How to Optimize Google Business Profile for More Local Leads

If you run a local service business, your Google Business Profile (GBP) is one of the most important marketing assets you have. It’s the profile that shows up in Google Maps, the Local 3-Pack, and local search results. When it’s optimized, it can bring in a steady stream of new customers without spending a dime on ads.

But here’s the issue: most small business owners don’t realize how much they’re leaving on the table. They forget to update basic information, miss out on key categories, or fail to take advantage of newer Google features. That means when potential customers search for a service like yours, they find your competitors instead.

This is exactly why GBP optimization is so important. It’s not just about having a listing, it’s about turning that listing into a lead-generating machine.

Step 1: Access and Review Your Profile

If you’ve never logged into your Google Business Profile, start there. Go to Google, click your profile icon, and select Business Profile Manager. You can also search your business name directly if you’re logged in under the correct Google account.

Once inside, click Edit Profile and make sure all your core information is correct: business name, address, phone number, and description. You’d be shocked at how often we see listings with the wrong phone number or outdated URLs. Those mistakes can cost real customers.

To make the process easier, Sean recommends using a Chrome extension called GMB Everywhere. It’s a free tool (with optional upgrades) that helps you audit your listing, find missing data, and identify new optimization opportunities.

Step 2: Choose the Right Categories

Your primary business category is one of the most powerful ranking factors in GBP optimization. Choose the category that most accurately represents your business, not just the one with the highest search volume.

For example, Sean explains that an IV therapy lounge should select "IV Therapy Service" as its primary category, even though "Medical Spa" has more searches. Why? Because Google rewards relevance. The goal isn’t to be seen by everyone; it’s to be seen by the right people.

Then, add up to nine secondary categories that complement your services. GMB Everywhere’s “Find Categories” feature makes this part easy, showing you related options based on your current setup or website content.

Step 3: Write a Compelling Business Description

Many businesses either skip this or stuff it with keywords. Don’t do that. Write your description like you’re talking to a customer. Explain who you are, what you offer, and how you help naturally using relevant terms.

A good description strikes a balance between clarity and optimization. Tools like ChatGPT or GMB Everywhere can help refine it within Google’s 750-character limit. Keep it simple, conversational, and focused on benefits.

Step 4: Check the Essentials

Accuracy matters. Make sure your phone number matches exactly with your website and other listings. Use the full “https://” version of your URL to avoid broken links.

If you’re a home service business, like a plumber or HVAC company, consider setting your hours to “24 hours” if you have an answering service. Google often ranks “open” businesses higher during off-hours searches.

Also, don’t forget to verify your map pin, add social media links, and clearly define your service areas. Google favors complete and consistent profiles.

Step 5: Add Photos and Keep Them Fresh

Uploading photos isn’t just about looking professional; it actually boosts engagement. Google sees regular updates as a sign that your business is active.

Include your logo and cover photo first, then keep adding new images monthly. Whether it’s team photos, customer projects, or behind-the-scenes shots, consistent posting signals trust and activity to Google’s algorithm.

Step 6: Post Regularly and Use FAQs

Think of GBP posts like social media updates. You can share promotions, quotes, or quick tips with a call-to-action link to your site. Sean uses a tool called Domination AI to analyze top competitors and figure out the best posting frequency and topics, but you can start simple.

The Q&A section is another often-overlooked feature. If you don’t have customer questions yet, create your own. Think of what people usually ask before hiring you and answer those directly. GMB Everywhere even has a “Generate Q&A” feature to help brainstorm ideas.

Step 7: Add and Optimize Services

Here’s where most business owners stop short, but this step is critical for ranking.

After you set your categories, go to the Services section and add detailed listings under each category. Each service should have a short 300-character description. These descriptions give Google more context about what you do and help you show up for related searches.

Sean’s team uses ChatGPT to generate keyword-rich but natural service descriptions that fit the business tone.

And don’t forget: services change over time. Google frequently updates available categories and service types, so check back quarterly to keep your listing current.

Step 8: Turn Services Into Products

Even if you don’t sell physical goods, you can still add “products” to your GBP. Think of them as featured services with images, prices, and detailed descriptions.

For example, a plumbing company could create a “Services” product category with listings like “Water Heater Installation” or “Drain Cleaning.” Each can include a 1,000-character description and a direct link to a service landing page.

This strategy connects your GBP directly to your website content, strengthening both your local SEO and your conversion rate.

Step 9: Keep It Active and Track Competitors

Google wants to see active engagement. That means regularly updating photos, posts, and services, and encouraging customers to leave reviews.

Tools like GMB Everywhere’s Local Scan make it easy to monitor competitors. You can see their categories, review frequency, and ranking positions. Sean points out that one business hadn’t received a review since early 2024, a clear red flag that their GBP wasn’t performing.

Tracking review velocity (how often competitors get new reviews) helps you set realistic goals for your own growth.

The Bottom Line

Optimizing your Google Business Profile isn’t a one-time task; it’s an ongoing process. From choosing the right categories to posting fresh content and building reviews, every update strengthens your local presence.

If you take the time to do this right, you’ll see your business rise in Google Maps, attract more qualified leads, and outshine competitors who neglect their profiles.

Ready to put this into action? Schedule a call at seangarner.co to learn how Sean and his team can help you optimize your Google Business Profile and start dominating local search results.