Google Business Profile: 11 Powerful Tips For Home Services Pros To Attract Customers

If you don’t welcome customers on-site, such as an main office or building, don’t list your home address. Instead, make sure to list your profile as a service-area business (SAB):

• Choose “Yes” to serving customers at their locations
• Set service areas strategically (cities, counties, ZIP codes) to match where you work
• Example: "Our service areas include Fort Wayne, Auburn, Warsaw, South Bend."

Why it matters: Setting up your profile as a Service-Area Business ensures that your business appears in search results for customers in the areas you actually serve. It prevents confusion about whether you accept in-person visits and enhances visibility across multiple local markets.

Don’t just list services generically - include location-specific keywords that show your experience in your region. Name the service, describe the service, list the problems it solves, and where it is provided:

• Drain Cleaning: Drain cleaning and clog removal - Fort Wayne area
• HVAC Repair: Furnace repair & tune-ups to maintain your comfort - Elkhart County

Why it matters: Including detailed service descriptions with location-specific keywords for relevant problems helps your profile match local search intent. When potential customers search for specific services in their area, a well-optimized profile increases your chances of being found.

The Q&A section is an under-utilized optimization opportunity for your Google Business Profile. Don't wait for potential customers to ask before giving an answer. Use common questions to provide answers about your business, services, products, and more. Here are a few examples of questions you can provide answers for:

• "Do you offer emergency weekend service?"
• "What areas do you cover?"
• "Do you provide free estimates?"
• "Which brands do you work with?"

Why it matters: The Q&A section acts as an additional opportunity to address common customer concerns and showcase your expertise. Proactively managing this section helps ensure accurate information is displayed and reduces the likelihood of losing leads due to unanswered questions.

Post about topics your audience is looking for - specifically in your service area. This goes back to curating a promotional calendar. Not all relevant content you share needs to be a sales pitch. Sharing photos from completed jobs, positive customer testimonials, or resources of value can work well to attract new customers:

• Spring: "Sump pump tips for Warsaw homeowners"
• Summer: "Outdoor faucet repairs in Auburn"
• Fall: "Furnace tune-ups in Noble County"
• Winter: "Frozen pipe prevention in Fort Wayne"

Why it matters: Geo-targeted and seasonal content keeps your profile fresh and relevant, signals active engagement to Google, and positions your business as a trusted local expert. It also helps attract customers looking for timely solutions.

Take advantage of your Google Business Profile structured data features for your offers and promotions. Here are a few of the features that will get your profile the attention it deserves:

• Products & Services (with pricing): Example: "25-gallon septic tank pumping – from $299"
• Offers: Use timely promotions: "10% off furnace inspections in October."
• Booking Integration: Consider enabling booking through your Google Business Profile, if you use scheduling software.
• Menu or Catalogue: Useful for roofers, landscapers, and other contractors - list packages like "Premium roof inspection + report - $149."

Why it matters: Rich profile features enhance your profile’s visibility and attractiveness. They provide additional conversion points - encouraging customers to take action directly from your profile. Keeping this information up to date improves engagement and trust.

Customers seek out home services providers who they can know, like, and trust. Trust is key for home services, and the quickest way to grow trust is through sharing media in the form of photos and video. Skip the stock photos and opt for these instead:

• Project photos (with customer permission) - before & after
• Team or staff on-site
• Short behind-the-scenes video (30 to 60 seconds showing how you work)

Aim to add fresh photos and videos regularly - Google rewards profiles that stay active and updated.

Why it matters: Authentic visuals build trust and credibility with potential customers. People want to see real examples of your work and the team they will interact with. Real-world imagery often performs better in search and drives higher engagement.

Be ready to take calls and respond quickly - customers expect fast responses. If immediate call answering isn’t feasible, set up either:

• An after-hours call-forwarding system
• Voicemail that clearly states where you serve and when you're available

Why it matters: Fast and effective communication can make or break a deal in the home services industry. Enabling messaging and managing calls efficiently ensures that you capture leads while they are still actively searching, improving conversion rates.

Customer reviews is a topic dear to my heart, so I have a lot to say about the subject. However, this article is already quite long and I have covered this topic in many previous articles. Here is the jist:

• Use automated review-requests (e.g. email + QR code) combined with a customer review funnel that guides customers to leave a review on your Google Business Profile.
• Request reviews that highlight service, location, and responsiveness - e.g.: "John at DrainPro was in Fort Wayne within two hours and fixed our sink fast - highly recommend."
• Respond to negative reviews promptly and professionally, showing you take feedback seriously.

Why it matters: Reviews influence both search rankings and customer decisions. Positive, location-specific reviews build credibility and help you stand out in local search results. Responding to reviews signals excellent customer service and attentiveness.

Use the "Performance" tab from your administrative view of your profile to track metrics like how customers find you, calls made from your profile, direction requests (if you have a location), visits to your website, booking clicks, and photo views. Here are some tips for improving performance:

• Take action: If photo views are low, then post more job-site pictures.
• Take action: If clicks are high, but calls are low, request new reviews from your satisfied customers.
• Take action: If profile views are low, create a service-related post and improve your service descriptions.

Why it matters: Monitoring Insights helps you understand what is working and what needs improvement. Data-driven adjustments to your profile and content can lead to better visibility, engagement, and conversion rates.

Ideally, your Google Business Profile will see activity from your current and potential customers. However, it is still advised to make relevant updates and changes to your product and service information throughout the year. A simple management tactic is to create a promotional calendar. Here is a basic quarterly promotional calendar example:

• Q1: Furnace check/pre-winter safety tips
• Q2: AC prep & spring plumbing to avoid summer problems
• Q3: Landscaping cleanup and outdoor maintenance
• Q4: Emergency winter prep, frozen pipes

Why it matters: Seasonal campaigns align your marketing with customer needs throughout the year. They keep your profile active and relevant, encourage repeat business, and help you stay top-of-mind when seasonal issues arise.

Last, but certainly not least, Google continues enhancing Google Business Profile features for service-area businesses. You can expect Google to roll out new features for your profile to take advantage of:

• Watch for structured service listings
• New integrations with booking and appointment systems
• Expanding support for video, virtual tours, and even AR previews
• Improved AI-assisted search experiences

Why it matters: Staying updated with the latest Google Business Profile features ensures you remain competitive and fully leverage the platform’s capabilities. Early adopters of new features often gain a visibility advantage.