Short answer: Once a week is a good target for most contractors. Posting keeps your profile looking active, gives searchers fresh photos and offers to look at, and signals that you are open for business. Consistency matters more than volume, so pick a pace you can keep.
Google Business Profile posts are the small updates that appear on your listing: a finished job, a seasonal offer, or a quick tip. Most contractors never use them, which is exactly why they are worth doing.
What posts actually do
Google has never said posts are a major ranking factor on their own. What they clearly do is make your profile more useful and more convincing to the person looking at it.
- They show recent, real work, which builds trust.
- They give people a reason to click, call, or visit your site.
- They signal that the business is active and taking jobs.
An active, complete profile tends to earn more engagement, and engagement is good for local visibility.
How often is enough
Weekly is the sweet spot. It is frequent enough that your profile always has something recent, and realistic enough that you will keep doing it.
Older posts are eventually archived, so a profile whose last post was a year ago looks the same as one that never posted.
What to post
- A finished job: one or two photos, the type of work, and the town. “New roof in Holden, finished in two days.”
- A before and after: the most convincing post a contractor can make.
- A seasonal reminder: furnace tune-ups in the fall, gutter cleaning before winter, AC checks in spring.
- An offer: a limited-time discount or a free inspection, with the dates.
- A quick tip: how to spot a roof leak early, what to do if a pipe freezes.
How to write a good post
Keep it short and specific. Lead with the result or the problem, mention the town, and finish with a button such as “Call now” or “Get quote.” Use your own photos, taken in good light.
Avoid stuffing posts with keywords or phone numbers in the text. Use the call button instead.
A ten-minute weekly routine
- At the end of each job, take two photos: before and after.
- Once a week, pick the best job and write two sentences about it.
- Post it with a call button, then reuse the same photos on Facebook.
That is about ten minutes, and after a few months your profile tells a far better story than your competitors’.
Common posting mistakes
- Posting the same stock image every week. People scroll past it, and it adds nothing your competitors do not have.
- Writing long paragraphs. Most people only read the first line, so put the point there.
- Posting offers without an end date, so they look stale a month later.
- Starting strong with daily posts, then going silent for six months. A steady weekly rhythm beats bursts.
- Forgetting the button. Every post should give people an easy next step, like calling or requesting a quote.
Avoid these, and even simple posts will make your profile stand out from the contractors around you.
Posts are one piece of the profile
Posting helps most when the rest of your profile is already complete: categories, services, service area, hours, and steady reviews. If those are missing, fix them first with our guide to optimizing your Google Business Profile.
Related reading
- How to Optimize Your Google Business Profile for More Calls
- How to Get 5-Star Google Reviews for Your Construction Company
- How Long Does It Take to Rank on Google for Contractor Services?
No time to keep your profile active? We can manage your Google Business Profile for you, including weekly posts from your job photos. Tell us about your business.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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