Google Business Profile Secrets: Get More Calls This Week
Most service businesses have a Google Business Profile but don't optimize it. These 7 changes can double your phone calls in 30 days.
When someone searches "plumber near me" or "HVAC repair [city]," Google Business Profile (formerly Google My Business) determines who shows up in the top 3 map results—the "Local Pack." These spots generate the majority of clicks and calls. Most service businesses have claimed their profile but haven't optimized it, leaving easy opportunities on the table. Here are 7 secrets that can double your phone calls within 30 days.
Secret 1: Complete Every Single Section
Google rewards complete profiles with better rankings. Most businesses fill out the basics and stop. Winners complete everything: full business description (750 characters—use them all), services offered (list 10-30 specific services), attributes (veteran-owned, women-owned, etc.), business hours including special hours (holidays), areas served, website URL, appointment URL, and products if applicable. Add your opening date—older businesses rank better. Every completed section signals to Google that you're a legitimate, active business worth showing to customers.
Secret 2: Choose Your Categories Strategically
Your primary category is critical—it determines what searches you show up for. Choose the most specific category that matches customer search intent. For example: "Plumber" ranks better for plumbing searches than "Contractor." You can add secondary categories (up to 9), but the primary category has the most weight. Research what categories your top-ranking competitors use. Avoid overly broad categories; specific categories help you rank for specific services where competition is lower.
Secret 3: Post Weekly (Yes, Really)
Google Business Profile has a "Posts" feature most service businesses ignore. Posting weekly signals to Google that your business is active and engaged. Post about: completed projects (before/after photos), seasonal tips, special offers, recent reviews, FAQs, and helpful advice. Each post should include a call-to-action (Call Now, Get a Quote). Posts stay visible for 7 days, so posting weekly keeps fresh content on your profile. Businesses that post regularly see 2x more engagement and higher rankings in the Local Pack.
Secret 4: Upload 10+ High-Quality Photos (And Keep Adding)
Profiles with photos receive 42% more direction requests and 35% more clicks to websites. Upload: exterior shots, interior shots if applicable, team photos, vehicles with your branding, completed work, and action shots of you working. Avoid stock photos—customers want to see YOUR actual business. Add new photos monthly—fresh photos signal activity. Photos should be high-quality (not blurry phone pics) and well-lit. Include your logo as a photo. Tag photos with locations if you serve multiple areas.
Secret 5: Get Reviews Consistently
Review velocity matters more than total count. A business with 50 reviews and 5 new ones this month ranks higher than a business with 200 reviews and zero recent ones. After every job, send customers a text or email: "We appreciate your business! If you were happy with our service, we'd love a Google review: [direct link]." Use a tool like BirdEye or GatherUp to automate this. Respond to every review within 24-48 hours—engagement signals to Google that you're active and care about customer feedback.
Secret 6: Use Q&A to Control Your Narrative
The Questions & Answers section is underutilized. Here's the secret: YOU can post questions and answer them yourself. Use this strategically to address common objections and highlight differentiators. Post questions like: "Do you offer emergency service?" (Answer: "Yes, 24/7 emergency service with 1-hour response times.") "Are you licensed and insured?" "What areas do you serve?" "Do you offer free estimates?" This Q&A appears prominently on your profile and in search results, helping you control the first impression.
Secret 7: Monitor and Act on Insights
Google Business Profile provides analytics showing how customers find you, what actions they take, and where they're searching from. Check Insights weekly to identify trends: which search queries drive the most views, which photos get the most clicks, what times customers call. Use this data to optimize: if "emergency plumbing" drives searches, emphasize 24/7 availability. If calls peak Tuesday-Thursday, adjust your posting schedule. If certain photos perform well, add similar ones. Data-driven optimization compounds over time, steadily increasing visibility and calls.
The Bottom Line
Google Business Profile isn't a "set it and forget it" tool—it's a dynamic marketing platform. Complete every section, choose strategic categories, post weekly, upload fresh photos regularly, collect consistent reviews, use Q&A strategically, and monitor Insights to optimize. These aren't complicated tactics, but most service businesses don't do them. Implement all seven and you'll see dramatic increases in profile views, clicks, direction requests, and phone calls—often doubling call volume within 30 days. Stop leaving this opportunity on the table. Optimize your profile today and watch the phone ring more.