Before your website and your social accounts, most potential customers first find you on a page you don't fully control: your Google Business Profile. Hours, photos, phone number, reviews — all of it has to be there, accurate and current.
A timely reminder: the profile is free. On its page about fake "Google Maps/SEO" invoices, Google writes plainly that it does not charge for inclusion in Google Maps, and warns against calls and invented invoices claiming to come from Google.
One more reminder: no AI agent, consultant or agency can buy you a better local ranking. Google's help page on local ranking is categorical — there is no way to request or pay for a higher local ranking. What you can do is work on the factors Google itself lists out, and that is the purpose of this checklist.
Why your Google profile deserves your first hour
When a potential customer searches for "plumber Repentigny", Google shows business profiles first: map, photos, reviews, call button. According to Google, local results rest mainly on three factors: relevance (does your profile match the search?), distance (where you sit relative to the searcher) and prominence (review count, ratings, mentions elsewhere on the web).
You directly influence two of them. Relevance depends on how complete your information is: Google says businesses that provide complete and detailed information are more likely to show up in local results. Prominence depends notably on your review count and scores — an effect Google states explicitly. Distance is what it is. Everything else gets built, and that is the checklist below.
The checklist to complete this week
None of these steps requires technical skill: two 30-minute sessions suffice.
1. Claim the profile. Search your business on Google Maps. If a profile already exists, request ownership rather than creating a duplicate. Google chooses the verification method itself — call, text, email, postcard, or video (at least 30 seconds, recorded live, no editing). Verification can then take up to five business days.
2. Enter the exact name. The profile name must be your real name — the one on your sign, invoices and website. No "-24/7-best-prices" bolted onto the end: unnecessary information in the name is against Google's representation guidelines and can lead to suspension.
3. Choose precise categories. One primary category — as precise as possible — then secondary ones where relevant. "Cabinetmaker" rather than "general contractor" when you build custom furniture: that is your most direct relevance signal.
4. Complete contact details, hours and service area. Phone, address or service area, website, regular hours then holiday hours. A customer who shows up at a closed door does not forget; they write a review. Update seasonal hours.
5. Write the description, attributes, products and services. The description holds 750 characters: one sentence on what you do, for whom and where, then useful detail. Attributes — payment, accessibility, terrace, appointments required — answer questions customers ask before they call.
6. Post real photos. Storefront first, so customers recognize your door; then inside, the team at work, before-and-after shots when relevant. Stock images stand out immediately; the real ones are already on your phone.
7. Make reviews easy. Create your review request link and QR code following Google's procedure, then attach it where it fits naturally: invoices, receipts, closing emails. Ask every customer, not a hand-picked few — selective solicitation and incentives violate the content policies. And when the review lands, respond.
Where AI genuinely helps (and where you stay in charge)
AI excels at preparation: two or three description drafts, catching inconsistencies between summer and holiday hours, first-pass replies to new reviews, a bank of replies for recurring questions, a weekly text for the "news" post.
Two limits. First: you publish — nothing goes out without your review, and Google itself reviews every submitted reply, usually within minutes, sometimes up to thirty days; a non-compliant reply comes back to you for edits. Second: AI fabricates nothing — no invented reviews, no disguised incentives, no keywords bolted onto the name "because the competitor does it".
Fictional example: a dent-repair shop in Gatineau gives its AI agent review-reply drafts and a weekly hours-update reminder. The owner re-reads the batch on Friday morning, tightens two overly formal phrases, approves. The profile stays sober and accurate; AI prepares, it does not rank.
The mistakes that cost the most
Calls claiming to be from Google. Google does not charge for inclusion and will never ask for your verification codes or payment details. Slow down, check, transmit nothing, then report.
A keyword-stuffed name. "Name + city + promo" is the fastest recipe for suspension. Relevance is earned through categories and completeness, not the name.
Incentives, even disguised ones. A discount, a gift or a draw in exchange for a review — or for the removal of a negative one — is prohibited by the content policies: targeted reviews can be removed and the profile can face restrictions, including a public warning.
Cherry-picking review requests. Asking only the customers you already know are satisfied is also a violation; one process every customer passes through solves it by design.
Your profile's French, in Quebec. The Charter of the French Language, as modernized by Law 96, covers commercial publications, including websites and social media pages: they must be written in French, or accompanied by French of at least equivalent quality. As a cautious practice for the profile: French first, English where needed, with French at least as visible. General information, not legal advice — for your situation, consult the OQLF.
What it actually costs
The profile, the verification, the review request link: $0. What you pay is your time: a few hours the first week, then about fifteen minutes to read reviews and update seasonal hours. To delegate this upkeep to an AI agent — reply drafts, hours reminders, accuracy checks — our plans range from $1,500 to $4,000 CAD setup and $200 to $750 CAD monthly maintenance, taxes extra (list prices consulted on 2026-10-17). One promise holds: none of this buys ranking.
Questions & answers
Is Google Business Profile really free?
Yes. Google does not charge for inclusion in Search or Maps, and no ranking can be bought. Calls or invoices "from Google" asking for money — or your verification codes — are scams: transmit nothing, report.
How long until my verified profile appears?
The method — call, text, email, postcard or video — is selected by Google based on your business type and public information. After submitting, allow up to five business days; it is sometimes instant, notably when your website already has a verified property in Search Console.
Can I put keywords in my profile name to rank better?
No. The displayed name must be your real business name. Google's guidelines prohibit unnecessary information in the name and warn of possible suspension. Ranking is earned through categories, completeness and profile quality.
Can AI answer reviews on my behalf?
It drafts the replies; you publish. A verified profile is required to reply, and Google reviews every submitted reply — usually within minutes, sometimes up to thirty days. Human review covers tone, factual accuracy and the public commitments you accept.
Can an unfair review be removed?
Only a review that violates the policies — insults, spam, personal information, fake content — can be reported for removal; a one-time appeal exists if the request is denied. A merely "unfair" review that complies with the rules stays online: the riposte is a calm, factual reply.
The loop is simple: you tick, AI prepares, you approve. If you want an AI agent handling drafts, reminders and accuracy checks, describe your business to us ([email protected]) or see our plans and prices.