If you’re a home service business owner—whether you run a plumbing company, electrical service, HVAC, or any similar trade—you already know how crucial Google can be for generating leads. Yet many business owners either underutilize their Google Business Profile (GBP) or don’t optimize it properly, leaving valuable leads on the table.
In this post, I’ll walk you through my proven methods for getting more qualified traffic from your GBP. By following these tips, you’ll be primed to rank higher in your local search results, capture more leads, and ultimately convert more paying customers.
1. GBP Basics: Key Setup and Overview
When you first access your Google Business Profile via Google Search or the Google Maps interface, you’ll see several key sections:
• Business Information: Your name, address, phone number (NAP), website, hours, and more.
• Reviews: Your customer feedback section.
• Photos: A gallery of images related to your business.
• Products: A space to showcase specific services or offerings.
• Services: A breakdown of your main category and any subcategories.
• Bookings: Optional links to scheduling software or your contact form.
• Q&A: A section where you (and the public) can ask and answer questions.
• Updates (Posts): Where you can post offers, announcements, photos, videos, etc.
It’s crucial to ensure your primary category is set correctly (e.g., “Plumber” if you do plumbing services). Subcategories can then fill out the nuances of what you offer. The details in these fields help Google understand exactly what your business does and who should see it in their search results.
2. The Power of Reviews
Online reviews are one of the biggest trust signals to potential customers (and Google itself). Here’s how to handle them effectively:
- Request Reviews Promptly
Train technicians or staff to request a review right after the job is done—while the experience is still fresh in the customer’s mind. Encourage the customer to leave a review on the spot (if appropriate). - Respond to Every Review
Whether it’s a glowing five-star testimonial or an occasional negative review, respond quickly and personally. If time permits, have the specific technician who serviced that customer write the response for a personal touch. - Use Review Management Tools
If you’re busy or short on staff, auto-response software can work as a fallback. But a personal reply generally yields better engagement and authenticity.
Positive reviews not only build trust but also provide fresh content and social proof that helps your GBP stand out in local search.
3. Consistent Content: Think of Your GBP Like Social Media
Your Google Business Profile should be treated like a social media feed for your business. Adding fresh, relevant content signals to Google (and to potential customers) that you’re active, engaged, and open for business.
- Photos
Post consistently—job site photos, team pictures, vehicle shots, before-and-after project images. No need for professional photography; smartphone pictures work fine. - Updates (Posts)
Post at least once a week. This could be an announcement about a recent project, a seasonal offer, or a behind-the-scenes look at your team in action. Use the “Update” or “Offer” post type to share promotions, attach photos or videos, and link to a relevant webpage. - Offers
The “Offers” section allows you to highlight promotions or discounts. Make sure you fill in offer details, terms, coupon codes, and relevant URLs.
Keeping your GBP up-to-date ensures it doesn’t look abandoned. That activity can make a huge difference when someone is deciding between you and a competitor.
4. Products and Services: Supercharge Your Profile
Products (or “Services”) in GBP often go underutilized, especially by home service companies. But these sections let you showcase specific services you provide (e.g., “Panel Replacements,” “Drain Cleaning,” “AC Tune-Up,” etc.), each with its own URL and service description.
• Get Specific
If you serve multiple locations, consider creating distinct “products” (services) for each major service area (e.g., “Panel Replacements in Chicago” or “Drain Cleaning in Dallas”). Then link each to a specialized landing page on your website.
• Add Subcategories
Go beyond your primary category. Add secondary service categories that match what you do (e.g., “Electrical Repair,” “Water Heater Installation,” etc.). Tools like GMB Everywhere can help suggest relevant categories.
Adding these details helps Google better match your profile to specific local searches—resulting in more qualified leads.
5. Maximizing the Q&A Section
Home service business owners often overlook the Q&A feature. It’s a goldmine for SEO and user engagement because it’s basically free FAQ space on Google:
• Ask and Answer Your Own Questions
You don’t have to wait for a customer to post something. Take common questions you always hear and answer them.
• Use “People Also Ask”
A hack: type in a typical service question on Google (“How do I fix a leaky pipe?”) and scroll to the “People also ask” section. Google is telling you which questions are popular.
– Copy those questions verbatim.
– Post them in your GBP’s Q&A.
– Provide the best, most straightforward answer possible.
This strategy not only helps customers get quick info but also signals to Google that your GBP is highly relevant to local queries in your field.
6. Don’t Use Google’s “Advertise” Button—Here’s What to Do Instead
Google tries to guide you into creating ads directly from the GBP. However, I recommend linking your GBP to your existing Google Ads account (the same one you use for any pay-per-click campaigns). That way:
- You can take advantage of the “Sponsored” result in the local map pack, which looks almost organic but is actually a paid listing.
- You keep all your ad reporting, budgeting, and targeting in one place for clarity and better optimization.
To connect your GBP to your main Google Ads account:
- Log into your Google Ads dashboard.
- Go to Campaigns > Assets > + > Location.
- Connect the profile that’s associated with your GBP.
- Select the location (GBP) you want to link, and save.
This ensures your local ad spend is fully integrated and can unlock that powerful “Sponsored” placement.
7. Tying It All Together
A well-optimized Google Business Profile is a marketing powerhouse for home service businesses. When you combine:
• Accurate primary categories and subcategories
• Consistent photo, video, and post updates
• Detailed services and product listings
• A robust Q&A section
• Linked reviews and social media profiles
• A properly connected Google Ads account
…you give yourself the best shot at ranking higher and converting more leads. The end result? A steady stream of local customers who trust your brand and are more likely to call.
Ready to Transform Your GBP?
I’m Will Troup, founder of LocalSink, the best agency for home-service businesses local SEO. If you have questions about your GBP, drop them in the comments—or feel free to shoot me a text (I share my personal number in the video).
Want more proven strategies to grow your home service business? Subscribe to my YouTube channel, follow me on social, and stay tuned for more tips and insights. Let’s take your local marketing to the next level—together.
Thank you for reading, and here’s to your GBP success!