For a lot of homeowners, your Google Business Profile is the first thing they see about your company. It shows up in local search and on Google Maps before they ever reach your website, and it often decides whether they call you or the next listing. This Google Business Profile checklist for contractors walks through every setting that matters for HVAC, plumbing, electrical, roofing, pest control, and landscaping companies, from categories and service areas to reviews and posts.
Work through it section by section. Most items take a few minutes, and the ones that take longer, like reviews and photos, are habits rather than one-time tasks.
What must be filled out completely?
Google uses the information in your profile to decide when to show you. Fill out every field that applies to your business.
- Business name. Use your real business name exactly as it appears on your signage, trucks, website, and registration. Do not add keywords or city names that are not part of your legal or branded name. That violates Google’s guidelines and can get the profile suspended.
- Phone number. Use your main local number. If you use a tracking number, list your main number as an additional phone so your business information stays consistent.
- Website. Link to your homepage or the most relevant service page, and confirm the link works.
- Hours. Keep regular hours accurate and add holiday hours. If you offer emergency service, say so in your description and use the open 24 hours setting only if someone actually answers around the clock.
- Business description. Use the 750 characters to say what you do, the area you serve, and what makes you different. Mention your main service naturally, without stuffing keywords.
- Opening date. Add the year you started. It is a small trust signal.
How should contractors set up a service area?
Most home service companies travel to the customer, so Google treats them as service-area businesses. The setup matters, because a wrong setting can cause verification problems or a suspension.
Hide your address if customers do not visit
If you do not serve customers at your office or shop, remove the address from public view and set a service area instead. You still enter an address for verification, but Google will not show it. If customers do come to your location (a showroom or a supply counter), you can show the address and also set a service area.
Choose a realistic service area
You can list cities, ZIP codes, or counties, up to 20 areas. Google’s guidance is that the area should not extend more than about two hours of driving from where your business is based. List the places you actually serve and want work from. Adding distant cities does not make you rank there and can make the profile look less credible.
Do not use virtual offices
Coworking spaces, mailbox stores, and virtual office addresses are not allowed as a business address. If your crews work from home, use your home address for verification and hide it.
Which categories should home service businesses choose?
Your primary category is one of the most important settings in the profile. It tells Google what you are, and it unlocks category-specific features. Pick the most specific category that describes your core work, then add secondary categories (up to 9) for other services you actually provide.
The categories below are ones available in Google Business Profile. Before you save, search the category list in your dashboard to confirm the exact wording, and look at what the top-ranking competitors in your area use.
| Trade | Primary category | Secondary categories to consider |
|---|---|---|
| HVAC | HVAC contractor | Air conditioning contractor, Air conditioning repair service, Heating contractor, Furnace repair service |
| Plumbing | Plumber | Drainage service, Septic system service |
| Electrical | Electrician | Electrical installation service, Lighting contractor |
| Roofing | Roofing contractor | Gutter cleaning service, Siding contractor |
| Pest control | Pest control service | Only add others that match services you offer and that appear in your dashboard search |
| Landscaping | Landscaper | Lawn care service, Landscape designer, Tree service |
A few rules of thumb:
- Only add a secondary category if you actually do that work and want those calls.
- Do not pick a category just because it sounds broader. “Contractor” tells Google less than “HVAC contractor.”
- If you change your primary category, Google may ask you to re-verify. Make the change on purpose, not as an experiment.
What else goes in the profile?
- Services. Add each service you offer with a short, plain description: AC repair, water heater replacement, panel upgrade, roof inspection, and so on. This helps Google and homeowners understand exactly what you do.
- Attributes. Check every attribute that applies, such as online estimates, onsite services, or ownership attributes you want to display.
- Booking link. If you take appointments online, add your booking link so customers can schedule straight from the profile.
- Messaging. If you turn on messages, make sure someone or something replies fast. Slow replies are worse than no messaging at all.
- Questions and answers. Watch for public questions and answer them from the business account, since anyone can answer otherwise.
What photos should a contractor upload?
- Logo and cover photo. A clean logo and a clear cover image, such as a branded truck or your crew on a job.
- Team photos. Homeowners are letting you into their house. Showing real faces helps.
- Work photos. Before and after shots, finished installs, clean job sites. These show your work better than any description.
- Vehicles and equipment. Branded trucks help people recognize you when you pull up.
- Ongoing uploads. Add a few new photos every month. Make it a habit for techs to snap a finished job (with the homeowner’s permission).
How do you get more Google reviews after every job?
Reviews influence both where you show up and whether a homeowner picks you. The goal is a steady flow of honest, recent reviews, not a one-time push.
Ask after every completed job
- Get your review link. Copy the short review link from your profile dashboard.
- Ask in person first. At the end of the job, the tech says something simple: “If you were happy with the work, a Google review really helps us. I’ll text you the link.”
- Send the link automatically. Trigger a text when the job is marked complete in your CRM, with the tech’s name and the direct link. Send one reminder a few days later if they have not left one, then stop.
- Ask everyone. Google does not allow review gating (only asking happy customers) or offering discounts or gifts in exchange for reviews. Ask every customer the same way.
Respond to every review
- Positive reviews: thank the person by first name, mention the job (“glad the new water heater is working well”), and keep it short.
- Negative reviews: respond calmly within a day or two. Acknowledge the problem, avoid arguing details in public, and give a way to reach the owner or manager directly. Your reply is written for future customers as much as for the reviewer.
- Fake or off-topic reviews: report them through your profile dashboard rather than arguing in the reply.
Are Google posts worth the time?
Posts let you share updates, offers, and events right on your profile. Most contractors never use them, which makes them an easy way to stand out. Good topics include a recent job with photos, a seasonal reminder (AC tune-ups in spring, furnace checks in fall, gutter cleaning before the rainy season), and any current offer. Aim for a post every week or two, with a photo and a clear button like “Book” or “Call.”
How often should you check your profile?
- Weekly: reply to reviews, messages, and questions.
- Monthly: add photos and a post, and review the performance report for calls and direction requests.
- Every quarter: confirm hours, services, service area, and categories are still accurate, and check for edits Google or the public may have suggested.
Want us to audit your profile?
ADS has spent 10 years helping small businesses in Citrus Heights, Sacramento, and beyond show up and get chosen online. We audit and optimize Google Business Profiles for home service companies and set up automatic review requests after every job. When the calls start coming in, Bookline, our AI receptionist, can answer them 24/7 and book the job. Call the Bookline demo line at (916) 461-8236 to hear it, then schedule a consultation or call our office at (916) 908-0860.
FAQ
Should a contractor show their address on Google Business Profile?
Only if customers visit your location. If you go to the customer, hide the address and set a service area. You still need an address for verification.
How many categories can I add?
One primary category and up to 9 additional categories. Only add categories that match work you actually do.
Can I offer a discount for Google reviews?
No. Google’s policies prohibit offering incentives for reviews and asking only satisfied customers. Ask every customer the same way, without a reward.
How long should a business description be?
Up to 750 characters. Use most of it to explain your services, your service area, and what sets you apart, in plain language.