What Is Google Business Profile? How It Works, Cost, Setup

Google Business Profile (GBP) is the free listing that controls how your business shows on Google Search and Maps—from your name, phone and hours to reviews, photos and the button people tap to call. For many searches (e.g. “family lawyer near me”), the Map Pack decides who gets the enquiry; GBP is the profile that powers that card. Once verified, you manage it directly in Google, not a separate app, and the quality of this profile heavily influences local visibility and trust.

This guide explains how GBP works, the cost and likely ROI, who’s eligible, and exactly how to set up or claim and verify a listing. You’ll learn the core features to use, how to optimise for local SEO, request and respond to reviews compliantly, and how to track results. We also cover multi-location and practitioner profiles, common suspension triggers, a simple upkeep checklist, where GBP fits with your website, and practical tips for law firms.

How Google Business Profile works on Search and Maps

If you’re asking what a Google Business Profile actually does, here’s the short version: it feeds the listings people see on Search and Maps and gives them fast ways to contact you. On Google Search, your profile can appear in the Local Pack (Map Pack) for category and “near me” queries, and as a right‑hand Business panel for branded searches. It shows your name, phone, hours, reviews, photos, services/products, and action buttons like Call, Website, Directions, Message or Book.

On Google Maps, your pin and listing card surface for relevant area searches. Well‑optimised profiles are more likely to appear in these results, especially for discovery searches such as “[family lawyer near me]”, where most enquiries start. Users can compare options, read reviews, check photos, and take action without leaving Google.

Behind the scenes, your edits in GBP sync across Search and Maps. Profiles are dynamic: Google may emphasise sections (e.g. reviews, updates, services) based on the query and even bold relevant terms it detects in your content. Keeping information complete, accurate and active unlocks more visibility and conversions.

Is Google Business Profile free? cost, value and ROI

Yes—Google Business Profile is free to create and manage. There’s no subscription and no pay‑to‑rank; ads are optional and don’t influence your organic visibility in Search or Maps. The real question isn’t “is it free?” but “what is Google Business Profile worth to you?” For most firms, it’s a high‑intent demand capture channel: people discover you, read reviews, and call, message or visit your site in seconds.

Typical “costs” are time and execution:

• Time to maintain: Keep hours, services and attributes accurate; post updates; respond to reviews.
• Content assets: Decent photos/videos; occasional post graphics.
• Reputation ops: A lightweight review request process.
• Optional tooling/support: Call tracking, scheduling, or agency help.

Value shows up as more calls, website clicks, messages and direction requests from the Map Pack and branded panels. Measure it: use GBP Insights for queries and actions, apply UTM tags to your Website button, and track calls/messages to attribute new matters properly. A simple frame: ROI = (Matters revenue attributed to GBP – execution costs) / execution costs. Done well, GBP compounds trust and local visibility at near‑zero media cost.

Who is eligible for a profile (and who isn’t)

Eligibility for Google Business Profile is straightforward: you must make in‑person contact with customers during your stated hours. A shopfront isn’t required; service‑area businesses that visit customers qualify, and you can hide your address while specifying service areas. Verification is required before edits go live. For professional practices like law firms, meeting clients at your office or their premises satisfies the contact requirement.

• Eligible: Storefront businesses open to the public.
• Eligible: Service‑area businesses that travel to clients (e.g., trades, professional practices by appointment).
• Eligible (kiosks): ATMs, video‑rental kiosks, and express mail drop boxes.
• Not eligible: Online‑only businesses with no in‑person contact.
• Not eligible: Individual rental or for‑sale properties.
• Not eligible: Lead‑generation companies.

Practitioner and multi‑location setups have extra nuances we’ll cover later. If you’re eligible, here’s how to set up a new Google Business Profile step‑by‑step.

How to set up a new Google Business Profile step-by-step

If you’re starting from scratch and wondering what is Google Business Profile setup in practice, the process is quick and structured. You’ll add your core details, choose how you serve customers (at a location or in a service area), and supply enough information for Google to show you in Search and Maps.

