How to Schedule Posts on Google My Business

Keeping your Google Business Profile fresh is one of the highest-impact local marketing activities you can do, but manually posting daily or weekly is a tough habit to maintain. This guide breaks down exactly how to schedule your posts in advance, saving you time and helping you stay consistent. We'll cover the process step-by-step and share best practices for creating content that attracts local customers.

Why Posting on Your Google Business Profile Matters More Than You Think

Before jumping into the "how," it's worth understanding the "why." Consistently posting on your Google Business Profile (GBP) isn't just another task to check off your list, it’s a powerful driver for local visibility and customer engagement. In a world where your Google listing is often your business’s digital front door, fresh content sends some very important signals.

First and foremost, it tells Google that you're active. Google's algorithm favors businesses that regularly update their profiles. Active profiles are seen as more relevant and trustworthy, which can lead to higher rankings in local search results and the Google Maps "Local Pack." When someone nearby searches for "best coffee near me," a cafe with recent posts about a new seasonal latte is far more likely to catch both Google's and the customer's eye than a dormant profile.

Beyond the algorithm, these posts offer a direct line of communication to potential customers right at the moment they’re searching for you. You can instantly share:

• Special Offers and Sales: A last-minute "2-for-1 dinner special tonight" post can be the thing that convinces a couple to choose your restaurant over a competitor.
• Company News and Updates: Announce new hours, a new service, or a new team member to keep your audience in the loop.
• Upcoming Events: Hosting a webinar, a live music night, or an in-store workshop? A GBP Event post puts it directly on your profile.
• Behind-the-Scenes Content: Show off your company culture, highlight a happy customer, or give a glimpse into how your products are made. This humanizes your brand and builds trust.

Each post essentially adds a little more life and personality to your listing, turning it from a static directory entry into a dynamic marketing channel that drives real-world action like phone calls, website clicks, and foot traffic.

The Hard Truth: You Can't Natively Schedule Posts on Google

Here’s the part that trips up many business owners and marketers. If you log into your Google Business Profile dashboard looking for a "schedule" button, you won't find one. Unlike major social media platforms like Facebook or Instagram, Google does not offer a native, built-in feature to schedule posts in advance. You can only create a post and publish it immediately.

This limitation is the primary reason why so many business profiles either sit dormant or get updated in sporadic, frantic bursts. The intention to post consistently is there, but without the ability to plan and batch your content, it often falls to the bottom of the priority list when daily tasks get in the way.

So, how do well-organized businesses keep their profiles consistently updated? They use a workaround that is officially sanctioned by Google: third-party social media management tools that have integrated with Google's API. These tools act as a bridge, allowing you to create and schedule posts that they will then publish to your Google Business Profile at your designated time. This isn't a hack, it's the intended method for anyone who wants to plan their GBP content ahead of time.

How to Schedule Google My Business Posts (The Real Step-by-Step Method)

Using a management tool to schedule your Google posts is surprisingly straightforward once you're set up. While the exact interface will vary between platforms, the core process remains the same.

Step 1: Choose a Social Media Management Tool with GBP Integration

Your first step is selecting a platform that actually supports Google Business Profile scheduling. This is a critical distinction, as many older tools are primarily focused on traditional platforms like Facebook or X (formerly Twitter). When evaluating options, look for a tool that not only connects to GBP but also prioritizes a clean, user-friendly interface. A visual content calendar is a huge plus, as it allows you to see your planned posts for Google alongside your other social channels at a glance.

Step 2: Connect Your Google Business Profile Account

Once you've chosen a tool, you’ll need to grant it permission to post on your behalf. This is a secure, standard process that uses Google's authentication system.

• Look for a button like "Add Social Account" or "Connect Profile."
• Select Google Business Profile from the list of available platforms.
• You'll be redirected to a Google sign-in page. Make sure to log in with the email address that has ownership or management access to the Google Business Profile you want to connect.
• Google will ask you to approve several permissions. Read them over and accept them to complete the connection. Your business location should now appear in the tool's dashboard.

