Using Google Business Profile Insights to Grow Your Business

Google Business Profile Insights is one of the most powerful—yet underutilized—tools available to local businesses. This free analytics dashboard shows exactly how customers find you, what they search for, and what actions they take when they discover your business online.

Most business owners glance at their Insights once or twice, see some numbers, and never return. That's a costly mistake. The data within Google Business Profile Insights reveals patterns that can transform your marketing strategy and dramatically increase conversions.

At Silver Spider Media, we've analysed Insights data for 60+ businesses across the UK and Ireland. The discoveries have been eye-opening. LA Engineering Northwest discovered that "steel fabrication" searches drove 3x more conversions than generic "engineering" searches. After optimizing their profile around high-converting terms, qualified leads increased 85% within 60 days—without spending a penny on advertising.

This guide will show you exactly how to read your Insights, identify opportunities, and make data-driven decisions that grow your business.

Understanding Your Google Business Profile Insights Dashboard

Your Insights dashboard is divided into several key sections. Let's break down each one and what it means for your business.

How to Access Your Insights

1. Open Google Business Profile (business.google.com)
2. Select your business location
3. Click "Insights" in the left sidebar
4. Select your date range (last 7 days, 30 days, 90 days, or custom)

Pro tip: Always analyse at least 30 days of data for reliable patterns. Seven days isn't enough to account for weekly fluctuations, and 90 days can obscure recent changes.

Discovery Metrics: How Customers Find You

The Discovery section reveals how people found your business on Google. This is arguably the most valuable data in your entire Insights dashboard.

Profile Views

This metric shows how many times your business appeared in:

• Google Search: When people search for your business name or related terms
• Google Maps: When people browse or search within Google Maps

What Good Looks Like:

• Small local business (1-5 employees): 500-1,500 monthly views
• Medium local business (6-20 employees): 1,500-5,000 monthly views
• Larger established business (21+ employees): 5,000+ monthly views

If you're below these benchmarks, your profile needs optimization. If you're significantly above, you're doing something right—analyze what's working and double down.

When views suddenly drop:

• Check if your profile has been suspended or flagged
• Verify your business information is accurate
• Review recent Google algorithm updates
• Check if competitors have recently optimized their profiles

Search Queries

This section shows exactly what people typed into Google before finding your business. This data is gold for understanding customer intent and optimizing your profile.

Direct Searches: People searched for your business name specifically. This indicates brand awareness and reputation.

Discovery Searches: People searched for products/services you offer but didn't know your business name. These searches reveal market demand and conversion opportunities.

When LA Engineering Northwest analysed their search queries, they discovered:

• "engineering company derry" drove high traffic but low conversions (generic searchers)
• "steel fabrication northern ireland" drove lower traffic but 3x higher conversion rate
• "custom metal fabrication" drove qualified leads ready to buy

They optimized their Google Business Profile to emphasize steel fabrication rather than generic engineering. Within 30 days, "steel fabrication" searches increased 60%, and enquiry quality improved dramatically.

How to Use Search Query Data

Step 1: Export Your Data

Unfortunately, Google only shows your top queries in the dashboard. To get the complete picture:

• Review monthly and note patterns
• Document high-volume vs. high-conversion terms
• Identify surprising queries customers use

Step 2: Categorize Your Queries

Group queries into categories:

• Brand terms: Your business name variations
• Service terms: Specific services you offer
• Location terms: City + service combinations
• Problem terms: Customer pain points (e.g., "emergency roofing repair")
• Competitor terms: Competitor names (yes, this happens)

Step 3: Optimize Around High-Converting Terms

Add high-converting search terms to:

• Your business description
• Your service listings
• Your Google posts content
• Your Q&A section
• Your photo captions

Engagement Metrics: What Customers Do After Finding You

Discovery tells you how customers find you. Engagement tells you what they do next—and this data reveals whether your profile is converting browsers into customers.

Profile Interactions

Website Clicks

The number of times someone clicked through to your website from your Google Business Profile.

Benchmark: 5-15% of total profile views should result in website clicks.

