Google Business Profile: The #1 Way NZ Tradies Get Found Locally (2025 Guide)

The truth: When someone in Auckland searches "plumber near me" at 2am with a burst pipe, Google shows them 3 local plumbers.

The question: Are you one of them?

If not, you're losing jobs to competitors every single day.

In this guide, we'll show you how to set up and optimize your Google Business Profile so you show up first when local customers search for your services.

What is Google Business Profile (GBP)?

Formerly called: Google My Business

What it is: Your free business listing on Google Search and Google Maps.

Why it matters:

• 46% of all Google searches are looking for local information
• 76% of people who search for something nearby visit a business within 24 hours
• 28% of local searches result in a purchase

When someone searches "electrician in Wellington", Google shows:

[Map with 3 businesses pinned]
⭐⭐⭐⭐⭐ Smith Electrical (4.9) - 127 reviews
   "Licensed electrician • Open now"
⭐⭐⭐⭐☆ Wellington Sparks (4.2) - 43 reviews
   "Electrical contractor • Closed"
⭐⭐⭐⭐⭐ PowerUp Electrical (4.8) - 89 reviews
   "24/7 emergency electrician • Open"

Your goal: Be #1 on that list.

Why Google Business Profile is Critical for Tradies

Real Numbers from NZ Tradies:

Case Study - Dave the Plumber (Christchurch):

• Before GBP: 3-5 calls per week
• After optimizing GBP: 15-20 calls per week
• Result: Doubled revenue in 4 months
• Cost: $0 (it's free)

The Customer Journey:

When your hot water cylinder bursts at 11pm:

1. Google: "emergency plumber near me"
2. Click the first result (usually GBP)
3. Call immediately (won't even visit website)

How to Set Up Google Business Profile (Step-by-Step)

Step 1: Create Your Profile (10 minutes)

Go to: business.google.com

Click: "Manage now"

Fill in:

• Business name: "Thompson Plumbing" (use your legal or trading name)
• Business category: Choose the most specific (e.g., "Plumber", "Electrician", "Builder")
• Location type:

Add service area:

• Example: "Wellington, Lower Hutt, Upper Hutt, Porirua"
• Or by suburbs: "Karori, Newtown, Thorndon, Johnsonville"

Step 2: Verify Your Business

Google will ask you to verify (proves you're legitimate):

Verification methods:

1. Postcard (most common): Google mails a postcard with a code to your address (takes 5-7 days)
2. Phone: Get a call with a verification code (instant)
3. Email: If you have a business email matching your domain

While waiting for verification: Continue to Step 3.

Step 3: Complete Your Profile (30 minutes - DO NOT SKIP!)

Why this matters: Google ranks complete profiles higher.

Business Name:

• Use your real business name
• ❌ DON'T keyword stuff: "Best Plumber Wellington Cheap 24/7"
• ✅ DO use: "Thompson Plumbing" or "Mike's Electrical Services"

• Primary: Your main service (e.g., "Plumber")
• Additional: Other services (e.g., "Gasfitter", "Drainage service")

Template:

[Your business name] is a licensed [trade] serving [locations] since [year].
We specialize in:
• [Service 1]
• [Service 2]
• [Service 3]
Why choose us:
✓ Free quotes
✓ On-time guarantee
✓ [X] years experience
✓ Fully licensed and insured
Available for emergency call-outs 24/7.
Call [phone] or visit [website] to book.

Example:

Thompson Plumbing is a licensed plumber serving Wellington and the Hutt Valley since 2015.
We specialize in:
• Hot water cylinder replacement
• Leak repairs and drainage
• Bathroom and kitchen plumbing
• Gas fitting and LPG
Why choose us:
✓ Free quotes, no hidden fees
✓ Same-day service available
✓ 10+ years experience
✓ Master Plumbers member
Available for emergency call-outs 24/7.
Call 021 234 5678 or visit thompsonplumbing.co.nz

Phone Number:

• Use a number you ALWAYS answer
• Mobile is better than landline (you're out on jobs)

• If you don't have one: Use Paymate's free customer capture form as your "website"

• Be specific and accurate
• Enable "24/7" if you do emergency call-outs
• Update for public holidays

• "Identifies as veteran-owned" (if applicable)
• "Identifies as women-owned" (if applicable)
• "Online estimates" ✅ (if you do quotes via phone/form)

How to Optimize Your GBP to Rank #1

1. Get Reviews (The #1 Ranking Factor)

The reality: More 5-star reviews = higher ranking.

