TL;DR: Your Google Business Profile is the single most important free marketing tool for tradespeople. Set it up properly, fill in every field, add photos regularly, get reviews, and post updates. Most tradespeople only do half of this – doing all of it puts you ahead.
Your Google Business Profile (GBP) is the listing that appears when someone searches for your trade in your area. It shows in the Google Maps pack at the top of search results – your name, reviews, phone number, and a link to your website.
Most tradespeople set it up once and never touch it again. That’s leaving calls on the table.
Setting up your profile
If you don’t have a Google Business Profile yet, follow these steps:
- Go to business.google.com (you’ll need a Google account)
- Enter your business name
- Choose your business category (more on this below)
- Add your service area or physical address
- Add your phone number and website
- Verify your business (Google will send a postcard, call, or email)
Verification typically takes 5-14 days. Once verified, you can start optimising.
Choosing the right categories
Your primary category is the most important decision. It directly affects which searches you appear for.
Be specific
| Do this | Not this |
|---|---|
| Plumber | Home services |
| Roofing contractor | Construction company |
| Electrician | Handyman |
| Landscape designer | Gardener (if you do design) |
Your primary category should be the most specific term that describes your main service.
Add secondary categories
You can add up to 9 secondary categories. Use them for every distinct service you offer:
Example for a plumber:
- Primary: Plumber
- Secondary: Water heater installation service, Drain cleaning service, Emergency plumber, Bathroom remodeler, Gas engineer
Example for an electrician:
- Primary: Electrician
- Secondary: Lighting contractor, EV charger installation service, Electrical inspection service, Emergency electrician
More categories = more searches you can appear for.
Optimising every field
Business description
You get 750 characters. Use them wisely. Include:
- What you do
- Where you do it
- What makes you different
Good example: “Smith Roofing provides roof repairs, replacements, and new installations across Leeds, Bradford, and West Yorkshire. Family-run since 2010, we’re fully insured with 200+ five-star reviews. Free quotes, no call-out charge. Emergency roof repairs available 7 days a week.”
Bad example: “We are a professional roofing company providing the best service. Call us today!”
Services
Add every service you offer with a description and price range where possible. This is underused by most tradespeople.
For a builder:
- Extension building – “Single and double storey extensions. Full project management from planning to completion.”
- Loft conversion – “Dormer, hip-to-gable, and Velux loft conversions.”
- Garage conversion – “Converting existing garages into living spaces.”
Service areas
List every area you actually cover. Google uses this to decide whether to show you for searches like “electrician in Sheffield” or “plumber near me.”
Be honest about your range. Listing areas you don’t actually serve will lead to negative interactions and wasted time.
Business hours
Set accurate hours, including:
- Regular hours
- Holiday hours (update these for bank holidays and Christmas)
- Special hours for seasonal changes
If you offer emergency services, mention this in your description rather than setting 24/7 hours (unless you genuinely answer calls at 3am).
Attributes
Google offers various attributes depending on your category:
- Locally owned
- Veteran-owned
- Women-owned
- Identifies as LGBTQ+ friendly
- Free estimates
- Online appointments
Select every attribute that genuinely applies. These appear on your listing and help it stand out.
Photos
According to Google, businesses with photos get 42% more direction requests and 35% more website clicks. Most tradespeople massively underuse this.
What to photograph
- Completed work – before and after shots. This is your portfolio.
- Work in progress – shows your process and professionalism
- Your van – branded vehicles look professional
- Your team – puts faces to the business
- Your equipment – shows you’re properly equipped
- Certificates and qualifications – Gas Safe, NICEIC, etc.
Photo tips
- Use your phone – modern phones take good enough photos
- Landscape orientation works better on Google
- Good lighting makes a big difference
- Show the finished result, not just the process
- No stock photos – customers can tell
How often
- Start with 10-20 photos covering a range of your work
- Add 2-4 new photos per month
- Photos of recent work keep your profile looking active
Google Posts
Google lets you publish short updates directly on your Business Profile. Think of it as a mini blog or social media feed that appears when someone finds you on Google.
What to post
- Completed jobs – “Just finished a full re-roof in Harrogate. New slate tiles with 20-year guarantee.” (with photo)
- Seasonal offers – “Booking boiler services for winter. Book before October for priority scheduling.”
- Tips – “Top 3 signs your gutters need replacing this autumn.”
- Business updates – “Now covering the York area for all drainage services.”
How often
- Aim for 1-2 posts per week
- Posts expire after 6 months, so regular posting keeps your profile fresh
- Include a photo with every post
- Add a call-to-action button (Call now, Learn more, Book online)
Reviews
Reviews are covered in detail in our guide to getting more Google reviews. The short version:
- Ask after every job
- Send a direct review link via text
- Respond to every review (positive and negative)
- Aim for a steady stream, not a burst
Questions and Answers
Google has a Q&A feature on business profiles that most tradespeople ignore. Customers can ask questions, and anyone can answer – including you.
Seed your own Q&A
You can post questions on your own profile and answer them. This is a legitimate way to add useful information:
- “Do you offer free quotes?” → “Yes, all our quotes are free with no obligation.”
- “What areas do you cover?” → “We cover Leeds, Bradford, Harrogate, and all of West Yorkshire.”
- “Are you Gas Safe registered?” → “Yes, registration number XXXXX.”
- “Do you offer emergency call-outs?” → “Yes, we offer same-day emergency service 7 days a week.”
Monitor for customer questions
Check your profile regularly for new questions. Unanswered questions look unprofessional.
Insights and performance
Google provides free insights on how your profile performs:
- Search queries – what people searched to find you
- Profile views – how many people saw your listing
- Actions – calls, website clicks, direction requests
- Photo views – how your photos compare to similar businesses
Check these monthly. If calls are increasing, your optimisation is working. If not, review what competitors in the Maps pack are doing differently.
Common mistakes
Incomplete profile
Every empty field is a missed opportunity. Google rewards complete profiles with better visibility. Fill in everything.
Wrong or outdated information
Nothing loses a customer faster than calling the number on your Google listing and getting a “this number is no longer in use” message. Audit your listing quarterly.
Ignoring your profile after setup
Setting up your GBP and forgetting about it means it slowly becomes stale. Active profiles with recent photos, posts, and reviews outperform dormant ones.
Stuffing keywords into your business name
Adding “Best Plumber Leeds Cheap Emergency 24/7” to your business name violates Google’s guidelines and can get your profile suspended. Use your real business name.
Why it matters
Your Google Business Profile is the foundation of your local online presence. A fully optimised profile with consistent reviews and regular updates is worth more than any paid directory listing.
Combined with a properly built website and ongoing SEO, it’s how tradespeople build a reliable stream of calls without paying per lead.
Need a hand with your profile? Book a free call – we’ll screen-share and walk through your listing live.