Why Your Google Maps Listing Isn't Ringing (And How to Fix It)
If you’re a plumber in Coorparoo or a lawyer in the Brisbane CBD, you already know that being on the map is the difference between a busy week and a dead one. When someone’s pipes burst or they need a contract signed, they don’t scroll through five pages of search results. They open Google Maps, look at the top three results, and hit the 'Call' button.
Most business owners I talk to are frustrated. They’ve filled out their profile, they’ve got a few five-star reviews, but the phone still isn't ringing as much as they’d like. Meanwhile, a competitor down the road—who you know isn't as good as you—is seemingly everywhere.
Here’s the truth: Most of what you’ve been told about "optimising" your map listing is either outdated, overcomplicated, or flat-out wrong. You don't need a degree in computer science to win here. You just need to understand how Google decides who gets those top spots and who gets buried.
In this guide, I’m going to bust the common myths that are costing you money and show you exactly what to do to get more enquiries from your local area.
Myth #1: You Need a Fancy Office in the City to Rank
I see this all the time. A business owner thinks they need to rent a "virtual office" in the Brisbane CBD just to show up for city searches.
The Reality: Google is smarter than that. They know when an address is a P.O. Box or a shared desk in a Regus office. If you try to game the system with a fake address, Google will eventually suspend your listing. Getting suspended is a nightmare—it can take weeks of arguing with support to get back online, and in the meantime, you’re invisible.
What to do instead: Use your real location. If you work from home in Chermside but service the whole of Brisbane, tell Google that. You can set a "Service Area." While it’s true that proximity matters (Google likes showing people businesses nearby), you can still dominate your suburb by proving you are the most relevant and trusted option in that specific patch.
Myth #2: More Reviews Always Equals More Customers
Don't get me wrong—reviews are vital. But I’ve seen businesses with 200 reviews get beaten by a competitor with 40. Why? Because Google cares about the quality and recency of those reviews, not just the total number.
If all your reviews are from three years ago, Google thinks you might have gone out of business or stopped caring. If your reviews are all five stars with no text, they don't help much.
The "Money" Review Strategy: 1. Get them to mention the service: A review that says "Great job" is okay. A review that says "Best emergency plumber in Ascot, fixed my leaking toilet in an hour" is gold. It tells Google exactly what you do and where you do it. 2. Reply to every single one: Yes, even the bad ones. When you reply, you’re not just talking to the customer; you’re showing Google (and future customers) that you’re active and professional. 3. Keep them coming: One new review a week is better than getting 20 at once and then nothing for six months.
Myth #3: You Only Need to Set It Up Once
This is the biggest mistake I see Brisbane small businesses make. They treat their Google Business Profile like a digital yellow pages ad—set it and forget it.
Google loves "freshness." If you haven't touched your profile in three months, Google assumes the information might be stale. Your competitors who are posting updates and adding photos are going to leapfrog you.
The 10-Minute Weekly Routine: Upload 2-3 photos: Take a photo of a finished job, your team at the morning toolbox talk, or even your van parked in a local street. It proves you’re out there doing the work. Post an update: Think of this like a Facebook post but for people ready to buy. "Just finished a kitchen Reno in Indooroopilly. Need a quote? Call us today." This is a great way to get local customers without paying for ads.
The "Hidden" Factor: Your Website Works on Phones
Google doesn't just look at your map listing; it looks at your website too. If your website is slow, hard to read on a phone, or doesn't clearly state what you do, Google won't rank your map listing highly.
Think about it from Google's perspective: If they send a customer to your site and that person immediately hits the 'back' button because they can't find your phone number, Google looks bad.
Make sure your phone number is at the very top of your site. Make sure it’s a "click-to-call" button. If people can find you easily on their phone, they’ll call you. If they can't, they'll go to the next guy.
Myth #4: Adding Keywords to Your Business Name Helps
If your business is called "ABC Plumbing," don't change it to "ABC Plumbing - Best Plumber Brisbane Cheap Emergency 24/7" on your Google listing.
This is called "keyword stuffing," and it’s the fastest way to get your account banned. Google’s automated systems are very good at spotting this. Your name on Google must match your actual business name on your signage, your invoices, and your registered business name.
The Pro Move: Instead of stuffing the name, focus on your Categories. You can pick one primary category and several secondary ones. If you’re a builder, don't just put "Builder." Add "Bathroom Remodeler," "Deck Builder," and "Kitchen Remodeler" if you do those things. This tells Google exactly which searches you should show up for.
Does This Actually Make Money?
I’ve seen this work for dozens of Brisbane businesses. We worked with a landscaper in Morningside who was struggling to get leads. He had a profile, but it was bare-bones.
We didn't do anything technical or "brainy." We just: 1. Fixed his categories so he showed up for "retaining walls" and "turf laying," not just "landscaper." 2. Started a system where his guys took a photo of every completed job and uploaded it. 3. Sent a simple text to every happy customer asking for a review that mentioned the suburb.
Within 60 days, his phone calls from Google Maps tripled. He didn't spend a cent on Google Ads. He just made his profile look like a busy, successful business—which it was.
How Much Does This Cost?
If you do it yourself, it costs zero dollars. It just takes about 15-20 minutes of your time each week.
If you hire an agency like ours to handle it, you’re looking at a few hundred dollars a month. The question isn't "what does it cost?" but "what is a new customer worth?" If one new job pays for the whole year of marketing, it’s a no-brainer. If you’re in a high-value industry like law, roofing, or renovations, a single lead from Google Maps can be worth thousands.
How Long Until You See Results?
Marketing isn't a light switch. You won't do this today and have 50 calls tomorrow.
Usually, it takes about 30 to 90 days to see a real shift. Google needs time to see that you’re consistently active and that customers are happy with you. But once you get that momentum, it’s like a flywheel. More views lead to more calls, more calls lead to more reviews, and more reviews lead to even higher rankings.
What Should You Do First?
If you’re busy and just want to start today, do these three things:
1. Check your hours: Make sure your opening hours are 100% accurate, especially for public holidays. There’s nothing that annoys a customer more than driving to a shop that says "Open" on Google but is actually closed. 2. Add 5 real photos: Not stock photos of people in hardhats you bought online. Real photos of your team, your office, or your work. People buy from people they trust. 3. Get a review today: Pick your happiest customer from this week, give them a call or send a text, and ask them to leave a review.
Most of what you read online about local marketing is rubbish designed to make it sound harder than it is so people can charge you more. It’s actually quite simple: Be honest, be active, and show Google that you’re a real business doing great work for local people.
If you want to grow but aren't sure where your money is best spent, you might want to look into how to win local customers for less before dumping money into expensive ads.
Need Help Getting the Phone to Ring?
At Local Marketing Group, we don't care about "impressions" or "engagement." We care about how many times your phone rings and how many new customers walk through your door.
If you’re a Brisbane business owner who is too busy running the show to worry about Google updates and photo uploads, let’s have a chat. We handle the heavy lifting so you can focus on the work.
Ready to dominate your local area? Contact Local Marketing Group today.