We’re all wasting time on social media when the real action is happening right on Google. You know, where people go when they need to buy something. Today. In their neighborhood.
Your Google Business Profile posts? They’re sitting there like untapped gold. Free advertising space that shows up when someone searches “coffee near me” or checks your hours before driving over. But most of you are either ignoring them completely or posting the same boring crap that makes customers scroll right past.
I’ve watched businesses transform their foot traffic with nothing but consistent Google posts. No ad spend. No complicated strategy. Just showing up where customers are already looking, with information they need.
Google Business Profile posts… what are they, really?
These are basically mini-billboards that show up on your Google listing. When someone finds your business on Google Search or Maps, your posts are right there. Fresh content. Current offers. Reasons to choose you over the guy down the street.
They expire after 7 days (events stick around until the date passes), which keeps everything current. Google designed it this way on purpose. They want fresh content, and they reward businesses that provide it.
Why this matters for your local business:
- Shows up when people are ready to buy
- Costs absolutely nothing
- Takes 5 minutes to create
- Includes buttons that drive specific actions
- Makes your listing look active and current
While everyone else is fighting for attention on Instagram, you’re showing up at the exact moment someone needs you. That’s powerful.
7 post types that drive real customers (based on what I’ve seen work)
1. Flash sales that create FOMO
Tuesday afternoon, your shop is dead. So you throw up a “Happy Hour Special” post at 2 pm for 20% off everything until 5 pm. I watched a boutique do this every slow Tuesday and turn their deadest day into consistent revenue.
The key: Make it time-sensitive and specific. “Today only” beats “this week” every time. Include exact times, exact discounts, and use the Offer post type so it stands out.
What works: “Slow Tuesday Sale: 20% off everything in store, 2-5 pm TODAY only. Show this post at checkout.”
2. New arrivals that people give a damn about
Got new inventory? Don’t just stick it on the shelf. A vintage shop I know posts every interesting piece that comes in. Not everything. Just the stuff that makes people go “holy shit, I need that.”
One post about a 1960s leather jacket brought in four customers within two hours. All fighting over the same jacket. That’s the power of showing people what they’re missing.
What works: “Just in: Authentic 1960s motorcycle jacket, perfect condition, size M. First person here gets it. $189.”
3. The real story behind your business
People buy from people. But most “behind the scenes” content is boring corporate nonsense. Show the real stuff. The baker who accidentally invented your bestselling pastry. The mechanic who fixes cars with parts from junkyards because new ones take forever.
A local pizzeria posted about why their dough tastes different (they use beer from the brewery next door). Orders jumped 15% that week. People want stories, not mission statements.
What works: “Fun fact: Our pizza dough contains local IPA from Next Door Brewing. Started as a happy accident when we ran out of water during a busy Friday. Now it’s our signature.”
4. Events that matter to locals
Your parking lot sale. Your workshop. Your tasting event. But here’s where everyone screws up… they post like it’s a corporate memo. Date, time, location. Boring.
Tell people WHY they should care. What’s in it for them? What will they miss if they don’t show up?
What works: “Parking lot sale Saturday, 8 am. Including the discontinued paint colors everyone keeps asking about. Cash only, first come, first served. When it’s gone, it’s gone.”
5. Problems you’ve solved (without the fake testimonial BS)
Forget the generic “another satisfied customer!” posts. Talk about specific problems you solve. The weird noise that turned out to be a $20 fix. The stain everyone said was permanent that you got out.
An HVAC company posts “weird smell of the week” explanations. Turns out, half their calls come from people googling exactly those smells. Be the answer to the weird, specific problems.
What works: “That burning smell when you first turn on your heat? Usually, just dust burning off. But if it smells like burning plastic, turn it off and call us immediately. That’s wire insulation melting.”
6. Industry secrets that save people money
Every industry has stuff customers don’t know. Share it. The dentist who tells people which “emergencies” can wait until Monday. The mechanic who explains which dashboard lights are actually urgent.
This builds trust like nothing else. You’re literally telling people how to need you less. Counterintuitive? Maybe. But people remember who helped them.
What works: “Pro tip: That check engine light? If it’s steady, you can usually wait a few days. If it’s flashing, pull over immediately. Flashing = active engine misfire that can destroy your catalytic converter in minutes.”
7. Hidden services nobody knows you offer
Most customers know about 30% of what you do. Use posts to educate them. The salon that also does wedding makeup. The hardware store that cuts keys. The restaurant that caters.
But don’t just list services. Explain when and why someone would need them. Context is everything.
What works: “Did you know we sharpen knives? Bring your dull kitchen knives on Saturday morning and pick them up sharp that afternoon. $3 per knife. Your tomatoes will thank you.”
Making these posts work (the stuff nobody tells you)
Photos that don’t suck
Your nephew’s blurry iPhone photo isn’t cutting it. But you don’t need professional photography either. Good lighting and a steady hand work fine. Show the actual thing you’re talking about. Your actual store. Your actual food. Your actual team.
Stock photos scream, “I don’t give a shit about this post.” Customers notice.
Buttons that make sense
Google gives you options:
- Book
- Order online
- Buy
- Learn more
- Sign up
- Call now
Pick the one that matches what you want people to do RIGHT NOW. Offering a discount? Use “Buy” or “Order online.” Announcing an event? Use “Sign up.”
“Learn more” is the kiss of death. Too vague. Nobody learns more.
Copy that gets to the damn point
First sentence needs to tell them everything. They’re scrolling fast. You’ve got 2 seconds to stop them.
Bad: “We’re excited to announce that starting next Monday…”
Good: “Half price oil changes Monday only.”
See the difference?
Posting rhythm that works
Consistency beats frequency. Once a week, same day, same time. Your customers will start looking for it. Random posting every day for a week, then nothing for a month? That’s how you train people to ignore you.
Most businesses do well with 1-2 posts weekly. More than that feels spammy unless you’ve got genuinely interesting stuff to share.
Don’t do this dumb stuff
Phone numbers in the text: Google often rejects these. Use the call button instead.
Walls of text: This isn’t your blog. Keep it under 100 words. Shorter is better.
Posting without purpose: Every post needs a goal. What do you want people to DO? If you can’t answer that, don’t post.
Same photo for everything: Mix it up. Different angles, different products, different people.
Corporate speak: Write like you talk. Unless you talk like a robot, in which case, work on that first.
Fitting this into your actual life
You’re busy. I get it. Here’s how to make this manageable:
Sunday planning: Spend 20 minutes planning the week’s posts. Write them all at once when your brain is in that mode.
Reuse what works: That flash sale post that killed it? Use the same format next month with different products.
Delegate smart: Your most social media savvy employee probably loves this stuff. Let them run with it (with guidelines).
Track what works: Google shows you views and clicks. Pay attention. Do more of what works, less of what doesn’t.
So… will this actually make your phone ring?
Google Business Profile posts aren’t magic. They’re just a tool. But they’re a tool that puts you in front of people who are literally searching for what you sell, right now, in your area.
I’ve seen dead businesses come back to life with nothing but consistent, useful Google posts. Not because the posts were brilliant. But because they showed up where customers were already looking.
Your competitors are probably ignoring this. Or doing it badly. That’s your opportunity.
Stop overthinking it. Pick one of these post types. Create it today. See what happens.
Your customers are searching for you right now. What are they finding?