GBP=Easy Win

Turn on this inbound machine

John Wilson
December 17, 2025

Welcome to (the first edition of) “Clicks to Calls,” your weekly dose of tactical marketing insights.

Every Wednesday, this newsletter hits your inbox with one clear goal: to give you a concrete, channel-specific tactic you can use to grow your business.

Today, we lay out the exact steps you can take to turn your Google Business Profile into a lead-generating machine.

Before that, check out a powerful tool that brings your calls, texts, and contacts together in one location.

Fix Your Google Business Profile (Seriously)

If you want more calls without spending more money, GBP is the easiest win in home services. Most companies ignore it. Do not be most companies.

This week I break down how to treat GBP like the revenue channel it is.

Consistency, real photos, steady reviews, and simple weekly activity are what move rankings, and they are the reason GBP can reliably produce 20 to 30 calls a week when you do it right.

Support For Your Local Growth Efforts

Your competitors are already planning their 2026 marketing push. If you’re not doing the same, you’re giving them a head start you can’t get back.

Sign with Service Scalers before December 31 and they’ll cover up to $5,000 in ad spend to kickstart your growth. You can put it toward:

PPC
LSA
Facebook Ads

Use it to get ahead while everyone else is still waking up from the holidays. Free money doesn’t come around often.

What GBP Actually Is (And Why it Prints Money)

GBP is your digital front door. Google puts it in front of your website because people want to click and call. They don’t want them to be forced to dig through your homepage. That’s good news for you.

Inside GBP you’ve got:

Categories
Services
Reviews
Photos
Posts
Service area
Completeness score

Here’s the part most owners don’t realize:

For most home service trades, GBP drives more calls than your website.

If you ignore it, you’re basically handing calls to your competitors.

GBP in 2025: Competition is Up, Excuses are Down

Everyone wants into the Map Pack.
Only a few operators are doing the work to earn it.

Real trend:

Map Pack -> Organic for total call volume, across almost every trade.

Here’s what Wilson’s profile looks like…

How to Approach GBP Without Overthinking It

Your GBP is the most important marketing asset you have. Not your truck wrap. Not your branding. GBP. Most shops lose months by tinkering with everything except the thing that actually drives leads.

Start with a simple audit and fix the basics:

Choose the correct primary category
Write a real description that reflects what you do
Make sure your business info matches everywhere
Upload real photos instead of stock garbage
Build a consistent review system tied to every job

These fundamentals support the three factors Google cares about most: proximity, keyword strength, and reviews.

What Actually Moves Rankings

If you want consistent lead flow, the kind that gets you to 20 to 30 calls a week, you need to treat GBP like a real channel, not a side task.

Here is what moves the needle:

Post three to five times a week
Add new photos every month
Keep reviews coming on a predictable cadence
Maintain accurate data everywhere your business appears

There are hundreds of small optimizations you could do, but these actions carry most of the weight.

What to Expect

GBP performance will bounce around. Google tests new layouts constantly. Lead volume can drop from 50 calls a week to 40 overnight because of an experiment, not because you did anything wrong.

Expect:

60 to 90 days before you see meaningful improvements
Rankings that shift by block, not city, because proximity is that sensitive
Occasional dips tied to seasonality or algorithm changes

Stay consistent and keep going.

Keep Your Talent Pipeline Intact

When your pipeline dries up, everything slows down.

Quick Staffers keeps it intact with fast, vetted, global hires who are ready on day one. Don’t hire reactively when you can hire strategically with Quick Staffers.

Top GPB Mistakes…And How to Stop Making Them

These are the things burying companies in search results:

Wrong primary category (kills you instantly)
No review strategy
Fake review bursts
Never posting
Never adding photos
Trying to rank too far outside your radius

Fix these and your GBP becomes a top-3 channel.

Update your Google Business Profile every week with posts, new photos, and steady reviews so you climb the Map Pack and drive 20 to 30 high-intent calls without increasing ad spend.

Apple | Spotify | YouTube

👊 John

Disclosure: Some of the content and links in this newsletter are sponsored or affiliate links, which means we may receive payment or earn a commission if you click through or purchase. However, all opinions expressed are entirely my own.