A roofer in Ocean County told me last month he was spending $1,200/month on Google Ads. I asked if his Google Business Profile was optimized. He said, "I think I claimed it a couple years ago." His profile had no photos, two reviews, a wrong phone number, and a business description that said "roofing." One word.
He was paying $1,200/month to send traffic past a profile that made him look like he started yesterday. That's the situation for most contractors. The free tool that shows up before any paid ad, before any organic result, is the one getting the least attention.
What Is Google Business Profile and Why Should Contractors Care?
Google Business Profile (GBP) is the free business listing that appears in Google Maps and in the local "map pack" at the top of search results. When someone searches "roofer near me" or "plumber in Toms River," the map pack is what shows up first. Three businesses, their reviews, their photos, their hours. Everything a potential customer needs to make a decision without ever clicking through to a website.
Here's why it matters: 42% of local searches result in a click on the map pack according to BrightLocal's 2025 Local Consumer Survey. For service businesses, that number is even higher because people searching for contractors want someone nearby, fast. If you're not in those top three results, you're invisible to nearly half the people looking for exactly what you do.
And unlike your website or your ad spend, GBP is free. It costs nothing to claim, nothing to optimize, nothing to maintain. The only investment is your time.
How Do I Set Up My Google Business Profile Correctly?
Start by claiming your profile at business.google.com if you haven't already. If you claimed it years ago and forgot about it, log back in. Google may have auto-generated information that's wrong.
Here's the setup checklist that most contractors skip:
- Business name - Use your actual legal business name. Don't stuff keywords in here ("Best Roofing Company Toms River NJ"). Google penalizes this and can suspend your listing.
- Primary category - Choose the most specific category available. "Roofing contractor" beats "contractor." "Commercial cleaning service" beats "cleaning service."
- Secondary categories - Add every relevant category. A remodeling contractor might add "bathroom remodeler," "kitchen remodeler," and "general contractor."
- Service area - List every city and town you actually serve. Be specific. Don't just put your county; list the individual towns.
- Business hours - Set accurate hours. Update them for holidays. A listing with outdated hours signals neglect.
- Phone number - Use a local number, not a toll-free one. Local numbers perform better in local search. Make sure it's the number you actually answer.
- Website URL - Link to your actual website. If you have location-specific service pages, link to those from the relevant GBP posts.
- Business description - You get 750 characters. Use all of them. Mention your services, your service area, your experience, and what makes you different. Write it like a human, not a keyword list.
The entire setup takes about 45 minutes if you do it right. Most contractors spend less than five.
What Should I Post on Google Business Profile?
GBP posts are one of the most underused features in local marketing. They show up directly on your listing, they signal to Google that your business is active, and they give potential customers more reasons to call you instead of the next guy.
Post at least once a week. Here's what works:
| Post Type | Example | Why It Works | |---|---|---| | Before/after photos | Roof replacement, kitchen remodel, cleaned property | Visual proof of quality. Contractors sell outcomes, and these show the outcome. | | Job completion updates | "Just finished a full roof replacement in Brick, NJ" | Location signals for local SEO + shows you're actively working | | Seasonal offers | "Spring gutter cleaning - schedule before May" | Creates urgency and gives people a reason to act now | | Customer reviews (reshared) | Screenshot or quote from a real review | Social proof without making the customer do anything new | | Tips and advice | "3 signs your roof needs attention before winter" | Builds authority and trust before they ever call |
Every post should include a photo (real photos from real jobs, not stock), a short description, and a call-to-action button. "Call now" or "Request a quote" are the only two that matter for contractors.
How Do Reviews Actually Affect My Ranking?
Reviews are the single biggest factor separating the contractors who show up in the map pack from the ones who don't. Google's own documentation confirms that review quantity, review velocity (how often new ones come in), and review quality all influence local rankings.
The numbers are clear: BrightLocal found that 87% of consumers read online reviews for local businesses in 2025. And the average consumer reads 7 reviews before trusting a business. If you have four reviews, you're not even clearing that threshold.
Here's the review strategy that actually works:
- Ask every satisfied customer. Not some. Every single one. The best time is right after you finish the job and they're happiest with the result.
- Make it effortless. Send a direct link to your GBP review page via text message. Not email (open rates are low). Not a QR code (friction). A text message with one tap to leave a review.
- Respond to every review. Good ones and bad ones. Thank customers by name for positive reviews. For negative reviews, respond professionally, acknowledge the issue, and offer to resolve it offline. Google weighs your response rate.
- Never offer incentives for reviews. Google's terms prohibit it, and fake reviews get flagged. Besides, authentic reviews from real customers convert better than five-star-only profiles that look suspicious.
A contractor getting 3-4 new reviews per month will outrank a competitor with more reviews but no recent activity. Consistency matters more than volume.
What Mistakes Kill a Contractor's GBP Ranking?
These are the mistakes I see on contractor profiles every week. Each one costs you visibility and leads:
- Inconsistent NAP (Name, Address, Phone) - If your business name, address, or phone number is different on your website, your GBP, Yelp, and your Facebook page, Google doesn't know which one is right. Pick one version and make it identical everywhere.
- No photos or only stock photos - Google confirmed that businesses with photos get 42% more requests for directions and 35% more click-throughs. Real job photos from your actual work. Not a stock image of a generic house.
- Ignoring the Q&A section - Anyone can ask (and answer) questions on your GBP listing. If you're not monitoring this, random people might be answering questions about your business incorrectly. Check it monthly.
- Setting it and forgetting it - A GBP profile with no posts, no new reviews, and no updates in six months tells Google your business might not be active. It tells potential customers the same thing.
- Wrong categories - If you're a roofing contractor listed under "building materials supplier," you're competing in the wrong lane. Audit your categories quarterly.
How Do I Track Whether My GBP Is Working?
Google gives you performance data directly inside your GBP dashboard. The metrics that matter:
- Search queries - What terms people used to find your listing. This tells you what to optimize for.
- Direction requests - People who wanted to find your location or confirm you serve their area.
- Phone calls - Direct calls from the listing. This is your primary conversion metric.
- Website clicks - People who went from your GBP to your website for more information.
- Photo views - How often people look at your photos versus competitors in your category.
Check these monthly. If calls are flat, you need more reviews or better posts. If website clicks are high but calls are low, your website might be the bottleneck. Our free Website Grader can diagnose that in 30 seconds.
The Contractors Who Win Local Search Do This
The contractors dominating the map pack in their area all do the same thing: they treat their GBP like a marketing channel, not a checkbox they filled out once during setup.
They post weekly. They ask for reviews after every job. They upload real photos of real work. They keep their information accurate. And they pay attention to the data Google gives them for free.
This isn't complicated. It doesn't require a marketing degree or a big budget. It requires consistency and about 30 minutes a week. For a tool that puts you in front of customers who are actively searching for your exact service in your exact area, that's the highest-ROI time you'll spend on marketing.
If your website isn't converting the traffic your GBP sends its way, that's a separate problem. Read our breakdown of the 5 signs your website is losing you customers to diagnose the gap. And if you want a site that actually turns GBP clicks into phone calls, reach out for a free audit. We build websites specifically for contractors who want leads, not just a URL.