1. Start in Google: In Google Maps, open the menu and select “Add your business,” or visit Google’s Business Profile manager and click “Manage now.” Sign in with the account you’ll use long‑term.
2. Enter your business name (exactly): Use your real‑world name only—no keywords or taglines, which can trigger suspension.
3. Choose a primary category: Pick the closest fit (e.g., “Family law attorney”). You can add secondary categories later.
4. Set your location model:
   • Storefront: enter your address so customers can visit.
   • Service‑area business: hide your address and add the suburbs/regions you serve.
5. Add contact details: Phone number and website URL. Accuracy here drives calls and clicks.
6. Set hours (and special hours): Add standard opening times now; you can add holiday hours later to keep trust signals strong.
7. Describe your business: Write a clear, plain‑English description covering services, who you help, and what sets you apart (no links or promos).
8. List services/products: Add practice areas, common matters, packages, or key services so Google can match relevant searches.
9. Upload visuals: Add your logo, a cover photo, and quality images of your premises, team, and work context.
10. Enable optional features: Turn on Messaging only if you can reply promptly; add Bookings if you use a supported scheduler.
11. Finish and verify: Google will prompt you to verify (methods vary by profile and can include phone, email, postcard or video). We’ll cover claiming and verification next.

Once verified, your information syncs to Search and Maps, and you can manage everything directly in Google.

How to claim and verify an existing listing

Many firms already have a Business Profile auto-created from Maps data or public suggestions. Claiming it puts you in control of edits, reviews, messaging and bookings. Verification is Google’s proof you’re authorised before changes appear on Search and Maps.

1. Find your profile: Search your business name on Google Search or Maps and open the listing.
2. Start the claim: Click “Claim this business” or “Own this business?” then choose Manage now and confirm it’s yours.
3. Verify ownership: Complete one of the available methods (varies by profile): phone, email, postcard to your address, video recording, or live video call. Storefronts are often asked to verify by postcard.
4. Finish and manage: Once verified, manage everything via the Business Profile interface in Google; your updates sync to Search and Maps.

If someone else already manages it

If you don’t see the claim link, the profile is verified by another account.

• Request access: Start the create/claim flow, select your business and click Request access. Provide your details and access level.
• Wait window: The current manager has about 3 days to respond. If there’s no response, you may be able to claim by verifying yourself; Google typically grants full access 7 days after ownership changes.

Tip: Use the Google account your firm will keep long‑term for continuity and auditability.

Managing your profile directly in Google Search and Maps

Once verified, day‑to‑day management happens inside Google itself—no separate app needed. On desktop, search your business name and you’ll see the “Your business on Google” panel; on mobile, open Google Maps, tap your business, then Manage. If you’ve been asking what Google Business Profile management looks like in practice, it’s fast, lightweight and designed for quick edits that sync to Search and Maps in minutes.

• Edit profile: Update name, primary/secondary categories, description, phone, website, address/service areas, hours and special hours, and attributes.
• Add photos/videos: Upload logo, cover and recent images to keep the listing fresh and trustworthy.
• Add update (Posts): Publish offers, events or news to the Updates section.
• Reviews: Read and reply; use “Ask for reviews” to copy your review link.
• Messages and calls: Enable messaging (if you can reply promptly) and view call history.
• Performance (Insights): See searches, views and actions from Search and Maps.
• Bookings (if supported): Connect a scheduler so clients can book directly.

Assign manager roles, turn on notifications for reviews/messages, and keep details accurate—activity signals help your profile surface more often.

Core features to use: reviews, posts, services, products, messaging and bookings

The quickest wins in Google Business Profile come from using the built‑in features that influence both visibility and conversion. If you’ve been wondering what is Google Business Profile best used for beyond a name, phone and hours, it’s these tools: social proof (reviews), timely updates (posts), structured offerings (services/products), and low‑friction contact (messaging/bookings). Used together, they help you appear for more discovery searches and turn views into calls, clicks and bookings.

