Google Maps Business Intelligence MCP

The only Google Maps tool that scores lead quality.

Every business listing comes with a Lead Quality Score (0–100) and an outreach hint — so sales agents and AI workflows instantly know which businesses need your services and exactly what to pitch.

This is the third in a portfolio of intelligence-first Apify MCP tools, alongside Amazon Intel MCP and Shopify Intel MCP.

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⚠️ Requirements: Google Places API Key

This actor uses the Google Places API for reliable, structured data — no scraping, no bot detection issues.

You need a free Google API key to use this actor.

Setup (2 minutes):

1. Go to console.cloud.google.com
2. Create a project → search "Places API" → Enable it
3. Go to APIs & Services → Credentials → Create API Key
4. Pass the key in the Actor input as googleApiKey

Cost: Google gives you $200/month free credit (~28,000 Text Search calls). For most workflows this is effectively free.

Pass your key in the Actor input:

{
  "tool": "find_leads",
  "params": { "industry": "plumber", "location": "Austin TX" },
  "googleApiKey": "AIzaSy..."
}

Or set it as an environment variable GOOGLE_PLACES_API_KEY in the Actor's secret env vars.

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Example output

{
  "name": "Metro Plumbing Co.",
  "address": "412 Oak St, Austin TX",
  "phone": null,
  "website": null,
  "rating": 3.2,
  "review_count": 7,
  "category": "Plumber",
  "hours_status": "Open now",
  "lead_quality_score": {
    "total": 79,
    "label": "hot",
    "breakdown": {
      "digital_presence_gap": 55,
      "review_health": 90,
      "business_maturity": 65,
      "category_premium": 85,
      "contact_accessibility": 80
    }
  },
  "outreach_hint": "No website — offer web design and Google Business Profile setup"
}

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The Lead Quality Score

A composite 0–100 metric across five signals — each weighted by how much it predicts agency revenue opportunity:

Component	Weight	What it measures
Digital Presence Gap	30%	No website, no phone, missing hours, unclaimed listing
Review Health	25%	Few reviews + low rating = hungry for customers
Business Maturity	20%	New/early-stage businesses need everything
Category Premium	15%	HVAC/plumbing/medical pay more than retail/restaurants
Contact Accessibility	10%	Hard-to-reach = high need but lower conversion

Score bands:

• 🔥 60–100 hot — prioritise immediately
• 🟡 40–59 warm — good prospect
• 🟠 20–39 lukewarm — worth a look
• 🔵 0–19 cold — skip

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Tools

search_businesses — $0.05/call

Broad search with lead scoring. Best for initial prospecting.

{
  "query": "HVAC",
  "location": "Austin TX",
  "max_results": 20
}

Returns every listing with lead_quality_score, sorted hottest first. Includes search_summary with counts of hot/warm/lukewarm/cold leads and average score.

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get_business_details — $0.08/call

Deep-scrape a single business. Returns everything: phone, website, hours, photos count, recent reviews (up to 5), booking URL, attributes, and a score calculated from the full signal set.

{
  "business_url": "https://www.google.com/maps/place/...",
  "name_and_address": "Metro Plumbing Co, 412 Oak St Austin TX"
}

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find_leads — $0.10/call ⭐ The killer tool

Purpose-built for sales agents. Searches, filters, groups, and adds outreach hints.

{
  "industry": "plumber",
  "location": "Chicago IL",
  "lead_quality_min": 65,
  "max_results": 30
}

Returns:

{
  "hot_leads": [
    {
      "name": "...",
      "lead_quality_score": { "total": 78, "label": "hot", ... },
      "outreach_hint": "No website — offer web design and Google Business Profile setup"
    }
  ],
  "warm_leads": [...],
  "total_searched": 40,
  "total_qualified": 12
}

Outreach hints are automatically generated from the signals that drove the score:

• "No website — offer web design and Google Business Profile setup"
• "Low rating (3.1/5) — offer reputation management and review strategy"
• "New business with no reviews — offer full digital launch package"
• "No contact info listed — offer business presence setup"
• "Early-stage business with few reviews — offer local SEO and growth package"

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analyze_area — $0.08/call

Market intelligence overview for an area or industry.

{
  "location": "Brooklyn NY",
  "industry": "restaurant"
}

Returns:

• total_businesses_found, avg_lead_quality_score
• opportunity_index — composite area score (higher = more underserved market)
• category_breakdown — top categories by count and average score
• digital_gap_analysis — % with no website, % with no phone, % low rating, % few reviews
• top_10_leads — the hottest prospects in the area

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Pricing

Tool	Price	Best for
search_businesses	$0.05/call	Initial prospecting, list building
get_business_details	$0.08/call	Deep research on a single business
find_leads	$0.10/call	Sales outreach, CRM enrichment
analyze_area	$0.08/call	Market reports, territory planning

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Use cases

Sales agents & SDRs — Run find_leads for a territory + industry. Get a sorted, hinted list ready to dial. No manual research needed.

Marketing agencies — Use analyze_area to generate market reports showing clients how underserved their area is. Close more deals with data.

Local SEO tools — Enrich your database with Lead Quality Scores. Surface which clients are falling behind competitors.

CRM enrichment — Pipe results into Salesforce, HubSpot, or Clay. Score existing leads against the 0–100 scale.

AI lead gen workflows — Connect via MCP to Claude, Cursor, or any MCP client. Ask "find me hot HVAC leads in Denver" and get a scored list in seconds.

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Connecting as an MCP server

This actor runs in Apify Standby mode as a persistent MCP server.

Endpoint: POST {actor_standby_url}/mcp

Claude Desktop config (~/.claude/claude_desktop_config.json):

{
  "mcpServers": {
    "gmaps-intel": {
      "url": "https://{your-actor-standby-url}/mcp"
    }
  }
}

Cursor / Windsurf config:

{
  "mcp": {
    "servers": {
      "gmaps-intel": {
        "url": "https://{your-actor-standby-url}/mcp",
        "transport": "http"
      }
    }
  }
}

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Proxy

Residential proxies are strongly recommended for Google Maps — datacenter IPs are frequently blocked. The actor is pre-configured to use Apify Residential proxies when available.

Configure in the Actor input:

{
  "proxyConfiguration": {
    "useApifyProxy": true,
    "apifyProxyGroups": ["RESIDENTIAL"]
  }
}

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Single-run mode

Run one tool via the Apify UI or API without an MCP client:

Input:

{
  "tool": "find_leads",
  "params": {
    "industry": "dentist",
    "location": "Miami FL",
    "lead_quality_min": 60
  }
}

Results are pushed to the Actor dataset.

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Tech stack

• TypeScript, Node.js 22
• Apify SDK v3 (pay-per-event billing, proxy management)
• Playwright (Chromium) for Google Maps scraping
• MCP Streamable HTTP transport (@modelcontextprotocol/sdk)
• Express HTTP server