Google Business Profile
Google Business Profile (formerly Google My Business) is your free business listing in Google Search and Google Maps. Linked with Google Ads, it enables local ad formats and location assets.
What is Google Business Profile?
Google Business Profile is the free business listing that appears in Google Search and on Google Maps when people search for your company or local terms ("hairdresser near me"). It shows opening hours, address, phone number, photos, and reviews — and is often the first touchpoint with customers for local businesses.
Why Is It Relevant for Google Ads?
The profile is more than a local SEO factor. Linking it to your Google Ads account unlocks additional possibilities:
- Location assets: Your ads show address, distance, and a call option — increasing click-through rates for local searches
- Ads on Google Maps: Your listing can appear prominently in Maps results
- Local campaign goals: Performance Max can use store visits and calls as conversion goals
A Well-Maintained Profile as the Foundation
An incomplete or outdated profile costs you twice: worse local visibility and weaker ads. Complete data, current photos, and answered reviews directly benefit both.
Pro Tip: Link your Business Profile in Google Ads under asset settings and enable location assets for all search campaigns. Especially for "near me" searches, the displayed distance often decides the click.
Frequently Asked Questions
Nothing — the Business Profile is completely free. You only pay if you additionally run ads via Google Ads or Local Service Ads.
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