Ranking for “near me” searches across multiple Australian cities relies heavily on optimising your Google Business Profile (GBP) and leveraging Google’s Local Services Ads (LSA) system, which as of December 2025, prioritises proximity, relevance, and prominence to determine local search results.
Google’s local ranking system currently uses a multi-faceted approach. GBP data, including category selection, service area definitions, and consistent NAP (Name, Address, Phone number) citations across the web, are crucial. Google’s machine learning algorithms analyse these signals alongside user search intent and location data. Local Services Ads, now available for a wider range of trades in most Australian capital cities, display prominently at the top of search results with verified badges, and operate on a pay-per-lead model. In December 2025, Google is rolling out enhanced GBP features allowing businesses to showcase specific offers and promotions tailored to different service areas. The system also considers review quantity, velocity, and sentiment, with Australian consumer reviews carrying significant weight. Google has announced that in 2027, they will be integrating more AI-powered matching for LSA, aiming for even greater lead quality.
Ultimately, Google determines local rankings by matching a user’s “near me” query with businesses that have demonstrably established a local presence and relevance within the specified geographic areas.
