They already have. Have you noticed the number of ads shown on google maps?
No? I've never seen any ads on Google Maps, though this might be a local thing. I suspect this is different in the US where "consumer rights" gets you a fine for speaking such communist propaganda?
It shows little popup logos on the screen where the places are located, like a McDonald's logo a few street over as you are driving by in your commute. I had it show me a Toyota logo for a Toyota dealership yesterday. Like, why do I need to know there's a Toyota dealership there unless I'm specifically searching for it? Toyota probably paid them to show up a certain amount of times.
To illistrate this, I just typed "restaurants" in Google Maps in downtown Prague and the first result was an ad for KFC (it looked like a real result but it said "sponsored" on top). But I do have a US phone.
It's only a matter of time before Google doesn't give you directions for the shortest and most efficient route, but rather plans your route to send you past the stores that pay the most in advertising.
"You could get to your destination by going down smith street fastest, but Glover Street has McDonald's so we will send you down that road"
Enshittification truly is a shame, because my old school GPS actually does this already (Turn left past the McDonald's) and while I have no idea whether it's paid promotion or not on my device, I like that feature. If that feature is equally applied to any known business as a landmark (heck, even other services like police stations, fire stations, etc.) it would be appreciated by users.
Instead, and here we are beating this drum again, capitalism gets its grubby fingers in this pie too and uses it for further advertising, turning a good feature into a bad one.
That's a good point actually, if it's not paid-for, then assuming it's accurate it's actually a better way of describing to a driver what to do.
I remember a fair few years ago, when Google Maps was already a thing but smart phones were not, we were bewildered at how helpful this thing for printed Google Maps instructions was where it prints a little photograph of each turn you need to do, how it will look to you when you get there. This was the best feature ever, as it made it so easy for your second person checking the route to know when to actually take a turn or not.