How Local Service Businesses Can Get More Customers Using Google Business Profile (GBP)— Even Without Ads
In today’s digital world, Google Business Profile (formerly Google My Business) is one of the most powerful — yet most underused — tools for local service businesses. Whether you’re a landscaper, contractor, roofer, cleaning company, towing service, or plumber, your GBP listing is usually the first impression potential customers get of your business.
But here’s the problem:
Most small businesses create their Google Business Profile… and then forget about it. No updates. No posts. No photos. No reviews. No optimization.
This leads to missed leads, low visibility, and inconsistent customer inquiries. In this blog, we’ll break down exactly how local service businesses can get more customers using Google Business Profile — without running any ads. These strategies work fast, are easy to implement, and can dramatically increase calls, website clicks, and quote requests.
Google Sheets dashboard showing data and analytics used for tracking Google Business Profile performance.
1. Complete Every Section of Your Profile (Most Businesses Don’t)
Google favors businesses that fully complete their profiles. That means:
• Business name
• Category (Primary + secondary)
• Service areas
• Hours (with holiday hours)
• Phone number
• Website
• Description
• Services offered
• Products (yes, even service-based businesses can use this feature!)
• FAQs
Think of your GBP as a digital storefront. The more complete it is, the higher you rank.
Pro Tip:
Use keywords naturally in your description. Example:
“Professional landscaping in Wheeling, Palatine, and the Northwest Chicago suburbs specializing in lawn care, hardscaping, and seasonal cleanups.” This helps Google understand what you offer.
Google search bar on screen representing Google Business Profile optimization for local service businesses.
2. Add Photos Every Week (Google LOVES Fresh Content)
Businesses that upload weekly photos get:
• Higher ranking
• More engagement
• More calls
• More credibility
Photos you should upload regularly:
✓ Before/after project photos
✓ Team at work
✓ Trucks, equipment, tools
✓ Finished projects
✓ Seasonal services (snow removal, spring cleanups)
✓ Office or location (if applicable)
Google treats new photos as a “freshness signal” — meaning you’re active, trustworthy, and growing. Even if you take them with your phone, consistency matters more than perfection.
3. Post on Google (Just Like Facebook, But More Powerful)
Most businesses don’t know that Google Posts help you rank higher.
Types of posts to share weekly:
• Promotions
• Announcements
• New services
• Seasonal reminders
• Before/after pictures
• Tips or FAQs
Example for a landscaper:
“Snow season is here! We are accepting new snow removal clients in Wheeling, Palatine, and Northbrook.” These posts show up when people Google your business — and sometimes directly in local search results.
4. Get Reviews Consistently (Not Just Once)
Reviews are one of the strongest ranking factors. But what matters most is frequency, not just quantity. Google prefers businesses that get reviews regularly, not 20 reviews in one day and then silence for 2 years.
How to get more reviews:
✓ Ask after a job is completed
✓ Put a QR code on your invoices or yard signs
✓ Text the review link to satisfied customers
✓ Offer incentives like monthly giveaways (“Leave us a review for a chance to win a $25 gift card”)
Important: Always respond to every review — good or bad. Google rewards engagement.
5. Keep Your Hours and Service Areas Updated
Customers get frustrated when business information is outdated. Make sure your GBP reflects:
• Seasonal hours
• Holiday hours
• Accurate service areas
• Temporary closures
• Weather-related changes (like snowstorm delays)
Google will rank businesses with accurate info higher than those that let their listings sit untouched.
6. Use the “Services” and “Products” Sections Correctly
Services and products are SEO gold on your GBP. For example, a landscaping business can add:
Services:
• Lawn mowing
• Spring cleanups
• Fall cleanups
• Hardscaping
• Mulch installation
• Snow removal
Products:
• Paver patio project
• Retaining wall installation
• Garden bed redesign
• Weekly lawn maintenance
Each service/product should have:
• A title
• A description with keywords
• A price or price range (optional)
These help Google match your business to search queries like:
• “lawn care near me”
• “snow plowing in Wheeling”
• “landscaper Northbrook IL”
7. Track Your Insights to See What’s Working
Google Business Profile shows valuable analytics:
• How many people found you
• What keywords they used
• How many called
• How many requested directions
• How many clicked your website
This helps you understand which services are most in demand — and how customers are finding you. If you see certain keywords appear often (example: “snow removal Palatine”), you should create:
• A blog post
• A Google Post
• A landing page
• A service description
• More photos related to that service
That’s how you grow organically without spending money on ads.
Conclusion: Your Google Business Profile Is Your Most Powerful Free Marketing Tool
Local service businesses often overlook GBP because they’re busy running their day-to-day operations. But optimizing your listing just a little each week can dramatically increase your visibility, credibility, and customer inquiries. You don’t need a big marketing budget. You don’t need ads. You just need consistency.
If you want help optimizing your Google Business Profile, setting up your SEO, or improving your website performance, DH Marketing can help you get started quickly — and get more local leads fast.
