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If your Google Business Profile is not bringing in the enquiries you expected, two things are worth checking first: whether enough local customers can see it, and whether the profile gives them a reason to choose you.

A potential customer might find you through an advert, your website or a local search. Before they call, they may open your profile to compare your reviews, services and reputation with other businesses. If they cannot find you in the first place—or your profile does not build confidence—they may move on to a competitor.

Here are the two main issues to investigate, followed by a way to assess what may be happening in your local market.

1. Your profile may not be visible for enough relevant searches

A Business Profile has a primary category and can include additional categories. If you use only your primary category, you may be missing relevant searches for other services your business genuinely provides.

For example, a plumbing business may offer general plumbing and gas fitting. If it is eligible for and accurately represents both categories, the additional category may help Google understand that it is relevant to more than one type of local search. Google allows one primary category and up to nine additional categories. It also advises businesses to use only the categories that describe their core work accurately, rather than adding categories just to include more keywords. Categories affect local ranking, but adding them does not guarantee a particular number of extra views or enquiries. Google Business Profile Help

Think of categories as different ways customers may describe the work they need. Some services are more competitive than others, and relevant results can vary by searcher location. Google says local results are mainly based on relevance, distance and prominence. A nearby business may have an advantage on distance, but it still needs to match the search and compete with other local options. Google Business Profile Help

Categories are only a starting point. Make sure your profile accurately describes your services and that your website backs them up. If you claim a category for a service, explain that service clearly on your website. A dedicated page may help for an important service, particularly in a competitive market, but the key is that customers can readily understand what you do.

More relevant categories can expand the searches for which your profile may be considered. They do not automatically multiply visibility, and you should not claim categories that do not describe your business. Accurate information gives Google and potential customers a clearer picture of your offer.

2. Your profile may not look convincing from a customer’s point of view

Visibility gets people to your profile. Trust helps them decide whether to contact you.

Imagine a customer comparing three local businesses. One has seven reviews gathered over 14 years. The other two have 66 and 111 reviews. The review count alone does not prove which business provides the best service, but the customer may feel more confident choosing a business with a stronger and more recent record of feedback.

Reviews are more than star ratings. They are digital word of mouth, and they often appear when someone is deciding whether to make an enquiry. A detailed, genuine review can explain what the customer needed, what the business did, and how the work went. That helps a future customer picture what it might be like to hire you.

Google says reviews and positive ratings can help local ranking, but review numbers alone do not determine who appears in the top three. Distance, relevance and other prominence signals also matter. Customers may compare the substance and recency of reviews, not just the total. Google Business Profile Help

Create a consistent process for inviting customers to leave an honest review after a completed job. Keep the request neutral: do not offer rewards, pressure customers, or ask them to include particular words or details. Let each person describe their own experience. Google requires reviews to reflect genuine experiences and says businesses should not request specific review content. Maps User Contributed Content Policy Help

You can use a separate customer feedback form to ask what went well and what could improve. That feedback can help your business, while the public Google review request stays open and unbiased. Responding helpfully to reviews also shows prospective customers that you pay attention to feedback.

Look at visibility and trust together

These two issues work together. If your profile is visible but the reviews do not reassure customers, people may choose a competitor. If you collect strong reviews but your profile is hard to find for the services you provide, fewer potential customers may reach it.

Compare your Business Profile with the local competitors customers are likely to see alongside it. Check which relevant categories they use, how many reviews they have, when their recent reviews appeared, and what customers say about their services. Then review your own website and profile to see whether the same services and information are clear in both places.

Do not assume the business with the most reviews automatically wins, or that the profile with the most categories will rank highest. The purpose of the comparison is to find practical gaps: relevant categories you have not considered, services that need clearer website content, or a review process that has been left to chance.

A local audit can help pinpoint the gaps

If you are not sure where to start, a free Google Business Profile audit can help you understand your situation. I review your profile, website and local competitors, look at the categories you have claimed and those that may be relevant, and use heat maps to show how visibility varies across locations and categories.

The audit is a manual review based on my experience, not an automated AI report. It takes about an hour and a half to prepare, followed by a 45-to-60-minute Zoom call to explain the findings and outline the next steps. You receive a copy of the audit and a practical plan. There is no hard sell; you can make the changes yourself, use another provider, or discuss having us help.

I carry out a few audits each week and can take on up to five additional customers each month. If the available booking times do not suit your time zone, the audit page has an email address you can use to ask about another time.