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Google Plans Coupons

Jonathan Berr

Google(GOOG) today will unveil a free service that will let local businesses offer coupons through Google Maps, media reports say.

The move underscores Google's plans to expand its offerings to smaller companies that may not even have Web sites. The No. 1 search engine will offer the coupons in partnership with Valpak Direct Marketing Systems, a unit of Cox Enterprises, according to The Wall Street Journal. A Google rep couldn't immediately be reached for comment.

Local advertisers, which have long relied on traditional media such as newspapers, are becoming increasingly important to Mountain View, Calif.-based Google and its competitors. Demand for search, though still strong, is showing signs of slowing, which means the engines are looking for new markets to conquer.

Many local businesses, which have been slower to adapt to the Web than national companies, are increasingly advertising online. Borrell Associates estimates that local companies will spend $1 billion on search this year, more than double from last year. Newspaper publishers also are eager for these companies to advertise on their Web sites.

Shares of Google rose $3.57 to $373.