How to set up Google Business Profile for trades

If you only do one thing to market your trade business online, make it this: set up a Google Business Profile.

It’s free. It takes about 20 minutes. And it puts your business on Google Maps — the place most people look first when they need a tradesperson.

You’ve seen it yourself. You search “takeaway near me” and Google shows a map with pins on it, plus three businesses with their name, rating, and phone number. That’s called the “map pack,” and it gets more clicks than anything else on the page.

Google Business Profile is how you get into that map pack. And for tradespeople, being in the top three local results can mean the difference between a busy diary and a quiet phone.

What Google Business Profile actually is

Google Business Profile (GBP) is a free listing that Google provides for any legitimate business. When you set one up, your business can appear in:

• Google Maps — as a pin on the map when people search nearby
• The local map pack — the top three results shown prominently in search
• The knowledge panel — the information box on the right side when someone searches your business name

Your profile shows your business name, phone number, website, hours, reviews, photos, and services. It’s essentially your business card on Google — except it reaches thousands of potential customers.

For tradespeople specifically, GBP is often more valuable than a website. Most people searching “plumber near me” at 7pm on a Tuesday aren’t browsing websites — they’re looking at the map results and calling the first business with good reviews.

Before you start: what you’ll need

Gather these before you sit down to set it up:

• A Google account (your Gmail works fine — you don’t need a special business account)
• Your business name (the name you actually trade under)
• Your phone number (the one you answer for work)
• Your service areas (the towns and cities you cover)
• A few photos of your work, your van, or yourself (optional but strongly recommended)
• Your website address (if you have one — if not, that’s fine for now)

Right. Let’s get it set up.

Step 1: Go to Google Business Profile

Open your browser and go to google.com/business. Click “Manage now” and sign in with your Google account.

If your business has been around a while, Google might already have a listing for it. Search your business name — if it appears, click “Claim this business” and follow the prompts. If not, click “Add your business to Google.”

Step 2: Enter your business name

Type your business name exactly as it appears on your van, invoices, and other marketing. Don’t try to stuff keywords in here — “Dave’s Plumbing” is fine. “Dave’s Plumbing Emergency Plumber Boiler Repair London” is not. Google will penalise keyword-stuffed names and could suspend your listing.

Use your real trading name. That’s it.

Step 3: Choose your business category

This is important. Your primary category tells Google what type of business you are, which directly affects what searches you appear for.

Pick the most specific category available:

• If you’re a plumber, choose “Plumber” (not “Contractor” or “Home improvement”)
• If you’re an electrician, choose “Electrician”
• If you’re a roofer, choose “Roofing contractor”
• If you’re a locksmith, choose “Locksmith”
• If you’re a general builder, choose “General contractor” or “Builder”

You can add secondary categories later. A plumber who also does heating work can add “Heating contractor” as an additional category. But your primary category should be your main trade.

Step 4: Set your location and service area

Google will ask if you have a physical location customers visit — like a shop or office. Most tradespeople don’t. You go to the customer.

Choose “I deliver goods and services to my customers” and then enter your service areas. Add the towns and cities you cover. Be realistic — if you cover a 20-mile radius from Bristol, add Bristol and the surrounding towns. Don’t add the entire South West of England unless you genuinely travel that far.

If you do have a physical premises (like a plumbing supplies shop with a showroom), you can add the address. Otherwise, your home address stays hidden.

Step 5: Add your contact details

Enter your phone number — the one you actually answer. If a customer calls and it goes to voicemail every time, it defeats the purpose.

Add your website if you have one. Your website and GBP work together — Google sees the connection and it helps both rank better. If you don’t have a website yet, you can add one later. Our websites for tradesmen guide covers your options.

Step 6: Verify your business

Google needs to confirm you’re a real business at a real location. Verification methods include:

• Postcard — Google sends a postcard to your address with a 5-digit code. Takes 5–14 days. Enter the code when it arrives.
• Phone — Google calls or texts you with a code. Much faster.
• Email — A verification code sent to your email.
• Video — Google asks you to record a short video showing your business (your van, your tools, a job in progress). Takes 1–3 days for review.

The method offered depends on your business type and location. Most tradespeople get the postcard option. It’s a bit annoying to wait, but it’s a one-time thing.

Important: Don’t change your business name or address while waiting for verification. It can restart the process.

Step 7: Complete every section of your profile

Once verified, your listing is live — but it’s only half done. An incomplete profile ranks worse than a complete one. Google openly states this. Fill in everything:

Business hours. When do you answer the phone? If you do emergency callouts 24/7, say so. If you’re Monday to Friday 8–5, say that. Accurate hours help Google show you at the right times.

Services. Add every service you offer. Be specific: “Boiler installation,” “Emergency plumbing,” “Bathroom fitting,” “Rewiring,” “Consumer unit replacement.” Each service you add is another search term you can appear for.