• Reviews: Share your review link from the dashboard, ask consistently, and never incentivise (against Google’s terms). Reply to every review—positive and negative—to build trust and signal activity. Keep responses concise, helpful and compliant.
• Posts (Updates): Publish What’s New, Offers or Events. Use a strong first sentence, a clear image, and an action button. Posts display in the Updates section; standard posts expire after seven days (events run to the end date), so keep a simple cadence.
• Services: Add the services or practice areas you actually deliver, with short plain‑English descriptions. This helps Google match you to relevant queries and gives searchers clarity on scope.
• Products: For catalogued offerings, use the Product Editor to showcase items with photos, price ranges and a landing‑page link. Recent products surface first and can drive high‑intent clicks.
• Messaging: Enable only if you can respond promptly. Set notification rules and saved replies for common questions. If response times will lag, leave messaging off and prioritise calls or web forms.
• Bookings: Connect a supported scheduler so prospects can book directly from your profile. It removes friction for ready‑to‑buy users without affecting organic ranking, and it’s easy to measure as a lead source.

Optimise your profile for local SEO: categories, NAP, service areas and keywords

If you’re serious about the Map Pack, optimise your Google Business Profile like a storefront: make it accurate, complete and relevant to what people search. Profiles are dynamic—Google can emphasise different sections and even bold relevant terms—so clear, consistent information plus steady activity is what turns views into calls.

Categories

Your primary category is a major relevance signal, so choose the closest fit (e.g., “Family law attorney”) and add only genuinely relevant secondary categories. Avoid “category stuffing” or using keywords in the business name—both risk suspension. Revisit categories periodically; if your practice focus changes, update them to match the services you actually deliver.

NAP (Name, Address, Phone)

Ensure your business name, address and phone are consistent across Google and other directories. Use the exact real‑world name, the same address formatting, and a phone number that connects to your firm. If you use call tracking, set the tracking number as Primary and your main line as an Additional phone to preserve NAP integrity. Keep hours and special hours current.

Service areas

If you visit clients, hide your address and list realistic service areas—suburbs, cities or regions you truly cover. Don’t claim an entire state if you won’t travel it. Storefronts should show a precise address and can still add delivery/visit areas when applicable. Review areas as you expand or refocus to keep relevance high.

Keywords

Add relevant keywords naturally where Google reads them: your “from the business” description, services, posts, Q&A, and even review replies. Use plain English, reflect your real matters and include location context where appropriate. Never add keywords to your business name; keep them within content that helps searchers understand what you do and where you do it.

Photos, videos and attributes: guidelines and best practice

Strong visuals and clear attributes make your Google Business Profile more clickable and trustworthy. Photos help prospective clients recognise your brand and premises; attributes highlight practical details and values that influence choice. Keep visuals genuine, recent and useful—Google may prioritise sections that match the searcher’s intent, so quality here directly affects engagement on Search and Maps.

• Photo specs that work: Use JPG/PNG between 10 KB and 5 MB. Profile photo: 250×250. Cover photo: 1080×608. Business photos: 720×720. Images in posts display well at 1200×900. Avoid heavy filters or over-editing.
• Show the essentials: Logo and cover, exterior (so visitors recognise the entrance), interior/reception, team at work, and service context. Short, steady videos can add helpful “walk‑through” reassurance.
• Keep it current: Add new visuals periodically and remove outdated ones. Consistency of branding and quality matters more than volume.
• Name your files sensibly: Clear, descriptive filenames are fine; don’t stuff keywords into the business name field.
• Attributes (highlights): In Edit profile > More, choose relevant options (availability varies by category), such as “Women‑led” or “LGBTQ friendly.” Be accurate—attributes should reflect real policies—and expect updates to take up to 10 days to publish.

Reviews strategy: how to ask, respond and keep it compliant

Reviews on your Google Business Profile are high‑intent social proof that influence both Map Pack visibility and who gets the call. Google explicitly notes that customers read reviews, mixed ratings are normal, and replying builds trust. Your goal is a steady, authentic cadence of new reviews, simple pathways to leave them, and consistent, professional responses—without incentives or pressure.

