Google Business Profile posts are short updates, offers and event notices that appear on your free Google listing in Search and Maps, right where customers decide who to call or visit. The posts that drive action are specific and timely: today's availability, a seasonal reminder, a clear offer with terms, or a photo of a job just finished in a named suburb. Keep each post to a few sentences, add a real photo and one action button, and post at least weekly. Posts help convert people who already found you; they are not a shortcut to higher rankings on their own.
TL;DR:
- Posts are free and show on your Business Profile in Google Search and Maps.
- Three main types: updates, offers (with dates and an automatic "View offer" button) and events.
- Google can now feature posts in place of reviews on your mobile profile, including posts pulled from Facebook and Instagram.
- Do not put a phone number in the post text. Google says posts with phone numbers that cannot be verified may be rejected. Use the call button instead.
- Aim for one post a week, and judge results by calls, direction requests and website clicks.
What Are Google Business Profile Posts?
Posts are updates you publish directly on your Business Profile. Google's help page says you can use them to share announcements, offers, updates and event details directly with customers on Search and Maps, and that posts can include text, photos or videos.1 Google adds that when customers find your latest updates on your profile, it helps them decide to visit your business.
There are three post types to choose from:
| Post type | Best for | What it includes |
|---|---|---|
| Update | News, recent jobs, new services, seasonal reminders | Description, photo or video, optional action button and link |
| Offer | Deals and promotions with a start and end date | Title, dates and times, automatic "View offer" button, optional coupon code and terms |
| Event | Workshops, tastings, open days, live music | Title, dates and times, description, photo |
You create posts from your Business Profile by choosing to add a post and selecting the type.2
Why Do Posts Matter More in 2026?
Posts matter because they sit on the screen customers use to make a final decision. ACMA's 2026 research found 97% of Australian adults went online using a mobile phone in 2025, and 92% did so daily.3 When someone searches "electrician near me" or "cafe open now", your Business Profile is often the first and only thing they look at before calling.
Google has also changed how posts appear on mobile. Its help page explains that featured posts about events, deals or specials may automatically show on your profile on mobile, drawn from posts you create on your Business Profile or from your social media channels such as Facebook and Instagram.1 When featured posts are shown, they appear in place of reviews on the mobile profile, although customers can still reach reviews by tapping your star rating.
That makes it worth being deliberate. If Google is going to put a post where your review snippet usually sits, you want that post to be current, accurate and persuasive.
Do Google Posts Improve Your Ranking?
Not directly, as far as Google has said. Google's own guidance says local results are based mainly on relevance, distance and prominence, and that complete, accurate information helps.4 Posts do not appear in that list as a ranking factor.
What posts do is help with the step after ranking: turning a view into a call or a visit. An active profile with a recent post looks open and cared for, while a profile with nothing new for a year looks abandoned. Think of posts as a conversion tool. For the parts of your profile that do influence ranking, see Google Business Profile Optimisation: What Actually Matters.
What Should You Post on Your Google Business Profile?
The best posts give a nearby customer a reason to act now. Here are ideas grouped by business type that you can adapt.
For Tradies and Service Businesses
- Availability: "Two spots left this week in Hornsby and Waitara. Tap Call to book."
- Seasonal reminders: "Winter is coming. Book your heater service before the rush." "Storm season: get your gutters cleared."
- Job spotlight: a photo of a finished bathroom, switchboard or deck, with one line about the job and the suburb.
- Emergency cover: "Available 24/7 for burst pipes across the Northern Beaches." Only if it is true.
- A common question answered: "How much does a hot water system replacement cost?" with a short, honest range and a call button.
For Cafes, Bakeries and Shops
- Today's special or a new menu item with a mouth-watering photo.
- Events: live music, tastings, workshops or market stalls.
- Holiday trading hours, posted a week ahead.
- Pre-order deadlines: "Christmas pavlova orders close 18 December."
For Clinics and Professional Services
- Practical updates: new opening hours, a new practitioner, a new location or parking changes.
- Seasonal reminders in general, factual language, such as flu vaccination availability or end-of-financial-year appointments.
