If you've ever searched for a local business on Google and seen a panel on the right side of the screen — or a listing on Google Maps — with the business name, phone number, reviews, photos, and hours, that's a Google Business Profile. It's free, it's powerful, and for contractors it's one of the most important pieces of online real estate you own.
Many contractors either haven't claimed theirs, set it up years ago and never touched it since, or don't realize how much of their local search ranking depends on it. This guide covers what it is, what it does, and what you should be doing with it every month.
What Google Business Profile actually is
Google Business Profile (formerly called Google My Business) is a free tool that lets you manage how your business appears on Google Search and Google Maps. When someone searches "HVAC contractor near me" or "roofer in [your city]," the businesses that show up in the map results are all using Google Business Profiles.
Your profile displays your business name, address, phone number, website, hours, services, photos, and customer reviews. It also shows how many people have viewed your profile, clicked your phone number, requested directions, or visited your website — giving you direct insight into how Google is sending you customers.
Important: Even if you never claimed your Google Business Profile, Google may have already created one for your business automatically. Search your business name on Google right now and see what comes up. If there's a profile you don't control, claiming it should be your first priority.
Why it matters more than most contractors realize
For most local service searches — "plumber near me," "roofing contractor [city]," "HVAC repair [suburb]" — Google shows a map pack of three local businesses before any other results. These three spots capture the majority of clicks and calls from that search.
Your Google Business Profile is the primary factor in whether you show up in that map pack. A well-managed, complete, active profile with strong reviews will consistently outrank a neglected one — even if the neglected business has been around longer or has a better website.
The features every contractor should be using
How to check if your competitors are using it better than you
Open Google Maps and search your trade in your city. Click on the profiles of the top 3 competitors. Compare their photo count to yours. Check how many services they have listed. See when they last posted. Look at their review count and how recently they've been getting new ones.
Whatever they're doing that you aren't is your roadmap. Most contractors find there are 2-3 specific gaps that, once closed, meaningfully improve their ranking within 30-60 days.
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