Google Business Profile for NZ tradies: step-by-step setup

When someone in Rolleston, Rangiora or Remuera types “electrician near me” into Google, the first thing they usually see is a map with a handful of local businesses under it. Those listings come from Google Business Profiles. If you don’t have one set up properly, you’re not in that list, no matter how good your work is.

The good news: a Business Profile is free, and you can set most of it up in an evening. This guide walks you through it step by step, written for Kiwi tradies who work out of a ute, not a shopfront.

Why your Google Business Profile matters more than you think

Google says local results are mainly based on three things: relevance (how well your profile matches the search), distance (how far you are from the person searching) and prominence (how well known your business is). Prominence includes things like how many websites link to you and how many reviews you have. Google also says plainly that there’s no way to pay for a better local ranking. (Google: Tips to improve your local ranking)

You can’t change where your customers live. You can control relevance and prominence, and a complete, accurate profile is the foundation for both.

Before you start: what you need

• A Google Account (it doesn’t have to be Gmail; Google lets you create one with your existing business email). (Google: Verify your business)
• Your business name exactly as it appears on your van, invoices and website.
• A phone number you answer yourself, or that’s under your direct control.
• Your website address, if you have one.
• A list of the towns or suburbs you actually work in.
• A few good photos of real jobs, your ute or your gear.

Step 1: Create or claim your profile

Search Google for your business name and town. If a profile already exists (sometimes Google creates one from public info), claim it. If nothing comes up, add your business. Either way, you’ll do it from Google’s Business Profile manager while signed in to the account you want to own it.

Tip: use an account you’ll still control in five years, not a mate’s or a former staff member’s.

Step 2: Get your business name right

This is where a lot of tradies trip up. Google’s guidelines say your name should be your real-world business name, as used on your signage, website and stationery. You can’t stuff in extra words. Google specifically doesn’t allow marketing taglines, service or location keywords, phone numbers or fully capitalised words in the name. (Google: Guidelines for representing your business)

So “Smith Electrical” is fine. “Smith Electrical – Best Sparky Christchurch 24/7” isn’t, and it can get your profile suspended.

Step 3: Hide your home address and set your service areas

Most tradies are what Google calls a service-area business: you go to the customer, they don’t come to you. Google’s advice is clear: if you don’t serve customers at your business address, remove the address from your profile. If you run your business from home, that means your street address stays private. (Google: Manage your service areas)

Then add your service areas:

• You can add up to 20 service areas, using cities, postcodes or other areas.
• You can’t set a radius around your base. You have to pick named areas.
• Google says the overall area shouldn’t be more than about two hours’ drive from where your business is based.

Be honest here. Listing towns you never work in won’t help, and the two-hour guide means a Christchurch sparky can’t sensibly claim Dunedin.

Step 4: Pick the right category (fewer is better)

Your primary category tells Google what you are. Google’s rule of thumb is to choose categories that complete the sentence “This business IS a…”, not “This business HAS a…”. Use as few categories as it takes to describe your core business, and make them as specific as possible. (Google: Guidelines)

A plumber who also does gasfitting might use a plumbing category as primary and add a gasfitting one if it’s a real part of the business. Don’t add categories just as keywords.

Step 5: Verify your business

Until you’re verified, you can’t fully manage your profile. Google decides which verification methods you’re offered, and you can’t change that. Options can include phone or text, email, video recording, live video call or postcard. Google recommends video verification if you’re eligible. (Google: Verify your business)

For a video, be ready to show:

• Where you are: street signs or nearby landmarks.
• Your business or gear: branded ute, tools, uniforms or marketing materials.
• Proof you run it: for example, unlocking your vehicle or showing non-sensitive business documents.

After you submit, Google says reviews can take up to five business days (occasionally longer). Don’t keep editing your name, address or category while you wait.

Step 6: Fill in everything else

Google says businesses with complete and accurate info are more likely to show up in local results. (Google: Local ranking) Work through:

• Hours: when you actually answer the phone and take jobs.
• Phone number: a local or mobile number you control, not a call centre or redirect.
• Website: your own site. If you don’t have one yet, see the section at the end.
• Description: what you do, where, and what makes you different. Google doesn’t allow links in the description, and it shouldn’t focus on prices, specials or sales. Keep it plain and useful.
• Services: list the actual jobs you do, such as switchboard upgrades, hot water cylinders or reroofs.
• Photos: real work, real people, real vans. Before-and-after shots are gold.

Step 7: Start collecting genuine reviews

Reviews feed into prominence, and Google says more reviews and positive ratings can help your local ranking. But the rules are strict:

• No incentives. Discounts, freebies or payment in exchange for a review are banned. (Google: Tips to get more reviews)
• No review gating. You can’t discourage negative reviews or only ask the customers you think are happy. (Google Maps content policy)
• Ask everyone the same way. Google provides a review link and QR code you can share in thank-you emails, texts or on your invoice. (Google: Create a review link or QR code)

The simplest system: when a job’s signed off and paid, send the same short thank-you text with your review link to every customer. Then reply to every review, good or bad, politely and briefly.

For a step-by-step routine, including texts you can copy, see our guide on how to get more Google reviews.

Step 8: Keep it alive with posts and photos

Business Profiles let you publish updates, offers and events, with photos and a button linking to your website. Google archives posts older than six months unless you’ve set a date range, so a regular rhythm keeps your profile looking current. (Google: Create posts)

Easy ideas for tradies:

• A finished job with a before-and-after photo and the suburb.
• A seasonal tip, like checking gutters before winter or testing smoke alarms.
• A quick note when you add a new service or take on an apprentice.

Once a week is plenty. Once a month is better than nothing.

Common mistakes that get tradie profiles suspended

• Keywords or locations in the business name.
• Showing a home address when customers never visit.
• Creating more than one profile for the same business. Google allows one profile per service-area business.
• Using a virtual office or PO Box as your address.
• Offering a discount for reviews, or only asking happy customers.
• Using a phone number you don’t control, or one that redirects elsewhere.

All of these come straight from Google’s own guidelines linked above. Get them right from day one and you’ll avoid a painful reinstatement process later.

Frequently asked questions

Do I need a shopfront to have a Google Business Profile?

No. Tradies who travel to customers can have a profile as a service-area business. Google says you should hide your address if customers don’t visit you there.

How many service areas can I add?

Up to 20, based on cities, postcodes or other areas. Google says the overall area shouldn’t be more than about two hours’ drive from your base.

How long does Google verification take?

Google says verification reviews can take up to five business days, and occasionally longer. In some cases, verification is instant.

Can I give customers a discount for leaving a review?

No. Google bans offering incentives such as discounts, free goods or payment in exchange for reviews.

Can I put “Christchurch” or my trade in my business name?

Only if it’s genuinely part of your real-world business name, as used on your signage, website and stationery. Adding location or service keywords that aren’t part of your real name breaks Google’s guidelines.

Do I still need a website if I have a Business Profile?

Your profile has a website field, and Google uses complete info to judge relevance. A website gives customers somewhere to see your work and send an enquiry, and gives you somewhere to link from your posts.

Want a website that works with your profile?

Readysite sets up AI automation for NZ tradies, around the tools you already use, so enquiries and jobs don’t slip through while you’re on the tools. We’re based in Christchurch and work with tradies right across New Zealand. See our pricing or find out more at readysite.co.nz.

And if you’re missing calls while you’re on the tools, our AI voice assistant can answer them and text you the job details.