TL;DR
The Google Maps Geocoding API converts addresses into coordinates and vice versa via HTTP requests. It offers 10,000 free requests monthly, costs $5.00 per 1,000 after that, and handles 3,000 queries per minute. This post covers forward and reverse geocoding, March 2025 pricing changes, alternatives like Mapbox and HERE, and practical code examples.
I spent last weekend down a rabbit hole that started with a simple question: how does "1600 Amphitheatre Parkway, Mountain View, CA" turn into a pair of numbers like 37.422, -122.084?
And six hours later — because these things always escalate — I'd mapped out the entire Google Maps Geocoding API, its pricing model (which got a major overhaul in March 2025), and every alternative I could find. Here's what I learned.
google maps geocoding api
The Google Maps Geocoding API converts human-readable addresses into geographic coordinates — latitude and longitude — via a simple HTTP GET request. You pass an address string and an API key, and the service returns a JSON payload with coordinates, address components, and a placement precision level like ROOFTOP or APPROXIMATE Source. Each result also includes a Place ID — learn about CID numbers in Google Maps and how they connect to geocoded data. The v4 endpoint now supports OAuth 2.0 and field masks for leaner responses. It handles 3,000 queries per minute across both client and server calls Source.
reverse geocoding in google maps
Reverse geocoding does the opposite: feed it coordinates, get back a human-readable address. Send latlng=40.714224,-73.961452 to the endpoint, and it returns everything from the street address ("277 Bedford Avenue") up through neighborhood, city, county, and country Source. The response arrays results from most to least precise. I love that you can filter by result_type=street_address to cut the noise — especially useful when you're building a delivery app and don't care about the state-level result. The Place ID tied to each geocoded address is also explained in our Google Maps Place ID guide.
| Feature | Forward Geocoding | Reverse Geocoding |
|---|---|---|
| Input | Address string (e.g., "1600 Amphitheatre Pkwy") | Lat/lng coordinates (e.g., 37.422, -122.084) |
| Output | Coordinates, Place ID, Plus Code | Formatted address, address components |
| Typical use | Map markers, route optimization | Geotagging, delivery confirmation |
| Rate limit | 3,000 QPM combined | 3,000 QPM combined |
| Free tier | 10,000 requests/month | 10,000 requests/month |
geocode api free
Here's where it gets interesting. Google offers 10,000 free geocoding requests per month as of the March 2025 pricing changes Source. That replaced the old $200 monthly credit model. For context: if you're geocoding 2,000,000 addresses per month, the March 2025 changes dropped your bill from $7,900 to $5,050. Not nothing — but a meaningful improvement. For most indie developers and small agencies, those 10,000 free requests are genuinely enough to prototype and even run a modest production service.
geocoding api google pricing
Past the free tier, pricing scales by volume. The first 100,000 requests beyond the free cap cost $5.00 per 1,000. Then it drops: $4.00 per 1,000 from 100K–500K, $3.00 from 500K–1M, and $1.50 from 1M–5M Source. Before March 2025, volume discounts only kicked in at 100K+ and the upper tiers didn't exist. The new model is simpler and cheaper at scale. Subscription plans (Starter at $100/month for 50K combined calls, Essentials at $275 for 100K) are also available Source.
google geocoding api pricing
If you're comparing Google to alternatives, the gap is real. Mapbox offers 100,000 free geocoding requests per month at $0.75 per 1,000 after that Source. HERE provides 250,000 free transactions monthly with no display restrictions — a strong pick for backend-only processing Source. And if you're US-only, the US Census Geocoder is completely free with no API key required. The tradeoff? Google's accuracy — especially for ambiguous addresses and developing countries — remains the gold standard. For a lead generation agency processing addresses daily, that accuracy delta pays for itself in fewer failed deliveries. To see how geocoding fits into the bigger picture of data extraction, check our Google Maps data extraction tutorial.
FAQ
What is the Google Maps Geocoding API? It's a REST API that converts addresses into geographic coordinates (forward geocoding) and coordinates into addresses (reverse geocoding). It returns JSON with address components, placement precision, and Place IDs.
Is the Geocoding API free? Not entirely — but you get 10,000 free requests per month under the March 2025 pricing model. After that, rates start at $5.00 per 1,000 requests.
What's the difference between geocoding and reverse geocoding? Forward geocoding turns "1600 Amphitheatre Pkwy" into lat/lng. Reverse geocoding turns 37.422, -122.084 back into "1600 Amphitheatre Pkwy." Complements of each other.
How fast is the Geocoding API? Response times average 50–100ms for most queries. The rate limit is 3,000 queries per minute across client-side and server-side combined.
Can I cache geocoding results? Google's terms restrict long-term storage of geocoded coordinates. If caching is critical, OpenCage explicitly allows it, or you can self-host Nominatim.
What's new in v4? The v4 API adds destination search with AI-powered summaries, OAuth 2.0 authentication, field masks for leaner responses, and navigation point tokens for precise routing.
Does Google offer alternatives to the Geocoding API? Yes — the Places API handles autocomplete and place details, while the Address Validation API checks deliverability. The Geocoding API is best for batch processing known addresses.
How does your lead generation workflow benefit from geocoding? Converting business addresses to coordinates powers route optimization for field teams, proximity-based filtering, and map visualization of prospect clusters — all of which LeadsAgent handles without you writing a single API call.
Look, I'm not saying you need to become a geocoding expert overnight. But if you're regularly working with business addresses — building prospect lists, dispatching field teams, or analyzing market density — understanding how this API works saves you hours of debugging later. I spent a Saturday learning this so you don't have to. The API is straightforward: one HTTP call, one JSON response, one pair of coordinates that unlocks everything else.
And if you'd rather skip the API key setup, rate limit monitoring, and response parsing altogether? That's exactly what LeadsAgent is built for. Describe the kind of businesses you need, and the agent extracts their names, addresses, phone numbers, emails, and ratings — geocoded and ready in a spreadsheet — while you focus on actually closing deals instead of staring at JSON responses.