Google gives you free advertising space right in search results. Yet 85% of businesses never post. Here's how to use GBP posts to drive clicks, calls, and conversions.
Google Business Profile posts are free advertising in search results. They appear right below your business listing, driving attention, clicks, and calls.
Yet 85% of businesses have never published a single post. Among those who have, most posted once and forgot about it.
Here's the strategic approach that turns GBP posts into a consistent lead generation channel.
What GBP Posts Actually Do
When someone searches for your business or relevant local terms, your posts can appear:
- In your GBP listing (on the right side of desktop search)
- In Google Maps (when someone views your profile)
- In local pack results (sometimes shown below your listing)
Visibility stats:
- Posts in GBP profiles get 15-25% engagement rates
- Businesses posting weekly see 5x more clicks than those who don't
- Posts with offers have 2x the click-through rate of updates
The Four Post Types (and When to Use Each)
1. What's New (Updates)
Best for: General announcements, company news, tips
Lifespan: 7 days, then archived (but still visible)
Use cases:
- New service announcements
- Team updates (new hires, certifications)
- Industry tips and advice
- Project showcases
- Community involvement
Example:
Our technician Mike just earned his EPA certification for refrigerant handling. This means faster, code-compliant AC repairs for our customers. Schedule your summer tune-up today!
2. Offers
Best for: Promotions, discounts, special deals
Lifespan: Until end date you specify
Use cases:
- Seasonal promotions
- First-time customer discounts
- Limited-time offers
- Bundle deals
Example:
Summer AC Special! $50 off any AC repair or tune-up through August 31st. Keep your home cool without breaking the bank. Use code COOLSUMMER. Terms apply.
Pro tip: Offers display with a special tag and tend to get more clicks than regular updates.
3. Events
Best for: Workshops, webinars, open houses
Lifespan: Until event date passes
Use cases:
- Customer appreciation events
- Educational workshops
- Community involvement
- Trade shows/home shows
Example:
Free Home Energy Workshop | Saturday, October 15th, 10 AM
Learn how to cut your energy bills by 20% this winter. Topics: insulation, thermostat settings, efficiency tips. Free for all attendees. RSVP by calling us.
4. Products
Best for: Showcasing specific products or services
Lifespan: Permanent until removed
Use cases:
- Service packages
- Equipment you install/sell
- Featured services
Note: Products appear in a dedicated "Products" tab on your GBP and can be especially valuable for service packages.
Anatomy of a High-Performing Post
Every post should include:
| Element | Purpose | Best Practice |
|---|---|---|
| Image/Video | Grabs attention | 1200x900px, bright, relevant |
| Headline | Stops the scroll | Action-oriented, benefit-focused |
| Body | Delivers message | 150-300 words, front-load key info |
| CTA Button | Drives action | Match to goal (Call, Learn More, etc.) |
Image Best Practices
- Size: 1200x900 pixels (4:3 ratio) for optimal display
- Format: JPG or PNG
- Content: Real photos outperform stock
- Text overlay: Minimal-images with too much text perform worse
- Quality: High resolution, good lighting
Don't use:
- Blurry photos
- All-text graphics
- Generic stock images
- Logos as the main image
Writing Posts That Get Clicks
Structure:
- Hook (first sentence that grabs attention)
- Value (what's in it for the reader)
- Details (specifics they need)
- CTA (what to do next)
Good example:
Is your AC running but not cooling? 🌡️ This is often a refrigerant issue that gets worse (and more expensive) over time. Our certified technicians can diagnose and fix the problem same-day. Call now for 10% off AC repairs this week.
Bad example:
We are the best HVAC company in Denver! Call us for all your heating and cooling needs. We've been in business for 20 years.
The Posting Calendar Strategy
Minimum Frequency
Post at least once per week. Posts expire after 7 days, so weekly posting keeps fresh content visible.
Ideal Frequency
2-3 posts per week maximizes visibility without overwhelming your audience.
