StonelineYour Google Business Profile (GBP) is the single most powerful free tool available to your contracting business. It's what controls how you appear in Google Maps and the local map pack — the three business listings that appear at the top of local search results.
44% of clicks in local searches go to the map pack. If you're not in it, you're missing almost half of all potential leads from Google. Here's how to set it up right.
Step 1: Claim your listing
Go to business.google.comand search for your business name. If a listing exists, claim it. If it doesn't, create one. Google will verify you own the business — usually by sending a postcard with a code to your business address, though phone and email verification are sometimes available.
Important:If someone else has claimed your listing (a previous owner, a marketing agency, etc.), you can request ownership transfer through Google's verification process.
Step 2: Choose the right categories
Your primary category is one of the biggest ranking factors for the map pack. Choose the most specific option available:
- Plumber → “Plumber” (not “Home Services”)
- HVAC → “HVAC Contractor”
- Electrician → “Electrician”
- Roofer → “Roofing Contractor”
- Landscaper → “Landscaper”
- General Contractor → “General Contractor”
You can add secondary categories for additional services. An HVAC company might add “Air Conditioning Repair Service” and “Furnace Repair Service” as secondary categories.
Step 3: Fill out every field completely
Google rewards complete profiles. Don't skip anything:
- Business name: Use your real business name. Don't stuff keywords (“Smith Plumbing - Best Plumber Albany NY” will get your listing suspended).
- Address or service area: If you go to customers (most contractors do), set service areas instead of a physical address.
- Phone number: Use a local number, not a 1-800 number. Local numbers rank better for local searches.
- Website: Link to your main website homepage.
- Hours: Set accurate hours. Update them for holidays.
- Business description: Write 2-3 sentences about what you do, who you serve, and where. Include your main services and service area naturally.
Step 4: Add photos (this is huge)
Google's own data shows that businesses with photos receive 42% more requests for driving directions and 35% more clicks to their website.
Add at least:
- 5-10 photos of completed projects (before/after is great)
- A photo of you and/or your team
- A photo of your work truck or van (branded if possible)
- A photo of you on the job
Keep adding photos regularly — one or two per week from completed jobs. Google favors profiles that are actively updated.
Step 5: Get reviews (and respond to all of them)
Reviews are the second most important ranking factor for the map pack, after your primary category. Here's the playbook:
- Ask after every job. The best time to ask is right after the customer expresses satisfaction — “Glad you're happy! Would you mind leaving us a Google review? It really helps our business.”
- Make it easy. Create a direct review link (Google “Google review link generator”) and send it via text message right there.
- Respond to every review. Positive reviews: thank them by name and mention the service. Negative reviews: respond professionally, acknowledge the issue, and offer to resolve it offline.
- Never offer incentives for reviews. It violates Google's policies and can get your reviews removed.
Step 6: Post updates weekly
GBP has a “Posts” feature that most contractors never use. This is a competitive advantage. Post at least once a week:
- Photos of completed projects with a brief description
- Seasonal tips (“5 ways to prepare your furnace for winter”)
- Promotions or specials
- Team updates or hiring announcements
Regular posts signal to Google that your business is active and engaged, which can improve your ranking in the map pack.
Step 7: Monitor and maintain
Check your GBP dashboard at least once a week:
- Respond to new reviews
- Answer any questions in the Q&A section
- Check for suggested edits (Google sometimes lets random users “suggest” changes to your listing — make sure nothing has been changed without your knowledge)
- Review your insights: how many people viewed your profile, called you, or requested directions
The bottom line
Your Google Business Profile is free and it's one of the highest-ROI marketing activities you can do as a contractor. A fully optimized profile with regular reviews and weekly updates can put you in the map pack — where nearly half of all local clicks go.
Need help with the rest of your online presence? Get a free video auditand we'll review your website, GBP, and search visibility all in one video.