GBP Content Strategy

Google Posts: How to Use Them to Win More Local Customers (2026)

By Will · ZovanteFlow21 August 20266 min read

Google Posts are short content updates that appear directly in your Google Business Profile listing — visible to anyone who searches your business name or finds you in the local pack. They're one of the most underused features in GBP, and one of the highest ROI activities you can do for free.

What Google Posts Actually Do

When someone clicks on your listing in Google Maps or Search, they see your GBP profile — reviews, photos, hours, and near the bottom, your latest Google Posts. Posts can also appear alongside your listing in Knowledge Panel results when someone searches your business name directly.

Google Posts serve two functions: they signal to the algorithm that your business is actively managed (a positive ranking signal), and they give potential customers a reason to act right now — whether that's a seasonal offer, a completed project photo, or a service they didn't know you offered.

The Four Types of Google Posts

Update / What's New

General business updates, completed projects, service announcements. The most flexible post type — use it for anything that doesn't fit the other categories.

Best for: Showcasing completed work, announcing new services, sharing useful tips
Offer

Promotions with a title, start/end date, and optional coupon code. Offer posts display prominently with a "View offer" chip in some search results.

Best for: Seasonal promotions, introductory discounts for new customers, service bundles
Event

For businesses running events (open days, workshops, demonstrations). Requires a start and end date/time. Shows a calendar-style chip in results.

Best for: Open days, local exhibitions, trade shows, webinars
Product

Highlights specific products from your Products catalogue. If you've built out a product list in GBP, linking posts to specific products creates a cohesive profile.

Best for: Service packages, product bundles, specific offerings you want to promote

How to Write Google Posts That Convert

Most Google Posts are written like press releases — dry, third-person, and forgettable. The ones that actually drive calls are written like a text from a trusted local business owner. Here's the formula:

  1. Lead with the outcome, not the service — "Got your heating sorted before winter hits" outperforms "Boiler servicing available"
  2. Include a photo — posts with photos get significantly more clicks than text-only posts. Use a recent job photo.
  3. Keep it under 150 words — Google truncates posts at around 100 characters in some views; make the first sentence count
  4. Add a CTA button — every post allows you to add a button (Call Now, Learn More, Book Online, Get Offer). Always use it.
  5. Make it local — mention the town or area where the job was done. "Just finished a full rewire in Salford" adds credibility and local relevance.

Real Examples — Effective Posts for Trades

Roofer — Update post
"Just finished a full flat roof replacement in Didsbury — old felt was 25 years old and leaking in three places. New GRP fibreglass roof fitted, guaranteed for 25 years. If your roof's been a problem for a while, reply or call us before the autumn rain comes."
Plumber — Offer post
"Free Power Flush with every new boiler installation this month. Power flushing removes sludge and debris that reduces efficiency — most boiler warranties require it anyway. We'll do it at no extra charge when you book in October. Tap Call Now for a quote."
Electrician — Update post
"EV charger installed in Chorlton yesterday — a 7kW home unit, took 3 hours. Fully OZEV-approved for the government grant. If you've just got an electric car or are planning to, we can have you charging at home within the week. Prices from £650 all in."

Posting Frequency

Update posts expire after 6 months (Offer and Event posts expire on their end date). Google doesn't explicitly penalise inactivity, but profiles with recent posts appear more active and credible.

Aim for one to two posts per week. Each job you complete is a potential post — one photo, a couple of sentences about what was done and where, a CTA button. Takes 3 minutes.

Batch strategy: At the end of each week, write 2 posts covering the week's main jobs. Schedule them via the GBP app or a GBP management tool so they publish across the week rather than all at once. Consistent posting rhythm matters more than total volume.

Don't have time to post consistently?

We create and schedule Google Posts for all our managed clients — one less thing to think about while your profile stays active and your ranking stays strong.

Find out more

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