Since November 2024, a verified Google Business Profile is required to run Local Services Ads. With 76% of local searches leading to in-store visits within 24 hours, GBP is non-negotiable for local businesses.

Google Business Profile (formerly Google My Business) has evolved into a mandatory tool for local search success. The platform isn’t optional anymore – it’s essential for visibility, customer engagement, and advertising access.

Major 2025 changes:

Stricter Verification:

The verification process now requires detailed proof of ownership. Expect requests for utility bills or even video verification showing your physical location, signage, and branding. Long-standing profiles may need re-verification.

AI-Driven Features:

Google now rewards listings with strong engagement signals, fresh content, and positive reviews. With “zero-click” searches becoming common (users get answers without clicking through), your GBP content must be comprehensive.

Visual Content Priority:

High-quality photos, videos, and interactive content are essential. Customer-generated content, including short video reviews, significantly boosts visibility.

Direct Dashboard Access:

Update your profile directly from Google Search or Maps without logging into business.google.com. Simply search your business name while logged in.

WhatsApp Integration:

Businesses can now add WhatsApp contact directly to their profile, enabling instant customer messaging and reducing response times.

For Australian businesses, optimising your GBP means regular updates, responding to all reviews within 24 hours, posting weekly updates about offers or events, and encouraging customers to add photos and videos.