Local Pack ROI Calculator
Pick an industry, adjust the sliders to match the business, then see what getting into the top 3 of the Google map pack could be worth each month. Everything below is a projection built on stated assumptions, not a promise.
The business today
Pick an industry to load starting points, then adjust to the actual business.
How often the profile shows up when someone searches the service, not keyword volume. The all-industry average is 852 a month, per BrightLocal.
Third is the conservative default. It is the last seat in the pack.
Side by side
Per month, at today's position versus the target seat.
| What happens | Now | Target | Change |
|---|
Click share by position
Share of all clicks on the results page. The top three are published figures. Everything below them is modeled.
The three map pack seats are nearly level, then the floor drops out. Published data puts positions 1, 2 and 3 within a couple of points of each other, so the win is getting into the pack at all rather than fighting for the top seat. Position 4 is not a step down, it is a gate: the first three sit on the results page, the fourth is behind a "more places" tap. Nobody measures click-through past the third seat, so those bars are a model.
How this is calculated. Monthly discovery searches are multiplied by the click share for the position, which gives total profile interactions. Interactions split into website visits and direction requests using the average Google Business Profile action mix reported by Searchlab for 2026 (20 website clicks, 16 direction requests and 10 calls a month on an average profile). Calls come from your own call share slider. Revenue is calls, times the share that become customers, times average customer value.
About these starting points. Call-rate figures are drawn from BrightLocal's Google My Business Insights Study, which analysed 45,000 business listings; that data was collected in 2017 to 2018 and is the most recent large-sample study available. Search volumes, close rates and customer values are reasonable industry estimates, not measured data: no published research establishes these figures by industry. All values are editable starting points for your own numbers, not claims about your business.
About these numbers. Click-through figures for map pack positions 1 to 3 are drawn from First Page Sage's Google Click-Through Rates by Ranking Position report (updated May 2025) and BrightLocal's Local Services Ads Click Study. Both are third-party research; neither is published by Google. Figures for positions 4 and below are an illustrative model, not measured data: no credible published study measures click-through beyond the top three map results. They are modeled on a Local Finder tap-through assumption with geometric position decay, which is why the drop from position 3 to position 4 is so steep: the first three sit on the results page, the fourth is behind a "more places" tap. Actual results vary by industry, device, location and search term. This calculator is an estimate, not a forecast or a guarantee.
Position is not the only lever. BrightLocal's study found review rating and review count drove more clicks than rank did, with roughly 23% of all clicks motivated by reviews. In one of their tests a 4.5-star listing in position 3 out-clicked a 3.6-star listing in position 1. Searchlab's 2026 figures also put fully completed profiles at around 7x the clicks of incomplete ones, so a top three seat on a thin profile will underperform this model.