Why Your Free Google Business Profile Isn’t Enough
By Melanie Ivanova
Read it to me! Click the video below.
You’ve set up your Google Business Profile (GBP), optimized it, and now your business is showing up in local search results. That’s great! But here’s a question: If this powerful tool is free, why would you spend money on Google Ads or Local Services Ads (LSA)?
Visibility Isn’t Guaranteed
A Google Business Profile can increase your online visibility, but it has limitations. Just having a GBP doesn’t ensure that your business appears at the top of local searches, especially in competitive markets like roofing, plumbing, or painting.
- Organic Results Depend on Location and Search Terms: If you’re a plumber in a busy metro area, your GBP might show up for “emergency plumber near me,” but what about “water heater repair”? Even within the same city, search results vary widely depending on the user’s location and the keywords they use. Ads and LSA provide more consistent visibility across multiple searches.
The Competition is Tough
Let’s say you’re a roofer, and your GBP is all set up. Now, pull up Google and search for “roof repair near me.” What do you see? Most likely:
- Google Ads at the top of the page.
- LSA listings with photos and “Google Guaranteed” badges right below.
- Then, the Map Pack with the top three local business listings.
Your GBP might not make it into that prime Map Pack spot, especially if larger competitors are investing heavily in paid advertising. This is where Ads and LSA can give you a leg up.
Ads and LSA Help You Bypass the “Local Ranking Factors”
Google uses over 200 ranking factors to determine where your GBP appears in local search results. Factors like:
- Proximity to the searcher’s location
- Review count and ratings
- Relevance of your business category
If you’re a painter with a new GBP and a handful of reviews, it’s tough to compete against well-established contractors with 100+ reviews. With Ads and LSA, you can skip to the top of search results, often bypassing competitors who would otherwise outrank you.
Ads and LSA = More Leads, Faster
Here’s the reality: When you invest in Google Ads or LSA, you’re not just paying for clicks—you’re paying for speed and guaranteed visibility.
- Google Ads: Your business appears above the Map Pack, ensuring visibility for competitive keywords.
- Local Services Ads: Only show for pre-qualified service providers and include the coveted “Google Guaranteed” badge, which adds trust and credibility to your listing.
What’s the Right Mix for Your Business?
Every business is unique, so the right marketing mix will vary. Here’s a simple breakdown of how to think about it:
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If you’re just starting out: Focus on optimizing your GBP, building reviews, and setting up your online presence. But set aside a small budget for LSAs. This ensures you start appearing in front of customers immediately, while your GBP gains traction.
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If you’re in a competitive market: Relying on GBP alone will be tough. A well-targeted Google Ads campaign or LSAs can help ensure you’re consistently visible.
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If you have a solid GBP already: Ads can help supplement your organic presence, especially for high-value services like emergency repairs or specialized projects.
Don’t Rely on One Strategy
GBP is a fantastic tool, but relying on it alone is a risky strategy. In highly competitive markets, Ads and LSA can be the deciding factors that keep your business visible and thriving.
- GBP is your foundation—you need it to show up in local searches.
- Ads and LSA are your accelerators—use them to stay ahead of the competition and capture more leads faster.
If you’re serious about growing your business, consider investing in Google Ads and LSA alongside your GBP. You’ll have the best of both worlds: a strong organic presence and the top spots in local search results.
