Why Your Google Business Profile is Your Most Profitable Employee
If you run a plumbing business in Chermside or a law firm in the CBD, your Google Business Profile (that little map box with the stars) is likely the single biggest driver of new business you have. For most Brisbane business owners I talk to, it accounts for 70% to 80% of their new enquiries.
Yet, most people set it up once, forget their login, and wonder why the phone isn't ringing as much as the bloke's down the road.
I’ve spent years looking at the numbers for local businesses. I’ve seen what happens when a business owner takes this seriously versus when they just 'wing it.' In this guide, I’m going to compare three different ways you can handle your Google profile. We’ll look at the 'Set and Forget' method, the 'Social Media' approach, and the 'Data-Driven' strategy.
I’m not here to talk about algorithms. I’m here to talk about how to get more people to click that 'Call' button on their mobile phone.
The Three Ways to Manage Your Profile: Which One Actually Works?
Most business owners fall into one of three camps. Let’s look at the data on what these actually cost you and what they return in terms of new jobs.
1. The "Set and Forget" Approach (Low Effort, Low Reward)
This is what 90% of Brisbane small businesses do. You claim your listing, put in your address, upload one blurry photo of your ute, and hope for the best.The Cost: $0 in cash, but thousands in lost jobs. The Result: You might show up if someone types your exact business name. You will almost never show up if someone searches for "electrician near me" or "best coffee shop Brisbane." The Reality: Google likes active businesses. If you haven't touched your profile in six months, Google assumes you might have closed down or that you don't care. They won't risk their reputation by recommending a dead business to a user.
2. The "Social Media" Approach (High Effort, Mixed Results)
This is when a business owner treats Google like Instagram. They post daily updates about what they had for lunch or generic 'Happy Monday' graphics.The Cost: 2-3 hours of your time every week. The Result: Your profile looks 'busy,' but you aren't necessarily getting more calls. The Reality: People don't go to Google Maps to be entertained. They go there because they have a problem that needs solving right now. If your posts don't help them decide to hire you, you're wasting your breath.
3. The "Data-Driven" Strategy (The Sweet Spot)
This is the approach we use at Local Marketing Group. It’s about doing the specific things that Google’s data shows will actually make you show up higher and get more clicks. It's about showing Google you are the most relevant answer for a local search.The Cost: Initial setup time + 30 minutes of maintenance a month (or a small fee to have a pro do it). The Result: You show up in the 'Top 3' map pack for the services that make you the most money. The Reality: By focusing on improving your search presence, you turn your profile into a lead-generation machine that works while you're on the tools or at home with the family.
The Numbers: What Actually Makes the Phone Ring?
I’ve analysed hundreds of profiles for tradies and professional services across South East Queensland. Here is the data on what actually moves the needle.
Reviews: Quantity vs. Quality vs. Recency
Everyone knows you need five-star reviews. But here is what the 'experts' won't tell you: a five-star review with no text is almost worthless for your ranking.Google's computers read the words in your reviews. If a customer writes, "Best plumber in Indooroopilly, fixed my blocked drain fast," Google now knows you are a plumber, you work in Indooroopilly, and you fix blocked drains.
The Comparison: Business A: Has 50 reviews, all 5 stars, but no text. They haven't had a new review in 3 months. Business B: Has 20 reviews, a mix of 4 and 5 stars, but every review mentions a specific service and location. They get one new review every week.
The Winner: Business B will outrank Business A every single time. Google prioritises 'recency' and 'relevance.' To stay ahead, you need to answer customer questions within your profile and encourage customers to be specific in their feedback.
Photos: The Secret Weapon
I recently worked with a landscaper in Morningside. He had great reviews but wasn't getting many calls. We looked at his photos. They were all 'after' shots of finished gardens. They looked nice, but they looked like stock photos.We changed the strategy. We told him to take a photo of his team in their branded shirts, a photo of his truck parked on a Brisbane street, and a 'work in progress' shot.