• Ask at the right moment: Request a review after a successful engagement or helpful consultation. Share your unique link from “Ask for reviews” in the dashboard so clients land directly on your GBP review form.
• Make it effortless: Include the review link in completion emails and your team’s email signatures. A short line like “Your feedback helps others find us” is enough—don’t script what to say.
• Stay compliant: Never offer incentives or discounts for reviews. Don’t suggest content; let clients use their own words. For regulated sectors, avoid prompting for case specifics.
• Reply to every review:
  • Positive: thank them, reference a general theme, and sign off with a name.
  • Negative: acknowledge, apologise where appropriate, state a desire to fix, and move offline. Keep it brief; don’t argue.
• Protect confidentiality: Never reveal personal or matter details in responses. Avoid legal advice; invite the reviewer to continue the conversation privately.
• Monitor and act fast: Turn on notifications and aim to respond within 24–48 hours. Flag reviews that clearly violate Google’s policies (e.g., off‑topic, hate speech, spam).
• Keep the flywheel turning: Ask consistently, reply promptly, and showcase professionalism—Google may bold relevant terms in reviews, and steady activity signals reliability.

A light, repeatable process like this compounds trust and conversion from Search and Maps without breaching guidelines or risking suspension.

Tracking performance: Insights, UTM tags, call tracking, GA4 and Search Console

If you’re serious about proving value, treat Google Business Profile like a lead channel you can measure end‑to‑end. Between GBP’s own Insights and your analytics stack (UTM tagging, call tracking, GA4, and Search Console), you can attribute calls, website visits and bookings to the Map Pack and your profile with confidence—so you know which actions move enquiries and matters, not just views.

• GBP Insights (in Google): See top queries, views on Search vs Maps, and actions (Website, Calls, Directions). Use this for demand and engagement trends, not granular conversion analysis.
• UTM tags on every button: Append UTM parameters to Website/Appointments/Posts links so GA4 can attribute traffic to GBP. Keep naming consistent across locations and campaigns.
• Call tracking (compliant): Use a tracking number as the Primary phone and your main line as an Additional phone. This preserves NAP while letting you count GBP‑sourced calls.
• GA4 conversions: Mark calls (from click‑to‑call), form submits, messages and bookings as conversions. Report by source/medium to isolate GBP traffic from other organic.
• Search Console: Monitor the queries and pages winning in organic search, then align GBP services, posts and on‑site content to reinforce those themes locally.
• Tie to revenue: Reconcile tracked calls/messages/bookings with signed matters to calculate close rates and true ROI, not just clicks.

Recommended UTM convention (example):
?utm_source=google&utm_medium=organic&utm_campaign=gbp_profile&utm_content=website_button

Small habit, big payoff: review Insights monthly, GA4 and call logs weekly, and adjust posts/services based on the queries that actually drive actions.

Multi-location and practitioner listings: offices, departments and professionals

If you operate more than one office—or you’re a professional practice with named practitioners—structuring your Google Business Profile estate properly prevents duplication, boosts local coverage and makes management scalable. In short, what is Google Business Profile for multi-location firms? It’s a portfolio you control from one account, with each office and (where appropriate) professional represented clearly for Search and Maps.

Multi-location offices: set-up and control

Create a separate profile for each physical office and manage them from a single login. Use Business Groups to share management with colleagues or your agency, add members securely, and import a list if you’re adding many locations at once. For housekeeping, assign Labels to locations (e.g., “NSW | Family,” “VIC | PI”)—you can add up to 10 labels per location, 50 characters each—to keep reporting and bulk actions organised.

• Naming consistency: Use the real‑world firm name for every office; no keywords or taglines.
• Per‑location accuracy: Set the correct address, hours, categories and service areas for each office.
• Organised tracking: Apply UTM tags unique to each location’s Website/Booking buttons and, if using call tracking, set the tracking number as Primary with the main line as an Additional phone to preserve NAP consistency.

