# How to Use Google Business Posts to Attract Customers
In the competitive Australian digital landscape, your Google Business Profile (formerly Google My Business) is often the first interaction a customer has with your brand. Google Posts are essentially free mini-advertisements that appear directly in search results and Maps, allowing you to showcase your personality, promote offers, and drive immediate action before a user even clicks through to your website.
Why Google Posts Matter for Your Business
Think of Google Posts like a social media feed that sits right inside Google Search. When someone searches for "plumber near me" or "best coffee in Brisbane," a profile with active, recent posts looks more professional, trustworthy, and "open for business" than a static profile. Regularly posting signals to Google that your business is active, which can positively impact your local SEO rankings.---
Prerequisites: What You’ll Need
Before you start, ensure you have the following ready:
- A Verified Google Business Profile: Your business must be verified (usually via a postcard or phone code) and linked to your ABN where applicable.
- High-Quality Imagery: Photos should be 720px x 540px (or a 4:3 ratio) for best display.
- Compelling Copy: A short, punchy description of your update (up to 1,500 characters, though 150-300 is the sweet spot).
- A Clear Call to Action (CTA): A destination URL like a landing page, booking link, or shop category.
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Step 1: Access Your Business Profile
Log in to the Google account associated with your business. The easiest way to find your profile is to search for your exact business name in Google Search or type "my business" into the search bar. What you should see: A management dashboard will appear directly at the top of the search results page with the heading "Your business on Google."Step 2: Navigate to the 'Add Update' Section
On the management dashboard, look for the icons in the menu. Click on the button labelled "Add update". This will open a sub-menu with three options: Add update, Add offer, and Add event.Step 3: Choose Your Post Type
Selecting the right post type is crucial for your goals:- Add Update: Best for general news, new blog posts, or showcasing recent work.
- Add Offer: Includes a start/end date and a space for a coupon code. Perfect for seasonal sales.
- Add Event: Use this for workshops, grand openings, or local community sponsorships.
Step 4: Upload Your Visuals
Click the photo icon to upload your image or video. Pro Tip: Avoid using stock photos. Australian consumers value authenticity. A photo of your actual team in front of your Brisbane office or a real project you've completed in the Gold Coast will perform significantly better than a generic image. Ensure the main subject of the photo is centred, as Google may crop the edges in the preview thumbnail.Step 5: Write Your Caption
Start with a hook. Only the first 80-100 characters appear in the search preview before the user has to click "More." Instead of:* "We have a new sale starting today on all our items." Try:* "FLASH SALE: 20% off all legal consultations this week only for Brisbane residents!"Keep your tone professional but approachable. Use emojis sparingly to add personality, but ensure they align with your brand voice.
Step 6: Add a Call to Action (CTA) Button
This is the most important step for conversion. Click the dropdown menu labelled "Add a button (optional)". You can choose from:- Book
- Order online
- Buy
- Learn more
- Sign up
- Call now
Select the one that matches your goal. If you select "Call now," Google will automatically use the primary phone number on your profile.
Step 7: Insert Your Link (with Tracking)
If you choose a button like "Learn more," you will need to provide a URL. Expert Tip: Use a UTM parameter to track how much traffic is coming from your Google Posts in Google Analytics. You can use a free tool like Campaign URL Builder to add tags likeutm_source=google&utm_medium=organic_social&utm_campaign=winter_sale.
Step 8: Preview and Publish
Click the "Preview" button to see how your post will look to customers. Check for typos and ensure the image hasn't cropped out important information. Once you are happy, hit "Post". What you should see: A confirmation message saying "Your post is live!" It will now appear on your Business Profile in Search and Maps.---
Pro Tips for Success
- Post Frequency: Aim for at least once a week. While posts no longer "expire" after seven days like they used to, fresh content shows customers you are active.
- Use Video: You can upload videos up to 30 seconds long. A quick walkthrough of your showroom or a "tip of the week" video can drive much higher engagement than a static photo.
- Mention Local Landmarks: If you're a service-based business, mention specific suburbs you've worked in (e.g., "Another successful installation in Paddington!") to help Google associate you with those local areas.
Common Mistakes to Avoid
- Too Much Text in Images: Google's AI sometimes flags images with heavy text overlays as spam. Keep text on images minimal.
- Using Phone Numbers in the Text: Google often rejects posts that include a phone number in the caption text (they want you to use the "Call now" button instead).
- Low Resolution: Blurry photos make your business look unprofessional. Always use high-resolution, well-lit shots.
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Troubleshooting Common Issues
My post was rejected! Why? Google has strict content policies. Rejections usually happen because of:- Including a phone number in the body text.
- Using a URL that Google deems suspicious.
- The image contains sensitive content or too much skin (common for beauty therapists/clinics—try to use more lifestyle-focused shots).
- Using ALL CAPS in the title or description.
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Next Steps
Now that you've mastered the art of Google Posts, it's time to look at the bigger picture of your local presence.
- Monitor your Insights: Check the "Performance" tab in your profile to see how many people viewed and clicked your posts.
- Respond to Reviews: Posting is great, but engaging with customers who leave reviews is equally important for your ranking.
- Audit your Profile: Ensure your hours, address, and service list are 100% accurate.
Need help managing your local presence or want a professional team to handle your monthly content strategy? Contact the experts at Local Marketing Group today to see how we can help your Brisbane business grow.