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Why You Need a Google Business Profile (and How to Set One Up)

SUGGESTED TIMING: Week 1

  • Claim your listing
  • Add business info, category, and hours
  • Verify your listing

If someone searches for “driving school near me” or “defensive driving course in [your town],” your business should be one of the first to show up. But it won’t, unless you have a Google Business Profile.

Whether you’re offering behind-the-wheel instruction, classroom training, or promoting online courses from the American Safety Institute, your Google Business Profile (GBP):

  • Makes it possible for your business to show up in Google Search and Google Maps
  • Displays your phone number, hours, and location
  • Lets prospective students contact you directly
  • Builds trust by showcasing reviews and photos

You don’t need marketing experience or a website to set up your profile. Just follow the steps below.

Setting Up Your Google Business Profile

Creating your business profile on Google is pretty simple. Initial setup should take you no more than an hour.

You’ll need:

  • A Google account (usually associated with a Gmail address)
  • Your official business name
  • Your location or service area
  • Your phone number
  • Your business hours
  • Your website URL (optional)
  • Approximately 3–5 good photos

To kick off the creation of your profile, simply:

  1. Visit www.google.com/business 
  2. Sign in with your business’ Google account (usually associated with a Gmail address)

Or, if you don’t already have one, create a Google account

  1. Enter your exact business name
  2. Select your business type: online retail, local store, or service business

Choosing the Right Business Category

When setting up your Google Business Profile, you’ll be prompted to select a “Primary business category.” The category you select tells Google what your business does and lets searchers find you more easily.

In the text field, start typing the category that comes to mind. As you type, a drop-down menu with selectable options will appear. Pick the best match for your business. For instance, instead of “School,” choose “Drivers license training school.” 

If you don’t see an exact match for your business, pick the closest option. You can explain your services in more detail in your business description and in posts you make to your profile.

To make your profile more specific, add additional business categories. You’ll have this option once your primary category is selected. Just click the “+ Add another category” text link below your primary category. Then, repeat the category-selection process listed above for your secondary and tertiary categories, if applicable.

Remember, your goal is to add greater specificity to the category you already selected. For instance:

BUSINESS

PRIMARY CATEGORY

SECONDARY CATEGORY

TERTIARY CATEGORY

Drivers Education

Drivers license training school

Driving test center

Driving school

TIP: Choose the most accurate category available as your primary. Add relevant but less specific categories as your secondary categories as needed.

Adding Your Business Hours, Location, and Service Area

Accurate business info is incredibly important to both customers and Google. Your hours and service area tell people when and where they can find you. Keeping them accurate prevents your listing from getting flagged or downgraded.

To set or edit your business hours:

  1. Sign in to the Google account you used to claim your business profile (usually it’s a Gmail address)
  2. Go to Google.com or Google Maps and search for your business name
  3. In the business panel, click “Edit profile”
  4. Click “Hours” 
  5. Update your available hours for each day of the week
  6. To add special holiday hours, look for “Add special hours”
  7. Click “Save”

TIP: Getting your hours precisely correct is important. If someone shows up and you’re closed (but your profile says “open”), that person probably won’t come back.

To set your location (brick and mortar businesses):

  1. Sign in to the Google account you used to claim your business profile (usually it’s a Gmail address)
  2. Go to Google.com or Google Maps and search for your business name
  3. In the business panel, click “Edit profile”
  4. Click on “Location”
  5. Add your physical business address
  6. Make sure the pin on the map is in the correct spot
  7. Click “Save”

To set your service area (mobile service providers):

  1. Sign in to the Google account you used to claim your business profile (usually it’s a Gmail address)
  2. Go to Google.com or Google Maps and search for your business name
  3. In the business panel, click “Edit profile”
  4. Click “Location”
  5. Choose “No location – I deliver goods and services to my customers”
  6. Add zip codes, cities, or regions you serve
  7. Leave the address field blank if you don’t serve customers at a physical location
  8. Click “Save”

Service area tips:

  • If you don't have a physical storefront, do not enter a fake address
  • If you’re a mobile service provider, only list areas you actually serve on a regular basis
  • If you visit customers in their homes or other offsite locations, leave your address blank and only list your service area

What’s Next

Once your Google Business Profile is live, it becomes one of your most important online tools, bringing in more local customers and clicks to your website or referral link.