Before a business spends money with Google, one of the first things it should do is make sure it has a clear process for managing one of the best free marketing tools available to small businesses: Google Business Profile.
When a potential customer needs a product or service, one of the first places they usually go is Google. They type in something like “plumber near me,” “tires near me,” “best coffee shop,” or “roofing company in Idaho Falls,” and then they start looking through the results.
At the top, they may see paid ads. But very often, right below those ads, they will see a map section showing local businesses in their area. This is commonly called the local map pack or local places section. The businesses displayed there are connected to Google Business Profiles.
That means your Google Business Profile is not just a simple online listing. It can be one of the most important ways new customers discover your business.
The challenge is that many businesses either ignore their profile or set it up once and forget about it. We see this often when working with clients. If a business does not use Google Workspace or does not run its company email through Google, the profile can easily get overlooked. But setting up and managing a Google Business Profile does not require a complicated system. In many cases, it simply requires a standard Gmail account and a little ongoing attention.
Once the profile is created or claimed, the first priority is making sure the basic information is accurate. Your business name, address, phone number, website, hours, and contact information should all be correct and consistent. This matters because customers rely on that information when deciding whether to call, visit, or request more information.
Beyond the basics, businesses should also pay close attention to their categories, services, products, and service areas. These sections help Google better understand what your business does and when it may be relevant to show your profile in search results.
We recently encountered a business that had only selected a very limited number of service terms in its profile. As a result, when a key search phrase related to that business was searched, the company was not even showing up. That is a missed opportunity, especially when the fix may be as simple as updating the profile with more accurate and complete information.
Another important part of managing your Google Business Profile is staying active. Businesses should consistently add photos, post updates, highlight services, and keep information current. This shows potential customers that the business is active, engaged, and paying attention.
Reviews are another major piece. Positive reviews help build trust, but responding to reviews is just as important. Businesses should respond to both positive and negative reviews in a timely and professional way. A thoughtful response shows future customers that you care about the experience people have with your business.
Google Ads and Local Services Ads can absolutely be valuable. But before spending money to drive traffic from Google, make sure your free foundation is strong. A well-managed Google Business Profile can help your business get discovered, build trust, and turn local searches into real customers.
