The Three Post Types — Update, Offer, Event
Google offers three post types. Most home services owners only use one — and use it poorly. Knowing which type to use when is half the battle.
Type 1: Update posts
Formerly called "What's New." The default, all-purpose post type. Use these for anything that isn't a specific offer or event.
- Showing recent jobs ("we just installed...", "we just repaired...")
- Sharing tips ("3 signs your AC needs a tune-up before summer")
- Highlighting team members or new hires
- Posting before-and-afters
- Seasonal reminders ("furnace inspection season is here")
Anatomy: up to 1,500 characters of text (first 80 visible by default), up to 10 photos OR 1 video, one CTA button. Lifespan: stays visible for 6 months, but the most recent post is what shows up most prominently. Plan to post weekly so you always have something recent.
Update posts are 80% of your posting cadence. Most weeks, you're posting an Update.
Type 2: Offer posts
Use when you have a specific, time-limited promotion or discount. These get a "promotion" badge that draws the eye.
- Seasonal discounts ("$50 off AC tune-ups in May")
- New customer specials ("$25 off your first service call")
- Bundle offers ("Drain cleaning + plumbing inspection — $179")
Anatomy: title (up to ~80 characters — make it the offer itself), description, required start and end date, optional coupon code, optional terms, photo or video, and a "View offer" CTA. Live until the end date you specify.
Don't post offers more than once or twice a month or they lose their punch. And always set the end date — an expired offer post still showing on your profile makes you look careless.
Type 3: Event posts
Use for anything tied to a specific date and time.
- Free inspection days ("Saturday May 10 — free electrical safety inspections")
- Open houses or showroom events
- Webinars or community workshops
- Trade shows or local sponsorships
Anatomy: title, required start and end date/time, description, photo or video, and a CTA (sign up, learn more, etc.). Live until the event ends.
Even one event post a quarter signals you're a real local presence and not just a marketing entity. Community-building moments are worth the 5 minutes.