Most trades contractors in Ontario set up their Google Business Profile once and then never touch it again. They add a phone number, pick a category, and call it done. Then they wonder why competitors with fewer reviews are showing up above them in local search results.
Google uses activity signals to decide which local listings to promote. A profile that has been updated recently, has fresh photos, and is publishing regular posts signals to Google that the business is active and engaged. An inactive profile - even one with great reviews - gets treated like a business that might not be operating anymore.
Posting to your Google Business Profile is free, takes about ten minutes per post, and directly affects how often you appear in the local map pack - the three-business box that shows up when someone searches for a trades contractor near them. Here is what to post and how to do it.
Why GBP Posts Are a Freshness Signal
Google wants to show searchers businesses that are open, active, and relevant. When you post to your Business Profile, Google timestamps that activity. A profile with a post from last week looks more current than one with nothing new since last year. That freshness matters especially for local search, where proximity and activity are weighted heavily.
You do not need to post every day. Posting once or twice a week is more than enough to maintain a freshness signal and stay ahead of most competitors in your area. The contractors who post consistently are, almost without exception, the ones sitting in the top three map pack spots.
Post Type 1: Seasonal Offers
Seasonal promotions are the highest-converting post type for trades contractors. " off furnace tune-up in October - book before Thanksgiving weekend." "Free camera inspection with any drain cleaning this month." These posts give potential customers a reason to act now rather than bookmark your number and forget about it.
Use the Offer post type in your Business Profile so the promotion displays with a start and end date. Include the service, the discount, and a clear call to action - a phone number or a link to your booking page. Keep it short. Three sentences is enough.
Post Type 2: Job Photos
Photos of completed work are the most shareable and engaging posts trades contractors publish. A photo of a newly installed electrical panel in a Brampton home, a cleaned-out drain in a Mississauga condo, or a new water heater in an Oakville basement - these give homeowners a concrete picture of what you do and how well you do it.
Take a photo at the end of every job before you pack up. Caption it with the service type, the city, and one sentence about the job. "Installed a 200-amp panel upgrade for a family in Hamilton this morning. All ESA-compliant, completed same day." That caption is doing SEO work - city name, service type, and a trust signal all in one line.
Post Type 3: Practical Tips
Tip posts build credibility without selling. "Ontario homeowners: flush your water heater every 12 months to prevent sediment buildup and extend the life of the unit. Here is how to tell if yours needs it." This kind of post positions you as the expert and keeps your profile active between job photos and promotions.
Seasonal tips work especially well. Winterizing outdoor taps before the first freeze. Clearing furnace filters before heating season. Testing smoke detectors in the fall. These are timely, practical, and relevant to homeowners across Ontario - and they give people a reason to follow your profile.
Post Type 4: Review Highlights
When a customer leaves a strong Google review, turn it into a post. Quote the review, thank the customer by first name, and add a one-line note about the job. "Thanks to Mark in Burlington for the kind words on our emergency plumbing visit. Happy to help - that is what we are here for."
This type of post does three things at once. It reinforces social proof for anyone reading your profile. It signals to Google that real customers in real cities are engaging with your business. And it shows existing customers that you notice and appreciate their feedback - which encourages others to leave reviews.
Post Type 5: Q&A and Common Questions
Think about the questions you get asked most often on the phone. "Do you offer same-day service?" "Are you licensed in Ontario?" "Do you service Brampton?" Turn those into posts. Answer the question plainly, then link to your website for more details.
These posts are practical for potential customers who are doing research before they call. And linking to your website in the post sends traffic directly to a relevant page - your services page, your service area page, or your contact page. That traffic signal also tells Google that your Business Profile and your website are connected and active.
How Often to Post and What to Include in Every Post
Post one to two times per week. Any more and you are spending time you do not have. Any less and the freshness signal weakens. Aim for a mix of the five types across each month: a couple of job photos, one seasonal tip, one promotional offer, and a review highlight when you get a good one.
Every post should include at minimum: a photo (even a simple one), a sentence or two of text with the city name and service type, and a link to your website. Posts without photos get significantly less engagement and visibility than posts with images.
Your Website Is Where GBP Posts Point
A Google Business Profile post can drive someone to your website - but if your website is not there or does not have a clear way to contact you, that click is wasted. Every post you publish should link somewhere useful: a service page, a before-and-after gallery, or a contact form.
If you do not have a website yet, WebFoundry builds them for Ontario trades contractors at no upfront cost. You get a complete site with service pages, local SEO, and a contact form - live within a week. Get started and give your Google Business Profile somewhere to send people.