Go to Google right now and search for your business name. What shows up? If you’re like most local business owners I talk to, you’ve got a Google Business Profile that’s about as exciting as boiled chicken.
You’ve put in your name, address, and phone number. Maybe you’ve added some photos and collected a handful of reviews. But there’s this whole section called “Products” that’s sitting there empty, like that exercise equipment you bought in January.
And it’s costing you money every single day.
What really baffles me is how local businesses struggle to get noticed online while simultaneously ignoring one of the most powerful free tools Google has given them! It’s like complaining about being broke while there’s a $100 bill stuck to the bottom of your shoe.
What Are Google Business Profile Products?
Google Business Profile (GBP) Products are basically a free digital storefront window that shows up directly in Google Search and Maps. Think of it as the modern version of those window displays that used to lure people into physical stores, only this one reaches people before they even leave their house.
This feature lets you showcase your actual products or services with:
- Photos that don’t look like they were taken with a potato
- Descriptions that tell people why they should care
- Prices so people know what they’re getting into
- Direct links to buy or learn more
Here’s what most local business owners don’t realize: When someone searches for “bakery near me” or “plumber in [your town],” they’re not just looking for your address; they’re trying to figure out if you sell what they need before they bother contacting you.
Why Most Local Businesses Are Messing This Up
Last month, I was helping a local hardware store owner who couldn’t figure out why his competitor across town was getting more foot traffic despite having fewer reviews and worse parking.
When we pulled up both Google listings side by side, it was immediately obvious. The competitor had 15 products listed. Everything from their best-selling power tools to seasonal items like snow shovels and lawn care equipment. My client had… nothing. Just a sad, empty profile that told potential customers exactly zero about what made his store special.
The benefits of actually using this feature are pretty obvious:
- You take up more space in search results – In the digital world, size matters. The more real estate you occupy in search results, the more attention you get.
- You answer the “do they have what I need?” question – People are lazy (me included). If they can see you have the product they want without having to call or visit your website, you’ve removed a massive barrier.
- You look like you have your shit together – A complete GBP with products listed signals that you’re a legitimate, organized business that cares about your online presence.
- You give Google more data about your business – And Google loves data like I love coffee excessively and with concerning dependency.
How to Add Products to Your Google Business Profile Without Losing Your Mind
The process is pretty straightforward, though it can be tedious if you have a lot of products:
- Sign in to your Google account that manages your business profile
- Search for your business name on Google (yes, literally just Google yourself)
- Click on “Edit profile” when your business info appears
- Find and select “Products” in the menu
- Hit “Add product” and fill in the details:
- Name (keep it simple and searchable)
- Category (helps organize your stuff)
- Description (up to 1,000 characters, but keep it tight)
- Price (be transparent here)
- Photo (use a good one, seriously)
- CTA button with a link to buy or learn more
Important note: You can’t do this through the Google Maps app for some bizarre reason. Classic Google, making things just a little more annoying than necessary.
After you add a product, it usually shows up within a few minutes. If you’re managing multiple locations, you’ll need to repeat this process for each one because Google hasn’t figured out bulk uploads for the little guys yet.
Making Your Products Look Good (Unlike Your Competitor’s)
I’ve seen some truly horrifying product listings that do more harm than good. Here’s how to not be that business:
Images That Don’t Suck
The photos you use matter more than you think. I was working with a local jewelry store that was using dark, blurry photos taken on an ancient iPhone. Their conversion rate from GBP views to store visits was abysmal.
After replacing them with properly lit, professional-looking photos (just using a newer phone and some natural light), their in-store visits increased by 32% in just three weeks.
Your photos should:
- Show the product clearly (duh)
- Have good lighting (no dark, shadowy nonsense)
- Look professional (doesn’t mean expensive, just not terrible)
- Be consistent in style across all products
Descriptions That Totally Sell
Your product description isn’t just telling people what the thing is; it’s convincing them they need it. A local spa I worked with was listing “60-minute massage” with a description that just said “Relaxing massage for 60 minutes.”
We rewrote it to: “Escape the daily grind with our signature 60-minute massage, customized to target your specific tension points and includes hot towel treatment and aromatherapy selection, making it our most popular service for stress relief and muscle recovery.”
