How to get your trade business on Google Maps

When someone searches for a plumber or electrician nearby, the map at the top of Google is often the first thing they see. The businesses on it have a Google Business Profile. It's free, and you can set it up yourself.

This guide is for UK trades who work at customers' homes, start to finish.

Before you start

You need a Google account, with a Gmail address or your own business email (Google Business Profile Help). If Google Maps already shows an unclaimed profile for your business, claim it rather than making a new one (Google Business Profile Help).

Service-area businesses, and keeping your home address private

Google calls a business that visits customers, but doesn't serve them at its own address, a "service area business", and gives plumbers as an example (Google Business Profile Help).

The address on your profile is public, so this matters if you work from home. Google says a service-area business should hide its address, giving the example of a plumber working from home (Google Business Profile Help).

When signing up, if you don't have a staffed shopfront that customers visit, choose No and enter your service area (Google Business Profile Help). If your profile already shows your address, go to Edit profile, then Location, and turn off Show business address to customers (Google Business Profile Help).

Choosing categories and service areas

Your primary category tells Google what you are. Pick the most specific one on Google's list; you can't make up your own (Google Business Profile Help). Use as few as possible, and not as keywords. Google's test is to finish the sentence "This business is a…", not "this business has…" (Google Business Profile Help).

You can set up to 20 service areas by town, city or postcode, not as a distance around your base. Google says your whole area shouldn't be more than about two hours' drive from where you're based (Google Business Profile Help). List the places you actually want work from.

Verification, and what to expect

Customers can only find your profile once you're verified (Google Business Profile Help). Google decides which methods you're offered: it may be a phone call or text, an email, a live video call, a recorded video or a postcard (Google Business Profile Help).

If you're asked for a video, plan it first. It must be one unedited recording of at least 30 seconds, made on your phone through your profile. For a service-area business, Google asks you to show:

Where you operate. Street signs and landmarks near your home will do.
That the business exists. Your tools, equipment or branded workwear.
That you run it. For example, unlocking your sign-written van, or an invoice with your business name.

Keep other people's faces and private details out of shot (Google Business Profile Help).

If you get a postcard, most codes arrive within 14 days and expire after 30. While you wait, don't change your name, address or category, or request a new code (Google Business Profile Help).

Either way, Google's review takes up to five working days, occasionally longer. If the Get verified button comes back, try again or try another method (Google Business Profile Help).

What to fill in

Google says complete, accurate profiles are more likely to show in local searches (Google Business Profile Help).

Services. The Services Editor suggests options for your trade, and you can add your own. Service names with prices or phone numbers get rejected (Google Business Profile Help).
Description. Up to 750 characters on what you do. No links, and no prices or offers (Google Business Profile Help).
Hours. The hours you take calls and work. Use special hours for bank holidays and short closures (Google Business Profile Help).
Phone number. One you control, not a premium-rate number (Google Business Profile Help).
Photos of real jobs. Google suggests at least three photos of you at work. They should be in focus, well lit and real, without heavy filters or AI (Google Business Profile Help). Ask the customer first, and keep house numbers out of shot.
Website link. Enter the full address, starting with https:// (Google Business Profile Help).

Getting reviews honestly

Google says offering incentives, such as free or discounted work, in exchange for reviews is "strictly prohibited" (Google Business Profile Help). If it finds fake or incentivised reviews, it can stop your profile getting new ones for a time, hide your existing ones, or show customers a warning (Google Business Profile Help).

Asking every customer is allowed. Our guide on how to get more Google reviews as a tradesperson covers how to ask, and what UK law says.

Keeping it active

Update it when anything changes, such as hours, areas or services.
Reply to reviews. Google says it shows you value feedback (Google Business Profile Help).
Add photos of finished jobs.
Post updates if you like. Posts are archived after six months unless they have a date range (Google Business Profile Help).
Log in regularly. Owners who don't access their profile for long periods may lose access after a warning (Google Business Profile Help).

Common mistakes that break Google's rules

Keywords in your name. Use your real business name, as on your van and invoices. Adding services or places, such as "Emergency Plumber 24/7", isn't permitted and can get your profile suspended (Google Business Profile Help).
A fake address. A virtual office isn't eligible, and a PO box address gets a profile suspended (Google Business Profile Help, Google Business Profile Help). If you work from home, hide your real address instead.
More than one profile, such as one per town. Google says this can get your account suspended (Google Business Profile Help).

A profile works best with a website

Your profile is a summary. A website has room for your work, full services and areas, and a quote form. Link it from your profile, with the same name, number and areas.

Support Labs builds websites for UK trades, and sets up what Google reads, including a link to your Google Business Profile. Nobody can promise a top spot on Google, so we don't. Websites start from £395 setup, then £29 a month, with no VAT to add. See our websites for trades page.

FAQ

Do I have to show my home address on Google Maps? No. If customers don't come to you, Google says to hide your address and show your service areas instead.

How long does verification take? Google says up to five working days after you complete the steps, occasionally longer. A postcard code usually arrives within 14 days.

Can I put my trade or town in my business name? Only if it's part of your real name. Adding keywords breaks Google's guidelines and can get your profile suspended.

Does a Google Business Profile cost anything? No. Adding or claiming a profile is free. Google also says there's no way to pay for a better local ranking (Google Business Profile Help).

Want one for your business?

Answer 5 short questions on our home page, or call. We reply within 1 working day. Then we make you a free mock-up of your new home page and give you a fixed price, all before you pay anything.

Get a free mock-up Call 07725 521854