Google Business Profile checklist for contractors
Your Google profile is free and it's where most local customers find you. Here's what a complete, active one looks like.
By Steve Clune, Back Office Bot · Updated November 14, 2026
Setup
- Business name: your real business name, exactly as it appears on your truck and invoices. Adding keywords or cities to the name breaks Google's rules and can get the profile suspended.
- Primary category: the one that best describes your main service, like "Roofing contractor" or "HVAC contractor." This is one of the biggest ranking factors.
- Secondary categories: add the others that fit, but only ones you actually do.
- Service-area business: if customers don't come to you, hide your address and list the cities or counties you serve.
- Phone: your main business number, the same one on your website.
- Website: link to your homepage or your main service page.
- Hours: real hours, plus holiday hours. Add "24 hours" only if someone actually answers.
Services and description
- List every service you offer, with a short description for each.
- Write a plain business description: what you do, where, and for how long. No links or promos.
Photos
- Logo and a cover photo.
- Real job photos, before and after, every month.
- Your team and your trucks. People hire people.
Every week
- Post an update: a finished job, a seasonal tip or an offer.
- Reply to new reviews.
- Answer any new questions.
Every month
- Check that your phone, hours and categories haven't been changed. Anyone can suggest edits to your listing.
- Look at the Performance tab: calls, direction requests and website clicks.
- Add new photos.
Reviews
Steady new reviews matter more than a big pile of old ones. Ask every customer after every job. Here's how to do that without breaking the rules.
Want it handled? Google Profile Care is $147 a month.
Questions owners ask
Should I put my city in my business name?
No, unless it's actually part of your legal business name. Google treats keyword stuffing in the name as a violation.
Can I have a profile if I work from home?
Yes. Set it up as a service-area business and hide your address.
How often should I post?
Once a week is a good, sustainable pace.
Want us to check your setup for free?
We call your business after hours, see what your customers hear, and show you what BOB would do instead. Free, about 15 minutes, no pressure.
Rather talk now? Call (913) 530-8133. You'll get Steve, the owner.