Bookings for that specific service jumped 18% the following month.
Pricing That Makes Sense
Be transparent about pricing. If your service has a range, show the range (e.g., “$75-125 depending on options”). If you offer package deals, highlight that. People appreciate knowing what they’re getting into before they contact you.
A local auto detailer was listing all services as “Price varies,” which was driving potential customers away. After listing specific package prices with clear descriptions of what’s included, his inquiry rate doubled.
What NOT to Put in Your Products Section
Google has some rules about what you can list as products. Ignore them at your peril:
- Alcohol, tobacco, vaping products
- Gambling-related services
- Pharmaceuticals or unapproved supplements
- Financial services (loans, credit cards, etc.)
- Medical devices or treatments
- Anything else that would make your grandmother uncomfortable
Also, if you’re a restaurant, Google wants you to use their Menu Editor instead of Products because consistency would be too easy, apparently.
Smart Strategies for Local Businesses That Don’t Sell “Products”
“But I run a service business!” I hear this all the time from plumbers, lawyers, consultants, and other service providers who think the Products section isn’t for them.
Wrong. It’s perfect for you.
A local plumbing company I advised started listing their most common services as “products”:
- “Water Heater Installation – $X”
- “Emergency Pipe Repair – Starting at $X”
- “Bathroom Fixture Replacement – $X per fixture”
Each with detailed descriptions and professional photos of their work (with permission from homeowners, of course).
Their click-through rate from Google Search increased by 47% in the first month after implementation.
For professional services like lawyers or accountants, list your service packages:
- “Business Formation Package – $X”
- “Standard Will Preparation – $X”
- “Tax Return Filing – Individual – $X”
Tracking Whether This Works
The whole point of this exercise is to get more customers through your door or more calls to your business. So, how do you know if it’s working?
- Check your Google Business Profile Insights – Look at views, searches, and customer actions before and after adding products
- Use UTM parameters in your product links – This lets you track exactly which clicks came from your GBP products in Google Analytics (e.g., ?utm_source=google&utm_medium=gbp&utm_campaign=products)
- Ask new customers how they found you – Simple but effective. “Did you happen to see our products on our Google listing?” can tell you a lot.
A local boutique I worked with found that 23% of their new customers in a three-month period specifically mentioned seeing products on their Google listing before deciding to visit the store.
Making This Part of Your Bigger Local Domination Strategy
Google Business Profile Products aren’t a magic bullet; they’re one piece of a complete local SEO strategy. The local businesses I see crushing it are combining this with:
- Regular Google Posts (like mini-blogs that show up on your profile)
- Actively managing and responding to reviews
- Keeping business hours and information updated
- Using the Q&A section strategically
- Building citations across other local directories
I worked with a local pet supply store that implemented all of these strategies together. Within six months, they went from the third-ranked pet store in their area to consistently appearing in the top position for “pet store near me” searches. Their foot traffic increased by 41% year-over-year.
Why This Matters More Now Than Ever
Google keeps making changes that favor businesses that fully utilize their tools. I’ve watched local search results evolve over the past few years, and the trend is clear: complete, detailed business profiles get preferential treatment.
Plus, consumer behavior has shifted dramatically. People expect to see what you offer before they contact you. A local furniture store owner told me recently, “Five years ago, people would call to ask if we carried a certain type of chair. Now they just move on to the next store if they don’t immediately see it on our Google listing.”
Is This Really Worth Your Time?
If you’re running a local business and not using Google Business Profile Products, you’re basically handing customers to your competitors who are.
It takes maybe an hour to set up initially, and then just occasional updates as your offerings change. For that minimal effort, you get:
- More visibility in local search
- More qualified leads (people who already know what you offer)
- A competitive edge over the lazy businesses in your area
- Free advertising for your most profitable products or services
I’ve seen businesses transform their digital presence with this simple change. A local garden center went from struggling to get noticed online to dominating local searches for plants and gardening supplies in just three months after fully implementing their products section.
The question isn’t whether you can afford to spend time setting up your GBP Products. It’s whether you can afford not to.
Now go Google your business, click on that Products section, and start filling it up. Your future customers are waiting to see what you’ve got.