Google has announced new opportunities for advertisers within Google Maps, which means mobile users will begin seeing promoted search results.
The firm said it is experimenting with ways for companies to prominently showcase their business locations.
The Promoted Pins will also appear in the near me listings when users search for nearby attractions, stores or refreshments.
Of course, ads have been a huge part of the Google search experience since its inception and to this day provide the company's top revenue source.
However, the firm has historically trodden more carefully when it comes to messing with the integrity of Maps searches, which have always felt quite organic and democratic.
The company already offers ads within its Waze companion app, but including them within the main Google Maps app may not go over too well with the user base.