If you're below 5%, your profile isn't compelling enough. Check:

• Is your website URL correct and clickable?
• Are your photos professional and engaging?
• Does your business description clearly explain your value proposition?
• Are your reviews recent and positive?

Phone Calls

The number of times someone clicked your phone number to call directly from Google.

Benchmark: 3-10% of profile views should result in calls for service-based businesses.

Right Choice Roofing Specialist saw calls increase from 2% to 8% of profile views after:

• Adding "Emergency Services Available" to their business description
• Posting weekly with clear "Call Now" CTAs
• Responding to all reviews within 24 hours

Direction Requests

How many times people requested directions to your business location.

Critical for: Retail, restaurants, and businesses requiring in-person visits.

Eden Gardens NI saw direction requests increase 95% after:

• Adding detailed opening hours
• Posting high-quality photos of their location exterior
• Including parking instructions in their business description

Message Clicks

If messaging is enabled, this shows how many people initiated a conversation.

Messaging works best for:

• Appointment-based businesses
• Businesses with frequent quick questions
• Younger demographics comfortable with messaging

Call and Direction Time Patterns

One of the most valuable features in Insights shows WHEN customers call or request directions. This data reveals:

Peak enquiry times: When should you ensure phones are answered? Slow periods: When can you schedule admin work or lunch breaks? Day-of-week patterns: Should you extend hours on certain days?

Bourne Accounting discovered 40% of their calls came between 9-11 AM on Tuesdays and Wednesdays. They:

• Ensured full staffing during these peak hours
• Scheduled team meetings on Thursday afternoons instead
• Created Google posts targeting Monday evening browsers

Result: Call answer rate increased from 75% to 95%, and conversion rate improved 30% simply by being available when customers called.

Photo Insights: Visual Performance Data

Photos are one of the most overlooked opportunities in Google Business Profile optimization. Your Insights show:

Photo Views: How many times people viewed your photos Photo Quantity: How your photo count compares to similar businesses

The Photo Effect:

Premium CNC Cut & Design went from 12 photos to 75 professional images of their custom fabrication work. Results:

• Photo views increased 340%
• Profile views increased 120%
• Enquiry rate increased 65%

Google's data shows businesses with 100+ photos receive 520% more calls than businesses with fewer than 10 photos.

What Photos to Add (Priority Order)

1. Logo: Clear, professional, recognizable
2. Cover Photo: Shows your business/team in action
3. Exterior: Easy-to-identify building/location photos
4. Interior: Inviting, well-lit, professional space
5. Products/Services: Your work, your offerings
6. Team Photos: Builds trust and connection
7. Before/After: Showcases transformation
8. Detail Shots: Highlights quality and craftsmanship
9. Action Shots: Shows your process
10. Customer Areas: Where clients interact with you

Update photos monthly to keep your profile fresh and improve ranking signals.

Competitive Comparison Data

Google shows how you compare to similar businesses in your area:

Views: How your views compare to competitors Searches: How your search volume compares Photos: How your photo count compares

If you're below average in any category, that's your opportunity for quick wins.

Turning Insights Into Action: Monthly Optimization Process

Here's the exact process we use for our clients:

Week 1: Data Collection

• Export last 30 days of Insights data
• Document top 10 search queries
• Identify top 3 days/times for calls and directions
• Review photo performance
• Check competitive comparison metrics

Week 2: Analysis & Planning

Identify Opportunities:

• Which high-volume search terms have low conversion?
• Which low-volume terms have high conversion? (Optimize for these!)
• When are peak enquiry times?
• Which photos get highest engagement?
• Where are you underperforming vs. competitors?

