There’s a lot of overlap between local SEO and Google Maps marketing. For example, both avenues target the local 3-pack, which appears in Google search queries indicating local intent and Google Maps listings. The primary difference is that Google Maps marketing also factors paid search opportunities or PPC advertising. Paid search often goes overlooked by local entities, but offers a powerful way to drive targeted traffic and pre-qualified leads to a site. It also offers click-to-call capabilities for mobile, which is an effective solution for certain business models.