40 Google Business Profile Statistics (2025 Trends & Insights)
Looking for the latest Google Business Profile statistics? I’ve got you covered.
Google Business Profile (GBP) is a free tool used by local businesses to increase their search visibility.
It tells customers key information like your business name, services, ratings & reviews, etc., and appears prominently in Google Search and Maps for local search queries.
In this post, I’ll share all the latest facts and figures about Google Business Profile, the businesses that use it, and the consumers who interact with it.
Top picks
- Hospitality is the industry with the most Google Business profile views at an average of 92.6K a month
- Businesses that have a Google Business Profile are 2.7x more likely to be trusted by customers
- 75% of top-ranking pages have complete Google Business Profile descriptions
- 46% of all searches by Google have users looking for local information
- The most popular Google Business profile feature is checking for businesses opening times
Usage statistics
First, let’s look at some statistics that reveal how many businesses have set up or claimed their Google Business Profile and the ways they’re using it.
1. 64% of companies have verified Google Business Profiles
According to a report from Birdeye, 64% of businesses have verified their Google Business Profiles. If you’re one of the 36% that haven’t verified yet, now’s the time to do so. Getting verified gives you more control and helps boost your search visibility and trust.
Source: Birdeye
2. Property management companies are most likely to have verified Google Business Profiles
83% of companies in the Property Management sector have verified their Google Business Profiles—the highest verification rate of any industry.
At the other end of the scale, just 45% of automotive and home services have verified their Google Business Profiles—the lowest verification rate by industry.
| Top 5 industries with the highest Google Business Profile verification rate | % with verified Google Business Profiles |
| 1. Property Management | 83% |
| 2. Hospitality | 81% |
| 3. Healthcare | 75% |
| 4. Retail | 73% |
| 5. Technology | 70% |
Source: Birdeye
3. Hospitality companies get the most Google Business Profile search views
Hospitality companies average around 92.6k views of their Google Business Profiles in search each month, which is the highest of any business sector.
| Top 5 industries with the most Google Business Profile search views | Average search views per month |
| 1. Hospitality | 92,626 |
| 2. Recreation | 81,169 |
| 3. Automotive | 41,013 |
| 4. Retail | 40,489 |
| 5. Consumer goods | 21,643 |
Source: Birdeye
4. Over 15 million edits are made to Business Profiles each month
Every single month, companies edit their Google Business Profiles a combined total of over 15 million times. Those edits might be to update their address, change their opening hours, share a new deal, or anything else.
Source: Google
5. 18 million American businesses use Google Business Profile
According to Google, 18 million businesses in the United States use Google’s free tools (i.e. Business Profile) to receive direct connections from customers.
What’s more, Google connects customers to American businesses an incredible 2 billion times every month, whether that be through directions, calls, bookings, etc.
Source: Google4
6. Only 33% of verified Google Business Profiles use Google Messages
Google Messages is a feature of Google Business Profile that enables businesses to communicate directly with their customers through Search, Maps, and other Google entry points.
Despite its usefulness, only 33% of businesses with verified GBPs use Messages. However, usage is higher in specific sectors, like legal (67%) and consumer goods (63%).
Source: Birdeye
7. 60% of businesses haven’t posted on their Google Business Profiles
You can publish content like important updates, offers, events, photos, etc. directly to Google Search and Maps through your Business Profile.
Most businesses that have a verified Google Business Profile have done this at least once, but 40% still have yet to do so.
Source: Birdeye
Actions & engagements
Next, let’s look at some statistics that reveal the ways users engage with Google Business Profiles in the search results pages and the actions they take.
8. Verified Google Business profiles average around 200 monthly clicks
According to data from Birdeye, each Google Business Profile drives around 200 clicks a month, on average. They also drive, on average:
- 105 monthly website visits
- 66 monthly direction requests
- Around 50 monthly calls
Source: Birdeye
9. Verified Google Business Profiles average around 1.8k monthly impressions
84% of those impressions come from discovery searches. However, while this is the average, only around 40% of businesses exceed 1k monthly GBP impressions—60% don’t hit that benchmark.
Source: Birdeye
10. 48% of Google Business Profile actions are website visits
Website visits are the most frequent action taken by consumers on Google Business Profiles and account for 48% of all interactions.
The next most frequent actions taken through GBP are calls to businesses (21%), and the third is direction requests (9%). Other interactions account for just 2%.
