The Power of GBP Posts: Turning Local Pack Searches into Paying Customers

By Dipa Gandhi

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Local service businesses thrive when they appear in Google's Local Pack—the top three business listings displayed on Google Search. But simply being there isn’t enough. For service area businesses like roofers, painters, plumbers, and electricians, converting curious searchers into paying customers depends on how effectively you use Google Business Profile (GBP) features. One of the most overlooked yet powerful tools within GBP is the post feature.

When used strategically, Google Business Profile posts can transform your presence in the Local Pack from just another business listing to a trusted, authoritative voice that compels action.

Elevating Visibility with GBP Posts

For any home service contractor, the Local Pack is prime real estate, but competition is fierce. The difference between a business that thrives and one that struggles to stay afloat can boil down to how well you engage potential customers within your GBP listing.

Let’s look at a common challenge: A plumbing company, "Best Plumbers Inc.," shows up in the Local Pack but consistently struggles with low call volume. While they’ve done everything right—optimized their profile, received reviews, and even uploaded professional photos—the phone simply isn’t ringing as expected.

Here’s where GBP posts come in. Regular posts can make the business stand out and provide timely, relevant information that customers care about, like seasonal offers or service tips. When customers see a business frequently updating their profile, it creates an impression of a proactive, engaged, and trustworthy company.

Unlocking GBP Post Potential

What makes GBP posts so effective?

1. Engagement Right Where It Counts: Posts show up directly on your profile when potential customers view your business. Unlike traditional social media posts, there’s no extra step. Your audience is already searching for your services—they’re just one step away from contacting you. The post’s location within your GBP listing increases its visibility and relevance.

2. Direct Calls to Action (CTAs): Google allows posts to include buttons such as "Call Now," "Book," or "Learn More." Each post becomes an opportunity to guide a potential customer to take immediate action. For example, a landscaping business could use the "Call Now" button on a post about fall clean-up services to generate immediate leads during the autumn season.

3. Timely Updates Build Trust: Customers feel more confident reaching out to businesses that are active and engaged. A roofing company that regularly posts about weather-related services during hurricane season not only demonstrates expertise but also shows it’s paying attention to local conditions and customer needs.

Real-Life Success Story: Turning Posts into Profit

A local painting contractor, "Color Pro Painters," was struggling to get noticed despite showing up in the Local Pack. They decided to run a series of weekly posts focusing on their upcoming availability and the benefits of booking exterior painting jobs before winter. Each post included a strong CTA—“Call Now for a Free Estimate.” Over the course of two months, their post strategy resulted in a 25% increase in calls and bookings, transforming what could have been a slow season into a lucrative one.

The lesson? GBP posts aren’t just filler content—they’re actionable marketing tools that lead customers to engage directly with your business.

How to Maximize Your GBP Posts

• Consistency is Key: Post regularly to stay visible and fresh in the minds of potential customers. Even if you don’t have promotions, share relevant tips, case studies, or success stories.
• Keep It Short and Engaging: People are looking for quick, useful information. A 150-word post about a plumbing emergency service with a clear "Call Now" button will outperform a lengthy one with no CTA.
• Use Eye-Catching Photos: GBP posts allow you to add images. High-quality visuals related to your services can capture attention and show professionalism.
• Seasonal Posts Work Wonders: Home service businesses often experience seasonal fluctuations. Tailor your posts to address the current needs of your customers. An HVAC company could post about heater tune-ups right before winter, for example.

Learn how to make a GBP post.

The Takeaway

Google Business Profile posts are an underutilized feature that can help service area businesses convert more customers directly from the Local Pack. Whether you're a roofer, landscaper, plumber, or painter, creating a consistent strategy around GBP posts can ensure that you’re not just seen, but chosen. With clear calls to action, timely updates, and engaging visuals, these posts provide a direct path from search to service.