Local AI Toolbelt

Google Business Profile Posts
Lesson 3 of 56 min read

Best Practices for Home Services

These are the patterns that consistently work for HVAC, plumbing, electrical, and roofing companies. Steal them.

What to do

  • Post weekly at minimum. Saturday morning is the trade owner's friend — 20 minutes with your phone, a coffee, and last week's job photos. Knock out two posts and schedule them.
  • Always include a real photo. Stock photos perform terribly. A blurry phone photo of an actual install beats a polished stock image every time.
  • Use before-and-afters whenever possible. A clean drain after a backed-up disaster, a new roof on an old house, a re-wired panel. Conversion gold.
  • Lead with the local detail. "We just installed a new tankless water heater in [neighborhood]" outperforms "We installed a tankless water heater" — Google reads the location signal AND homeowners in that neighborhood see themselves.
  • Use the CTA button on every single post. Default to "Call now" for trades. Lead-gen comes from making it easy.
  • Match your CTA to the post. Tune-up special → "Book online." Free inspection event → "Sign up." Don't default to the same button if it doesn't fit.
  • Time your posts. HVAC: post Sunday evening or Monday morning. Plumbing: Friday afternoon catches the weekend search wave. Roofing: post the morning after any local storm.
  • Include keywords naturally. Mention the trade ("HVAC", "AC repair", "drain cleaning") and the city or neighborhood. Don't keyword-stuff — write like a human.

Common mistakes (don't do these)

  • Posting once and disappearing for 8 months. Worse than not posting at all — it signals an abandoned business.
  • Stock photos. Homeowners can smell them. Use real photos from your phone.
  • No CTA. You're leaving the conversion on the table.
  • Generic copy. "We're the best HVAC company in town!" tells the searcher nothing. Specifics convert: "We replaced this 22-year-old furnace in Westport last Tuesday."
  • Forgetting offer end dates. An expired offer post still showing on your profile makes you look careless.
  • All sales, no humanity. A feed that's only "$50 off" gets ignored. Mix in tips, team photos, and real jobs.
  • Posting from desktop only. GBP's mobile app is way faster for trade owners — take the photo, post it, done.

The hardest part of GBP posting isn't writing — it's remembering to do it consistently between 11-hour service days. Build the habit on Saturday morning with coffee.