A small enhancement to Google Maps for Mobile could be a big boon for marketers. The company's new application allows Google to locate users even if their phones aren't equipped with GPS.

Using cell towers to triangulate a user's position, Google will now be able to serve local ads based on search queries without the user having to type in their location. Known as My Location, the application has already begun beta testing.

Steve Lee, product manager for Google Maps for Mobile told CNET that he sees My Location as great tool for advertisers.

"Clearly we think location technology will make advertising more relevant to users and advertisers in the future," Lee said. "So, it's something we're looking at."