TL;DR: Keep your Google Business Profile listing accurate and informational, without promotional copy that includes prices, time-limited offers, or direct calls to action. Google Posts can still share relevant promotions, but use the right post format and make sure any contact details or links genuinely relate to your business.
Keep the listing useful, and put offers where they belong
Your profile should answer who you are, what you do, and where you work; your website is where customers can explore detailed offers and take the next step. Google’s policy distinguishes promotional material in a business listing from offers and updates shared through Posts. Keep the core profile clear and accurate, then use relevant Posts and a helpful website or landing page to explain promotions. This gives potential customers reliable information without turning your listing into an ad.
What changed in Google’s policy clarification?
Google’s Maps user-generated content policy says contributions should reflect genuine experiences or define a business’s permanent identity, not turn Maps into a marketplace. In its “Advertising and solicitation” section, Google lists promotional or commercial content containing time-bound promotions, pricing, or direct calls to action as prohibited in the listing.
The distinction matters. A contractor can still explain services and share a relevant offer, but the content belongs in the right place. Google’s separate Business Profile post guidance describes Updates, Offers, and Events, including the details that can be included in each. Google’s post guidance says offers and updates are allowed; the policy does not mean all promotions in Posts are prohibited.
The same policy clarification restricts unrelated contact details and links in Posts. Google identifies email addresses, phone numbers, social media links, or links to other websites that are not related to your business. Google also notes that a phone number in a Post description may be rejected if it cannot verify the number is connected to the business.
Which parts of your profile should stay promotional-free?
What belongs in your business description?
Use the description to explain your services, history, and what customers can expect. Google says not to use it to focus on special promotions, prices, or offer sales, and it does not allow links of any kind in the description.
For a plumbing company, that could mean describing repair, installation, and emergency service in the areas it actually serves. Avoid turning the text into a rotating ad with “$99 drain cleaning this week,” “Book now,” or a website link. A café, salon, or local retailer faces the same basic distinction: describe the business in the listing; put the offer elsewhere.
This is also an opportunity to build confidence. Someone hiring a contractor may be worried about reliability, disruption, or unexpected costs. Clear, steady information helps them feel safer making contact. Specific facts about your services and service area also show competence better than hype does.
Does this mean you should remove your website and phone number?
No. Google’s business representation guidelines tell businesses to provide a phone number and website that represent the business. The restriction on links applies to the business description; the website field and contact fields are separate profile features.
Keep those fields accurate and under your business’s direct control. Google advises using a local phone number where possible, and says not to use numbers or URLs that redirect customers to another business or to an unrelated landing page. See Google’s Business Profile guidelines.
What should you keep accurate for a service-area business?
For contractors who travel to customers, check that your service area reflects where you actually work. Google’s guidelines say eligible service-area businesses should use one profile for the central office or location with a designated service area. If you don’t receive customers at your address, Google says to hide that address.
Review your business name, primary category, hours, phone, website, and service area as a set. Correct details reduce friction: a homeowner who sees the right hours and a believable service area has fewer reasons to wonder whether you serve their neighbourhood or will call back. Accurate profile information is a small but important part of making the first step feel safe.
How can contractors use Google Posts to promote services?
Google Posts are a place to share timely business updates, relevant offers, and event details. Google’s guidance allows an Offer Post to include a title, dates and times, a description, media, a coupon code, a link, and terms and conditions. An Update can include a description, image or video, and an action button that directs customers to a website where they can complete an action or learn more.
For example, an HVAC contractor could publish an Offer Post for a seasonal maintenance special, with real start and end dates, clear terms, and a link to the relevant service page. A landscaper could post an update about spring cleanups that points to a page explaining what the service includes. The price or offer belongs in that post or on the website, not in the permanent business description.
Use a destination you control and that makes sense for the post. Avoid unrelated social accounts, third-party pages, or links that send visitors somewhere unexpected. If you add a phone number in the post description, use the business’s verified number; Google says it may reject a number it cannot verify as connected to the business. Some regulated industries have additional restrictions, so check Google’s restricted content policy if your services fall into one of those categories.
Where should your detailed offer and call to action go?
Use your website or a dedicated landing page for full offer details: scope, exclusions, service availability, terms, and the next step for a customer. That page can answer practical questions a short profile description cannot. It can also set realistic expectations before someone requests a quote.
This is useful beyond trades, too. A home renovation contractor can explain the consultation process; a salon can outline what a service includes; a local shop can list the conditions of a sale. In each case, people are more likely to feel comfortable moving forward when they understand what happens next.
The website also gives you space for direct calls to action such as “Request an estimate” or “Book a consultation.” Link to a page that closely matches the Post, rather than sending every visitor to a generic homepage. Funky Moose Digital helps trades businesses connect websites, local SEO, ads, and lead management so local visibility can lead to real customer inquiries.
How can you audit your profile without overreacting?
Start with a calm review, not a wholesale rewrite. The policy is about where particular promotional content belongs; it is not a reason to remove accurate service information or stop using Posts.
Use this quick check:
- Read your business description. Remove prices, time-limited deal language, sales-focused copy, and all links. Keep relevant details about your services and business.
- Check your core profile facts. Confirm the name, category, service area, hours, phone, and website are accurate.
- Review current Posts. Check offer dates and terms, and confirm that links and contact details relate to your business. Remove or update expired information.
- Match each offer to a useful page. Give customers the details they need to understand the service and decide whether to contact you.
- Keep future updates consistent. Decide whether each piece of content is permanent profile information, a timely Post, or detailed website content before publishing it.
That consistency supports the competence bias: people tend to trust businesses that look organized and capable. It also supports emotional safety by reducing uncertainty around the basics. What you do, where you work, and what a customer can expect when they reach out.
If you’re reviewing your wider marketing at the same time, Funky Moose Digital’s renovation contractor marketing services cover local visibility, websites, and lead generation for contractors.
Get help with local visibility and lead generation
Your Google Business Profile is one part of how customers find and assess your company. Keep the listing clear and accurate, publish useful Posts, and use your website for detailed offers and strong next steps. That gives customers the information they need while keeping promotional content in the appropriate place.
If you want a straightforward review of your local marketing, request a quote from Funky Moose Digital. We help trades businesses turn visibility into qualified inquiries and booked work.
Key Takeaways
- Keep promotional pricing, time-limited offers, and direct calls to action out of listing content.
- Business descriptions should explain the business; Google does not allow links in them.
- Google Posts can include relevant promotional offers and updates, but links and contact details must relate to the business.
- Use accurate profile information and send customers to a relevant website or landing page for complete offer details.
- Clear, consistent information helps prospective customers feel more confident about contacting you.
