Aspects of the technology described herein optimally locate business labels within the footprint of a building shown on a digital map. An optimal arrangement comprises business labels displayed entirely within the building footprint without the business labels overlapping each other. The technology initially generates label arrangements and calculates a cost for the arrangements. A cost of zero means the arrangement is optimal. For non-zero costs, a lower cost means the arrangement is close to an optimal arrangement. The technology can continue to generate arrangements for analysis until an acceptable arrangement is found.