How Often Should Contractors Really Use Google Business Profile Posts?

You claimed your Google Business Profile and verified your info. But nothing changed. You're still buried below competitors, and the phone's too quiet.

Most contractors skip the most important step: consistent Google Business Profile posts.

This guide shows exactly what to do after setup: how and when to post, and why it directly affects your local ranking. If you're in roofing, HVAC, remodeling, or pest control, this is how you stay visible and win more local jobs.

Why Post-Setup Optimization Matters For Google Business Profile

Google doesn't reward a profile for existing; it rewards it for staying active.

When you stop updating your profile, it slowly drops in visibility. You won't get notified or see a penalty. But over time, competitors who post regularly will outrank you in the local map pack.

According to Google, businesses with complete and regularly updated profiles are 2.7x more likely to be considered reputable and get significantly more clicks and calls.

Google's local algorithm watches for signs of life like:

• Posting updates

• Uploading photos

• Responding to reviews

• Answering questions

These actions signal your business is engaged, trustworthy, and worth showing to local searchers. If your GBP hasn't been touched in weeks, Google might assume you're no longer in business.

Are You Ignoring the Most Important Parts of Your Google Business Profile?

Even if your profile looks "complete," you're likely missing key sections that directly impact how (and where) you show up in local search. Google uses your profile details to decide when to show your business.

Here's what most contractors overlook and what you should fix today:

• Service Areas: Add every city, suburb, or zip code you actually serve. If you're a service-area business (no physical storefront), this is how you show up in surrounding towns. Don't just list your office address and hope for the best. Crucially, don't use a virtual office address as your primary business location if you don't physically operate from there; this violates Google's guidelines and can lead to suspensions.

• Business Description: Use it to include local keywords ("roof replacement in Killeen") and speak to what matters most to your customers (fast response, same-day service, insurance help, etc.). Avoid keyword stuffing your business name or description; Google penalizes this and it can lead to profile suspensions.

• Categories: Google weighs your primary category heavily. Make sure it's specific (e.g., "Roofing Contractor," not just "Contractor"). You can also add secondary categories like "Gutter Installer" or "Siding Contractor" to expand visibility.

• Attributes: These small details add up. Mark things like "Veteran-owned," "Emergency service available," "Speaks Spanish," or "Wheelchair accessible." These help you show up in filtered searches and build trust instantly.

✅ Pro Tip: Updating these sections once isn't enough. Google notices when you refresh categories, services, or service areas and rewards that activity with better visibility. Aim to revisit and refresh these core details at least quarterly or semi-annually.

NAP Consistency: The Hidden Local Ranking Factor

Beyond your Google Business Profile, Google also looks at how consistently your Name, Address, and Phone number (NAP) appear across the internet. This is called "citation building." Every time your business is mentioned on another reputable website (like Yelp, Houzz, Facebook, or industry-specific directories), it's a "citation."

• Ensure Accuracy Everywhere: Make sure your business name, address, and phone number are identical on your website, social media profiles, and all other online directories. Inconsistencies can confuse Google and hurt your local ranking.

• Data Aggregators: Google also pulls information from major data aggregators (like Factual, Infogroup, and Neustar Localeze). Ensuring your information is accurate and consistent on these platforms is equally important.

How Often Should You Post on Your Google Business Profile?

Posting once and walking away won't cut it. Google wants to see your business is active and engaged. Setting a consistent posting schedule is critical; even once a week can make a difference in rankings and visibility.

Understand the Types of Google Business Profile Posts:

Each type serves a different purpose and shows up differently on your profile.

• What's New: Project updates, milestones, announcements. These posts stay visible for 7 days, so consistency is key.

• Offers: Promote seasonal deals, discounts, or limited-time services. These last until the end date you set.

• Events: Great for home shows, expos, or community involvement. Like offers, they stay live until the event ends.

• Products: Promote ongoing services (e.g., gutter cleaning, roof inspections). These don't expire unless you remove them.

Most contractors only ever use "What's New"—a missed opportunity to show up for promo or event-related searches.

🗓️ How Often Should You Post? 1–2 posts per week is ideal for staying visible and sending "freshness" signals to Google. Don't post just to check a box; each post should give potential customers a reason to call, click, or message.

📍 Example: A roofer could post a "before-and-after" project photo every Friday as a What's New update. A pest control company could post a limited-time spring mosquito treatment offer on the first of each month.

How to Use Reviews to Climb Local Rankings (and Win More Jobs)

Google reviews aren't just social proof; they're a major local ranking factor. The more quality reviews you have, and the more you respond to them, the more Google trusts your business. That trust turns into visibility, and visibility turns into leads.

Studies show businesses with more than 40 Google reviews often see significantly higher engagement in local search (more clicks, calls, and direction requests).

Here's how to turn reviews into daily business growth:

✅ Ask Every Time Don't wait and hope. Ask for a review after every job—no exceptions.

• Use text follow-ups with direct review links

• Add a QR code to your estimate or invoice

• Train your crew to ask politely before leaving the site

💬 Respond to Every Review

• Thank positive reviewers and highlight what they mentioned

• Handle negatives calmly: Acknowledge the issue, apologize, and take it offline

• Show future customers you're professional, honest, and accountable

🔑 Use Keywords in Your Replies Subtly include search terms to help your GBP rank for more queries.

• Example: "We're glad we could help with your emergency roof repair in Dallas; appreciate the great feedback!"

Are You Using Photos That Actually Help You Rank (and Build Trust)?

Photos tell Google (and your customers) you're active, real, and worth hiring.

Studies reports businesses with photos get 42% more requests for directions and 35% more website clicks compared to those without.

Here's what matters for photos:

• Upload consistently: Add 5–10 high-quality photos per month. Spread them out to show activity over time.

