Google Business Profile: The Free Tool Most California Business Owners Ignore

Let me ask you something.

If there was a free tool that put your business in front of customers who are already searching for what you sell, would you use it?

Sounds like a no‑brainer, right?

Well, that tool exists. It's called Google Business Profile (you might know it as Google My Business). And the craziest part? Most California business owners either don't have one or haven't touched theirs in years.

They're leaving customers on the table. Let's make sure you're not one of them.

What Is Google Business Profile?

It's a free profile from Google that shows up when people search for your business or businesses like yours.

When someone searches for "coffee shop near me" or "plumber in Sacramento," Google shows a map with three businesses at the top. That's the "Local Pack." Below that, there are more listings.

Your Google Business Profile is what gets you into that map.

Why Most Business Owners Ignore It

We talk to business owners every day. Here's what we hear:

• "I set it up once and forgot about it." — You're not alone. But Google likes active profiles. If you haven't touched yours in years, you're missing out.
• "I don't have time to mess with it." — We get it. You're busy running your business. But 10 minutes a month can bring in dozens of new customers.
• "I thought it was just for restaurants." — Nope. Every local business needs one. Plumbers, dentists, lawyers, hair salons, retail stores—everyone.
• "I pay for ads instead." — Ads are great. But this is free. Why not do both?

What Happens When You Ignore It

When your profile is incomplete or inactive, here's what happens:

• You don't show up in the Local Pack (those top 3 spots on Google Maps).
• Customers see your competitors instead of you.
• People call the wrong number or show up when you're closed.
• You lose trust—an incomplete profile looks suspicious.

It's like having a storefront with no sign out front. People walk right past.

What Happens When You Use It Right

When your profile is complete and active:

• You show up in local searches.
• Customers can find your hours, phone number, and location instantly.
• You get more calls, more visits, and more customers.
• Reviews build trust and help you rank even higher.

And remember—it's free. No ad spend required.

What You Should Put in Your Profile

If you already have a profile, go check it right now. Here's what should be filled out:

How to Keep It Active

Google likes businesses that are alive and kicking. Here's how to show you're active:

• Post once a week. Share updates, special offers, events, or just behind‑the‑scenes photos. It takes 2 minutes.
• Add new photos regularly. Every time you have a new product, a new project, or a new team member, snap a photo and upload it.
• Reply to reviews. Thank people for 5‑star reviews. Respond politely to lower reviews. It shows you care.
• Update your hours for holidays. Nothing frustrates customers more than showing up to a closed business.

One Thing to Never Do

Don't change your business name just to add keywords. We see this sometimes: "Joe's Plumbing" becomes "Joe's Plumbing & Rooter & HVAC & Best in Sacramento."

Google sees that as spam. It can get your profile suspended. Just use your real business name.

The Bottom Line

Google Business Profile is the easiest, cheapest way to get found by local customers. It's free. It works. And most of your competitors aren't using it right.

That's your opportunity.

Take 30 minutes this week to claim your profile, fill it out completely, and add some photos. Then spend 10 minutes a month keeping it fresh.

Your future customers are searching right now. Make sure they find you.