Create Action Plan:

• 3 profile optimizations to implement
• 3 content themes for upcoming posts
• Photo additions needed
• Hours/availability adjustments

Week 3: Implementation

• Update business description with high-converting keywords
• Add new photos focusing on high-performing categories
• Schedule Google posts targeting peak enquiry times
• Update Q&A section with common search queries

Week 4: Monitor & Refine

• Track changes in key metrics
• Measure impact of optimizations
• Adjust strategy based on results
• Plan next month's focus areas

Advanced Insights Strategies

1. Seasonal Pattern Analysis

Compare the same month year-over-year to identify:

• Seasonal demand fluctuations
• Growing vs. declining service interest
• Emerging customer needs

2. Conversion Rate Optimization

Calculate your conversion rates:

Website Click Rate: Website clicks ÷ Profile views Call Rate: Phone calls ÷ Profile views Direction Rate: Direction requests ÷ Profile views Overall Engagement Rate: Total actions ÷ Profile views

Track these monthly. Small improvements compound dramatically:

A 2% increase in call rate for a business with 2,000 monthly profile views means 40 additional calls per month—that could be 10-20 new customers depending on your closing rate.

3. Query-to-Content Mapping

Create content specifically targeting high-value search queries:

Example for a roofing company:

High-value query: "roof leak repair belfast" Actions:

• Add "Emergency Roof Leak Repairs in Belfast" to business description
• Create weekly Google post: "Roof Leak? We're Available 24/7"
• Add photos of recent leak repairs with location tags
• Add Q&A: "Do you offer emergency roof repair in Belfast?" "Yes, 24/7 availability"

4. Competitor Monitoring

If you notice sudden drops in views or interactions:

• Check competitors' profiles for recent improvements
• Look for new competitors in your area
• Analyze what successful competitors are doing differently

Common Insights Mistakes to Avoid

Mistake #1: Analyzing Too Infrequently

Monthly analysis is minimum. Weekly is better. Set a recurring calendar reminder.

Mistake #2: Looking at Vanity Metrics

Views are meaningless if they don't convert. Focus on conversion metrics (calls, direction requests, website clicks) relative to views.

Mistake #3: Not Connecting Insights to Revenue

Track which months had high Insights metrics AND high revenue. Find the correlation.

Mistake #4: Ignoring Mobile Patterns

75% of Google Business Profile interactions happen on mobile. Ensure your phone number works, your website is mobile-friendly, and your address is clear.

Mistake #5: Forgetting to Act on the Data

Data without action is useless. Commit to 2-3 improvements every month based on your Insights.

Real-World Results From Data-Driven Optimization

LA Engineering Northwest (Derry)

• Monthly Insights review identified "steel fabrication" as high-converting term
• Optimized profile emphasizing custom steel work over generic engineering
• Result: Qualified enquiries increased 85%, revenue increased 60% within 90 days

Right Choice Roofing Specialist (Belfast)

• Insights showed 8 AM-10 AM peak call times
• Ensured phones fully staffed during peak hours
• Result: Call answer rate increased from 72% to 96%, conversion rate improved 28%

Bourne Accounting (Belfast)

• Search queries revealed customers looking for "small business accountant" not "accounting firm"
• Repositioned business description and content to match customer language
• Result: Discovery searches increased 75%, new client consultations increased 55%

Tools to Enhance Your Insights Analysis

While Google's built-in Insights are powerful, these tools provide additional analysis:

Google Analytics: Connect your website to see which Google Business Profile clicks convert to leads/sales

Call Tracking: Use unique phone numbers to measure exact call volume and conversion rates

CRM Integration: Track leads from Google Business Profile through your entire sales funnel

Spreadsheet Tracking: Document monthly trends to identify long-term patterns Google's dashboard doesn't reveal

Getting Professional Help

Many businesses don't have time for monthly Insights analysis and optimization. It's technical, time-consuming, and requires expertise to interpret correctly.

Our Google Business Profile management service includes:

✓ Monthly Insights analysis and reporting ✓ Data-driven optimization recommendations ✓ Profile updates based on high-converting search queries ✓ Photo strategy and implementation ✓ Content calendar aligned with peak enquiry times ✓ Competitive monitoring and benchmarking

Most clients see 50-100% improvement in key metrics within 90 days.

Get a free Google Business Profile Insights audit to see exactly where your opportunities are.

Want to understand your investment first? Use our quote calculator to get instant pricing.

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Learn more about our Google Business Profile services.