If you run a trades business in Ontario — whether you are a plumber in Mississauga, an electrician in Brampton, or a roofer in Hamilton — your Google Business Profile (GBP) is one of the most powerful free tools you have. When someone searches "plumber near me" or "HVAC repair Toronto," Google pulls results directly from these profiles. If yours is incomplete or outdated, you are handing jobs to your competitors.

Claim and Verify Your Profile

The first step is making sure you actually own your listing. Head to business.google.com and search for your company. If it already exists, claim it. If not, create one from scratch. Google will verify you — usually by sending a postcard to your business address or through a phone call. Do not skip this step. An unverified profile will barely show up in search results.

Fill Out Every Single Field

Google rewards completeness. That means filling in your business name, address, phone number, website, hours of operation, and service area. If you serve multiple cities — say Toronto, Oakville, Burlington, and Barrie — list them all in your service area. The more specific you are, the more likely Google is to show your profile when someone in those areas searches for your trade.

Choose the Right Categories

Your primary category should be your main trade. If you are an HVAC contractor, pick "HVAC Contractor" — not just "Contractor." Then add secondary categories for related services like "Air Conditioning Repair Service" or "Furnace Repair Service." A painting company in Kitchener might choose "Painter" as their primary and add "Commercial Painter" and "House Painter" as secondary options.

Upload Quality Photos Regularly

Profiles with photos get 42% more requests for directions and 35% more click-throughs to websites, according to Google. Take before-and-after shots of your work. Snap photos of your team on job sites. Show your branded van parked outside a happy customer's home in Ottawa or London. These images build trust and show potential customers that you are active and professional.

Collect and Respond to Reviews

Reviews are the lifeblood of your Google profile. After every completed job, send the homeowner a direct link to leave a review. Make it easy — a text message with a short link works best. When reviews come in, respond to every single one. Thank happy customers by name and address any concerns from negative reviews professionally. A contractor in Brampton with 80 five-star reviews will always outrank one with 5 reviews, no matter how good their work is.

Post Updates Weekly

Google lets you create posts directly on your profile — like mini social media updates. Use these to share seasonal promotions, completed projects, or helpful tips. A roofing company in Barrie might post about winter ice dam prevention. An electrician in Mississauga could share a tip about panel upgrades for EV chargers. These posts signal to Google that your business is active, which helps your ranking.

Keep Your Information Accurate

Nothing kills trust faster than wrong information. If your hours change seasonally, update them. If you move locations, change your address immediately. If you add a new service, add it to your profile. A potential customer in Hamilton who calls your listed number and gets a disconnected line is not calling back — they are calling the next contractor on the list.

Use the Q&A Section Proactively

Your GBP has a question-and-answer section that anyone can contribute to. Get ahead of it by posting and answering common questions yourself. Things like "Do you offer free estimates?" or "What areas do you serve?" or "Are you licensed and insured?" This saves potential customers time and makes your profile look thorough and professional.

Track Your Results

Google provides insights showing how many people viewed your profile, how they found you, and what actions they took. Check these monthly. If you notice searches are climbing in one city but flat in another, adjust your strategy. Maybe you need more reviews from customers in that area or more posts mentioning that location.

Your Google Business Profile is free, powerful, and often the first impression homeowners get of your business. Spending 30 minutes a week keeping it updated can mean the difference between a phone that rings and one that does not.

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Google Business Profile Tips for Ontario Trades Businesses