The Result: His 'Requests for Directions' and 'Phone Calls' went up by 40% in a month. Why? Because real photos build trust. People want to see who is coming to their house. They want to see that you actually exist in Brisbane and aren't some lead-generation scam based overseas.
Setting Up for Success: A Step-by-Step Guide
If you want to beat your competitors, stop guessing. Follow this checklist. It’s exactly what I’d tell a mate to do if they just started a business.
1. Your Business Name (Don't Cheat, But Be Smart)
Google’s rules say your name must be your legal trading name. Don't call yourself "Best Brisbane Plumber - Cheap Rates" if your business is actually "John Smith Plumbing." Google will eventually suspend you, and getting your profile back is a nightmare that can take weeks of lost revenue.However, ensure your category is spot on. If you are a 'Family Law Attorney,' don't just put 'Lawyer.' Be specific.
2. The Service Area vs. Physical Address
This is where most Brisbane tradies get confused. If you have a shop in Milton where people come to you, list your address. If you are a mobile sparky who goes to customers, hide your home address and set a 'Service Area.'Pro Tip: Don't select 'All of Queensland.' You won't rank for it. Select the specific suburbs where you actually want to work. If you want more jobs in the Western Suburbs, list those suburbs specifically.
3. Services and Products
Most people leave this blank. That is a massive mistake. You should list every single service you offer. Don't just put 'Roofing.' Put 'Roof Inspections,' 'Gutter Cleaning,' 'Tile Roof Repairs,' and 'Metal Roof Painting.'This helps you show up for your best services rather than just general enquiries that might not be profitable for you.
The Cost of Getting It Wrong
I’ve seen businesses lose $10,000+ in a single month because their Google profile was suspended or dropped off the first page.
If you are paying for Google Ads but your Google Business Profile looks like rubbish, you are burning money. People will click your ad, see your 3.2-star rating or your lack of photos on the map, and then click the next guy.
Winning on Google Maps is about being the 'obvious choice.' When someone looks at the map, they should see your business and think, "Yep, these guys are the locals, they do good work, and they are active."
How Long Until You See Results?
Marketing people love to say "it takes 6 to 12 months." For some things, that's true. But for Google Business Profiles, it’s much faster.
If you have an existing profile and you spend a Saturday morning properly filling it out, adding 20 high-quality photos, and responding to all your old reviews, you will often see an increase in phone calls within 14 to 30 days.
It is the fastest way to grow a local business in Brisbane, bar none.
What’s a Waste of Money?
Don't fall for these common traps: Buying Reviews: Google is incredibly good at spotting fake reviews. They will delete them, and they might ban your profile. It’s not worth the risk. One real review from a local Brisbane customer is worth 100 fake ones from overseas. Automated Posting Tools: There are heaps of apps that 'auto-post' generic junk to your profile. Save your money. One real photo of a job you did in Coorparoo is better than 50 automated posts about 'National Coffee Day.' Fancy 'SEO' Software: You don't need a $200/month dashboard to see if your phone is ringing. Use the free 'Insights' tab on your Google profile. It tells you exactly how many people called you.
Summary: Your Action Plan
1. Claim your profile: If you haven't, do it today at business.google.com. 2. Audit your info: Ensure your phone number and hours are 100% correct. If you say you're open on Saturdays and you don't answer the phone, Google will eventually penalise you. 3. Upload 10 new photos: Not stock photos. Real photos of your team, your office, your van, or your work. 4. Ask 3 customers for reviews: Today. Send them a text with the link. Ask them to mention what you did for them. 5. Respond to every review: Even the bad ones. Especially the bad ones. It shows future customers that you aren't a cowboy.
Running a business in Brisbane is competitive. Whether you're a builder in North Lakes or a florist in Paddington, your competitors are likely already doing some of this. The good news? Most of them are doing it poorly.
If you take a data-focused approach and treat your Google profile like a vital part of your sales team, you will win.
Need help getting your phone to ring? At Local Marketing Group, we specialise in helping Brisbane businesses dominate their local area. We don't do 'fluff' – we focus on the stuff that actually gets you more jobs.
Contact Local Marketing Group today and let’s get your business at the top of the map.