If you’re a plumber, roofer, electrician, or remodeler, your Google Business Profile (GBP) is one of the most powerful tools you have for getting local jobs. Think of it like your digital shopfront—it’s what people see when they search “plumber near me” or “roof repair in [your city].”
But here’s the problem: too many contractors either ignore their GBP or unknowingly make mistakes that hurt visibility, calls, and trust. The good news? Most of these mistakes are easy to fix once you know what to look for.
Let’s walk through the 15 most common GBP mistakes contractors make, with simple fixes you can do today.
Why GBP Optimization Matters for Contractors
Imagine this: A homeowner’s basement is flooding at 10 p.m. They Google “emergency plumber near me,” and three businesses pop up. One has reviews, fresh photos, and clear service hours. The others look half-finished or outdated. Who do you think they’ll call?
Or imagine someone needs a roofer after a hailstorm. If your profile says “open now” with photos of recent work, while another roofer has no updates since 2019, you win that lead.
Here’s why your GBP matters:
- Photos drive action. Listings with quality photos get about 42% more requests for directions and 35% more clicks to their website than those without them.
- Reviews tip the scale. In Google’s Local Pack (those top 3 map results), listings with 5-star ratings capture almost 70% of clicks.
- Real-world proof. All American Roofing optimized their GBP with accurate info, updated photos, and review management—and saw a 40% increase in local leads within three months.
That’s the power of getting this right. Now let’s dig into the most common mistakes and how you can fix them.
1. Not Claiming or Verifying Your Profile
If you haven’t claimed your GBP, you’re basically leaving your online reputation in Google’s hands. I’ve seen contractors show up with old phone numbers or even wrong addresses because nobody took control.
Fix it: Head to business.google.com, claim your profile, and verify it. Google usually sends a postcard with a code—do it once and you’ll unlock all the tools you need.
2. Inaccurate or Incomplete Business Information
Your Name, Address, Phone (NAP) details must be consistent everywhere—your website, directories, and GBP. I once worked with an HVAC company that had two different phone numbers floating around. Customers kept calling the old one, and they lost dozens of leads.
Fix it: Double-check your NAP details, set correct hours, and update them seasonally (e.g., add “24/7 emergency service” during peak times).
3. Choosing the Wrong Primary Category
Listing yourself as just “Contractor” is like telling someone at a networking event, “I do stuff.” Be specific—are you a plumber, electrician, roofer?
Fix it: In GBP, set your primary category to the main service you want leads for (e.g., “Roofing Contractor”). Add secondary categories for other services.
4. Setting the Service Area Too Small (or Too Big)
If you don’t set a service area, Google assumes you only work in your city. On the flip side, if you claim the entire state when you really serve a 30-mile radius, Google may flag you as spammy.
Fix it: Add the towns or ZIP codes you realistically serve—no more than 20. Think: “Where would I actually drive for a job?”
5. Using Fake or Virtual Addresses
Google doesn’t like it when contractors use P.O. boxes or virtual offices. I saw one handyman suspended for listing a coworking space as his address—it wasn’t staffed, and Google caught on.
Fix it: If you work from home, use your home address for verification, then hide it. Set your service areas instead.
6. Skipping Photos and Videos
Profiles without visuals feel sketchy. Customers want to see real work, real people, and real results.
Fix it: Upload at least 10 photos—your logo, team at work, before-and-after shots, vehicles, and even short 30-second videos. Update monthly.
7. Ignoring the Services and Products Section
Leaving this blank is like handing out a business card without your services listed. Google uses this section to match you to detailed searches like “kitchen sink repair.”
Fix it: Add specific services with short descriptions. Example: “Water Heater Installation – Installed same-day with a 6-year warranty.”
8. Neglecting Reviews and Q&A
Reviews are modern word-of-mouth. And silence in the Q&A section makes you look unresponsive.
Fix it: After every job, text your customer a direct review link (GBP gives you one). Respond to every review—thank positives, resolve negatives. Seed your Q&A with common questions like “Do you give free estimates?”
9. Underusing Posts and Updates
Think of GBP posts like mini social media updates. I’ve seen contractors post before/after photos of a remodel and get calls that same week.
Fix it: Post once a week—promos, recent jobs, seasonal tips. Always add a call-to-action like “Call now” or “Get a free estimate.”
10. Forgetting Attributes and Description
Attributes like “Veteran-owned” or “Emergency service available” set you apart. And that 750-character description is prime space to sell your services.
Fix it: Fill in attributes, then write a clear description like:
“Trusted Dallas roofer specializing in storm damage repair. Over 20 years’ experience. Free inspections and emergency service available.”
11. Not Monitoring Insights
Your GBP dashboard shows how people find you, what they search, and which photos perform best. Ignoring it is like flying blind.
Fix it: Check Insights weekly. If people are finding you for “AC repair near me,” make sure that service is highlighted in your profile and posts.
12. Keyword Stuffing Your Business Name
Don’t try “Best Plumber Dallas 24/7.” Google will catch you, and you risk suspension.
Fix it: Use your real business name. Work keywords naturally into your description or posts instead.
13. Not Using Booking or Messaging
If customers can’t reach you quickly, they’ll move on. A lot of contractors still don’t turn on messaging.
Fix it: Enable messaging so customers can text you directly from your GBP. If you use booking software, link it under “Appointments.”
14. Failing to Optimize for Mobile
Over half of local searches happen on phones. If your site isn’t mobile-friendly, your leads drop off fast.
Fix it: Make sure your website loads quickly and looks good on mobile. Keep GBP post descriptions short and scannable.
15. Ignoring Duplicate Listings
Old addresses or duplicate profiles split your reviews and confuse customers.
Fix it: Search your business on Google Maps. If you find duplicates, claim them and request a merge or removal.
Real-World Scenarios
- Plumber in Austin: Didn’t verify his profile, so Google still showed his old phone number. He lost jobs to competitors for weeks until he fixed it.
- Roofing company in Dallas: Added 15 new project photos and updated their description. Within a month, their calls from GBP doubled.
- Electrician in Brisbane: Started posting weekly safety tips and responding to reviews. Their GBP impressions went up 30% in two months.
Final Thoughts
Most contractors aren’t losing jobs because they’re bad at what they do—they’re losing them because their Google Business Profile is half-finished or neglected.
Start small:
- Verify your profile.
- Add accurate info.
- Upload some real photos.
Do those three things, and you’re already ahead of most competitors. And if you need more optimization –