Goal: Get 50+ reviews in your first 6 months.

How to get reviews:

After every job:

"If you're happy with the work, I'd really appreciate a Google review. It helps my small business a lot. Here's the link: [short link]"

Make it easy:

1. Create a review link: google.com/search?q=[your business name]
2. Shorten it: Use bit.ly or QR code
3. Text it to customer: "Thanks for your business! If you're happy, please leave a review: [link]"

What if you get a bad review?

DO: ✅ Respond professionally within 24 hours ✅ Apologize and offer to fix it ✅ Take the conversation offline

Example response:

"Hi Sarah, I'm sorry to hear you weren't happy with our service. This isn't the standard we aim for. Please call me directly so I can make this right: 021 234 5678. - Mike"

DON'T: ❌ Ignore it ❌ Argue publicly ❌ Get defensive

2. Add Photos (At Least 10)

Why photos matter: Businesses with photos get 42% more requests for directions and 35% more clicks.

What photos to add:

Essential:

1. Logo (your profile photo)
2. Before/after shots (5-10 photos)
3. You at work (shows you're real)
4. Your van/ute with logo
5. Completed projects

1. Team photos
2. Tools/equipment
3. Customer testimonials (screenshot)

• Desktop: Log into GBP → Photos → Add photos
• Mobile: Google Business app → Photos → Upload

• Format: JPG or PNG
• Size: Min 720px wide, 720px tall
• Quality: High resolution, well-lit

3. Post Weekly Updates

What are posts? Mini updates that appear on your GBP (like Facebook posts).

Why post? Google ranks active profiles higher.

What to post:

Post Type 1: Updates

[Photo of recent job]
Just finished a hot water cylinder replacement in Karori. Old cylinder was 15 years old and leaking.
New Rheem 180L installed - customer now has reliable hot water for years to come!
Need a plumber? Call 021 234 5678 for a free quote.

Post Type 2: Offers

🔥 Winter Special 🔥
Hot water cylinder service: $99 (normally $150)
Includes safety check, pressure test, and valve inspection.
Book by 31 July. Call 021 234 5678 or visit [link]

Post Type 3: Events

Free "Home Plumbing 101" Workshop
Learn how to fix common plumbing issues yourself!
When: Saturday 15 Aug, 10am-12pm
Where: Bunnings Petone
Free for homeowners. RSVP: [link]

Posting schedule:

• Monday: Before/after photo
• Thursday: Tip or offer
• Total: 2x per week minimum

4. Answer Questions

Google Q&A section: Customers can ask questions publicly.

Common questions:

• "Do you do emergency call-outs?"
• "What's your hourly rate?"
• "Do you service [suburb]?"

Pro tip: Seed questions yourself!

How:

1. Ask a friend to post: "Do you offer free quotes?"
2. You answer: "Yes! Free quotes with no obligation. Call 021 234 5678 or visit [link]"

5. Use Google Posts for CTAs

Every post should have a Call-to-Action (CTA):

CTA buttons available:

• "Call now"
• "Book"
• "Learn more"
• "Get quote"

[Photo of completed bathroom]
Bathroom renovation in Thorndon - new vanity, taps, and fresh paint!
Customer is stoked with the result 🔧
Need a bathroom refresh?
[Button: Get quote] → Links to customer capture form

Advanced GBP Optimization Tips

1. Enable Messaging

What it is: Customers can message you directly from your GBP.

Why enable it: Easier for customers to contact you (more leads).

