The default behavior of the Debug build configuration is to only build the active architecture (Build Active Architecture Only build setting is YES). This is not the case for the Release build configuration, which will build all architectures supported by your Valid Architectures build setting. What this means is that you're likely not targeting an armv7s device during your Debug builds (iPhone 5, latest iPad, etc), so you're not attempting to build that architecture until you do an archive which uses the Release build configuration by default.
The error indicates that your project is configured to create a binary that has armv7s instructions for when it runs on devices of that type, but the GoogleMaps.framework binary you're trying to link against was not built with an armv7s slice. To fix this, you either have to update to the latest version of the GoogleMaps.framework and hope they built it with armv7s enabled, or remove armv7s from your Valid Architectures build setting (obviously the former is preferable).