Your Google Business Profile: Secret Hacks

Google Business Profile, or “GBP” for short, previously Google Maps, is one of the most visible assets of your online presence, especially for local service businesses. Most businesses doing local service find that the GBP is in the top 3 lead generators that help fuel growth, next to Google Ads, and strong SEO work. It’s how you show up on Maps, how customers decide who to call, and how Google evaluates your relevance.

Businesses that see results are the ones that go beyond the set-it-and-forget mentality. They’re the ones who stay active. Posting regularly, updating content, cultivating and replying to reviews, and tracking insights is what tells Google your business is worth showing.

It’s not complicated, but it is work. And it’s often more than most business owners have the bandwidth to manage alone.

Our guide outlines insights on how to make your Google Business Profile perform.

Set It Up Right, Then Stay Active

Before anything else, ensure your profile is accurate and complete, including your business name, address, phone number, hours, categories, service areas, website links, and booking information.

But here’s the truth: anyone can fill out the basics. What sets top-performing profiles apart is what happens next: consistent activity, weekly updated content, and signals that tell Google you’re showing up for your audience.

The real hack to the GBP, beyond great content and reviews, which are obvious to everyone, is that your GBP functions similarly to a social media profile. You can post links to articles, specials, and other content. Businesses with stronger views, photos, and services, and those that post weekly content to their GBP, are often favored over others.

Content That Signals Value

Google rewards businesses that actively participate, and one of the clearest signals you can send is through consistent, relevant content. These efforts directly influence how often you appear in local search and Google Maps results.

Updates & offers: Use the post feature for blog snippets, promos, announcements, or helpful tips. These posts show up directly in your profile and search results, giving you more visibility without paying for ads. This is where you can share educational content, service updates, or even link to full articles on your website to help boost engagement and relevance.

Products & services: List your offerings using clear, searchable terms (“Drain Cleaning” > “Spring Refresh Special”). Include pricing, add photos, and organize by category. These listings can appear directly in search when someone looks for a specific service in your area.

Photos & visuals: Regularly uploading high-quality images signals that your business is active. Share pictures of your space, team, completed work, or even before-and-after shots. Seasonal or event-based photos are especially effective. Google favors listings that are rich in visual content, and so do potential customers.

Google Maps Visibility: The more content you post and the more engagement your profile gets, the more frequently Google is likely to feature your business in Maps-based results. Dynamic, consistent content tells the algorithm that your business is participating, which can help you surface higher when someone nearby searches for your services.

Reviews and Reputation Still Matter

Reviews are critical for both trust and search performance. A well-reviewed profile tends to show up higher and convert better, but only when reviews are managed with care.

Encourage satisfied customers to leave reviews (automated systems help), and respond to all of them. Even brief, thoughtful replies show both Google and potential clients that you’re engaged and paying attention.

Advanced Moves: Ads, Insights & Optimization

Once your profile is active and consistent, you can take things further with strategic tools and integrations:

• Connect to Google Ads: Enable click-to-call, star rating extensions, and map-based ad placements, all powered by your GBP.
• Use Local Service Ads (if eligible): For specific industries, LSAs put you at the very top of search with a “Google Guaranteed” badge. Your GBP feeds this placement.
• Track insights: GBP data shows how many people called, clicked, or asked for directions, and which content performs best. These insights let you refine your strategy over time.

All of this adds up to a quiet but powerful system, one that many businesses underestimate. Done right, your Google Business Profile can outperform flashier marketing channels when it comes to real, local lead flow.

The Real Work? Consistency.

Filling out your Google Business Profile is important,  but it’s only the beginning. The real impact comes from what happens after: weekly posts, fresh images, updated offers, review engagement, and performance tracking.

Doing that consistently, month after month, is what signals to Google that your business is active, relevant, and worth ranking.

That’s not a quick task. It’s a system. A cadence. A content engine that most businesses don’t have the time or team to maintain, not because they don’t care, but because they’re already running a business.

At Verum, we help businesses turn their Google Business Profile into a true growth channel. We don’t just set it up; we keep it alive. Through strategy, content, review management, and optimization, we create a system that drives visibility and leads flow where it matters most.

If you’re ready for your GBP to become something more than a listing, let’s build the system that makes that happen.

Reach out to Verum and let’s get to work.