Google Business Profile: The Free Tool That Delivers Real Customers

If you're a local business looking to attract more customers without relying on paid ads, Google Business Profile might be the best free tool you've never fully used. Whether you’re a landscaper in Austin, a mobile mechanic in Tampa, or a cleaning service in Vancouver, your GBP listing could be the reason someone chooses you, or skips right past you.

Google Business Profile (formerly known as Google My Business) is what powers the map results when someone searches for a service near them. It’s what shows your business name, location, reviews, phone number, and even photos at the very top of the page. And best of all, it doesn’t cost a thing.

Why Google Business Profile is So Important

When someone types “gutter repair near me” or “emergency electrician South Calgary,” they’re not looking to browse. They’re looking to call. And 7 out of 10 times, they’re clicking one of the top three listings in the map pack, right above the regular websites.

Those listings aren’t paid ads. They’re pulled directly from Google Business Profiles. That means if your profile is well-built and active, you can appear at the top of Google Maps for high-intent searches without spending a dollar.

What’s Actually Included in Your Profile

Once you’ve claimed your profile (you can do this with a Google account in just a few minutes), you’ll have access to a range of features that let you highlight your services, showcase your work, and earn trust fast.

• Business Name and Location: Where you are, and what you do.
• Primary and Secondary Categories: These help Google know what types of jobs you’re available for. For example, “Lawn Care Service,” “Tree Trimming,” or “Irrigation Equipment Supplier.”
• Services: You can list each service you offer with short descriptions and pricing (optional). This helps your listing match to a wider range of searches.
• Photos: Add pictures of your recent jobs, team, vehicles, or tools. People want to see real proof—not stock images.
• Customer Reviews: One of the strongest trust signals. Positive feedback helps people feel confident calling you, and keywords in reviews actually help you rank for those terms.
• Business Hours: Including holidays, emergency service hours, or weekend availability.
• Posts and Updates: Think of this like social media for your listing. You can share promotions, answer common questions, or highlight seasonal services.

Why It’s Different From a Website

Your website is a long-term investment that helps convert visitors into leads. But your Google profile is what often gets them there in the first place. It shows up above regular search results and makes it easy to call, get directions, or send a message without visiting your site at all.

In other words, your website is where people read about you. Your Google profile is how they find you.

Who Can Use It?

To qualify for a Google Business Profile, your business must either have a physical location that customers can visit or offer services in a local area. This includes:

• Mobile services like appliance repair, lawn care, or dog grooming
• Home service businesses such as pest control, plumbing, roofing, and electrical
• Local retailers, barbershops, cafes, and independent clinics
• Freelancers or consultants who work face-to-face with clients

You don’t qualify if your business operates solely online or exists purely to generate leads without actually offering the services yourself. Google wants real businesses serving real customers in a defined area.

How to Claim and Optimize Your Profile

1. Create or log into your Google account.
2. Search “Google Business Profile” and follow the prompt to set up a new business.
3. Enter your business name, location (or service area), and select relevant categories.
4. Verify your business. Google may call, email, or send a postcard to confirm you’re real.
5. Fill out your profile completely. Add hours, photos, services, a strong business description, and start requesting reviews from happy clients.

If you're not sure how to make the most of each section in your profile, we've put together a detailed walkthrough that covers everything from categories to reviews. You can read our full step-by-step guide on optimizing your Google Business Profile here.

How WebPresence Can Help

Most business owners never take full advantage of their Google profile. They claim it, set the hours, and forget it. But a properly built and maintained profile can outperform websites, social media, and even ads when it comes to local visibility.

At WebPresence, we help local service businesses across Canada and the US turn their GBP into a steady flow of inbound calls and quote requests. We optimize every section, write compelling copy, add keyword-rich services, and implement a proven system to collect high-quality reviews over time.

Need a website too? Our Complete Package includes a custom-built website designed for local search, lead generation, and long-term growth. Or, if you just need help with your listing, our Local SEO Service will fully optimize your profile and help you start showing up in the map pack where your customers are already searching.

Your customers are on Google. Make sure your business is, too—and make it easy for them to find, trust, and contact you.