Optimising Google Business Profile (GBP) in Australia in 2026 centres on leveraging Google’s AI-powered Local Services Ads (LSAs) and the evolving GBP API, which allows for automated management and richer data integration.
As of December 2025, LSAs are fully integrated with GBP, appearing prominently at the top of relevant Google Search results for service-based businesses – plumbers, electricians, locksmiths, etc. – and are now available across all Australian postcodes. LSAs operate on a pay-per-lead model, with costs varying by service category and location; currently, average costs range from $1.50 to $15 per lead. The GBP API, now including features released throughout 2025, enables businesses to programmatically update information like opening hours, service areas, and attributes, ensuring consistency across the platform. Google is also expanding the use of AI-generated content within GBP, allowing for automated responses to common questions and summaries of reviews, though manual oversight remains crucial for accuracy. In 2026, Google has announced increased emphasis on ‘hyperlocal’ content, prioritising GBP listings that demonstrate specific expertise within a defined geographic area. The rollout of GBP messaging features continues, now including support for automated chatbots powered by Google’s Gemini AI.
Ultimately, GBP optimisation in 2026 relies on a combination of accurate, up-to-date information managed through both manual updates and automated systems like the GBP API, alongside the performance of AI-driven advertising solutions like Local Services Ads.