Step 3: Create Your Google Post

Now for the creative part. Within your chosen tool, find the "Create Post" or "New Post" button. A composer window will open where you can build your GBP update. A great Google Business Post has a few key components:

Add a Compelling Photo or Video

A post with a high-quality visual is dramatically more effective than a text-only update. Use bright, clear photos of your products, your location, your team, or happy customers. Short videos (up to 30 seconds) can be even more engaging. Avoid generic stock photos, real visuals build authenticity and trust.

Write Your Update Text

This is your caption. You have up to 1,500 characters, but the first 100 or so are the most important as they're what's immediately visible. Be direct. What is the one thing you want the person reading this to know or do? Use a friendly, approachable tone. Ask a question to encourage engagement or state a clear benefit.

Choose a Call-to-Action (CTA) Button

This is arguably the most important element of your post. Google lets you add a button to your update to drive specific actions. The options typically include:

• Book: Perfect for appointment-based businesses.
• Order online: For restaurants or e-commerce.
• Buy: Directs users to a product page.
• Learn more: A great all-purpose button to drive traffic to a blog post or service page.
• Sign up: Ideal for newsletters or event registration.
• Call now: Prompts the user to call your business directly from their phone (extremely effective on mobile).

Always add a CTA button and link it to the most relevant page on your website. Don’t make potential customers guess what to do next.

Step 4: Select Your Date and Time to Schedule

Instead of hitting "Publish," you'll now look for the scheduling option. Click on "Schedule" and a calendar and time-selector will appear. Pick the exact date and time you want your post to go live. Think about when your customers are most likely to be searching for your business. For a lunch spot, scheduling a post for 11:30 AM could be ideal. For a B2B service, a mid-morning post during the work week might perform best.

Step 5: Schedule and Let the Tool Do the Work

Once you've set your time, confirm the schedule. Your post will now be added to a queue or placed on your visual content calendar. Now, you can repeat the process to "batch create" your content. Spend an hour at the start of the week or month to schedule all of your Google Business Profile posts. This simple workflow turns a reactive, inconsistent task into a proactive, reliable marketing strategy.

Best Practices for Engaging Google Posts

Knowing how to schedule is the first half of the battle. The second is knowing what to post. Here are some strategies for creating Google Business Profile content that works.

Spotlight Your Products or Services

This is your chance to shine. Don't just list what you sell, showcase it. Share a high-quality photo of your best-selling dish, a short video demo of your newest product, or a post detailing a lesser-known service you offer. Be specific and focus on the value to the customer.

Create Time-Sensitive Offers

Use "Offer" posts to create urgency. These posts are displayed with a distinct yellow tag, making them stand out on your profile. You can set a start and end date for the offer, add a coupon code, and include a direct link to redeem it. A "20% Off This Weekend Only" offer is a fantastic way to drive immediate foot traffic.

Announce and Promote Events

If you're hosting any kind of event, whether it's online or in-person, the "Event" post type is perfect. It allows you to add a title, start/end dates and times, and a description. This is essential for businesses like yoga studios, bars with live music, or retail stores holding workshops.

Showcase Your Reviews and Testimonials

Turn your customer feedback into content. Take a screenshot of a glowing 5-star review and share it in a post. Thank the customer publicly (using their first name only for privacy) and reiterate the value they highlighted. This provides powerful social proof and a healthy dose of authenticity.

Answer Frequently Asked Questions

What are the questions you hear from customers all the time? Turn each one into a post. "Do you offer free delivery?" or "Are you pet-friendly?" Answering these proactively shows you're attuned to your customers' needs and helps them make a decision faster.

Final Thoughts

While Google doesn't offer a built-in scheduler for Business Profile posts, the solution is straightforward and accessible through third-party management tools. By embracing this single workflow change, you can transform your GBP from a static listing into a potent, consistent marketing engine that drives local discovery and customer engagement.

This is exactly why we built Postbase with seamless Google Business Profile integration from day one. We believe scheduling your most important local content shouldn’t be a chore. Our platform lets you plan, create, and schedule your Google posts in a simple visual calendar right alongside all your other social media content, ensuring it’s easy to stay consistent and confident that your scheduled posts will reliably go live on time, every time.