Not long ago, local business owners could relatively easily attract customers through targeted advertising, SEO and social networks. But in the 2020s, everything changed:
Contextual advertising has become more expensive. The cost per click in popular niches has risen by 60-100% over the past three years. Many entrepreneurs simply can’t afford to compete with major players.
SEO promotion has become more complex. Google increasingly gives preference to aggregators and marketplaces, while small businesses have to fight for a place in the search results.
Targeted advertising has become less effective. The algorithms have tightened the requirements, CPM is increasing, and competition for user attention is skyrocketing.
Yet, the search for local companies through Google continues to grow. According to HubSpot, 46% of all Google search queries relate to local businesses (“barber shop nearby”, “where to buy coffee in the center?”). Moreover:
- 76% of users who search for a company on Google visit it within 24 hours.
- 28% of such searches result in a purchase.
Google My Business (GMB) – a free tool that helps small businesses appear in local search results, attract customers and get orders without advertising.
Unfortunately, most entrepreneurs don’t use GMB to its full potential:
- Create a card, but forget to optimize it.
- Do not work with reviews and ratings.
- Do not publish updates and news.
As a result, their card is not visible to customers, and they lose money.
In this article, I will explain how to set up Google My Business so it actually brings in customers. Step-by-step instructions, tips and mistakes to avoid. Let’s dive in!
How Google My Business Works
Google My Business (GMB) is a free service from Google that allows companies to manage their visibility on Google Search and Google Maps. It’s sort of a digital business card that helps clients quickly find the information they need: address, phone, website, photos, reviews, and even offers.
In essence, GMB is a key tool for local promotion, especially for small and medium businesses. If a company does not have a GMB card, it is practically invisible to people looking for services or products in their city.
Suppose a user enters the following query into Google:
“bakery nearby” or “where to eat in downtown Kyiv?”
They will see three companies in a special block (Local Pack) with ratings, photos, and “Call”, “Get Directions”, “Go to Site” buttons.
According to Google, 76% of users visit a company within 24 hours of searching, and 28% of such requests result in a purchase.
Why is Google My Business service so popular?
GMB is a very convenient service for users that solves many contemporary issues:
- Quickly find the right company even in an unfamiliar city – no need to visit the website, all information is already in Google.
- Assess the level of service – users immediately see ratings, reviews, and photos.
- Save time – you can immediately call, build a route or book a service.
What features are available in Google My Business?
Google My Business not only displays company data, but it allows businesses to interact with customers, offering the following features:
Company card. This is basic information about the business that is displayed in Google:
- Name (as in reality).
- Address (or service area).
- Phone number (you can set up call forwarding).
- Website (if any).
- Hours of operation (with the possibility of indicating holiday hours).
- Business category (hair salon, auto repair shop, cafe, etc.).
Reviews and rating.
Reviews in GMB are one of the main factors influencing customer decisions.
- Customers can leave ratings (1–5 stars) and comments.
- Business can respond to reviews (which increases loyalty).
- Google considers the number, frequency and quality of reviews in ranking.
Google Maps and the “Directions” button.
- GMB is directly integrated with Google Maps.
- Customers can immediately get directions to your company.
- Google considers geolocation: if a user is searching for a “nearby barbershop”, they will be shown the nearest salons.
Google Posts.
These are mini news and announcements (
analog to social media posts), which appear in the business card.
Chat and instant messages.
GMB allows customers to write directly to the business via Google.
Booking and online registration.
Google provides detailed statistics on the business card.
How to Add Your Company to Google My Business
Step-by-Step Guide:
- Go to the official Google My Business website and click “Manage Now”.
- Enter your company name. It should match the actual business name (without extra keywords, as Google may block your listing).
- Select your business category. This affects how customers will find you in search results. Examples include “Coffee Shop”, “Phone Repair”, or “Beauty Salon”.
- Add an address (if you have a physical office) or specify your service area. If you run an online store or provide on-site services, indicate the regions you serve.
- Fill in your contact details. Provide a phone number, website (if available), and links to social media.
- Choose a verification method. Google offers several options:
- Postcard with a verification code (sent to your actual business address, delivery time 1–2 weeks).
- Phone or email verification (available for some businesses).
- Video verification (live call with a Google representative).
- Once verified, add photos, a business description, working hours, and start engaging with customers.
How to Promote Your Business with Google My Business?
Let’s explore five key tools that will help you maximize the benefits of GMB.
Collect and optimize all the information in your profile.
Google prioritizes profiles that are fully completed and regularly updated.
What must be included in GMB?
- Accurate business name (without extra keywords, otherwise Google may block your profile).
- Business category (it’s important to select the primary and additional categories).
- Address (if you operate without an office, specify the service area).
- Phone number, website, and messengers (WhatsApp, Telegram, Instagram).
- Business hours (update them before holidays and weekends).
- Business description (150–250 characters, briefly highlighting key services and advantages).
- Photos and videos (real images of your interior, staff, products, and work process).
A bakery owner in New York approached us with a complaint: their GMB profile appeared in search results but brought in almost no customers.
What we did:
- Added missing categories: “Café” and “Breakfasts” to cover more queries.
- Optimized the description: emphasized signature croissants and takeaway coffee.
- Updated business hours (previously, incorrect hours were listed).
Use reviews to boost local rankings.
Reviews are a key factor in GMB rankings.
- Google ranks profiles with more reviews higher in local search.
- People trust businesses with high ratings (4.5+).
- Regular, fresh reviews show that the business is active.
- Send a review link to customers after a purchase (via SMS, WhatsApp, Telegram).
- Place a QR code on the checkout counter or product packaging for quick feedback.
- Offer a bonus for a review (e.g., a discount on the next order).
An auto repair shop in Kyiv had fewer than 10 reviews in GMB and a 3.9 rating.
What we did:
- Set up automatic SMS review requests after repairs.
- Added a QR code for reviews in the waiting area.
- Responded to all reviews (even negative ones) politely and constructively.
Regularly publish posts and promotions.
What types of posts work best?
- Promotions and discounts (“Get 20% off haircuts until the end of the month!”).
- New services (“We now offer car interior dry cleaning!”).
- Product and service reviews (“Check out the best desserts of the week – see photos!”).
- Events (“Grand opening of our new branch – join us for a tasting!”).
Mistakes that hinder GMB promotion
Creating a profile and forgetting about it
Many businesses think that simply setting up a GMB profile will automatically attract customers. However, Google favors active companies—if your profile isn’t updated, its rankings decline.
No reviews or fake reviews
Google evaluates not just the number but also the quality of reviews. If all reviews are generic, lack details, or appear too frequently, algorithms will detect this and may lower your ranking.
No UTM tags – no way to track customers from GMB
Without UTM tags, you can’t determine how many customers came to your website from Google My Business.
- Add UTM tags to the website link in your GMB profile.
- Analyze traffic in Google Analytics.
Conclusion
However, in order for it to actually work, it’s important not just to create a card, but to regularly update it, work with reviews, post promotions, and analyze statistics.
If you don’t have time to do this yourself, the BUSINESS SITE team will help you set up, optimize, and promote your GMB profile so that it brings customers.
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