Practitioner profiles: when they make sense

Many professional practices choose to represent individual practitioners alongside the firm. If you go this route, ensure details are accurate and not misleading, keep names real‑world (no descriptors), and align categories with the practitioner’s actual services. Avoid creating look‑alike duplicates; verify ownership and maintain each profile actively with appropriate photos, services and review responses.

Departments at one address

If you run distinct departments under one roof, start with a single office profile and use Services, Posts and photos to showcase practice areas. Only create additional profiles where there’s a clear, customer‑facing distinction and you can manage them without overlap. Always check for potential duplicates during set‑up and keep information complete and consistent across Search and Maps.

The payoff: clean information architecture, easier governance, and broader, clearer visibility in the Map Pack for every place—and person—you want clients to find.

Common mistakes that cause suspensions (and how to avoid them)

Suspensions usually come down to trust and accuracy. Google expects your Google Business Profile to match real‑world information and eligible ways you serve customers. If you’ve ever wondered what is Google Business Profile most at risk from, it’s misrepresentation—of your name, location model, categories, or content. The good news: most issues are preventable with clean data, compliant wording, and steady, legitimate activity.

• Keyword‑stuffed business name: Use your real‑world name only. Adding locations or services (e.g., “Smith & Co Family Lawyers Sydney Cheap”) can trigger suspension.
• Misrepresenting how you serve customers: Storefronts should show an accurate address; service‑area businesses can hide the address and list service areas. Don’t mix models incorrectly.
• Duplicate listings: Creating multiple profiles for the same place or practitioner causes conflicts and can lead to removals or suspension. Check for existing profiles before adding.
• Misleading categories: Pick the closest primary category and only relevant secondary ones. “Category stuffing” or inaccurate categories invites manual edits and trust issues.
• Non‑compliant descriptions or posts: Google’s guidelines prohibit links, specials/promotions, offensive content, and gimmicky text in the “from the business” description.
• Review violations: Incentivising or gating reviews breaches policy. Ask ethically and respond to all reviews; don’t script testimonials.

How to avoid trouble:

• Match the real world: Exact name, accurate address/service areas, correct hours.
• Be precise, not promotional: Clear services, compliant description, relevant categories.
• Keep it singular: One profile per location/practitioner; remove or merge duplicates.
• Document changes: Significant edits (like an address move) may require verification—complete it promptly.
• Operate steadily: Regular, genuine photos, updates and responses signal legitimacy.

If suspended, audit against the points above, correct issues, gather evidence (photos, signage, utility bill if needed), then request reinstatement via Google’s Help channels.

A simple maintenance checklist: weekly, monthly and quarterly

Light, regular upkeep keeps your Google Business Profile accurate, active and trustworthy—signals that lift Map Pack visibility and conversions from Search and Maps. If you’re wondering what is Google Business Profile maintenance in practice, use this simple cadence and stick to it.

• Weekly: Reply to all reviews and Q&A within 24–48 hours; check and clear messages/call logs; publish one concise Post if you have news, offers or events (standard posts last seven days); add a fresh photo; set Special hours for upcoming public holidays.
• Monthly: Review Performance/Insights, GA4 and call tracking; update services/products and attributes; test Website/Call/Message/Booking buttons; refresh cover or featured images; confirm hours and staffing reflected on the profile; share your review link in routine follow‑ups.
• Quarterly: Audit categories, NAP and service areas (and key directories) for consistency; remove outdated photos/posts; review user roles and access; reconcile GBP leads to signed matters to refine your review ask and posting themes; for multi‑location or practitioner setups, validate each listing’s details and eliminate duplicates.

This rhythm keeps information clean, activity steady and attribution tight—so you can see what’s working and win more enquiries.

Where Google Business Profile fits in your marketing mix (website, SEO and ads)

If you’re asking what is Google Business Profile’s role in the mix, think of it as your high‑intent front door on Google. It captures demand in Search and Maps with calls, messages and clicks, while your website converts that interest into enquiries, and your broader SEO and ads create more opportunities to be discovered.

