Google Business Profile is often the first thing a local customer sees, before your website and before your ads. When someone in Mississauga searches “plumber near me” or “dentist open Saturday”, the map results and the business listings decide who gets the call. Google’s AI Overviews and AI Mode, which Google launched in Canada in August 2025, also draw on this local information when they answer questions about businesses near the searcher.
Many Ontario small businesses set up a profile years ago and never touched it again. This guide covers how Google ranks local listings, what to fix first, and how to keep the profile working through the busy holiday season.
Quick facts: Google ranks local results on relevance, distance and prominence | “There’s no way to request or pay for a better local ranking on Google,” according to Google | AI Mode has been available in English in Canada since August 2025 | holiday hours matter in December | Book a free profile audit with Webtech Analyst
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How Google Business Profile ranking works
Google explains its local ranking in its help article on tips to improve your local ranking. It uses three factors:
- Relevance, meaning how well your profile matches what the person searched for
- Distance, meaning how far your business is from the searcher, or from the location in the search
- Prominence, meaning how well known your business is, based on signals such as links, reviews and ratings
You cannot change your distance from a searcher. You can control relevance and prominence, and that is where the work goes. Google also states plainly that paying for ads does not improve local ranking, so the profile has to earn its position.
1. Pick the right primary category
Your primary category is one of the strongest relevance signals in a Google Business Profile. Choose the category that describes your main service as specifically as possible. “Emergency plumber” or “Dental clinic” tells Google more than a broad category such as “Contractor” or “Health”.
Add secondary categories for other services you actually provide, but do not add categories for work you rarely do. A long list of loosely related categories can make it harder for Google to understand what you are best at.
2. Complete every field Google offers
Google says complete and accurate information helps it match you to the right searches. Fill in:
- Business name exactly as it appears on your signage and documents
- Address, or service areas if you visit customers instead of having them visit you
- Phone number and website
- Regular hours and special hours
- Services or products, with short descriptions and prices where it makes sense
- Attributes such as wheelchair access, free parking or online appointments
- A business description that explains what you do and where, in plain language
Do not add keywords or city names to your business name unless they are part of your legal or trading name. Google can suspend profiles for this, and competitors can report it.
3. Verify the profile and keep it verified
Verification confirms you are allowed to manage the business. Google says verified businesses are more likely to show in local results across Maps and Search. Depending on your business, Google may ask for a short video showing your signage, your workspace or your tools.
If you move, change your phone number or change your name, update the Google Business Profile right away. Some edits trigger a new verification, and leaving old details in place sends customers to the wrong place.
4. Build a steady flow of reviews
Review count and rating are prominence signals. A business with 140 recent reviews at 4.7 stars usually looks more trustworthy than one with 12 reviews from three years ago, both to Google and to the customer reading the listing.
Ask every satisfied customer for a review, ideally the same day, with a direct link. Reply to every review, positive or negative. Google says helpful replies can make your business stand out. Keep negative replies short and factual, and offer to resolve the issue offline. Never buy reviews or offer discounts in exchange for them, because both break Google’s policies.
5. Add real photos regularly
Google recommends adding photos and videos to show your products, services and team. Upload pictures of your storefront, your work, your team and your vehicles, taken by you rather than stock images. A snow removal company should show trucks and cleared lots. A restaurant should show its dishes and dining room.
Upload new photos every month. Recent photos show customers that the business is active, and they give Google more information about what you offer.
6. Set holiday hours before December
Holiday hours are easy to forget and costly to get wrong. If your profile says you are open on December 26 and a customer drives over to a locked door, you lose the sale and probably earn a bad review.
Set special hours for Christmas Eve, Christmas Day, Boxing Day, New Year’s Eve and New Year’s Day well before the season. If you have extended hours for the holidays, add those too, because they help you show up for “open now” searches.
7. Use posts and updates for offers and news
Google Business Profile posts let you share offers, events and updates directly on your listing. A post about a holiday promotion, a new service or seasonal availability gives searchers a reason to call you instead of the next business on the map.
Keep posts short, include a clear call to action and a real photo, and post at least a few times a month. Posts do not replace a website, but they keep the listing current.
8. Connect the profile to your ads and AI search
Your Google Business Profile supports your paid and AI search work too. Linking the profile to Google Ads lets you use location assets, which show your address and distance in ads. Our Google Ads management guide explains how location assets fit into a local campaign.
AI search tools also lean on consistent local information. Make sure your name, address, phone number and hours match across your website, your profile and directories such as Yelp and the Better Business Bureau. Our guide to AI Overviews for small business covers how Google’s AI answers pick which businesses to name.
Should you manage your Google Business Profile in-house?
The case for doing it yourself
- The profile is free, and most edits take minutes.
- You know your services, hours and customers better than anyone else.
- Asking for reviews works best when it comes from the person who did the job.
The case for getting help
- Suspensions, duplicate listings and verification problems can take weeks to fix without experience.
- Busy owners often stop posting and uploading photos after the first month.
- An agency can connect the profile to call tracking, ads and reporting so you see which calls come from the listing.
Many small businesses do best with a mix: the owner handles reviews and photos, and an agency handles setup, fixes and reporting.
Google Business Profile checklist
- Confirm the primary category matches your main service.
- Fill in services, attributes, hours and the description.
- Check that verification is complete and details are current.
- Ask every happy customer for a review and reply to each one.
- Upload new photos every month.
- Set holiday hours for December and January.
- Link the profile to Google Ads.
Frequently asked questions
Can I pay Google to rank my Google Business Profile higher?
No. Google states that there is no way to request or pay for a better local ranking. Ads appear separately and are labelled as sponsored.
How long does it take to see results from Google Business Profile changes?
Simple fixes such as hours and categories can show up within days. Review growth and prominence build over months, so consistency matters more than a single burst of activity.
Should I hide my address on Google Business Profile?
If customers do not visit your location, such as a mobile service or home-based business, set a service area and hide your address. If customers come to you, show the address.
Do Google Business Profile reviews affect AI search?
Google’s AI features use information from across Search, including business listings. A complete profile with strong, recent reviews gives those systems more accurate information to work with.
Get a free Google Business Profile audit
Webtech Analyst helps Ontario businesses fix, optimize and track their Google Business Profile alongside Google Ads, Meta Ads and AI search work. Book a free audit and 30-minute strategy call or see our full list of digital marketing services.
Information is current as of October 23, 2026. Google updates Business Profile features often, so check your dashboard for current options.
