If someone on the Gold Coast searches "plumber near me" or "best coffee Burleigh" — the businesses that show up in that Google Maps pack are getting free leads every single day. And the ones that don't show up? They might as well not exist.

Your Google Business Profile (GBP) is the single most important piece of free marketing real estate you have as a local business. It's what shows up when people search for your business name, your industry, or your location. And yet, most Gold Coast businesses either haven't set it up, or they've filled in half the fields and forgot about it.

Here's how to set it up properly so you actually show up when it matters.

Step 1: Claim and Verify Your Profile

Before you can do anything, you need to claim your profile. Go to business.google.com and search for your business. If it already exists (Google often creates listings automatically from public data), you'll need to claim ownership. If it doesn't exist, you'll create a new one.

Google will ask you to verify that you're the actual business owner. This usually happens via a postcard sent to your business address, but sometimes you can verify by phone or email. Don't skip this step. Until you're verified, you can't fully control your listing and Google won't prioritise you in results.

Step 2: Fill In Every Single Detail

Google rewards completeness. A profile that's 100% filled out ranks significantly better than one with gaps. This isn't guesswork — Google has explicitly stated that complete profiles are more likely to appear in local search results.

Here's what you need to fill in:

• Business name — exactly as it appears on your signage. Don't keyword-stuff it.
• Address — if you serve customers at your location, list it. If you go to them, set a service area instead.
• Phone number — use a local Gold Coast number, not a generic 1300.
• Website URL — link to your homepage or a dedicated landing page.
• Business hours — keep these accurate. Update them for public holidays.
• Business description — use all 750 characters. Naturally include what you do and where you do it.

Every field you leave blank is a signal to Google that your profile isn't worth showing. Fill in everything. It takes 20 minutes and it's free.

Step 3: Choose the Right Categories and Services

Your primary category is the single biggest ranking factor for your GBP listing. Get this wrong and you won't show up for the searches that matter most. If you're a plumber, your primary category should be "Plumber" — not "Contractor" or "Home Services."

You can also add secondary categories. A plumber might add "Water Heater Repair Service" or "Drain Cleaning Service." Use as many relevant categories as honestly apply to your business, but don't add ones that don't fit just to cast a wider net. Google's smarter than that.

Under the Services section, list out every specific service you offer. This helps Google match your profile to more specific searches. Instead of just "plumbing," list "blocked drain repair," "hot water system installation," "bathroom renovations," and so on. Be specific.

Step 4: Upload Photos That Actually Help

Businesses with photos get 42% more requests for directions and 35% more website clicks than those without. But not just any photos — the right photos.

Upload at least 10-15 photos when you set up. Then add new ones regularly — once a week is ideal. Google sees fresh photos as a signal that your business is active and engaged.

Step 5: Get Reviews (and Actually Respond to Them)

Reviews are the lifeblood of your Google Business Profile. They directly impact your ranking in local search, and they're the first thing potential customers look at when deciding between you and your competitors.

You need a system for getting reviews. The easiest approach: after every job or sale, send the customer a direct link to leave a Google review. You can generate this link from your GBP dashboard. Make it as frictionless as possible. A simple text message with the link and a "Thanks for choosing us — if you have a sec, a Google review would mean the world" goes a long way.

And respond to every review — good and bad. Thank people for positive reviews. Address negative ones professionally and offer to resolve the issue. Google sees responsiveness as a positive signal, and potential customers see it as a sign that you actually care about your work.

Step 6: Post Regularly and Stay Active

Most business owners don't even know that Google Business Profile has a posting feature. You can publish updates, offers, events, and news directly to your profile. These posts show up when people find your listing and they signal to Google that your business is active.

Post once a week. It doesn't have to be complicated. Share a recent project, a seasonal offer, a helpful tip, or a team update. Each post can include a photo, a short description, and a call-to-action button linking to your website.

The Gold Coast businesses that dominate local search aren't doing anything magical. They've set up their GBP properly, they keep it updated, and they consistently ask for reviews. It's not glamorous, but it works — and it's completely free. If you haven't touched your profile in months, today's the day to fix that. And if you want help getting it dialled in properly, MakeItScale can handle the whole thing for you.