Google Business Profile optimisation for local trades
The checklist we use to move service businesses into the map pack.
7Checklist items
WeeklyPost frequency
Every oneReview replies
Ads + LSASynced with
Why the Business Profile matters
For local trades, the map results above the organic listings take a large share of calls. Google ranks them on relevance, distance and prominence, and most of the relevance signals come from how complete and active the profile is.
Our optimisation checklist
- Correct primary category, plus secondary categories for every service line
- Every service listed with a short, keyword-aware description
- Service areas that match the towns on the website
- Real photos of work, team and vehicles added each month
- Weekly posts on offers, recent jobs and seasonal services
- A review request routine and a reply to every review
- Name, phone and website consistent with the site and directories
We run this checklist for roofing clients in Ireland together with their Google Ads and Local Services Ads, so the map listing, the ads and the website all describe the same services in the same areas.
Primary and secondary categories
Services with descriptions
Service areas
Photos (work, team, vehicles)
Weekly Google posts
Review replies
Q&A answered
Sample tracker showing how we record profile completeness for clients.
Want more calls from Google?
Send us your website. We'll reply with what's holding it back and what we'd fix first, free of charge.