Google Business Profile posts are the small updates that show inside your business panel when someone searches your name or your service. They are free, they take a few minutes, and most local owners either ignore them or post the same generic message once a quarter. Used well, posts keep your profile looking active, give a searcher a reason to act, and let you control a slice of what shows up next to your reviews and photos.

Google Business Profile - Create post Preview Post type Update Offer Event Photo + Landscape, well-lit, no text overlay Message Same-day AC repair in Mesa, AZ. Licensed techs, upfront pricing, evening slots open this week. Button Call now Book Publish 1 Desert Air Heating & Cooling HVAC contractor - Mesa, AZ LATEST POST Same-day AC repair in Mesa, AZ. Licensed techs, upfront pricing... Call now 2 3 1 First line does the work - Google truncates it. 2 Only the opening sentence shows in the panel. 3 One button, pointed at a matching page.
A GBP post composer (left) and how the same post renders in the live business panel (right). Only your first sentence and one button carry the message, so make both specific.

How to use Google Business Profile posts step by step

  1. Open Posts in your Google Business Profile from Search or the Business Profile Manager, then choose a post type: Update, Offer, or Event.
  2. Pick the right type for the message - Update for news and photos, Offer for a promo with dates, Event for something time-bound.
  3. Write a specific opening line with your service and city, since Google truncates posts after roughly the first sentence in the preview.
  4. Add one clear photo (landscape, well-lit, no heavy text overlay) so the post stands out in the panel.
  5. Choose a call-to-action button - Call now, Book, Learn more, or Order - and point it to a page that matches the promise.
  6. Publish and set a reminder to post again within 7 days, because Update posts stop showing after about 6 months and stale profiles look inactive.
  7. Check Performance after a couple of weeks to see which posts got views and clicks, then do more of what worked.

Which post type to use, and when

Google gives you three practical formats. An Update post is the workhorse - a photo, a few sentences, and a button. Use it for a recent job, a seasonal reminder, a new service area, or a staff or equipment update. An Offer post is built for a promotion: it carries a title, a start and end date, and an optional coupon code or terms, and it renders with a small tag so it reads as a deal. An Event post is tied to a date range too, which suits an open house, a maintenance-season push, or a limited availability window.

The mistake to avoid is treating every post as an Update with a vague message like "Call us today for all your needs." That wastes the one line Google shows. Match the format to the message, and let the dates on Offers and Events do the work of signaling urgency instead of exclamation points.

Cadence: post weekly, not once a quarter

Update posts generally stop displaying after about six months. That single fact sets your minimum cadence. If you post once and forget, your panel eventually shows nothing under "Latest post," which reads as an inactive business next to a competitor who posts every week. Weekly is a target most owners can actually keep, and it is enough to always have something fresh in the panel.

A simple way to never run dry: keep a running list of post ideas as jobs come in. A finished install, a five-star review you can quote, a reminder that filters need changing before summer, a new certification - each of those is a post. Batch-write four at the start of the month and space them out. You are not writing essays; three or four honest sentences with one photo is the whole job.

Call-to-action buttons that actually get clicked

Every post can carry one button, and the button you pick should match the action you want. For most service businesses that is Call now or Book. "Learn more" and "Order online" have their place, but they add a step, so only use them when the destination genuinely earns the extra click. Whatever you choose, the link has to deliver on the post. If the copy promises "same-day AC repair," the Call now number should reach someone who can actually book that, and a Learn more link should land on a page about same-day repair - not your generic homepage. A mismatched button is how you turn an interested searcher into a bounce.

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FAQ

Do Google Business Profile posts help you rank higher?

Google has not confirmed that posts are a direct ranking factor. What they reliably do is keep your profile active, occupy more space in the panel, and give searchers a reason to call or click, which supports the engagement signals that matter for local search.

How often should I post to my Google Business Profile?

Once a week is a sensible, sustainable target for most service businesses. Update posts stop displaying after roughly six months, so a weekly cadence keeps something fresh in the panel without becoming a burden.

How long does a Google post stay visible?

Update posts generally show for about six months before they drop off, while Offer and Event posts follow the start and end dates you set. That is why refreshing them regularly matters.

What is the best call-to-action button for a GBP post?

Use the button that matches the action you actually want. For most service businesses a Call now or Book button drives the clearest response, but only if the link goes to a page that delivers what the post promised.

Can I schedule Google Business Profile posts in advance?

Google's native interface does not offer built-in scheduling for standard posts, so you either post manually or use a third-party tool that connects to the profile. Either way, keep the copy specific and local rather than generic filler.