How to set up:

1. GBP dashboard → Messaging
2. Turn on "Message customers"
3. Download "Google Business Messages" app on your phone

2. Add Products/Services with Prices

What to add:

Services:

• Hot water cylinder replacement: $2,200-$3,500
• Leak repair: $120-$300
• Bathroom plumbing: $500-$2,000

• Shows transparency
• Filters out price shoppers
• Ranks higher in search

3. Use Keywords Naturally

Where to add keywords:

• Business description
• Services list
• Posts
• Q&A answers

• "emergency plumber [city]"
• "hot water cylinder replacement [city]"
• "licensed plumber [suburb]"

DO use naturally: ✅ "Licensed plumber serving Wellington with emergency call-outs available 24/7"

4. Create Service-Specific Landing Pages

The strategy: Link GBP posts to dedicated landing pages.

Example:

GBP Post:

Need a hot water cylinder replacement?
We install Rheem, Rinnai, and Dux cylinders. Free quotes, same-day service available.
[Learn more] → Links to: yourwebsite.com/hot-water-cylinders

Why this works: Google sees relevance between GBP and website = higher ranking.

Common GBP Mistakes (Avoid These!)

❌ Mistake 1: Not Verifying Your Profile

Problem: You set up GBP but never verify = Google won't show your profile.

Fix: Verify immediately (request postcard or phone verification).

❌ Mistake 2: Incomplete Profile

Problem: Missing photos, hours, or description.

Fix: Fill out EVERY field. Google ranks complete profiles higher.

❌ Mistake 3: Ignoring Reviews

Problem: Customer leaves 5-star review, you don't respond.

Fix: Respond to EVERY review (good and bad) within 24-48 hours.

Template for 5-star reviews:

"Thanks Sarah! Really appreciate the kind words. It was a pleasure working with you 😊 - Mike"

❌ Mistake 4: Wrong Business Category

Problem: Plumber selects "Contractor" instead of "Plumber".

Fix: Choose the MOST SPECIFIC category.

❌ Mistake 5: Not Posting Regularly

Problem: Set up profile in 2020, haven't posted since.

Fix: Post 2x per week minimum.

How to Track Your GBP Performance

Google Business Profile Insights

What you can track:

• How many people saw your profile
• How many clicked "Call"
• How many requested directions
• How many clicked your website
• What keywords people searched

What to look for:

• Increasing views? ✅ Your ranking is improving
• High impressions but low clicks? ⚠️ Improve your photos/description
• People calling? ✅ You're converting leads

Real Example: How Sarah Ranked #1 for "Electrician Auckland"

Sarah - Electrician, Auckland

Starting point:

• No GBP
• 5 calls per week
• Mostly from word-of-mouth

Month 1:

• Set up GBP (completed 100%)
• Added 15 before/after photos
• Asked 10 past customers for reviews (got 8)

• Posted 3x per week
• Responded to all reviews
• Added services with pricing

• Got 20 more reviews (total: 28)
• Added Q&A
• Enabled messaging

• Ranked #1 for "electrician Auckland" (50,000 searches/month)
• 40+ calls per week (8x increase)
• 62 five-star reviews
• Booked solid for 3 weeks in advance

Your GBP Optimization Checklist

Setup (one-time):

• ✅ Create Google Business Profile
• ✅ Verify your business
• ✅ Complete all profile fields (name, category, description, hours, phone, website)
• ✅ Add 10+ photos
• ✅ Add services with pricing
• ✅ Enable messaging

• ✅ Get 10-20 reviews from past customers
• ✅ Post 2-3x per week
• ✅ Respond to all reviews
• ✅ Answer all Q&A
• ✅ Add 5 new photos

• ✅ Post 2x per week
• ✅ Ask every customer for a review
• ✅ Respond to reviews within 24 hours
• ✅ Add 1-2 new photos
• ✅ Check GBP insights

Next Steps

Ready to dominate local search?

Step 1: Set up your Google Business Profile today (30 minutes)

Step 2: Get your first 10 reviews this week

Step 3: Post 2x per week for the next 3 months

Step 4: Track your results in GBP insights

Need help collecting customer info for quotes? Use Paymate's free customer capture forms.

Create Your Free Form →

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