What’s New from Google: Query Groups, Maps Pin Clicks, and LSA Phone Leads

A quick rundown of fresh features worth checking in your SEO & Ads dashboards.

Search Console

SEO

Query Groups in Search Console Insights

Google added a new Insights card called Query Groups that clusters similar queries into topic-level groups using AI.

• Consolidates near-duplicate queries into intent-level groups (e.g., “CRO optimisation” variants).
• Tabs show Top, Trending Up, and Trending Down groups.
• For insight only; doesn’t directly affect ranking. Rollout is gradual and more visible on larger properties.

Why it matters: Easier intent-level analysis for content planning and clustering.

Google Ads

Local

New Click Types: “Maps Pin Clicks” & “Show Nearby Locations”

• Maps Pin Clicks: When users click your ad’s map pin (Maps/Local surfaces).
• Show Nearby Locations: Engagement that opens nearby views for your business.
• Gives clearer visibility into map-based engagement beyond site clicks and calls.

Tip: Segment by Click type in Campaigns to reveal local intent performance.

Local Services Ads

Leads

LSA Phone Call Leads in Google Ads

• Some accounts now show Phone Call Leads from LSAs within the main Ads UI.
• Appears as a conversion action auto-created by Google for counting LSA phone leads.
• Helps consolidate reporting instead of keeping LSA data siloed.

Why it matters: A cleaner, unified view of local service lead generation.

Bottom Line

Google is moving toward intent-driven analytics (Query Groups) and more granular local engagement signals (new click types, LSA phone leads). Review your dashboards and ensure these signals are tracked for better content and local strategy decisions.

Need a step-by-step on where to find these in your accounts? I can add a short checklist.