Optimising Your Google Guarantee Profile

Once your Google Guarantee profile is live, optimisation is key to getting more leads and better conversion rates. This guide shows you how to improve your profile's performance.

Why Optimisation Matters

Optimised Profile	Poor Profile
More qualified leads	Fewer, lower-quality leads
Better conversion rates	Lower conversion rates
Lower cost per job	Higher cost per job
Higher Google ranking	Lower ranking in results
More customer trust	Less trust and credibility

Profile Optimisation

Business Information

Keep information up to date:

• ✅ Update phone number if it changes
• ✅ Update address if you move
• ✅ Keep business hours current
• ✅ Update services as you add new ones

Complete all fields:

• Business description
• Years of experience
• Specialisations
• Service areas

Photos and Visuals

Add high-quality photos:

Photo Type	What to Include	Tips
Profile photo	Your logo or professional headshot	Clear, professional, recognisable
Work photos	Before/after shots of completed jobs	Show quality and range of work
Team photos	Your team (if applicable)	Builds trust and personal connection
Vehicle photos	Your branded vehicle (if applicable)	Professional appearance
Certification photos	Your qualifications/certificates	Builds credibility

Photo best practices:

• Use high-resolution images (at least 720px wide)
• Show variety - different types of jobs
• Include before/after comparisons
• Update photos regularly (add new work monthly)
• Ensure photos are well-lit and clear

Reviews and Ratings

Encourage reviews:

• Ask satisfied customers to leave reviews
• Make it easy - send them a direct link
• Follow up after job completion
• Respond to all reviews (positive and negative)

Review response tips:

• Respond within 24-48 hours
• Thank customers for positive reviews
• Address concerns in negative reviews professionally
• Show you care about customer feedback

Review management:

• Aim for 4.5+ star average
• More reviews = more trust = better ranking
• Regular reviews show you're active and reliable

Service Area Optimisation

Refining Your Service Area

Start with data:

• Review which postcodes generate leads
• Identify which areas convert best
• Remove areas with poor conversion
• Add areas with high demand

Consider:

• Travel time and costs
• Competition level
• Average job value in each area
• Your capacity to service the area

Service Area Strategy

Conservative approach:

• Start with 3-5 postcodes
• Focus on areas you know well
• Expand gradually based on results

Aggressive approach:

• Cover larger area
• Higher lead volume
• May have lower conversion rates
• Higher costs

Budget Optimisation

Analysing Performance

Key metrics to track:

• Cost per lead
• Lead conversion rate
• Cost per job
• ROI (return on investment)
• Lead quality

Calculate your metrics:

• Cost per job = Total spend ÷ Number of jobs
• Conversion rate = Jobs ÷ Leads × 100
• ROI = (Job value - Cost per job) ÷ Cost per job × 100

Budget Adjustments

Increase budget if:

• ✅ Conversion rate is good (30%+)
• ✅ Cost per job is acceptable
• ✅ You have capacity for more work
• ✅ ROI is positive

Decrease budget if:

• ❌ Conversion rate is low (less than 20%)
• ❌ Cost per job is too high
• ❌ Lead quality is poor
• ❌ You're at capacity

Pause or adjust if:

• You're getting too many leads
• Lead quality is consistently poor
• Costs exceed your budget
• You need to focus on existing work

Lead Quality Optimisation

Improving Lead Quality

Service descriptions:

• Be specific about what you do
• Mention qualifications and experience
• Set clear expectations
• Include pricing ranges (if appropriate)

Response time:

• Respond to leads within minutes (not hours)
• Faster response = better conversion
• Set up notifications on your phone
• Have someone available to answer calls

Lead filtering:

• Google filters spam automatically
• You can mark leads as spam in your dashboard
• This helps Google improve filtering
• Review and mark incorrectly filtered leads

Handling Leads

Best practices:

• Answer calls immediately
• Be professional and friendly
• Ask qualifying questions
• Provide clear information
• Follow up promptly

Common mistakes:

• Missing calls
• Slow response times
• Being unprofessional
• Not following up
• Over-promising

Performance Monitoring

Daily Checks

• Number of leads received
• Cost per lead
• Lead sources (calls vs. messages)
• Response times

Weekly Reviews

• Total spend vs. budget
• Conversion rate
• Cost per job
• Lead quality trends
• ROI analysis

Monthly Analysis

• Overall performance trends
• Best-performing services
• Best-performing areas
• Budget adjustments needed
• Strategy changes

A/B Testing

Test Different Approaches

Service descriptions:

• Try different wording
• Test different service names
• Compare response rates

Service areas:

• Test different postcode combinations
• Compare performance by area
• Adjust based on results

Budget levels:

• Test different budget amounts
• See impact on lead volume
• Find optimal budget level

Common Optimisation Mistakes

Mistake	Impact	Solution
Set and forget	Missed opportunities	Review and optimise regularly
Too broad service area	High costs, low conversion	Focus on profitable areas
Poor photos	Lower trust, fewer leads	Use high-quality, varied photos
Slow response times	Lower conversion	Respond within minutes
Ignoring data	Poor decisions	Track metrics and adjust
Not updating profile	Outdated information	Keep all info current

Advanced Optimisation Tips

Seasonal Adjustments

• Increase budget during busy seasons
• Decrease budget during slow periods
• Adjust services based on seasonal demand
• Update service descriptions for seasonal relevance

Competitive Analysis

• Monitor competitor positioning
• Adjust strategy based on competition
• Focus on areas with less competition
• Differentiate your services

Integration with Other Marketing

• Coordinate with Google Ads
• Align with Google Business Profile
• Consistent messaging across platforms
• Track overall marketing ROI

Next Steps

• Managing Your Account - Learn how to handle leads, budgets, and day-to-day management
• Google My Business Must-Dos - Optimise your free Google Business Profile alongside paid ads