• Use real images: Skip stock photos. Share completed projects, your crew on-site, branded trucks, equipment, job sites, and even customer thank-you notes.

• Optimize filenames: Name your images with relevant keywords and location info (like roof-replacement-Dayton-2024.jpg or HVAC-maintenance-Cincinnati.jpeg).

• Geotag Photos (Advanced): For an extra boost, consider geotagging your photos before uploading them. This embeds location data, further signaling to Google where your projects are taking place.

• Don't Forget Videos: Short videos (15-30 seconds) of completed projects, quick testimonials, or even a "meet the team" segment can significantly boost engagement.

📸 Pro Tip: Show behind-the-scenes moments (your team prepping for a job, loading up the truck, or working on a tricky repair). It adds personality and builds trust with homeowners. Also, keep an eye on user-uploaded photos to your profile; ensure they're appropriate and reflect well on your business.

Are You Answering Questions Before Customers Even Ask?

The Q&A section on your Google Business Profile is often overlooked, yet it's a powerful trust-builder and ranking signal.

Instead of waiting for customers to post questions, add your own. Pre-answering common concerns shows initiative and keeps your profile helpful.

Examples:

• Do you offer financing for roofing or HVAC projects?

• What neighborhoods or zip codes do you service around [Your City]?

• Do you provide free inspections or estimates?

• Are you licensed and insured for [specific service]?

These aren't just helpful for users; they're keyword-rich content Google can crawl and display in relevant searches.

📌 Monitor regularly: Google allows anyone to answer questions. Make sure you're the one providing the correct info, and respond promptly to anything new.

Are You Letting Hot Leads Slip Through by Not Enabling Messaging?

Some homeowners won't call or email, but they will send a quick text if you let them.

Google Business Profile messaging adds a "Chat" button directly on your profile so customers can message you instantly from search or maps.

Here's how to make it work:

• Turn it on: Go to your GBP dashboard → Customers → Messages → Turn on messaging.

• Respond fast: Google expects replies within 24 hours, or they'll turn the feature off.

• Set expectations: Add a custom auto-reply like: "Thanks for reaching out! We'll get back to you shortly. For urgent requests, please call us."

💡 Contractors who respond quickly via GBP messaging often see higher lead-to-job conversions with younger homeowners who prefer texting. This is one of the easiest ways to capture low-friction, high-intent leads.=

Is Your GBP Website Link Costing You Conversions?

Your GBP "Website" button is prime real estate. But if it just dumps people on your homepage, you might be losing the lead before they even scroll.

Here's how to make it convert:

• Check the link: Make sure it's live, accurate, and loads quickly on mobile.

• Use deep links: Instead of your homepage, link to a high-intent page like:

  • A "Request a Free Estimate" form

  • A service-specific page (e.g., /roof-repair-dayton)

  • An online booking/scheduling tool

• Add clear CTAs: The landing page should immediately tell the visitor what to do (call, book, or fill out a form).

Can Customers Book You Right From Google? (If Not, Fix That)

If you use software like Jobber, Housecall Pro, or ServiceTitan, you can likely connect your booking system directly to your Google Business Profile.

That means when someone finds you in search, they don't have to visit your site, call, or wait; they can book you right there on your profile.

Why this matters:

• It shortens the path from search to job

• It reduces drop-offs from overwhelmed or distracted customers

• It builds trust with customers who prefer quick, online booking options

🧰 Not using a booking tool? Even linking to a "Request a Quote" form helps reduce friction and increase conversion.

Do You Know What’s Actually Working on Your Profile?

Google provides data in your GBP dashboard; you just have to use it. Via Search or Maps, click "Performance" to see what's driving real results.

Key metrics to track:

• Searches: What people typed in to find you (roof repair near me, emergency HVAC, etc.). Look for recurring themes or unexpected queries.

• Views: Where they saw your listing (Google Search or Maps, desktop or mobile).

• Actions: Who clicked to call, get directions, visit your site, or message you.

• Photo views: Compare your image engagement to other businesses in your category.

• Performance Comparison: Compare your "search queries" and "actions" to other businesses in your category to see how you stack up locally.

What to do with that info: If a photo or post leads to more calls, repeat it. If certain keywords keep popping up in search queries (which you can also find in Google Search Console if connected to your website), add them to your posts and service descriptions. This data also informs how you might structure Google Ads campaigns, especially for Local Campaigns which leverage your GBP data to drive calls and visits.

Are You Actively Protecting Your Profile From Spam and Competitor Tactics?

Even with a well-managed profile, local SEO can still get messy. Fake listings, false reviews, and spammy competitors can crowd the map and push you down. If you're not watching, it can quietly hurt your business.

Here's what to stay on top of:

• Spot spam: Look for keyword-stuffed business names (e.g., "Best HVAC Repair [City Name] 24/7 Service"), duplicate profiles, or fake locations.

• Flag fake reviews: If someone leaves a bogus review—positive or negative—you can report it through your GBP dashboard.

• Stay verified: If your profile becomes unverified or suspended, you'll vanish from search until it's resolved. Google won't always tell you when something's wrong, so regular checks are crucial.

• Understand Google's Guidelines: Be aware of prohibited content like misleading information or special promotions in your business description, as these can also lead to issues.

Want to know exactly how your profile stacks up and what it's missing?

If your profile isn't active, optimized, and working every week, it's not helping you win jobs.

You don't need more tools. You need a strategy that works.

At Rogue Move Digital Agency, we specialize in turning Google Business Profiles into lead machines for contractors. Roofing, HVAC, pest control, remodeling—we know what works because we're in the data every day.

We'll show you how you compare to top competitors, what's holding you back, and what to fix first.