Google became the world\u2019s most profitable internet company on the back of search advertising. Now, it\u2019s turning another popular web service into a major cash machine. Google Maps is an indispensable part of life for more than 1 billion people, who use it to commute, explore new cities or find a hot new restaurant. The service has been mostly free, and free from ads, since it launched 14 years ago. Interviews with Google executives and customers show this is changing as the internet giant increases the ways advertisers can reach Maps users, while raising prices for some businesses that use the underlying technology. The app now regularly highlights sponsored locations, and shows extra paid listings when people look for nearby gas stations, coffee shops or other businesses. "There\u2019s a big opportunity for them to ramp up monetisation," said Andy Taylor, associate director of research at digital marketing agency Merkle. "They\u2019ve been slow-playing it." Also read | After Gita Gopinath raises data concerns, Pronab Sen says, India never charged with lack of transparency The search business is still immensely profitable and growing, but that can\u2019t last forever. More people are searching via Amazon.com. And on mobile devices, Google has already crammed the top of search results with ads, leaving less room for more commercial spots. In comparison, Maps feels like new territory primed for Google\u2019s ad systems to start pumping dollars from what is a giant, untapped data well. "Sometimes I say the most under-monetised asset that I cover is Google Maps," Brian Nowak, an analyst at Morgan Stanley, said while interviewing Google\u2019s business chief Philipp Schindler at a recent conference. "It\u2019s almost like a utility where it\u2019s kind of waiting for you to flip the switch on." Schindler\u2019s response showed that Google isn\u2019t waiting anymore. He sliced the opportunity in four areas. Basic directions are a \u2018utility\u2019 that can\u2019t be messed with much. Second are requests for things nearby; followed by broader, personalised recommendations; and finally searching neighbourhood business listings. "If you think about Maps monetisation from those four different angles \u2014 a little bit more caution obviously on the first one, not disrupting the utility aspect and all the other three \u2014 I think it\u2019s a really, really interesting playground going forward," Schindler said. There\u2019s also a chance this Maps initiative steers Google into regulatory roadblocks that are growing every day. Europe has pounded the company for violating competition law, and there are rising calls in the US for regulating Google\u2019s data collection, privacy standards and ads business. Milking more money from Maps \u2014 where millions of people share personal information daily \u2014 could invite even more scrutiny. Read | This year\u2019s festive season to be brighter for auto sales than the last; stumbling sales may revive Along with data gleaned from other Google services, the company knows where you live and work, the bars and restaurants you frequent, and what your interests are. Tap on the \u2018For you\u2019 tab on the bottom of the Map app\u2019s launch page and it might suggest a vegan bakery, while saying \u2018you seem interested in vegetarian\u2019. Indeed, Schindler stressed that Google would generate personalised Maps recommendations in \u2018privacy-sensitive, opt-in ways\u2019. The company is betting that adding more data about places and businesses to Maps will lead people to spend more time on the service. As users expect more from Maps, Google has extra space to introduce more ads. \u201cWe want to be able to highlight things that are around you and surface them nearby to you in a way that\u2019s not disrupting your experience,\u2019\u2019 said Rajas Moonka, director of product management for Google Maps. Because so much of what users are looking for in Google Maps is commercial in nature, ads can be a helpful addition to the experience, he said. The company has tested ads in Maps for years, and it owns Waze, a navigation app that runs ads and has been downloaded more than 100 million times. But Google has taken it slow. "We\u2019ve been pretty careful about not being very aggressive about how we present those to users because we don\u2019t want users to feel like we\u2019re overloading the experience," Moonka said. Moonka, a Google veteran, was tapped to run Maps advertising about two years ago. He sees the offering as a more effective alternative for small businesses that often use email marketing to find potential customers. \u201cIt\u2019s very un-targeted, and that\u2019s the most effective channel that most people have to convey information to you,\u201d he said. \u201cThere is an opportunity here to do this in a way that\u2019s really tailored to the user in the long run.\u201d Last summer, voice-based directions from the Maps app started mentioning well-known brand names from companies that are already big buyers of Google\u2019s search ads. Instead of \u2018turn right on Schindler Avenue\u2019, the app sometimes says \u2018turn right at the Starbucks\u2019. Or the Dunkin Donuts or the local paint shop. Google said these are not ads, adding that fast food chains, banks and other businesses are helpful landmarks to orient Maps users.