Why the Google Business Profile is Your Best Extension

Ever since the decline of the yellow pages, Google Business Profiles have become the standard.  Formerly known as Google My Business, this profile serves as your primary hub for business information found on the Search Engine Results Page (SERP).  They can be used powerfully within Google Ads accounts as well and work collaboratively with your SEO efforts for enhanced visibility.

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Using Google Business profiles with Google Ads is a relatively easy process.  Simply go to tools > data manager > connected products.  Next to “Google Business Profile,” select “manage & link.”  You will have to have administrative access to the Google Business Profile you are linking to do so.

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Using a Google Business Profile in your Google Ads account has many advantages.  Here are a few:

‍Drive foot traffic to retail locations

Let’s start with the obvious.  Linking a Business profile will allow you to show for local search and map listings within the SERP and within Google Ads.  This will assist in getting users to your physical storefront.  As a matter of fact, you will start to populate a new set of conversion actions in your Google Ads account by linking called “Local Actions Conversions.”  These will show when a user interacts with your ad and then also interacts with your business profile.  These Google Local actions conversions are listed below (taken from the linked support article).
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Once Google has enough information on users who have interacted with your business listing and then gone to your actual store location, you will also be able to track store visits conversions within your Google Ads account.  

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Boost Ad Rank and Possibly Quality Score

As Google has indicated in their support articles, any ad extension can positively impact Ad Rank due to its ability to increase ad relevance, visibility, and expected click-through-rate.  Linking a Google Business profile allows you to use Google’s location extensions.

Clicking on the location extension within an ad sends the user to Google maps with the option to navigate to the location.

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Use Local Shopping listing ads

Another benefit of having a linked Google Business profile is the ability to run Local Inventory Ads.  This requirement, in addition to your product feed and stock status gives Google what they need to activate this program.  LIAs can be beneficial if you are wanting to sell products online that can only be picked up in store or if you are wanting to drive both online and in-store traffic.

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Build Trust Signals

In addition to all of this, having a verified Google Business Profile is an excellent trust signal.  It helps the user verify that you are real and can be reached.  Google’s own business address verification system is an excellent signal of legitimacy.  A Business Profile is also where reviews from users who have bought your product or service will be displayed.

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It’s important to note that you don’t need a physical store location to have a Google Business Profile. Service-based businesses - for example - would indicate the area served around their physical location.  This would appear as a radius in the Business listing. If you are not a service based business and do not have a physical location, then you would still need a business address for Google to verify, but it does not need to be displayed within your Business Profile.

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Ultimately, linking your Google Business Profile to your Google Ads account is non-negotiable for maximizing visibility and performance. The profile itself acts as a crucial trust signal and a central hub for business information on the SERP. By connecting it to Google Ads, you unlock powerful features like Location Extensions, enabling you to drive foot traffic, track valuable Local Actions Conversions, and eventually Store Visits. This integration is essential for leveraging local search, running Local Inventory Ads, and positively impacting your Ad Rank, making the Google Business Profile truly the best extension for any serious advertiser.

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