- Appointment availability for the week ahead.
Health providers must follow the advertising rules for regulated health services. Ahpra's guidelines restrict testimonials about the clinical aspects of care in advertising, so keep posts factual and avoid patient stories or outcome claims.5
How Do You Write a Google Post That Gets Action?
A good post reads like a shop sign: short, specific and easy to act on. Follow these six steps.
- Lead with the point. The first line is often all people see before tapping.
- Keep it short. Two to four sentences is plenty.
- Add a real photo. Your own work, premises or product, not stock imagery.
- Include the suburb or area. It tells locals the post is for them.
- Add one action button. Call, Book, Order or Learn more. Not several.
- Say exactly what to do next. "Tap Call for a same-day quote" or "Pop in before 2pm."
An example update post for a plumber:
Blocked drain? We are in Castle Hill today with a free slot at 2pm. Fully licensed, upfront pricing, no call-out surprises. Tap Call to book.
What Rules Should You Follow With Google Posts?
Two rules catch businesses out most often: phone numbers in post text, and claims that cannot be backed up.
Phone numbers. Google's help page warns that posts which include a phone number in the description might be rejected if the number cannot be verified as connected to the business.1 Use the post's call button, which uses the number already on your profile.
Claims and offers. Australian consumer law applies to posts like any other advertising. The ACCC says businesses must not make false or misleading claims, and must be able to back up the claims they make.6 State the terms of any offer clearly, and do not promise outcomes you cannot deliver.
How Often Should You Post on Google Business Profile?
Aim for at least one post a week. If that is not realistic, once a fortnight is far better than nothing. Pick a regular day and put it in your calendar, because consistency matters more than volume.
| Week | Post idea (trade example) | Post idea (cafe example) |
|---|---|---|
| 1 | Job spotlight with suburb | New seasonal drink |
| 2 | Seasonal reminder | Weekend event |
| 3 | Availability this week | Holiday trading hours |
| 4 | Answer a common question | Pre-order deadline |
Because Google can also feature your Facebook and Instagram posts on your mobile profile, keep your social channels tidy too. An old promotion on Facebook could end up shown to Google searchers.
How Do You Know If Your Posts Are Working?
Your Business Profile performance data shows calls, direction requests, website clicks and bookings. After a month of posting, compare weeks with posts against weeks without, and look at which post types lined up with more calls. Do more of what works and drop what does not.
Remember that people also check reviews, photos and your website before acting. We explain how all of those fit together in How Customers Find Local Businesses Now.
Write three posts today and schedule one a week for the next three weeks, each with a real photo and one clear action. If you would rather hand it over, OZ Media Digital's Local SEO and AI SEO service includes ongoing Google Business Profile management: posts, photos, review replies and monthly reporting on the calls they bring in. Book a free session and we will plan your first month of posts. If you are weighing up doing it yourself, see DIY or Hire for Your Google Business Profile?
FAQ
What are Google Business Profile posts?
They are updates, offers and event notices you publish on your Business Profile. Google says they let you share announcements, offers, updates and event details directly with customers on Search and Maps, with text, photos or videos.
Do Google Business Profile posts help rankings?
Google has not listed posts as a local ranking factor. Its guidance says local results are based mainly on relevance, distance and prominence. Posts help more with turning profile views into calls and visits.
How often should I post on my Google Business Profile?
At least once a week is a good target for most local businesses. If that is too much, once a fortnight is still worthwhile. A regular rhythm matters more than posting a lot at once.
Can I put my phone number in a Google post?
It is best not to. Google says posts with a phone number in the description might be rejected if the number cannot be verified as connected to the business. Use the post's call button instead.
What are featured posts on Google Business Profile?
Google may automatically show posts about events, deals or specials on your mobile profile, including posts from your Facebook and Instagram channels. When shown, they appear in place of reviews, although customers can still reach your reviews.
What types of posts can I create?
You can create updates, offers and events. Offers need a title and dates and automatically include a "View offer" button, with optional coupon codes and terms. Events need a title, dates and times.
