How to Use Google Posts to Promote Your Business

Google Posts is a feature within Google Business Profile that lets you publish short updates directly to your business listing in Google Search and Maps. When someone searches for your business or finds you in the local map pack, your most recent post can appear below your core details — an additional opportunity to communicate with potential customers at precisely the moment they’re considering you.

Despite being free and easy to use, Google Posts is one of the most underused features in local digital marketing. Many businesses set up their Google Business Profile and then leave it static. Those that use Posts regularly signal to Google that their profile is actively managed, which the algorithm rewards — and they give potential customers a reason to choose them over a competitor with a stale listing.

The Types of Google Posts Available

Google offers several post formats. "What’s New" posts are for general updates — a new service, a change in operations, or a piece of news about your business. "Offer" posts are designed for promotions and include fields for a title, discount details, start and end dates, and an optional redemption code. "Event" posts promote specific events with a name, date range, and description. Some categories also have product and service post options.

Each post can include an image or short video, up to 1,500 characters of text, and a call-to-action button with options including "Book", "Order online", "Buy", "Learn more", "Sign up", and "Call now". The call-to-action links to a URL you specify, making Posts a direct mechanism for driving traffic to a specific landing page, booking system, or offer.

Writing Google Posts That Actually Work

The most effective Google Posts are concise, action-oriented, and relevant to what a local customer is looking for at that moment. Lead with the most important information — a clear description of the offer or update — in the first two sentences, because only around 70 to 80 characters display in the preview before a user clicks to expand. Use the full post length to provide enough context to motivate action, but avoid padding.

Posts with images consistently outperform text-only posts. Use clear, high-quality images that are relevant to the post content: a photo of the product being promoted, the venue for an event, or a team member for a "meet the team" update. Google recommends images of at least 720 by 540 pixels in JPG or PNG format.

Building a Posting Routine

Standard Google Posts expire after seven days unless removed manually, though Offer and Event posts remain visible until their end date. This means you need to post consistently to maintain a visible presence. For most businesses, posting once or twice a week is sustainable and sufficient. Build a simple content calendar with recurring themes: a weekly tip, a monthly offer, event announcements as they arise.

Track your Posts performance through Google Business Profile Insights. You can see how many times each post was viewed and how many clicks each call-to-action received. Over time, you’ll identify which types of content resonate most with your audience and refine your approach accordingly. Posts that consistently drive clicks are worth replicating and improving.