Last Updated: February 2026
Google Posts are one of the most underutilized features of Google Business Profile. Most businesses ignore them. That's a mistake.
Posts let you publish updates directly to your Google profile — events, offers, news, product launches — and they appear in search results and Google Maps. They're free, they take 5 minutes to create, and they signal to Google that your business is active.
But here's the thing: most businesses do them wrong. They post once, get no traction, and give up. Or they post randomly without a strategy and wonder why nothing happens.
This guide shows you how to use Google Posts effectively — without wasting time on posts that don't move the needle.
What Are Google Posts?
Google Posts are short updates (text, images, buttons) that appear on your Google Business Profile. They look like social media posts but live inside Google Search and Maps.
When someone searches for your business (or finds you in local search), your posts appear in your Knowledge Panel — right next to your photos, reviews, and business info.
There are four types of posts:
- What's New — General updates, announcements, or news
- Event — Upcoming events with dates and times
- Offer — Deals, discounts, or promotions
- Product — Showcase a specific product or service
Each type has a different purpose. Use the right one for the right message.
Why Bother With Google Posts?
Fair question. Here's why they matter:
1. They Signal Activity to Google
Google rewards businesses that stay active. Posting regularly tells Google you're engaged, which can improve your local search ranking.
2. They Capture Attention in Search Results
Posts appear above the fold in your Knowledge Panel. They're one of the first things people see when they search for you.
3. They Drive Action
Each post can include a call-to-action button (Learn More, Call Now, Sign Up, etc.). That's a direct conversion opportunity.
4. They're Free
No ad spend. No platform fees. Just you, your message, and your audience.
5. They Expire (Which Is Good)
Posts only last 7 days (or until the event/offer ends). That means your profile stays fresh without you having to manually delete old content.
The 4 Types of Google Posts (And When to Use Each)
1. What's New Posts
These are general updates. Think of them like a lightweight blog post or social media update.
When to use:
- Announcing a new service or product
- Sharing company news (awards, milestones, team updates)
- Highlighting a recent project or customer success
- Promoting seasonal changes (new hours, new menu, new inventory)
Best practices:
- Keep it short: 100-300 words max (but shoot for 150)
- Include a photo (posts with images get more engagement)
- Add a CTA button (Learn More, Call Now, Sign Up)
Example:
New Winter Menu Is Here!
We've added 5 new seasonal dishes to our menu, including our braised short rib and butternut squash ravioli. Swing by this week and try them while they last.
[Photo of short rib dish]
Button: Reserve a Table
2. Event Posts
Use these for anything with a specific date and time.
When to use:
- Hosting a grand opening, open house, or workshop
- Running a sale or limited-time event
- Participating in a local event or festival
- Offering a seasonal experience (holiday market, summer concert, etc.)
Best practices:
- Set accurate start and end dates
- Include event details (time, location, cost)
- Use an eye-catching photo or graphic
- Add a CTA (Buy Tickets, RSVP, Learn More)
Example:
Live Music Saturdays Are Back!
Join us every Saturday in February for live acoustic sets from local artists. Free entry, drink specials all night.
Saturdays, 7-10 PM | Free Entry
Button: Learn More
Pro tip: Event posts stay visible until the event date passes, so they're great for promoting things weeks in advance.
3. Offer Posts
These are for deals, discounts, and promotions.
When to use:
- Running a sale (seasonal, clearance, flash sale)
- Offering a discount or coupon
- Promoting a bundle or package deal
- Launching a limited-time offer
Best practices:
- Be specific: Include the discount amount or offer details
- Set an expiration date (creates urgency)
- Use a bold, clean image (ideally the product/service on offer)
- Add a CTA (Get Offer, Redeem Now, Shop Now)
Example:
20% Off All Landscaping Services in February
Book your spring cleanup now and save 20%. Limited slots available — first come, first served.
Offer ends Feb 28 | Terms apply
Button: Get Offer
Pro tip: Offer posts disappear when the offer expires, so you don't need to manually remove them.
4. Product Posts
Showcase a specific product or service.
When to use:
- Highlighting a best-seller
- Launching a new product
- Promoting a seasonal item
- Featuring a service package
Best practices:
- Include a high-quality product photo
- Keep the description focused (what it is, why it's great)
- Add pricing if applicable
- Use a CTA (Buy Now, Learn More, Shop Now)
Example:
Introducing Our Signature Detailing Package
Full interior and exterior detailing, including hand wax and ceramic coating. Your car will look showroom-ready.
Starting at $299
Button: Book Now
Pro tip: Product posts work well if you rotate them weekly to feature different items.
How to Create a Google Post (Step-by-Step)
- Log into your GBP dashboard at business.google.com
- Click Posts in the left menu
- Click Add Update (or choose Event, Offer, Product)
- Write your post (see best practices below)
- Add a photo or video
- Add a CTA button (optional but recommended)
- Click Publish
Done. Your post goes live immediately and appears on your profile.
Best Practices for Writing Google Posts That Actually Work
1. Lead With the Hook
The first line matters. Make it count.
Bad: "We're excited to announce that we've added some new items to our menu."
Good: "New winter menu is here — 5 dishes you need to try."
2. Keep It Short
Google truncates posts after about 100 characters in the preview. Get to the point fast.
