.
Now enhanced with Google Ads reporting, including channel-level insights, store visits, and cross-channel attribution.
[[FAQ-END]]
You may also like
Choose quality and trusted services to improve the presence of your company on the Internet, and feel free to contact our UK team if you have any questions.
Google Analytics 4 (GA4) automatically collects all user interaction data on your website or app — from the first click to the final purchase.
Today, SEO content strategy should not be based on keywords. Surprised? Let's view the details!
NRF reports that St. Valentine Day's spending reached USD 7.1 b in 2023. Promodo marketing experts have more tips on how to surge this year's sales.
We at Promodo are ready to help you improve your performance across all digital marketing channels.
Get started
.avif)
.svg){kind=logo}