Business description. You get 750 characters. Write in plain English what you do, where you do it, and what makes you worth hiring. Mention your trade, your area, and any qualifications. Don’t stuff it with keywords — just be clear and honest.

Attributes. Google offers various attributes like “Women-led,” “Veteran-owned,” and others. Tick anything that applies.

How to get reviews (the most important part)

Your profile is set up. Now comes the part that actually drives results: reviews.

Google reviews are the single biggest factor in whether your listing appears in the top three map results. More reviews, higher rating, more recent activity — all of it matters.

Here’s a simple system that works:

1. Get your review link. In your GBP dashboard, find the “Get more reviews” button. It gives you a short link. Save it in your phone’s notes.

2. Text it to every happy customer. After every job, send something like:

“Hi [name], thanks for having us round today. If you’ve got a minute, a quick Google review would really help us out — [your link]. Cheers, [your name]”

3. Make it easy. The link takes them directly to the review form. They don’t need to search for your business or figure anything out. One tap, write a few words, done.

4. Don’t offer incentives. Saying “leave us a review and get £10 off your next job” violates Google’s terms and can get your reviews removed. Just ask genuinely. Most happy customers will do it.

5. Aim for 15+ reviews. That’s the threshold where you start showing up consistently in local results. Then keep going — one or two new reviews per month keeps your profile looking active.

6. Respond to every review. Good or bad, reply. A simple “Thanks Dave, glad we could help” for positive reviews. For negative ones, stay professional, acknowledge the issue, and offer to resolve it offline. Google and potential customers both notice when a business engages with reviews.

How to add photos that get you more clicks

Listings with photos get significantly more clicks than those without. Google says businesses with photos receive 42% more requests for directions and 35% more clicks to their website.

Add these types of photos:

• Your work. Before-and-after shots of jobs. A new boiler installation. A freshly rewired consumer unit. A completed roof.
• Your van. Shows you’re a legitimate business. Branded vans look professional.
• You and your team. People like to see who’s turning up at their home. A friendly face builds trust.
• Your tools and equipment. Shows you’re properly equipped for the job.

Photo tips:

• Use your phone camera — you don’t need professional photography
• Take photos in good lighting
• Aim for at least 10 photos to start, then add more after notable jobs
• Don’t use stock photos — Google can detect them and it looks dishonest

Common mistakes to avoid

Wrong business category. Choosing “Contractor” when you should choose “Plumber” means you’ll show up for the wrong searches. Be specific.

Keyword-stuffed business name. “ABC Plumbing - Best Emergency Plumber in London 24/7” will get your listing suspended. Use your real trading name.

Inconsistent information. Your name, address, and phone number should be identical on your GBP, your website, your Facebook page, and any directories you’re on. Google checks for consistency. Even small differences (like “St” vs “Street”) can cause issues.

Not asking for reviews. Most tradespeople do great work but never ask for reviews. You’re leaving your most powerful marketing tool on the table. Ask every time.

Ignoring the profile after setup. GBP rewards activity. Post an update once a month, add photos, respond to reviews. It takes 10 minutes and signals to Google that your business is active.

Letting someone else manage it unsupervised. If you pay a marketing company to manage your GBP, make sure you still have owner access. You should always be able to log in and check what’s happening with your listing.

How GBP connects with your website

Your Google Business Profile and your website are a team. Here’s how they work together:

• Your GBP puts you on Google Maps and in the map pack
• Your website gives Google detailed information about your services and areas
• When both are linked and the information matches, Google trusts you more
• Customers who find you on Maps often click through to your website before calling

A GBP without a website still works — but a GBP with a properly built trade website works much better. Your website gives people the detailed information they need to choose you over the next person.

If you haven’t got a website yet, Blosm builds trade websites for tradespeople for £149 — and we make sure it’s linked up properly with your Google Business Profile.

Keeping your profile in good shape

Once everything is set up, you need about 15 minutes a month to keep it running well:

• Check your information is still correct (Google sometimes accepts public “suggested edits” that change your details)
• Reply to new reviews — all of them, good and bad
• Add a photo or two from recent jobs
• Post an update — a completed project, a seasonal reminder, or a quick note about availability
• Check your insights — GBP shows you how many people viewed your listing, called you, or asked for directions. Useful to see what’s working.

The bottom line

Google Business Profile is the most effective free marketing tool available to tradespeople. It puts you on the map — literally — and in front of people actively searching for your services.

Set it up today. It takes 20 minutes (plus a few days for verification). Fill in every section. Start collecting reviews. Add photos. And then maintain it with a few minutes each month.

Combine it with a proper trade website and you’ve got the foundation of a marketing strategy that costs almost nothing and brings in work consistently.

No gimmicks. No monthly fees. Just the basics done properly.