Google Maps carries approximately 11 million illegitimate local listings, with hundreds of thousands more getting created each month, the Wall Street Journal reported last week. These fake listings push real businesses further down the local search results, impacting their ability to reach customers and make unsuspecting users easy targets for scammers.

Google says it is aware of the problem and that it has plans to do more to combat spammers and scammers taking advantage of local listings. It’s not in the company’s interest to jeopardize user trust, yet as many marketers point out, it stands to profit as local businesses turn to paid ads to regain search visibility.