Ten ways to unlock hidden revenue in your operation

Article author: Raphael Millin
Position: CEO, Localise

Google Business Profile (GBP) is a powerful tool for unlocking hidden revenue streams, yet many retailers barely scratch the surface of its potential. By fully optimising their GBP, dealerships can boost search rankings, build trust with potential customers and drive more foot traffic – leading to exceptional growth and profitability.

What is Google Business Profile?

Google Business Profile (GBP) – previously known as Google My Business – gives retailers the opportunity to rank highly in local search results, connect with potential buyers and showcase vehicles directly on Google. Think of it as a mini website for your retailer, leveraging Google’s extensive reach.

Why Google Business Profile matters

A strong online presence is essential for automotive retailers. With 97% of consumers searching online to find local businesses, optimising your GBP can increase both website traffic and showroom visits. Yet, many businesses are not fully utilising GBP and are therefore missing out on valuable revenue.

Here’s how to optimise your dealership profile:

1. Optimise your business information

Ensure your business details are correct and consistent across all platforms. That includes your business name (use the same name across your website and social media); address and phone number (double-check for accuracy across all online platforms); opening hours: (keep hours updated, especially during holidays or events) and web link (always link to your website to drive traffic, making sure to add a UTM so visits can be tracked in Google Analytics (GA4)).

Choosing specific categories is vital. If you specialise in new cars, used cars, service and repairs, or specific brands, make sure this is reflected in your categories. The more precise your categories, the better your profile will rank for relevant searches, helping the right customers find you.

2. Use high-quality photos and videos

Visual content is critical for engagement. According to Google, businesses with photos on their GBP receive 42% more requests for directions and 35% more click-throughs to their websites. Use high-quality visuals to highlight your business.

Use exterior shots to help customers easily recognise your location and interior photos to create a welcoming virtual tour of your showroom. Images of individual vehicles should be used to showcase your inventory, while video walkthroughs can help you engage with viewers – especially with behind-the-scenes tours.

3. Add products and social media links

By adding your new model ranges to GBP, it allows customers to see what’s available at a glance, increasing visibility and attracting attention straight from search results. Including social media links gives customers additional avenues to engage with your business, building trust and expanding your online reach.

4. Encourage and manage customer reviews

Customer reviews are one of the most impactful features of GBP. Positive reviews build trust and improve your rankings. Encourage satisfied customers to leave reviews through follow-up emails with a direct link to your GBP review page. Respond to all feedback – whether positive or negative – showing potential customers that you care about their experience.

5. Leverage Google posts for offers and updates

Google posts allow retailers to share updates, offers and events directly on their profile. These posts appear in search results, making them an excellent way to attract attention. Use Google Posts to: Promote offers such as seasonal deals or limited-time promotions; showcase new inventory and encourage test drives and advertise events, such as special sales.

Furthermore, include clear calls to action such as “Call now” or “Visit us today”. Remember to keep your posts updated, as they expire after seven days.

6. Optimise your landing page

Ensure your landing page is well optimised, seamless and engaging for visitors from your GBP. A fast-loading, mobile-friendly page with unique and engaging content that mirrors your GBP information (such as available vehicles, services and contact details) can increase Google ranking, reduce bounce rates and encourage conversions.

7. Take advantage of the Q&A section

The Q&A element on GBP allows customers to ask questions directly. Answering frequently asked questions about financing, services or vehicle availability can save time for both you and your customers. Monitor this section regularly and respond quickly to improve customer satisfaction and trust.

8. Stay on top of suggested edits

Anyone can suggest edits to your GBP, potentially changing crucial details such as your business name, categories, or hours. Monitor these suggestions closely to ensure that your profile remains accurate and your search rankings aren’t negatively affected.

9. Increase your citations

Mentions of your business’ name, address and phone number on various platforms enhance local SEO. Use platforms such as Yelp, Yell, Bing Places and automotive directories to improve your local authority. Ensure all citations match your GBP information to avoid confusing search engines and lowering your visibility.

10. Monitor insights and adjust your strategy

GBP offers insights that show how customers interact with retailers. You can use this data to fine-tune your strategy and maximise your profile’s impact. Key metrics include: customer actions (track how many people clicked your website, called your business or requested directions); search queries (identify the keywords people used to find your business0 and popular times (determine when your profile gets the most views).

By reviewing these insights regularly, you can adapt your strategy to drive even more engagement. For example, plan promotions during peak activity hours to increase conversions.

Simple yet powerful

Google Business Profile is an incredibly effective tool for driving growth in the automotive industry. By optimising your profile with accurate details, high-quality visuals, customer engagement and regular promotions, you can increase your visibility in local searches and attract more customers.

With Localise’s professional management services, your business can fully leverage GBP without the hassle, ensuring you stay ahead of the competition and unlock new growth opportunities.

Localise client success story

Over the three years since Localise took over managing Mercedes-Benz of Newbury’s Google Business Profile, the retailer has experienced major growth across key performance metrics. For example, calls are up by 277%, website link clicks improved by 208% and map direction requests increased by 175%. These figures show a dramatic increase in customer engagement and online visibility.

“Sandown has partnered with Localise for several years, and we couldn’t be more satisfied with their service,” says Louise Gale, group marketing manager, Sandown Group. “The team is always accessible, provides thorough quarterly reports and offers insightful recommendations that have helped us optimise our Google Business Profiles. We truly appreciate Localise’s expertise and support.”