How to Get Leads from Google My Business

Your Google Business Profile is more than just a name and phone number on a map, it's one of the most powerful, free lead generation tools you can use. When optimized correctly, this single listing can drive phone calls, website clicks, and foot traffic from customers who are actively searching for what you offer. This guide will walk you through exactly how to transform your profile from a passive listing into a reliable source of new leads.

First Things First: Build a Rock-Solid Foundation

Before you can generate leads, potential customers have to find you, and what they find has to make them want to connect. A complete and well-optimized profile is the first step, signaling to both Google and searchers that you're a legitimate, active business worth paying attention to.

Nail Your Core Information: NAP & Categories

This sounds basic, but it's the bedrock of local SEO. Inaccuracies here can actively harm your visibility.

• NAP (Name, Address, Phone Number): Your business name, address, and phone number must be exactly the same on your profile as they are on your website and any other online directories (like Yelp, Facebook, or Angie's List). A small difference, like "St." versus "Street," can confuse Google's algorithm and hurt your ranking. Consistency is everything.
• Choose Strategic Categories: Google uses categories to understand what your business does and match you with relevant searches. You can choose one primary category and several secondary ones. Your primary category is the most important - choose the most specific one that describes the core "what" of your business. For a coffee shop that serves food, "Coffee Shop" is a better primary category than the broader "Restaurant." Then, use secondary categories for your other offerings, like "Breakfast Restaurant" or "Bakery."

Craft a Keyword-Rich Business Description

You have 750 characters to tell your story in the business description. Use them wisely. This isn't the place for corporate jargon, it's a direct message to a potential customer.

• Lead with what matters: Start your first sentence with what you do and who you serve. For example, "Your friendly neighborhood plumbing service, specializing in 24/7 emergency repairs for homes in the downtown area."
• Include keywords naturally: Think about what customers are typing into Google to find companies like yours. If you're a roofer, include phrases like "roof repair," "new roof installation," or "leak detection." Don't just stuff keywords in - weave them into helpful sentences describing your services.
• End with a call to action: Finish by telling them what to do next. "Give us a call today for a free estimate!" or "Visit our shop to see our latest inventory."

Show, Don't Just Tell, with Photos & Videos

Profiles with photos receive 42% more requests for driving directions and 35% more clicks through to their websites than businesses without them. People buy from businesses they trust, and visuals are the fastest way to build that trust.

• Show your space: Upload high-quality photos of your storefront's exterior (so people can find you), the interior, and any specific areas of interest, like a cozy seating area in a cafe or a clean, organized workshop for a mechanic.
• Feature your team: Pictures of you and your staff at work make your business feel more human and approachable.
• Highlight your work: Show off your products or the results of your services. A landscaping company should post before-and-after photos of their projects. A bakery should have mouth-watering pictures of its pastries.
• Add video: A short, 30-second video of you giving a tour of your shop, explaining a service, or showcasing a product can dramatically increase engagement.

Aim to add new photos regularly. This simple action signals to Google that your business is active and keeps your profile looking fresh for returning visitors.

Turn Your Profile into an Active Lead Machine

Once your profile is fully optimized, it's time to use Google's interactive features to engage potential customers and make it as easy as possible for them to become a lead.

Enable Messaging for Instant Connections

In your GMB dashboard, you can turn on a messaging feature that adds a "Chat" button to your profile. This allows customers to send you a text message directly from your listing - a low-friction way for them to ask a quick question or request information. Mobile users, in particular, love this feature.

The only catch? You have to respond quickly. Google tracks your average response time and displays it on your profile. A slow response time can deter future leads, so treat these messages like an incoming phone call and try to reply within a few minutes if possible.

Create Google Posts to Share Updates & Offers

Google Posts are like mini-billboards or social media updates that appear directly on your profile. They are perfect for catching a user's eye and giving them a reason to take action right now. They typically last for seven days before expiring, pushing you to keep your content current.

Types of Posts and How to Use Them:

• Offers: This is a powerful lead generator. You can create a post detailing a special deal, like "15% off all new services" or "Free appetizer with any main course purchase." You can add a start and end date, a coupon code, and a link to get the offer.
• What's New: Use this for general updates - announcing a new product, sharing a recent blog post, or highlighting a successful project. Always include a photo or video.
• Events: Promoting a workshop, a live music performance, or a holiday sale? Use an event post to set a date and time, and link directly to a registration or ticket page.

