Make your search specific#
Combine the type of business with a neighbourhood and the results get much more relevant: “independent coffee shops in Clifton, Bristol” rather than just “café”. In a big city, go area by area, because a single search only returns a short list.
Judge fit from the website#
Star ratings and review counts on their own don't tell you much. Look on the website for signs of the problem your product solves: no online booking, a menu that's only a PDF, a contact form that doesn't work.
| You sell | Sign of fit on their site |
|---|---|
| Online booking | “Call us to book”, no booking button, opening hours only |
| Web design | Site not usable on a phone, copyright year several years old |
| Review management | Few recent reviews despite many years in business |
| Ordering or delivery | Menu or price list only as a PDF or photo |
Examples; the point is a sign the owner could check for themselves.
Write to the right address#
The general address on the business's website (info@, hello@) is usually the best place to start. Addresses with a person's name in them may fall under different legal rules.
Using the data#
Storing and reusing map data is governed by the platform's terms. Google's Places API policies let you keep the place ID indefinitely but restrict pre-fetching, caching and storing other content beyond the allowed exceptions. Keep only what you need to make contact, and only for as long as you need it.
Checklist for one area#
- One business type and one neighbourhood per search
- Each business's website opened and one sign of fit noted with its source
- Contact address taken from the business's own website
- Sole traders and named personal addresses flagged for a legal check
- Only the fields you need kept, with a date to delete them
FAQ
Is it legal to use Google Maps to find leads?
Searching Google Maps to find businesses is normal research. Copying and storing the data in bulk is governed by Google's terms, and contacting the businesses is governed by the marketing law of their country.
How do I find the email address of a business on Google Maps?
Open the business's website from its listing and use the general contact address published there, such as info@ or hello@.
How many leads can I get from one Google Maps search?
A single search returns a limited list, so split a city into neighbourhoods and run one search per area.
Sources
- Policies and attributions for Places API · Google for Developers
- Google Maps Platform Terms of Service · Google
- Business-to-business marketing · Information Commissioner's Office (ICO)