In today’s world, when someone in your area needs a plumber, electrician, cleaning service, or any home-service business, they’re likely to pull out their phone and type something like “plumber near me” or “electrician [your town]”. Your business’s online presence matters more than ever. If you don’t actively manage your Google Business Profile (GBP)—formerly Google My Business—you’re effectively invisible in a significant part of the local marketplace. Let’s walk through why a local service business simply can’t skip GBP in 2025, what’s changed, and what you should do about it.

What is a Google Business Profile — and why it matters

A Google Business Profile is a free listing Google shows for local businesses when someone searches for a service in their area. It includes your name, address, phone, hours, photos, services, reviews, and more. When set up and optimised well, your GBP acts like a mini landing page inside Google. It’s often the first (sometimes only) thing a prospect sees. Ignoring it is like having a shop in a busy street but turning off your sign. Here’s why it has become essential:

• Local intent dominates search
  Nearly half of all Google searches now carry a local intent.
  
  
• Foot traffic follows online discovery
  More than three-quarters of consumers who search “near me” visit a business within a day.
  
  
• Better conversion per view
  Complete GBP listings are far more likely to get clicks than incomplete ones.
  
  
• Calls and direction requests come through your listing
  On average, most weekday business calls come from Google Business Profiles.
  
  

These aren’t just nice-to-have numbers. There’s evidence that a well-optimised GBP can turn searchers into real customers.

What’s different in 2025: Raising the stakes even higher

If you thought “just listing” your business was enough, things have changed. The landscape of local search is evolving. Here’s what’s new in 2025 and why your GBP matters more now than ever:

AI and smarter search

Google is getting smarter. Its AI and algorithms are interpreting more than just keywords—they analyse review sentiment, freshness of updates, and how well your listing aligns with user intent. Your GBP is not a static card; it is evaluated as a living data point.

Freshness and activity count

Updating your listing often matters more now. Posts, new photos, updated services, and timely replies signal to Google that your business is active and trustworthy. Stale listings are at risk of being pushed down or ignored.

New GBP features and filters

Google continues to add local features, such as special hours, temporary closures, holiday information, and links to videos or posts. Voice search and conversational queries are becoming increasingly common, so your listing needs to be prepared to answer them.

Ad verification is tied to your profile

Google now requires verification of GBP to run Local Services ads in many regions. If your GBP is unverified or inconsistent, your ads can be suspended. Ignoring GBP may block you from key paid channels.

What a strong GBP actually does for your local service business

Let’s get practical. What benefits do you gain when you properly set up and manage your Google Business Profile?

1. You show up where customers search

If someone searches “carpenter near me” or “roof repair [city name]”, Google often shows a local pack—a block of three local business listings. Google Business Profile signals are among the top factors in determining whether you appear in search results. Getting into that top three can dramatically boost your visibility.

2. You build trust and social proof

Reviews are front and centre in your GBP. Positive reviews and higher star ratings help signal quality to both users and Google’s ranking algorithms. Responding to reviews shows you’re engaged and care about your customers.

3. You attract more qualified leads

With your GBP listing featuring a click-to-call button, directions, and a link to your website, it serves as a direct channel for leads. For many service businesses, GBP is one of the primary sources of new customer calls and appointments.

4. You reduce reliance on paid ads

A strong GBP can improve organic visibility, especially in local searches. Over time, that means less dependence on paid ads. When your profile and reviews are solid, people are more likely to trust your business without you having to pay for every click.

5. You gain insights to refine strategy

Google provides analytics around your GBP, including the number of views, directions requests, calls, and clicks your listing receives. You can see which services people clicked on more and optimise accordingly.

The risks of ignoring your Google Business Profile

Putting your GBP on the back burner isn’t without consequences. Here’s what you risk:

• Loss of visibility — Competitors with optimised listings will appear ahead of you in local searches.
  
  
• Missed lead opportunities — Prospects will call, click, or navigate to competition instead of you.
  
  
• Decline in trust — A half-filled or outdated profile signals neglect.
  
  
• Broken paid campaigns — Your Google Local Services ads may be suspended if your GBP isn’t verified or consistent.
  
  
• Algorithmic penalties — Google may downrank listings that seem inactive, inconsistent, or low in signal strength.
  
  

Ultimately, your business might not exist online. And when most customer searches start on Google, that’s a risk few service businesses can afford.

How to make your Google Business Profile work for you

Here’s a checklist to build and maintain a GBP that helps grow your local service business—not just exist.

1. Claim and verify your listing
   Verification unlocks essential features.
   
   
2. Fill in every field accurately
   Include business name, categories, address/service area, phone, website, hours, services, and descriptions.
   
   
3. Add quality photos and videos
   Show your team your office, tools in action, and before/after work.
   
   
4. Get and manage reviews actively
   Ask satisfied customers to leave reviews and respond to each one.
   
   
5. Make regular posts
   Share offers, news, photos, and updates to keep your listing fresh.
   
   
6. Monitor analytics and user behaviour
   See which search terms bring traffic and which services are clicked.
   
   
7. Keep everything consistent across the web
   Your name, address, and phone number must match your website and directories.
   
   
8. Adapt to new features and changes
   Be ready to adopt new elements that Google rolls out.
   
   

A possible roadmap (first 90 days)

• Weeks 1–2: Claim & verify the listing. Add all basic info.
  
  
• Weeks 3–4: Start collecting reviews.
  
  
• Weeks 5–6: Publish your first GBP post. Monitor engagement.
  
  
• Weeks 7–8: Address negative reviews. Optimise descriptions.
  
  
• Weeks 9–12: Track analytics, adjust services or posts, and keep posting weekly.
  
  

Even within three months, you’ll begin seeing more calls, direction requests, and interactions.



Conclusion

If your local service business is serious about growth, ignoring your Google Business Profile in 2025 is no longer an option. The gap between you and your competition might already be widening because they understand how GBP feeds visibility, trust, and conversion. Your listing is your digital storefront in the eyes of your community. Give it the attention it deserves. Fill it out, keep it complete, and let it become one of your strongest sources of leads.

If you need help optimising your Google Business Profile or crafting a strategy that turns searchers into customers, reach out to Get Customers Fast. We can help you turn your listing into more calls, more bookings, and more business.
👉 Start now: https://www.getcustomersfast.co.uk/