Google Maps data: listings, reviews and websites of local businesses
Google Maps lists the shops and tradespeople of an area with their phone number, declared website, rating and review count. Reachable's Google Maps connector turns a "trade + area" search into list rows, one per business, each with its source and date, then matches it to a French SIREN number with a visible confidence score.
By Alexandre Rastello · Published on
In this series: Connectors
Sources: Google Maps, via DataForSEO Google Maps SERP API (standard queue), search "plombier alpes-maritimes" of 12 November 2026, Reachable, Google Maps scraper: study of plumbers in the Alpes-Maritimes (12 November 2026) · Updated on
What is the Google Maps connector?
The Google Maps connector is a row source: a "trade + area" search returns one row per business found on Google Maps, with its public details. Use it to build a list of local shops or tradespeople, including those that business registers describe poorly (a trading name that differs from the legal name, an actual trade that differs from the NAF code).
| Data publisher | Google (listings published by the businesses themselves) |
| Access | DataForSEO Google Maps SERP API, standard queue |
| Coverage | Any business with a Google Maps listing, in France and elsewhere; a few hundred listings per query at most, as Google decides |
| Search size | 100 listings by default, 700 at most |
| Deduplication | By Google listing ID (place_id) |
| Freshness | The listing as Google shows it when the list runs; each row carries its collection date |
| Price per run | Shown on pricing and on the connectors hub, read from the current price grid |
What Google Maps data do you get?
Each row carries the listing's public fields, with its source (Google Maps) and collection date.
| Field | Content |
|---|---|
| Name | Name shown on the listing, often the trading name |
| Category | Main category chosen by the business (Plumber, Bakery…) |
| Address, postcode, town | Missing when the business declares a service area instead of an address |
| GPS coordinates | Position of the listing |
| Phone | Number shown on the listing |
| Website and domain | Link declared on the listing; a social network or a directory does not count as its own website |
| Rating and review count | Average rating out of 5 and number of reviews; not the review text |
| Listing ID | Google place_id, used for deduplication and for tracking from one run to the next |
Real sample: six listings from the search "plombier alpes-maritimes" (plumber, Alpes-Maritimes), in Google's order, as Google Maps showed them on 12 November 2026 (source: Google Maps, via DataForSEO). "Service area" means the listing has no public address.
| Name | Town | Phone | Declared website | Rating | Reviews |
|---|---|---|---|---|---|
| ARP Plomberie Climatisation | Service area | +33 7 87 24 67 86 | none | 5 | 11 |
| AMG PLOMBERIE | Service area | +33 6 15 09 85 76 | amg-plomberie.com | 5 | 132 |
| MANTA PLOMBERIE | Service area | +33 6 60 99 80 78 | none | 4.9 | 12 |
| Altare Plomberie | Saint-Laurent-du-Var | +33 6 18 98 30 79 | altareplomberie.fr | 5 | 131 |
| Aqualys - Plomberie, Chauffage, Dépannage, Urgence, Recherche de fuite 24H/24 | Beausoleil | +33 6 85 00 67 15 | none | 4.9 | 90 |
| Plombier - SOS Plombier Dépannage | Nice | +33 6 95 17 60 23 | sosplombierdepannage.fr | 4.9 | 168 |
What does a real sample show: plumbers in the Alpes-Maritimes?
Of the 219 listings Google Maps returns for "plombier alpes-maritimes", 44% have no website of their own and ratings are almost all excellent. Results of the search run on 12 November 2026 with a depth of 500 listings (Google offers no more):
- 97 of 219 listings (44%) have no website of their own, including 8 that only link to a social network or a directory;
- 216 of 219 listings show a phone number;
- 131 listings have no public address (service area): 56% of them have no website, against 26% of listings with an address.
| Google rating | Listings | Share of rated listings |
|---|---|---|
| 5 | 110 | 57% |
| 4.5 to 4.9 | 59 | 30% |
| 4 to 4.4 | 17 | 9% |
| Below 4 | 8 | 4% |
| Rated listings | 194 | 100% |
| No rating | 25 |
The average rating is 4.8 out of 5. Review counts separate businesses better than ratings: half of the rated listings have 20 reviews or fewer, 57 have fewer than 10 and 36 have 100 or more.
Method: a single DataForSEO task (Google Maps, standard queue, French language), reused as is for this page with no new call. An own website is a link that points neither to a social network nor to a directory. Shares are rounded to the nearest unit.
Which prospecting signals does Google Maps give?
Google Maps shows how a business presents itself to customers: that is where a web agency, a review tool or a vertical software vendor reads its prospects' needs.
- No website of its own: the business only has a listing, a social profile or a directory page. A direct target for a web agency.
- High rating, few reviews: customers are happy but few people see it. A review-collection tool has a case.
- Falling rating: read at each run, a rating going down points to a service or reputation problem.
- New listing: a Google Maps list rerun every week or every month adds, at each run, the listings that were not there before, such as an opening or a new tradesperson in the area.
These signals live in a list's filter: at each run, the newly qualified listings arrive by export or by webhook at the end of the run.
Which connectors should you combine with Google Maps?
Google Maps shows how a business presents itself; French registers say who it is and whether it is healthy. Three recipes:
- Google Maps + SIRENE: the listings of a trade in your town, matched to their SIREN, with creation date and headcount band, to keep only young companies or a given size.
- Google Maps + BODACC: the businesses of an area, with their insolvency proceedings and business sales, to rule out a company in difficulty or spot a new owner about to redo everything.
- Google Maps + website: the listings that declare a website, then the Website column on that domain, to get the emails and phone numbers the company publishes itself, its CMS and the state of its HTTPS certificate.
Every connector and its price per run are on the connectors hub.
How do you use it from an AI agent (MCP)?
Your agent (Claude, ChatGPT, Cursor) creates and reads a Google Maps list in plain language through Reachable's MCP server. Example request:
Create a list of plumbers in the Alpes-Maritimes from Google Maps, keep those without their own website and with a rating of at least 4.5, and rerun it every month.
The agent returns a table: name, town or service area, phone, declared website, rating, review count, each row with its source and date. It can add a SIRENE or BODACC column, which only runs on rows matched to a SIREN above the list's threshold.
What are the limits of Google Maps?
Google Maps shows what the business declares; Reachable neither checks nor completes it.
- Cap per query: Google only returns a few hundred listings per search. Split a large area by town.
- Self-declared: name, category and website are entered by the business. A recently closed business may still appear.
- Service area: many tradespeople show no address; the row then has no street or postcode, which makes SIREN matching harder.
- No SIREN on the listing: each row is matched to a SIREN with a visible method and confidence, never shown as certain. Below your list's threshold (0.95 by default), columns that need a SIREN do not run and cost nothing. The method is described on the methodology page.
- Reviews: only the rating and review count are returned, not the text.
- Order: listings come in Google's order, which can change from one run to the next.