Target: 100-300 words (closer to 150 is ideal)
3. Use Visuals
Posts with photos get way more engagement than text-only posts.
Tips:
- Use high-quality images (no pixelation or blur)
- Keep text overlays minimal (Google may not show them)
- Show the product, event, or team in action
4. Include a CTA Button
Every post can have a button. Use it.
Options:
- Learn More
- Sign Up
- Call Now
- Book
- Order Online
- Buy
- Get Offer
Pick the one that matches your goal.
5. Be Specific
Vague posts don't convert. Specific posts do.
Bad: "Stop by this weekend!"
Good: "Join us Saturday 10-4 PM for our annual spring sale. 30% off all patio furniture."
6. Create Urgency
Limited-time offers, countdowns, and event dates create urgency.
Examples:
- "Only 10 spots left"
- "Ends Sunday"
- "While supplies last"
- "First 20 customers get a free gift"
7. Avoid Spammy Language
Google may flag or remove posts that sound too promotional or salesy.
Avoid:
- ALL CAPS
- Excessive punctuation (!!!)
- Clickbait ("You won't believe this!")
- Misleading offers
How Often Should You Post?
Minimum: Once a week
Ideal: 2-3 times per week
Aggressive: Daily (if you have the content)
Here's why frequency matters:
- Posts expire after 7 days (for What's New and Product posts)
- Google rewards active profiles with better visibility
- More posts = more opportunities to be seen in search
If you post once and stop, it won't do much. Consistency is key.
Simple weekly schedule:
- Monday: Product or service highlight
- Wednesday: What's New (company update, news, seasonal content)
- Friday: Offer or event (weekend promotion or upcoming event)
This keeps your profile fresh and gives you a predictable rhythm.
What to Post About (Content Ideas)
Stuck on what to post? Here are 20 ideas to get started:
- New product or service launch
- Seasonal menu, service, or inventory update
- Behind-the-scenes look at your process
- Customer testimonial or success story
- Team spotlight (introduce a team member)
- Upcoming event or workshop
- Limited-time offer or flash sale
- Holiday hours or schedule changes
- Milestone or achievement (anniversary, award, etc.)
- Community involvement (charity event, local partnership)
- FAQ answered (common question customers ask)
- Before-and-after transformation (landscaping, detailing, renovation, etc.)
- Seasonal tips or advice (related to your industry)
- Product tutorial or how-to
- Customer photo feature (with permission)
- New hire announcement
- Industry trend or news (and your take on it)
- Sneak peek of something coming soon
- Throwback or origin story (how your business started)
- Thank you message (to customers, community, team)
Pro tip: Repurpose content from your social media, blog, or email newsletter. You don't need to create new content from scratch.
How to Track Performance
Google gives you basic insights on post performance:
- Go to your GBP dashboard
- Click Performance
- Scroll to Posts
You'll see:
- Views — How many people saw your post
- Clicks — How many people clicked your CTA button
If a post gets high views but low clicks, your CTA or offer might need work. If a post gets low views, your image or hook might not be compelling.
Test different formats, images, and CTAs to see what resonates.
Common Google Posts Mistakes (And How to Avoid Them)
❌ Posting Once and Giving Up
Posts expire. You need to post consistently or they won't work.
❌ Writing Walls of Text
Keep it short. If people wanted to read a novel, they wouldn't be on Google Maps.
❌ Using Low-Quality Images
Blurry, dark, or pixelated photos kill engagement. Use high-res images.
❌ No CTA Button
Every post should have a button. Don't make people guess what to do next.
❌ Posting Without a Goal
Every post should have a purpose: drive traffic, generate calls, promote an offer, announce an event. Random posts don't convert.
❌ Copying and Pasting From Social Media
Google Posts aren't Instagram captions. Adapt your content for the platform.
Advanced Strategy: Post Themes
Smart businesses create post themes and rotate them weekly. Here's an example:
Week 1: Product Spotlight (highlight a best-seller)
Week 2: Customer Story (share a testimonial or case study)
Week 3: Team Feature (introduce a team member)
Week 4: Offer or Event (promote a sale or upcoming event)
This gives you a predictable schedule and ensures variety in your content.
Can You Schedule Google Posts in Advance?
Not natively. Google doesn't offer a scheduling tool inside the GBP dashboard.
Workarounds:
- Use a third-party tool (some GBP management platforms offer scheduling)
- Set calendar reminders to post manually
- Batch-create your posts in a doc, then copy/paste them weekly
We use scheduling tools for our clients, but if you're doing it yourself, set a weekly reminder and knock out 3 posts in 15 minutes.
Do Google Posts Actually Help With Ranking?
Short answer: Yes, indirectly.
Google Posts don't directly boost your ranking the way backlinks or reviews do. But they signal activity, engagement, and relevance — all of which do impact ranking.
Think of posts as one part of a bigger optimization strategy. They won't carry you alone, but they contribute to the overall health of your profile.
Final Takeaway
Google Posts are easy, free, and effective — if you use them consistently. Post weekly. Keep it short. Use good images. Add a CTA. Track what works.
Your competitors are probably ignoring this feature. Don't.
Need Help Managing Your GBP?
We manage Google Business Profiles for local businesses — including regular posts, photo optimization, review management, and ranking strategies.
Get in touch — we'll handle the busy work so you can focus on running your business.
