How to Use Google Business Profile Insights to Improve Your Marketing​​​

Google Business Profile (GBP) is a powerful tool for local businesses, providing essential visibility on Google Search and Maps. However, beyond just listing your business, Google Business Profile offers valuable insights that can significantly enhance your marketing strategies. Although we supply regular weekly insight reports to our customers, in this blog post, we’ll explore how to leverage these insights to improve your marketing efforts and drive better results.

Understanding Google Business Profile Insights

Google Business Profile Insights provides data on how customers interact with your profile. These insights can help you understand your audience’s behavior, preferences, and how they find your business online. Key metrics include:

  1. Views: The number of times your profile, photos, and posts were viewed.
  2. Search Queries: The search terms people used to find your business.
  3. Actions: Customer actions like visiting your website, requesting directions, calling your business, and more.
  4. Direction Requests: Data on where requests for directions to your business originate.
  5. Phone Calls: Information on when customers call your business.
  6. Photo Views and Quantity: How often your photos are viewed compared to other businesses.
How to Use Google Business Profile Insights

How to Use Google Business Profile Insights

How to Use These Insights

1. Optimize Your Business Information

Review the search queries section to see what terms people are using to find your business. Ensure these keywords are prominently featured in your business description and posts. This can improve your search visibility and attract more relevant traffic.


  • Regularly update your business description with relevant keywords.
  • Create posts that address frequently searched queries.
  • Ensure your business categories are accurate and specific.

2. Enhance Your Visual Content

Photos significantly impact customer engagement. The photo views and quantity insights show how your photos perform compared to competitors. High-quality, relevant photos can attract more views and interactions.


  • Upload high-quality images of your products, services, and premises.
  • Regularly update your photo gallery to keep it fresh and relevant.

3. Improve Customer Engagement

Customer actions insights reveal how users interact with your profile. If you notice high engagement with your posts or calls, tailor your marketing to boost these interactions further.


  • Post regular updates, offers, and events to keep your audience engaged.
  • Use call-to-action prompts in your posts to encourage website visits or direct contact.
  • Monitor peak times for calls and ensure your staff is ready to handle inquiries.

4. Target Local Marketing Efforts

The direction requests data provides a heatmap of where customers are coming from. Use this information to target your local marketing campaigns more effectively.


  • Focus local advertising efforts in areas with high direction requests.
  • Consider localized promotions or events in these areas.
  • Collaborate with local businesses for cross-promotional opportunities.

5. Schedule Staff Accordingly

The phone calls insight helps you understand when customers are most likely to call. This can aid in staffing decisions and ensuring your team is available during peak times.


  • Analyze the time of day and days of the week with the highest call volumes.
  • Adjust your staffing schedule to ensure adequate coverage during busy times.
  • Train staff to handle customer inquiries effectively.

6. Measure and Adapt Your Marketing Strategies

Regularly reviewing and analyzing your GBP insights allows you to measure the effectiveness of your marketing strategies. Adapt your approach based on what the data reveals.


  • Set specific goals for each metric (e.g., increasing website visits or call volume).
  • Track your progress and adjust your strategies as needed.
  • Use A/B testing for posts and promotions to see what resonates best with your audience.


Google Business Profile Insights provides a wealth of information that can help you understand your customers better and fine-tune your marketing strategies. By leveraging these insights, you can optimize your business profile, enhance customer engagement, and drive more traffic to your business. 

For expert advice and professional optimization of your Google Business Profile, contact us today and elevate your marketing strategy and achieve better results for your business!