If you run a business in New Zealand, chances are people are already searching for you on Google - whether it’s “best web designer in Hamilton,” “builder near me,” or “café in Raglan.” And what shows up first? Your Google Business Profile (GBP).
It’s often the very first impression potential customers get of you, sometimes before they even visit your website. That means your GBP isn’t just a nice-to-have - it’s one of the most important marketing tools for small businesses today.
The good news? With a little time and effort, you can optimise your profile so it looks professional, builds trust, and helps you win more customers. In 2025, Google has rolled out new features, and search behaviour is shifting fast with AI. So now is the perfect time to review your listing and make sure it’s working hard for your business.
What’s New in 2025?
Here are some of the latest updates that affect your Google Business Profile:
“What’s Happening” for Food & Drink Businesses
Local cafés, restaurants, and bars can now highlight weekly specials, live music nights, or seasonal events with a new “This week” banner. Imagine a Hamilton café promoting its $12 lunch deal, or a Tauranga bar showcasing an open mic night - it all shows up instantly to people searching nearby.Verification Now Essential for Ads
From late 2024, a verified GBP is required for running Local Services Ads. A tradie in Cambridge, for example, will need to ensure their business details are consistent and verified before using Google Ads to attract more local clients.Reviews Still Rule
Around 83% of Kiwis read Google reviews before making a decision. Whether you’re a plumber in Te Awamutu or a yoga studio in Hamilton, actively requesting and responding to reviews makes your business look more trustworthy and approachable.Search Behaviour is Changing
With AI-generated answers now appearing directly in Google results, customers may not even visit your website before calling or booking. Your GBP could be the only thing they see - so it needs to be accurate, professional, and engaging.
The Must-Haves for Your Profile
Fill Out Every Section
Add your name, address, phone, website, hours (including public holidays), services/products, and a great “About” section. A complete profile is more likely to rank well and be trusted by customers.Choose the Right Categories
Your primary category tells Google what your business actually does - so choose carefully. Then add relevant secondary categories and attributes (like “wheelchair accessible” or “Wi-Fi available”).Be Consistent (NAP Details)
Make sure your Name, Address, Phone number are the same everywhere: on your website, social media, directories, and your GBP. Even small differences can cause confusion for both customers and Google.Add Structured Data to Your Website
LocalBusiness schema markup helps Google link your website with your profile. It’s a small technical step that can make a big difference to local search visibility.
How to Boost Engagement
Once the basics are set up, it’s about keeping your profile active and engaging:
Post Updates Regularly
Share offers, events, or business updates at least once a week. These posts appear directly on your profile and make it look current.Upload Photos and Videos
Customers love visuals. Regularly add fresh, high-quality images of your products, team, or projects. Businesses with photos get more clicks and calls.Enable Messaging & Q&A
Turn on messaging so customers can reach out directly. Check the Q&A section too - it’s better if you answer questions yourself instead of leaving them to the public.Reply to Every Review
Whether it’s glowing praise or tough feedback, a quick and professional reply shows that you value your customers.
Measure, Improve & Stay Visible
GBP gives you analytics on clicks, calls, directions, and post engagement. Use this data to see what’s working.
Build Local Links & Mentions
Listings in NZ directories, local news mentions, and backlinks all help strengthen your profile in Google’s eyes.Think Beyond Google
With AI and social platforms driving discovery, don’t put all your eggs in one basket. Repurpose your GBP posts across Instagram, Facebook, or LinkedIn to reach more people.
Your 2025 GBP Optimisation Checklist
✔ Claim and verify your profile
✔ Fill out every section completely
✔ Choose accurate categories and attributes
✔ Keep NAP details consistent everywhere
✔ Post updates weekly
✔ Add new photos and videos often
✔ Turn on messaging and check Q&A
✔ Respond to every review
✔ Monitor insights and adjust strategy
✔ Use your profile content across other channels
Step 1: Sign in (or create a Google account)
Use the Google account you’ll keep for the business long-term.
Step 2: Add or claim your Business Profile
Go to Google Business Profile and click Manage now to add/claim your listing. If someone else already verified it, request ownership.
Step 3: Choose business type correctly
Pick Storefront (customers visit you) or Service-area business (you go to them). Service-area businesses should hide their street address and set service suburbs/regions.
Step 4: Enter accurate NAP + categories
Add your Name, Address (or service area), Phone, Website, primary and secondary categories, and attributes (e.g., wheelchair accessible, outdoor seating). Consistency across your website and directories helps trust and visibility..
Step 5: Verify your business (most do video now)
Complete verification - commonly video recording (walkthrough showing signage, premises, tools/vehicles) or postcard/other methods if offered. Follow the prompts you’re given.
Step 6: Complete the profile
Add hours (set public holiday hours too), a concise business description, services/products, logo + cover, and a first batch of high-quality photos. Manage your profile directly in Google Search or Maps (the old GMB dashboard is retired).
Step 7: Add useful links
Where relevant, add booking/appointment, menu, order online, or pricing links so people can act without leaving Google. (Availability varies by category.)
Step 8: Turn on messaging & keep Q&A tidy
Enable Messages to let locals text you from your profile, and seed your Q&A with common questions and clear answers.
Step 9: Post updates weekly
Use Posts for offers, events, new work, or service alerts in Hamilton/Waikato. Regular activity signals you’re open and active locally.
Step 10: Get (and reply to) reviews - the right way
Invite every customer fairly (no incentives, no “review-gating”), and reply to all reviews to build trust. Google prohibits incentivising reviews or discouraging negative ones.
Step 11: Link GBP to Google Ads for Location assets (if you advertise)
In NZ, standard Google Ads can show your address, map pin, and call button when you link your GBP as a Location asset. (Local Services Ads require a verified GBP in supported regions; policies have been rolling out mainly in EMEA/NA.)
Step 12: Monitor “Performance” and improve
Check calls, messages, directions, website clicks in GBP Performance, and adjust posts, photos, and hours based on what locals actually use.
We’re here to help
If you’d rather not wrangle this yourself, DigiDala can set up and optimise your Google Business Profile for you - from claiming & verification to categories, services, images, and review strategy (fully compliant with Google’s policies - no incentives or gating). We can also link your profile to Google Ads so your Location assets (address, map pin, call button) show up in local search across New Zealand
Final Word
Your Google Business Profile is like your digital shopfront - open 24/7, often viewed before your website. For businesses across Hamilton, Waikato, and the rest of New Zealand, it’s one of the most powerful tools you can use to attract local customers.
With new features rolling out and AI reshaping how people search, it’s never been more important to keep your GBP sharp, engaging, and accurate. Spend a little time on it now, and you’ll stand out from competitors and bring more customers through your door.
