Google Business Profile: A Setup Guide for Service Businesses

When someone searches for a service near them, Google often shows a map with a few businesses before any websites. Those listings come from Google Business Profiles. For many local businesses, the profile drives more calls and direction requests than the website itself.

It is free, and most businesses either never claim theirs or fill it out halfway. That is an opportunity.

Step 1: Claim or create your profile

Search for your business name on Google Maps. If a listing already exists, claim it. If not, create one through Google Business Profile.

Google will ask you to verify that you own the business. Methods vary and can include a phone call, email, a video showing your business, or a postcard. Follow the instructions exactly, since verification issues are the most common delay.

Step 2: Choose your categories carefully

Your primary category is one of the most important settings on the whole profile. Pick the most specific category that describes your main business, like “Roofing contractor” instead of “Contractor.” Then add a few secondary categories for other things you do.

Step 3: Service-area businesses: hide your address

If customers do not come to your location, such as plumbers, cleaners, contractors, or mobile services, you can hide your street address and list the cities or areas you serve instead. This is allowed and expected for service-area businesses. Do not use a fake address or a mailbox store to appear local somewhere you are not, which breaks Google’s guidelines and can get your profile suspended.

Step 4: Fill out everything

• Business name: your real business name, with no extra keywords stuffed in
• Phone number: a local number you actually answer
• Website: link to your homepage or most relevant page
• Hours: accurate, including holiday hours when they change
• Services: list each one with a short description
• Description: a plain, honest summary of what you do and who you serve
• Attributes: things like “veteran-owned” or “online appointments,” if they apply

Step 5: Add real photos

Profiles with photos tend to get more attention. Add your logo, a cover photo, photos of your work, your team, your vehicles, and your location if customers visit. Keep adding new photos over time. Real photos beat stock images, as we explain in our article on website trends that matter.

Step 6: Build a steady stream of reviews

Reviews influence both your ranking and whether people call. Ask every happy customer, right after the job. Google gives you a short link to share. Text or email it with a personal note.

Reply to every review. Thank people for positive ones. For negative ones, stay calm, keep it short, and offer to make it right offline. Future customers read your replies as much as the reviews.

Step 7: Keep it active

• Post updates, offers, or recent projects occasionally
• Answer questions people ask on your profile
• Update hours and services when they change
• Check the performance report to see calls, website clicks, and direction requests

Connect it to your website

Your profile and website should back each other up. Make sure your business name, phone, and service area match exactly on both. Your website should have a page for each main service listed on your profile. Our article on how customers find local businesses explains how the pieces fit together.

Tip: add a tracking tag to the website link on your profile, like ?utm_source=gbp&utm_medium=organic at the end of the address. Then your website analytics can show exactly how many visits and inquiries came from the profile. Every Web.Dznr site recognizes this tag and labels those leads as coming from Google Business Profile.

Do not forget the others

Apple Maps (through Apple Business Connect) and Bing Places work much like Google’s profile and are free. Bing Places is worth extra attention because Bing’s data feeds tools like Copilot and has been used by ChatGPT’s search. See will ChatGPT recommend my business?

Common questions