Your website is the conversion hub: fast, mobile‑friendly pages, clear CTAs, proofs, and detailed service content that backs up your GBP. On‑site SEO expands discovery for non‑brand queries and reinforces relevance signalled in your profile (categories, services, posts and reviews). Google Ads is optional fuel—use it to fill competitive gaps or new geographies—without affecting your organic placement in the Map Pack or profile ranking.

• Keep signals consistent: Exact NAP, categories and services aligned across GBP and your site.
• Close the loop: UTM‑tag GBP buttons, track calls/messages, and report alongside organic and paid.
• Plan coverage: GBP for local intent, SEO for breadth and authority, Ads for instant reach and testing.

Together, this stack compounds visibility and turns local searches into measurable matters.

Google Business Profile for law firms: special considerations and tips

For most practices, your Google Business Profile is now the fastest path from a local search to an intake call. Prospects skim reviews, photos and action buttons, then choose within seconds—so treat GBP like your digital reception. If you’re wondering what is Google Business Profile in a law firm context, it’s a compliant, always‑on shortlist page that must protect confidentiality, reflect real‑world operations, and route enquiries cleanly to your intake process.

• Reviews and confidentiality: Ask consistently via your unique link, never incentivise, and avoid matter specifics. In replies, thank, keep details general, and move sensitive discussions offline.
• Practitioner profiles: Create lawyer profiles only for public‑facing practitioners, using exact real names. Avoid duplicates, align categories, and keep contact details accurate.
• Categories and services: Choose the closest primary category (e.g., “Family law attorney”) and add only relevant secondaries. List practice areas under Services in plain English.
• Messaging and bookings: Enable only if you can respond quickly. Set expectations (no legal advice by message) and connect a supported scheduler for bookings.
• Q&A as FAQs: Post common questions from a personal account and answer from the firm profile. Be helpful without offering legal advice.
• Photos and attributes: Show signage, reception, meeting rooms and team; keep images current. Add relevant attributes (e.g., “Women‑led,” accessibility).
• Locations and service areas: One profile per office with consistent NAP; list realistic suburbs/regions. If using call tracking, set the tracking number as Primary and your main line as an Additional phone.

FAQs about Google Business Profile

If you’re still weighing up what is Google Business Profile good for in practice, these quick answers cover the common sticking points around cost, eligibility, verification and day‑to‑day use on Search and Maps.

• What is Google Business Profile? It’s Google’s free listing that controls how your business appears in Search and Maps, including name, hours, reviews, photos and action buttons.
• Is Google Business Profile free? Yes. Managing your profile is free; ads are optional and don’t affect organic ranking.
• Who qualifies for a profile? Any business that makes in‑person contact with customers during stated hours, including service‑area businesses. Online‑only businesses aren’t eligible.
• Do I need to show a street address? No if you travel to customers—you can hide it and set service areas. Some categories (e.g., restaurants) require a visible address.
• How do I verify my listing? Methods vary: phone, email, postcard, video recording or live video call. You must verify before edits fully publish.
• Does advertising boost my GBP rank? No. Google Ads doesn’t influence your organic visibility in the Map Pack or profile.
• How long do Posts last? Standard posts display for seven days; Event posts run until the event end date.
• Can I manage multiple locations or practitioners? Yes. Create separate profiles per office (and, where appropriate, practitioners) and manage them from one account.
• How do I get reviews compliantly? Share your unique review link and ask consistently—never incentivise or gate reviews. Reply to all reviews.
• Someone else controls my listing—what now? Use “Request access.” The current manager has about three days to respond; if they don’t, you may be able to claim after verifying.

Next steps

Your Google Business Profile is the fastest route from a local search to a consult. Get the foundations right (accurate NAP, categories, hours), keep it active (reviews, posts, photos), and measure everything (UTMs, calls, GA4, Search Console). Do this consistently and you’ll earn more visibility in the Map Pack and convert more views into enquiries.

Prefer a hands‑off, lawyer‑led rollout? We set up/claim profiles, choose categories, structure service areas, build compliant review programmes, produce posts and visuals, and wire up tracking—then align GBP with your site and broader SEO to grow signed matters. See how this fits into a compounding strategy on our law firm SEO service page and book a quick chat.