When a homeowner searches "plumber near me" or "AC repair [your city]," the first thing they usually see is a map with three businesses under it. Those listings come from Google Business Profile — and for a lot of home service businesses, it brings in more calls than the website does.
It's free. Most contractors set it up once and forget about it. Use this checklist to make sure yours is working for you.
1. Claim and verify your profile
- Search for your business name on Google. If a profile already exists, claim it. If not, create one at google.com/business.
- Complete Google's verification. Until you're verified, most of your changes won't show.
- Use the business email you'll keep long-term, not a personal one an employee manages.
2. Get the basics exactly right
- Business name: use your real business name, exactly as it appears on your truck and invoices. Don't add keywords like "Best Plumber Dallas" — it can get your profile suspended.
- Primary category: pick the most specific category that matches your main service (for example, "HVAC contractor" or "Roofing contractor," not just "Contractor").
- Additional categories: add the other services you genuinely offer.
- Phone number: use the number you actually answer — or one connected to missed call text back.
- Website: link to your website, ideally the page for your main service.
- Hours: keep them accurate, including emergency or after-hours availability if you offer it.
3. Set up your service area
If you go to customers rather than having them come to you:
- Set a service area with the cities or ZIP codes you actually cover.
- Hide your street address if you work from home or don't take walk-in customers.
- Don't list areas you won't drive to. It leads to calls you'll turn down.
4. List every service
- Add each service you offer, with a short description in plain language.
- Include the specific jobs people search for: "water heater installation," "drain cleaning," "AC tune-up," "roof leak repair."
- If you have starting prices or free estimates, say so.
5. Add real photos — and keep adding them
- Your logo and a cover photo.
- Your team, your trucks, and your shop.
- Before-and-after photos of real jobs.
- Add new photos regularly. An active profile looks like an active business.
Skip stock photos. Homeowners want to see who's coming to their house.
6. Build a steady flow of reviews
Reviews are one of the biggest factors in whether people call you — and in how Google ranks local businesses.
- Ask every happy customer, right after the job, while they're still pleased.
- Make it easy: send a direct link to your review form by text.
- Reply to every review, good and bad. Thank people by name. For negative reviews, stay calm, keep it short, and offer to make it right offline.
- Never buy reviews or offer discounts in exchange for them. It breaks Google's rules and can get reviews removed.
7. Post updates
Google Business Profile lets you publish short posts. Use them for:
- Seasonal reminders ("Book your furnace tune-up before the first cold snap").
- Recent jobs with a photo.
- Offers or financing options.
A post every week or two is plenty.
8. Answer questions
Check the Questions & Answers section. Answer anything people have asked, and consider adding common questions yourself (with answers) — "Do you offer free estimates?" "Are you licensed and insured?"
9. Make sure your info matches everywhere
Your business name, phone number, and address (or service area) should be the same on your website, Google, Facebook, Yelp, Angi, and any other directories. Mismatches can confuse Google and customers.
10. Check your profile once a month
- Make sure nobody has suggested edits that changed your hours or phone number.
- Look at the performance numbers: calls, website clicks, direction requests.
- Respond to any new reviews and questions.
The bottom line
Your Google Business Profile is often the first impression a homeowner gets of your business. Accurate details, real photos, a steady stream of reviews, and a website that backs it all up are what move you into that top-three map spot in your area.