Content Mix (Monthly)
| Week | Focus | Post Type |
|---|---|---|
| Week 1 | Offer/Promotion | Offer |
| Week 1 | Service highlight | What's New |
| Week 2 | Customer success/review | What's New |
| Week 2 | Seasonal tip | What's New |
| Week 3 | Offer/Promotion | Offer |
| Week 3 | Behind the scenes/team | What's New |
| Week 4 | Industry news/tips | What's New |
| Week 4 | Service feature | What's New |
Seasonal Post Ideas
Spring:
- AC tune-up reminders
- Spring cleaning services
- Allergy season (air quality)
Summer:
- Emergency AC offers
- Energy-saving tips
- Vacation prep services
Fall:
- Heating system check-ups
- Winterization offers
- Early booking discounts
Winter:
- Emergency heating services
- Holiday scheduling
- New year promotions
Post Templates for Service Businesses
The Problem-Solution Post
[Problem statement]
[Why it matters/gets worse]
[Your solution]
[CTA]
Example:
Hearing strange noises from your furnace? Banging, squealing, or rattling often signals a failing part. Ignoring it usually leads to a breakdown at the worst possible time. Our heating experts can diagnose the issue in under an hour. Call for a same-day diagnostic: [phone]
The Offer Post
[Attention-grabbing offer]
[What's included]
[Timeframe/urgency]
[How to redeem]
Example:
$75 OFF Water Heater Installation This Month!
Includes: removal of old unit, new water heater, professional installation, and 5-year parts warranty. Offer valid through [date].
Call [phone] and mention this post.
The Social Proof Post
[Customer result/testimonial]
[Context of the situation]
[Your role in the success]
[CTA]
Example:
"They saved us thousands!" - The Johnsons discovered their 15-year-old AC was about to fail during a routine tune-up. We helped them plan and budget for a replacement before it became an emergency. Now they're enjoying a 40% more efficient system. Book your tune-up: [phone]
The Educational Post
[Interesting fact/tip]
[Why it matters to the reader]
[Quick advice]
[CTA]
Example:
Did you know changing your air filter monthly can reduce energy bills by 15%? A clogged filter makes your system work harder, using more energy and causing more wear. Set a reminder for the 1st of each month. Need help? We offer filter delivery and installation subscriptions.
Tracking Post Performance
Available Metrics
GBP Insights shows:
- Views: How many people saw the post
- Clicks: Clicks on your CTA button
What Good Looks Like
| Metric | Below Average | Average | Above Average |
|---|---|---|---|
| Views | <50 | 50-200 | 200+ |
| CTR | <1% | 1-5% | 5%+ |
Improving Performance
If posts aren't performing:
- Low views: Improve headlines and images
- Low CTR: Strengthen your CTA and offer
- Both low: Post more frequently to build visibility
Common GBP Posting Mistakes
- Posting once then stopping: Consistency matters
- Text-only posts: Always include an image
- Stock photos: Use real photos of your work/team
- Keyword stuffing: Write for humans, not algorithms
- No CTA: Every post should have a clear next step
- Ignoring offers: These get the highest engagement
- Duplicate content: Each post should be unique
Automating Your Posting
Tools that help maintain consistency:
- Publer: Schedule GBP posts in advance
- Sendible: Multi-location posting
- Hootsuite: Includes GBP scheduling
- Canva: Create post images with templates
Best practice: Batch-create 4-8 posts at once, schedule them out, and you're covered for weeks.
The Business Impact
Consistent GBP posting contributes to:
- Direct response: Clicks, calls, direction requests
- Ranking signals: Activity indicates a healthy business
- Brand presence: Shows up-to-date, engaged business
- Competitive advantage: Most competitors don't do this
Real example: A plumbing company started weekly GBP posting with a mix of offers and tips. Over 6 months: 340% increase in GBP post views, 23% increase in direction requests, 15% increase in phone calls.
Not sure if your GBP is set up for maximum visibility? Our free audit reviews your entire profile, including post performance and opportunities.