Source: Birdeye
11. 90% of weekday business calls come from Google Business Profiles
When customers search for a business with a verified Business Profile in the SERPs, the GBP snippet often appears with a click-to-call button. This drives the vast majority of the total calls businesses receive on weekdays (90%).
On average, businesses with verified GBPs get 595 calls annually. That’s the average (mean), but only 24% of those with verified GBPs actually get over 50 calls a month.
Source: Birdeye
Benefits & best practices
The statistics below highlight the benefits that Google Business Profiles offer to businesses as well as some best practices to follow.
12. Customers are 2.7x more likely to trust your business if you have a complete Business Profile
According to data from Google, consumers are 2.7x more likely to consider a business reputable if they have a complete Business Profile on Search and Maps.
Source: Google2
13. Customers are 70% more likely to visit a business with a complete Google Business profile
…and 50% more likely to consider purchasing from them. So if you haven’t completed your profile, you might be missing out on visits and sales.
Source: Google2
14. Businesses with complete Business Profiles get 7x more clicks
Here’s another reason to make sure you’ve completely filled out your Google Business Profile: those who do get 7x more clicks in the SERPs, on average.
Source: Google5
15. 62% of consumers say they’d avoid using a business if it had incorrect information online
What’s more, 7% would abandon their search completely if they found incorrect address details. That’s why it’s important to make sure you regularly check your Business Profile to make sure all the information is up-to-date and correct.
Source: BrightLocal4
16. 23% of consumers come across a fake business listing at least once monthly
What’s more, 51% said they’ve come across a fake business listing in the last 12 months. Verifying your Google Business Profile allows you to prevent fake listings from impersonating your business.
Source: BrightLocal4
17. Business Profiles with photos get 42% more direction requests
It’s a good idea to add photos to your Google Business Profile. Doing so boosts interactions and increases direction requests by 42%, on average.
Source: Google5
18. The average Google Business Profile has 26 photos
This is a good average benchmark to aim for. However, it varies substantially by sector. For example, businesses in the Home Services sector have the most photos with an average of 70. Whereas, Finance businesses have the least with an average of 6.
Source: Birdeye
19. Customers are 96% more likely to visit businesses that display hours of operation
Make sure you’ve filled out your GBP with up-to-date hours of operation. Doing so makes it 96% more likely that customers who find you online will visit your premises.
Source: Google5
SEO & ranking
Google Business Profile has a huge impact on your visibility in the search engines. Here are some statistics that offer more insights into how GBP affects SEO.
20. Google Business Profile signals are the most important local pack/finder ranking factor
Marketers were asked to estimate how much weight Google gives each ranking factor in the local search algorithm for local pack/finder, and GBP signals came out on top (32%), making them the most important local pack ranking factor.
The next most important local pack ranking factors, in order, are on-page signals (19%), review signals (16%), link signals (11%), behavioral signals (8%), citation signals (7%), and personalization (6%).
The specific GBP signals that were deemed to have the biggest impact were ‘primary category’ and ‘keywords in the title’.
Source: Whitespark
21. …and the fourth most important local organic ranking factor
Surveyed marketers rated Google Business Profile the fourth most important local organic ranking factor in the same survey, with a 9% weighting. It ranked below on-page signals (36%), link signals (26%), and behavioral signals (9%).
Source: Whitespark
22. 75% of top-ranking pages have complete Google Business Profile descriptions
It seems that having a complete GBP description might have affected organic ranking positions. 75% of pages that rank in positions 1-3 have complete descriptions, compared to 65% for positions 4-10, and <40% for positions 11-20.
Source: Blogging Wizard
23. Top-ranking pages have around 250 Google Business Profile images on average
Having more images in your GBP might also help increase your organic ranking position. Pages that rank in positions 1-3 for local searches have 250 images, on average. In comparison, those that rank in positions 4-10 have under 200 images.
Source: Blogging Wizard
24. Top-ranking pages have almost 250 Google reviews on average
A higher number of Google Business Profile reviews also seems to correlate with higher ranking positions. Pages that rank in positions 1-3 have 250 Google reviews, on average.
Source: Blogging Wizard
Reviews
Reviews are a big part of Google Business Profile. They show up next to your Business Profile in Maps and Search, and you can manage and reply to new Google reviews from your GBP account.
Here are some interesting stats about reviews and why they matter.
