Ask most tradespeople about their marketing and they'll mention their website, maybe Facebook, perhaps some flyers. Mention Google Business Profile and you'll often get a blank stare — or "oh, yeah, I set that up years ago."
That's the opportunity. GBP is the single most underleveraged marketing tool available to trade businesses, and it's completely free.
What Is Google Business Profile?
Google Business Profile (formerly Google My Business) is the listing that appears in Google Maps and in the "Local Pack" — the box of three local businesses shown above the organic search results when someone searches for a service near them.
When a homeowner in Dublin searches "boiler repair near me" or "emergency plumber Cork", Google shows a map with three businesses. Those three positions are determined almost entirely by how complete and active your Google Business Profile is. Not your website. Not your ads. Your GBP.
Why Most Profiles Don't Work
The majority of trade businesses have a GBP that's been set up once and forgotten. Typically that means:
- Incomplete or wrong service categories
- No photos, or photos from years ago
- No posts or updates in months
- Review responses missing or generic
- Service areas set too broadly or too narrowly
Google interprets an inactive profile as a less relevant business. The businesses that consistently appear in the top three map positions are the ones that actively manage their profile.
5 Things That Actually Move the Needle
1. Choose the right primary category
Your primary category is the most important single setting on your GBP. "Plumber" and "HVAC contractor" are different categories. Choose the one that best matches your most profitable service — you can add secondary categories for everything else.
2. Fill in every service with a description and price range
Google uses your services list to match your profile to search queries. A profile with 12 fully described services will appear for far more searches than one with a single generic listing.
3. Post at least once a week
GBP posts work like a social feed — Google surfaces them to people searching your business. Post completed jobs, seasonal offers, tips, or anything relevant. Even a photo of a completed installation with a two-line caption counts.
4. Get reviews consistently — not in bursts
Google's algorithm rewards a steady drip of reviews over time. Five reviews in one week looks suspicious and often gets filtered. The best approach: ask every customer immediately after the job, before they get home. A text message with a direct link converts far better than asking in person.
5. Reply to every review
Both positive and negative. Responding to reviews signals to Google that you're an active, engaged business. For negative reviews: stay professional, acknowledge the issue, offer to resolve it offline. Other potential customers are reading these responses more carefully than you think.
How Long Before You See Results?
A fully optimised GBP — correct categories, complete services, regular photos and posts, consistent review velocity — typically moves into the top three map positions within 60–90 days for local searches in mid-competition markets. In lower-competition areas (smaller towns, niche trades), it can happen in weeks.
The catch: most trade businesses won't do any of this consistently. That's exactly why the ones that do stand out so clearly.
If you'd like us to audit your Google Business Profile and tell you exactly what needs fixing, book a free 20-minute strategy call.