Let’s be clear about something most businesses misunderstand.
People don’t start by visiting your website.
They don’t compare 5 options anymore.
They don’t scroll endlessly.
They Google… and decide fast.
THE QUICK TAKE
Problem: Businesses invest heavily in ads and SEO but still struggle to get consistent calls
Reality: Most local buying decisions happen inside Google’s search results
Fix: Optimize your Google Business Profile to influence the decision before the click
THE STORY
Here’s a pattern I see all the time.
A business owner says they’re doing “everything right.”
They’re running Google Ads.
They’ve spent money on a website.
They’ve even hired SEO help.
But when I search their main service locally, their Google Business Profile tells a different story.
Incomplete details.
- Few photos.
- Old updates.
- Reviews with no responses.
They assume customers will click through to learn more.
Most never do.
THE INSIGHT
Google Business Profile is not a listing.
It’s Google’s pre-qualification filter.
Google evaluates activity, relevance, trust signals, and consistency—then shows users the businesses it believes are most likely to satisfy the search.
If your profile isn’t sending strong signals, Google reduces your visibility before your website even has a chance.
That’s why improving this one asset often increases calls without increasing ad spend.
DO THIS TODAY:
Search your primary keyword and location
Compare your profile to the top 3 listings shown
Pass/Fail test: If your profile looks less complete, less current, or less credible than theirs, you’re losing traffic
No strategy sessions. No rebuilds.
THIS ISSUE’S VIDEO TUTORIAL:
→ How Google Business Profile Impacts Calls, Clicks, and Conversions
What you’ll learn: How small profile improvements influence visibility and customer action.
RESOURCES (Worth Your Time)
Google Business Profile Best Practices Guide
Why it matters: It explains which profile elements influence visibility—not just rankings.
→ Local Search Consumer Behavior Report
Why it matters: It shows how quickly users decide who to contact.
Why This Matters Now
Local competition is increasing.
Ad costs are rising.
Attention spans are shrinking.
Google Business Profile is one of the few places where optimization still produces compounding returns without ongoing spend..
The Better Question to Ask:
Not: “How do I get more clicks?”
But:
“How do I become the obvious choice before the click?”
That’s how local growth scales.
Today’s Uncomfortable Truth:
If your Google Business Profile isn’t optimized, you’re paying more for every lead than you should.
Until next time,
— Gareth Owen
Unlock the Floodgates
Turning attention into calls, leads, and sales.
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