Example: A local gym could run an "Offer" post for a "7-Day Free Trial" with a link to a sign-up form. A boutique could use a "What's New" post to showcase its new seasonal collection with a "Shop Now" button.

Use the Q&A Section Proactively

The Question & Answer section allows anyone to ask a question about your business, and anyone to answer. Don't wait for others to start the conversation - seed this section yourself! This is your chance to overcome potential objections and provide valuable information upfront.

Make a list of the 5-10 most common questions you receive from new customers. Then, post those questions one by one from your personal Google account and immediately answer them from your business account. This controls the narrative and provides quick, accurate information for searchers.

Good examples for a Q&A section:

• "Do you offer free consultations?"
• "What are your weekend hours?"
• "Is parking available nearby?"
• "Are you insured and licensed?"

Add a Booking Button for Direct Conversions

For service-based businesses, this is one of the most direct ways to get a lead. Google allows you to integrate with dozens of supported scheduling providers (like Calendly, Square Appointments, or Booksy). When connected, a prominent "Book" button appears on your profile, allowing clients to schedule an appointment with you without ever leaving Google. This removes friction from the process and captures leads at the peak of their interest.

Showcase Your Products and Services in Detail

Don't just mention what you sell in your description - use the dedicated "Products" and "Services" tabs. This transforms your profile from a simple listing into a mini-catalog.

• For Products: You can add a photo, product name, category, price, and description for each item. This is essential for retail stores, boutiques, or restaurants. A searcher can see what you sell before they even decide to visit.
• For Services: You can list and describe each service you offer. A plumber could create separate entries for "Drain Cleaning," "Water Heater Repair," and "Pipe Installation" with a brief description and even a starting price for each.

Build Trust with a Five-Star Reputation

A beautifully optimized profile will get you seen, but what converts a searcher into a lead is social proof. Your Google reviews are the most important factor in building that trust.

Make Google Reviews Your Top Priority

Reviews influence both algorithms and people. Google's local search algorithm uses review quantity, quality, and velocity (how often you get them) as a key ranking factor. More importantly, nearly 90% of consumers trust online reviews as much as personal recommendations.

An Easy System for Getting More Reviews

The best time to ask for a review is right after a positive experience. You need a system to make this easy for both you and your customer. It shouldn't be awkward or pushy.

• Create a direct review link: In your GMB dashboard, you can get a special link that takes customers directly to the "leave a review" pop-up for your business. Save this link!
• Automate the ask with email or SMS: After a sale or service is completed, send a follow-up email or text. Keep it simple: "Hi [Name], thanks for choosing us today! We'd love to hear your feedback. If you have a minute, please leave us a review here: [Your Link]."
• Use a QR code: Print a QR code that leads to your review link and place it on your receipts, invoices, or a small sign at your checkout counter.

Reply to Every Single Review

Responding to reviews - both positive and negative - is a non-negotiable part of managing your reputation. It shows that you're engaged and you care about customer feedback.

• For positive reviews: Thank the customer by name and reference something specific from their review. This makes your response feel personal, not canned.
• For negative reviews: Respond quickly, politely, and professionally. Acknowledge their issue, apologize for their experience (even if you think you're not at fault), and offer to move the conversation offline to resolve it. This demonstrates great customer service not just to the upset customer, but to every potential lead reading your reviews later.

Final Thoughts

Turning your Google Business Profile into a lead generation powerhouse doesn't happen by accident. It requires a solid foundation built on accurate information and great visuals, active engagement using features like Posts and Messaging, and a relentless focus on building a stellar reputation through customer reviews. By consistently applying these strategies, you can transform a simple online listing into one of your most valuable marketing assets.

Keeping all of your digital marketing channels consistent can be a challenge. Once your Google profile is generating leads, you'll want to ensure your social media presence reflects the same level of professionalism. We built Postbase to streamline social media management, especially for today's video-first platforms like Instagram and TikTok. By managing our planning, scheduling, and engagement across all social channels in one place, we save valuable time that we can then invest back into high-impact activities - like replying to those new Google reviews and messages you'll be getting.