Waze will no longer serve Ads starting September 1, 2023.

We will wind down the current Waze Ads product and advertisers will have the opportunity to keep existing campaigns running through August 31, 2023.

We are already working to transition Waze Ads to Google Ads technology and look forward to helping advance your business objectives through our new Waze Ads product soon.

During this transition, we have an alternative solution you may already be familiar with: Performance Max for Store Goals (PMax). This Google campaign uses AI to maximize your in-store visits and sales by bringing geo formats across Search, Display, GMail, Google Maps, and YouTube into a single product. For questions on PMax, you can contact your existing Google channel of support or reach out to Google Support home page. You can also check out our Waze Support Hub if you have any Waze Ads questions.

Case study

“Put It On Waze” campaign helped Volkswagen reach Brazilian drivers

Volkswagen is one of the most recognizable automobile brands in the world. Eager to engage drivers in Brazil, Volkswagen and Waze created the “Put it on Waze” campaign. This innovative campaign marked the first time in Waze’s history that a brand advertised in Waze’s search field.

Catching up with Brazil’s drivers

Brazil has a vibrant community of Waze users, with over 11 million drivers actively using the app to get where they need to go. Volkswagen wanted to connect with these drivers and encourage them to search not just for addresses, but for a special offer.

Working with Waze, connecting with drivers

Volkswagen turned to Waze to increase “2share” offer awareness and generate “drive to store” navigations to dealerships. Waze first helped promote navigations through a reservation campaign. 

The power of the search bar

To connect with these drivers, Volkswagen launched its innovative “Put it on Waze” campaign, which marked the first time that a brand advertised in the Waze search field. This campaign enabled users to enter a code into the search bar, then surprised these users with an ad that led to the five closest Volkswagen dealerships.

An immediate impact

In the first 15 days of the campaign, “Put it on Waze” reached 4.5M users, with 82% brand recall among Wazers reached. Users were twice as likely to browse during “Put it on Waze” than they were during the average Waze Ads campaign. Thanks to the power of the Waze search bar, Volkswagen found a whole new way to reach Brazil’s drivers.

Get started

The Goal

Reach Brazil’s 11 million Waze users in an engaging way.

The Approach

Launch the “Put it on Waze” campaign, which for the first time ever enabled Waze users to enter a special offer into the Waze search bar.

The Results

Reached 4.5M users with an 82% brand recall — and found that the users reached were twice as likely to browse Waze.


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