25. Local businesses have 39 Google reviews on average
According to data from Brightlocal, local businesses have an average of 39 Google reviews. However, higher-ranking businesses have more—the average number of reviews for those ranking in positions 1-3 for local queries is 47.
What’s more, 74% of local businesses have at least one review.
Source: BrightLocal
26. The average Google Business Profile receives 66 new reviews per year
On average, each location receives 66 new Google reviews yearly. However, this varies significantly by industry, with hospitality businesses receiving the highest number of yearly reviews on average (281) and finance companies receiving the fewest (23).
Source: Birdeye
27. 97% of consumers read reviews when browsing for local businesses
Of those, 33% say they always read reviews. 42% say they regularly read reviews, and 22% said they do so occasionally. Only 3% said they never read reviews when shopping for local businesses.
Source: BrightLocal3
28. 63% of consumers would lose trust in a business if they saw mostly negative reviews
Almost two-thirds of your potential customers won’t trust your business if they see mostly negative reviews in your Google Business Profile—so make sure they don’t.
Source: BrightLocal4
29. The average Google Reviews star rating for local businesses is 4.42
What’s more, 61% of local businesses have a star rating of somewhere between 4 and 5. And only 5% have a star rating below 3.
Source: BrightLocal
How customers use Google Business Profile
Here are some more statistics that explore the ways customers use and interact with Google Business Profiles.
30. 64% of consumers have used Google Business Profiles to find contact details
That might be the business address, phone number, email, or other contact information.
Source: BrightLocal2
31. 69% of people have used Google Business Profiles to check opening hours
This makes opening hours the most used Google Business Profile feature. After checking opening hours, the next most-used features are finding directions (50%), and reading reviews (44%).
Source: BrightLocal2
32. 54% of smartphone users search Google for business hours
According to data from Google, 54% of its mobile users have searched for business hours. What’s more, 53% have searched for directions to a local store, and 50% have searched for a local store address. All of those details are shown in a Google Business Profile.
Source: Think With Google
What marketers think about Google Business Profile
Next, let’s look at some statistics that reveal how marketers feel about Google Business Profile.
33. 76% of marketers say Google Business Profile management is the most valuable local SEO service
It’s followed by content creation (53%) and citation building (43%). What’s more, Google Business Profile management is also considered the top local SEO service to clients (52%).
Source: BrightLocal5
34. 43% of marketers thought Google Business Profile had improved last year
In 2023, 43% of marketers said they felt GBP had improved over the last year. That’s -13% down compared to 2022 (57%).
24% of marketers felt Google Business Profile hadn’t improved in 2023, and the rest neither agreed nor disagreed that it had gotten better.
Source: BrightLocal5
35. 92% of local SEO marketers offer Google Business Profile management services
GBP is so important to local SEO that 92% of marketers offer GBP management services to business owners.
This makes it the number one most commonly provided local SEO service. It’s followed by content creation (86%), on-site optimization (81%), and SEO audits (80%).
Source: BrightLocal5
Local search statistics & trends
Before we wrap up, let’s take a look at some general local search statistics that demonstrate why Google Business Profiles are so valuable.
36. 81% of consumers use Google to evaluate local businesses
That makes Google the top platform used to research local businesses. Facebook ranks second at 45%, Yelp comes third at 44%, and TripAdvisor ranks fourth at 21%.
Source: BrightLocal3
37. Google is the most trusted platform for finding information about local businesses
66% of consumers trust Google for information about local businesses. Google Maps ranks as the second most-trusted source at 45%, ‘business websites’ rank third at 36%, and Facebook ranks fourth at 32%.
Source: BrightLocal4
38. 46% of all Google searches have local intent
Almost half of all searches handled by Google have local intent, which means they’re from users looking for local information.
Source: Search Engine Round Table
39. “near me today” searches are up 900%+ in just two years
What’s more, related queries like “near me now” and “open now” are also up by 150% and 200% respectively.
Source: Think With Google3
40. 78% of people who search for something nearby on mobile visit a local business within a day
That’s why it’s so important to make sure you’ve verified and completed your Google Business Profile so that those searchers can find you.
Source: Think With Google2
Final thoughts
That concludes our roundup of Google Business Profile statistics.
The key takeaway: Google Business Profile continues to be a very important local marketing tool, driving hundreds of impressions, clicks, visits, and phone calls every month.
To make the most out of Google Business Profile, local businesses should make sure their profiles are verified, complete, and photo-rich.