A properly configured Google Business Profile is one of the easiest, highest-impact things you can do for any local business. Whether you run a storefront, a service company like plumbing or landscaping, or even an e-commerce shop, a clear and complete profile increases visibility on Google Search and Google Maps and helps turn lookers into customers.
Quick overview: what you’ll accomplish
- Check whether Google already lists your business.
- Create or claim your profile using a business-connected Google account.
- Choose the right business type and category.
- Set your service area, phone, website, and hours.
- Verify your ownership through postcard, phone, or video.
- Optimize services, description, and photos.
- Manage reviews, messages, and insights from one dashboard.
Step 1 — Check if your business already exists on Google
Before creating anything, search Google Maps and Google Search for your business name and address. Google frequently auto-populates listings for businesses it discovers. If you find an unclaimed listing, select Claim this business and follow the verification flow. Claiming an existing listing is faster and preserves any existing reviews or photos.
Step 2 — Start a new profile with the right Google account
Use a Google account that is connected to the business. Avoid personal-only accounts if possible. Go to google.com/business and click Manage now. Enter your business name and proceed.
Step 3 — Pick business type and category
Google asks whether you are an online retailer, a local store, or a service business. You can choose multiple options if they apply. Be honest: the platform will display your listing differently depending on this selection.
For the primary business category, pick the most common term your customers will search for. For example, choose Landscaper instead of something overly specific if you offer both lawn care and hardscaping. You can add more specific services later.
Step 4 — Set your service area and location
If you operate from a storefront, provide the physical address. If you’re a service business that visits customers, define the towns or areas you serve. Keep the radius reasonable: listings that claim service areas many hours away risk removal. Think neighborhoods and neighboring towns within about a one-hour drive, unless you truly operate regionally.
Step 5 — Add contact info: phone and website
Enter a business phone number and, if you have one, your website. A website is not required but helps conversions and provides additional validation signals to Google. If you don’t have a site yet, consider a simple landing page that lists services, service areas, and contact information.
Step 6 — Verify your business
Verification proves you are a legitimate operator at the claimed location. Google offers several verification methods:
- Phone verification — Google sends a code to your business number. Quick and common for service businesses.
- Postcard verification — Google mails a postcard to the physical address with a PIN. Expect five to fourteen days in many cases.
- Video verification — Increasingly used for storefronts. You submit a short video showing the business exterior, signage, equipment, or proof of management like unlocking the door or showing records.
If prompted to postpone verification, you can skip and finish setup, but the profile will not be publicly visible until verified.
Step 7 — Add services and custom services
Services are keywords people use when searching. Add all relevant services that you actually provide. For a landscaping company you might include: hardscaping, landscape design, lawn care, patio installation. If a service is not in Google’s list, create a custom service (example: pond design or snow removal). Only add services you truly offer.
Step 8 — Set accurate hours
Enter business hours that reflect when customers can contact you. If you are available 24/7 like for emergency plumbing, set 24-hour availability. Do not set hours you cannot honor. Seasonal adjustments are common and easy to manage in the profile dashboard.
Step 9 — Write a short, useful business description
Keep the description concise. Use up to 750 characters if needed, but a few strong sentences work best. Focus on what you do and what sets you apart. Example: Professional landscaping company specializing in hardscaping, retention walls, pond design, and patio installations. Avoid keyword stuffing; clarity converts better.
Step 10 — Upload photos that sell your work
Photos increase trust and conversion. Upload:
- Exterior photo of your storefront or company vehicle.
- Several before-and-after photos of projects.
- Team at work, equipment, and completed jobs.
Customers will add pictures over time, but get the profile started with high-quality images taken from your phone.
Step 11 — Skip or consider ad credits carefully
New profiles sometimes receive promotional offers for Google Ads or domain services. These can be useful, but read the terms. Many offers are match credits that require equal spending first. Ads can boost visibility, but organic profile optimization should come before ad spend.
Step 12 — Manage reviews, messages, and insights
Once verified, the dashboard lets you:
- Respond to reviews and encourage satisfied customers to leave feedback.
- Answer messages sent through the profile.
- View insights like how many people saw your listing, clicked for directions, or called.
Regularly update services, hours, and photos. Monitor performance metrics and refine your profile if certain services or search terms are underperforming.
Tip: Be specific but honest. Accurate service areas, realistic hours, and truthful service listings prevent penalties and build trust.
Local SEO best practices
- Consistency matters — make sure your business name, address, and phone number match across your website and other listings.
- Respond to reviews — both positive and negative replies signal activity and care to potential customers.
- Keep adding photos — recent images improve engagement and click-through rates.
- Use relevant services and categories — they act like keywords for Maps and local search.
Final checklist before you finish
- Search Google Maps for an existing listing and claim if needed.
- Use a business-connected Google account to start the profile.
- Pick the correct business type and primary category.
- Set realistic service areas and hours.
- Verify ownership quickly using the fastest available method.
- Add a short description, services, and photos.
- Monitor reviews and insights regularly.
Frequently asked questions
How long does verification usually take?
Phone verification is immediate once you enter the code. Postcard verification usually arrives within five to fourteen days but can take longer. Video verification timing varies; once submitted, Google typically processes it within a few days.
Can I list multiple towns or states in my service area?
Yes, you can list multiple towns, but avoid claiming areas several hours away. Google generally favors realistic ranges; stick to towns you routinely serve and avoid distant locations that could lead to removal.
What if someone else already claimed my business?
Use the Claim this business flow and request ownership from the current listing manager. If the current owner is unresponsive or incorrect, follow Google’s verification support to request control and provide proof of ownership.
How detailed should my business description be?
Keep it short and meaningful. A couple of sentences highlighting primary services and specialties is ideal. Avoid long paragraphs or keyword stuffing; clarity and relevance convert better.
Should I use a personal Gmail account to manage the profile?
Use an account tied to the business. If multiple team members need access, grant them manager roles rather than sharing credentials.
Are Google Ads required to appear on Maps?
No. A well-optimized Google Business Profile can appear organically in Maps and Search. Ads can speed up visibility for competitive keywords, but optimize your profile first for the best long-term return.
Google Business Profile Service: https://gbpoptimization.co/
