Google Business Profile (formerly Google My Business) is your free business listing on Google. It's what appears when someone searches for your business name or for local trades like "plumber near me." Getting this right is the single most important thing you can do for local marketing — and it costs nothing.
You know those three businesses that show up on the map when you search for local services? That's called the "Map Pack" or "Local Pack." Those businesses get more clicks than anything else on the page — including the paid ads above them.
Getting into that top three can transform your business. I've spoken to tradespeople who get 10-20 enquiries per week just from their Google listing.
Why Google Business Profile Matters
Let's look at some numbers:
- 76% of people who search for local services visit a business within 24 hours
- 28% of local searches result in a purchase
- The top 3 Google Map results get 44% of all clicks
- Businesses with complete profiles are 2.7x more likely to be considered reputable
Translation: if you're not showing up in local Google searches, you're invisible to most of your potential customers.
Creating Your Profile: Step by Step
Step 1: Go to Google Business Profile
Head to business.google.com and sign in with your Google account. If you don't have one, create a personal Gmail account first.
Step 2: Enter Your Business Name
Click "Add your business to Google" and type your business name exactly as you want it to appear.
Important: Use your actual business name, not keyword-stuffed versions. "Dave's Plumbing" is fine. "Dave's Plumbing Emergency Plumber 24/7 Boiler Repair London" will get your listing suspended.
Step 3: Choose Your Business Type
Most tradespeople should choose "Service-area business" — this means you travel to customers rather than having them come to you. You can choose to hide your address (recommended if you work from home).
Choosing the Right Categories
Categories tell Google what searches you should appear for.
Primary Category
Choose the category that best describes your main trade: Plumber, Electrician, General Contractor, Heating Contractor, Roofer, Painter, Carpenter, etc.
Secondary Categories
Add secondary categories for other services you offer. A plumber might add: Heating Contractor, Boiler Repair Service, Water Heater Installation Service, Drain Cleaning Service.
Setting Your Service Area
For service-area businesses, this tells Google where to show your listing.
Be Specific: Add specific towns, cities, and postcodes you cover. "Greater London" is too vague. Instead, list the actual areas: Croydon, Bromley, Lewisham, Southwark.
Be Realistic: Only add areas you actually work in. You can add up to 20 service areas.
Verification: Proving You're Legit
Google sends a postcard to your business address with a 5-digit verification code. This usually takes 5-14 days. Once it arrives, log back into your Google Business Profile and enter the code.
Don't rush this step. Until you're verified, your listing won't appear in search results.
Optimising Your Profile to Rank Higher
Once verified, it's time to optimise. A complete, active profile ranks better than a basic one.
Complete Every Section
- Business description: 750 characters about what you do and where. Include your main services and areas naturally.
- Business hours: Even if you're flexible, set approximate hours
- Phone number: A local number looks better than a mobile
- Website: If you have one (see: Does a Tradesman Need a Website?)
- Services: List specific services with descriptions and prices where possible
Photos That Get You Hired
Businesses with photos get 42% more requests for directions and 35% more website clicks.
- Logo: Your business logo as the profile picture
- Cover photo: Your van, a completed job, or you at work
- Work photos: Before and after shots of real jobs
- Team photos: If you have employees, show them
Use good lighting — phone photos are fine if they're clear. Avoid stock photos.
Getting More Google Reviews
Reviews are the biggest ranking factor after your basic profile. More reviews (especially 5-star ones) = higher ranking.
How to Ask for Reviews
In person: After finishing a job well, simply ask: "If you're happy with the work, a Google review would really help me out. I can text you the link."
By text/WhatsApp: Send your review link with a short message.
Responding to Reviews
Reply to every review — positive and negative. Keep positive responses short. For negative reviews, stay professional and offer to resolve it offline.
Using Google Posts
Google Posts are like mini social media updates that appear on your listing. Post recent completed projects, special offers, or useful tips. Posts expire after 7 days, so aim to post weekly if you can.
Frequently Asked Questions
Is Google Business Profile free?
Yes, completely free. Creating and managing your profile costs nothing. It's one of the most valuable free marketing tools available.
How long does it take to show up in search results?
After verification, your profile typically starts appearing in search results within 2-4 weeks. Ranking in the top 3 results usually takes 3-6 months of consistent optimisation and reviews.
Do I need a business address to set up a profile?
You need an address for verification, but you can hide it from public view. This is ideal for tradespeople working from home.
How do I get more Google reviews?
Ask happy customers directly — this is the most effective method. Send a text or email with a direct link to your review page after completing good work.