GMB allows businesses to create a free listing on Google Search and Maps to provide customer details like location, phone number, website, and reviews. Having a GMB listing helps businesses stand out in local search results and helps customers find the business online or offline. While listings guarantee brand name searches, prominence in searches for a business type depends on local competition and factors like reviews. Integrating a GMB listing with an AdWords campaign allows location-based targeting, automated bid adjustments, and increased chances of appearing on Google Maps, helping ads be favored by Google's algorithm through increased accuracy.