Google Posts: Bottom-of-Funnel Updates That Get Calls

There's a feature sitting in your Google Business Profile that most owners ignore: the ability to publish short posts right on your listing. Offers, updates, announcements, shown to people who are already looking at your business, at the moment they're deciding whether to call.

Ignored, it does nothing. Used well, Google Business Profile posts are a small, steady nudge to buyers who are already most of the way to picking up the phone. The trick is understanding who's actually reading them, because it changes everything you'd post.

01These are not blog posts

The most common mistake is treating profile posts like a blog and writing general, top-of-funnel content: "5 Signs You Need a New Roof," educational, broad, aimed at strangers.

Wrong audience. The people seeing your profile posts aren't strangers browsing the web. They found your listing. They're looking at your reviews, your photos, your hours, deciding whether to call you specifically. They're at the bottom of the funnel, close to a decision, and general education isn't what moves them. A reason to act is.

So post like you're talking to someone standing at your counter with their wallet half out. Not "here's how roofs work," but "book your free storm-season roof inspection this month" or "we have two openings for water heater installs this week." Give the ready buyer a reason and a nudge, not a lesson.

02What to actually post

Google gives you a few post types, and a good mix keeps your listing looking active and useful.

• Offers. A real, specific offer with a timeframe. "Free inspection through the end of the month." Give it honest urgency, a genuine end date, not fake pressure.
• Updates. What's new. A recently completed project with a photo, a new service you now offer, a note that you're booking for next month. These keep the listing current and show an active business.
• Events. Anything time-bound. Seasonal availability, a booking window, a promotion tied to a date.

For Florida trades, seasonality writes half your posts for you. Pre-storm-season inspections, summer AC tune-up reminders, post-storm availability for roofing and tree work. These are timely, genuinely useful to the buyer, and exactly the kind of nudge that turns a browsing homeowner into a call. Tie your posts to what your customers are worried about this month.

Whatever you post, end it with a clear call to action. Call now, book online, get your free estimate. A post without a next step is a missed opportunity; the whole point is to move a ready person to act.

03The details that make posts display right

A couple of practical notes so your posts look professional instead of broken.

Keep your images clean and correctly sized. Profile posts display images best at roughly 540 by 405 pixels, and if you upload something the wrong shape, the thumbnail can crop your image awkwardly, cutting off the important part. Use a real photo, sized so the key content sits in the middle, and it'll display the way you intended. Free tools like Canva make this a two-minute job.

Keep the text tight. Posts show a limited preview before they cut off, so put the important part, the offer and the action, up front. Don't bury the reason to call in the third sentence where the preview clips it.

04A cadence you can actually keep

Posts have a short shelf life, so consistency beats intensity. A steady drip is worth far more than a burst followed by silence.

Aim for about one post a week. That's enough to keep your listing looking active and to keep a fresh nudge in front of the buyers checking you out, without becoming a burden. Fold it into the same weekly profile routine covered in the complete Google Business Profile checklist: while you're adding photos and answering reviews, publish one post. Ten minutes, once a week, and your listing stays alive.

Don't overthink each one. A photo from a recent job, a line about availability, a clear call to action. The value isn't in any single post being brilliant. It's in a profile that always shows a recent, relevant reason to call, which is exactly what a deciding buyer wants to see.

05Where posts fit

Profile posts are one of several small levers on your listing that add up. They keep it active, they nudge ready buyers, and they pair naturally with keeping your questions and answers current, covered in own your Q&A before someone else does. None of these single features wins local visibility by itself, but a complete, active profile, posts included, is the core of Google and Maps visibility.

06Do this next

• Publish one post today with a real offer or update and a clear call to action, aimed at someone ready to call, not a stranger browsing.
• Size your post image to about 540 by 405 pixels so it displays cleanly instead of cropping awkwardly.
• Add a weekly post to your existing profile routine, tied to what your customers care about this season.

Want to know whether your profile is working as hard as it could to convert the people already looking at it? Request your free Local Visibility Audit: get the audit.