I run your Google Business Profile as one part of the whole plan, optimize it for booked jobs instead of profile views, and stay accountable to one number: profitable jobs in your CRM.
Most companies treat their Google Business Profile as a box an agency manages: fill in the listing, send a screenshot of profile views, repeat. As your fractional CMO, I treat your profile as one lever inside your whole growth plan, and I own the outcome the way a full-time marketing leader would. That means I'm not chasing profile views for their own sake, I'm accountable for whether your Map Pack presence turns into calls and booked jobs.
The first thing I fix is what we measure. Most GBP reports show profile views and Map Pack impressions, but a view is not a job. I put call tracking on the profile and connect it to your CRM so we can see which calls, website clicks, and direction requests actually became booked work, then judge the profile on booked jobs, not profile views. For home services, the levers that actually move the needle are a fully optimized profile with the right categories, services, and photos, a steady flow of fresh reviews, regular posts and Q&A, and the proximity, relevance, and prominence that win the Map Pack.
The difference from an agency is scope and accountability. A GBP vendor works in a silo, separate from your SEO, your LSAs, and your website, so the same high-intent local searches get covered twice and nothing reinforces. I run your profile as part of the whole picture, line it up with your service and city pages and LSAs, make sure the calls it produces get answered and booked, and report every week or two on the calls and jobs the profile produced. One person owning the number, not a vendor reporting views.
Senior marketing leadership and hands-on execution for home services operators who need GBP run by someone accountable to revenue.
10 years embedded in HVAC, plumbing, pest, electrical, and roofing, managing the profiles and Map Pack listings that drive the calls. I know what moves local ranking, categories, services, reviews, photos, and posts, not just GBP theory.
I've generated $100M+ in revenue and 2M+ leads. Profile views and Map Pack impressions are means to an end. I tie GBP calls and direction requests to your CRM so we know the profile is actually producing booked work.
Your Google Business Profile doesn't win in isolation. It works with your service and city pages, reviews, your website, and LSAs, all reinforcing the same high-intent local searches. I run them together as one system.
I wire CallRail and your CRM to the calls, clicks, and direction requests the profile produces, so we can see which actions actually turn into jobs, then double down on the categories, services, and posts that drive revenue.
How I audit, optimize, and scale your Google Business Profile so it produces calls and booked jobs, not just profile views on a report.
I start with a full audit: how you show up in the Map Pack across your service area, your profile's categories, services, photos, and info accuracy, your review volume and recency, and what the competitors winning your markets are doing. That tells us where the real opportunity is before we touch anything.
I put call tracking on the profile and connect it to your CRM, so every GBP call, website click, and direction request is captured and tied to outcomes. Now the profile is measured on calls and booked jobs, not profile views and Map Pack impressions in a dashboard.
I tighten the whole profile: the right primary and secondary categories, a complete service list, accurate service areas, hours, and contact info, strong photos, and regular posts and Q&A. This is the unglamorous work that drives relevance and prominence, and it usually moves the Map Pack faster than anything else.
Reviews are the engine behind the Map Pack and conversion, so I get a steady, repeatable review flow going and respond to every review, good or bad. Volume, recency, and responsiveness are what separate the profiles that rank from the ones that stall.
A profile wins faster when the rest of local search backs it up. I make sure your service and city pages, website, and LSAs line up with the profile so proximity, relevance, and prominence all push the same direction across every market you cover.
Every week or two I report on GBP calls, clicks, and direction requests, and the booked jobs and revenue they produced from your CRM, not just profile views. Then we put more into the categories, services, and posts that are actually producing revenue.
The same operator playbook I've used to scale home services brands to $100M+ in revenue, applied to how your Google Business Profile actually produces booked jobs.
Agencies report profile views and Map Pack impressions. I connect the profile's calls, clicks, and direction requests to your CRM so we see which actually became booked jobs, and I optimize toward revenue. A profile racking up views that don't book work is a vanity metric.
For home services, most high-intent searches show the Map Pack first, not the blue links. So I prioritize the profile, proximity, relevance, and prominence, because winning the Map Pack puts you in front of people ready to call right now, which drives more booked jobs than almost anything else in local search.
Most profiles are half-finished: a single category, no service list, stale photos, no posts. I work the full surface, the right categories and services, accurate service areas and info, strong photos, posts, and Q&A, because relevance and activity are what move the Map Pack, not a one-time setup.
Reviews are one of the strongest drivers of Map Pack ranking and conversion, and they decay if they stop coming. I build a steady flow of fresh reviews and respond to all of them, because volume, recency, and responsiveness are what quietly separate the profiles that rank from the ones that stall.
Your Google Business Profile, SEO, LSAs, and your website all touch the same local searches. As your fractional CMO I run them together so they reinforce each other, instead of one vendor optimizing the profile in isolation while the rest of your marketing pulls a different direction.
Ranking the profile is only half the job. If the call doesn't get answered or the lead doesn't get booked, the Map Pack placement is wasted. I fix intake so the calls and messages the profile drives get answered fast and turned into jobs, which lifts revenue more than chasing another point of visibility.
A GBP agency sells you a managed listing and a views report. As your fractional CMO, I own the outcome. Here's the difference where it matters for GBP.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
