How to Advertise My Business on Google for Free

There are different types of advertising on Google. You’re probably familiar with the most popular one: Google Ads—the sponsored posts that appear at the top of search results. However, there are also ways to advertise your business for free on Google.

If you run a local business—whether it’s a physical location or a service-area business like an electrician—you’re in luck. In this article, we’ll explain how local SEO and, more specifically, your Google Business Profile can help promote your business for free.

Let’s dive in!

Is It Free to Advertise Your Business on Google?

Advertising your business on Google typically costs money if you choose to run sponsored ads. However, if you promote your business organically using strategies like local SEO, the promotion itself is free. The only investment is your time—especially if you handle everything manually without the help of tools or automation.

For small businesses, ads can quickly become a significant expense, yet they’re often seen as necessary to stay competitive. But it doesn’t have to be that way.

The Difference Between Local SEO and Google Ads

Let’s look at the differences between Local SEO and Google Ads not only in terms of costs but also in terms of effectiveness and for who it is best suited. To begin with, let’s quickly get on the same page about what local SEO does and what we mean by Google ads.

Aspect	Local SEO	Google Ads (Map Pack Ads)
What do they do?	Helps businesses rank organically in Google’s local search results and Google Maps.	Displays paid ads at the top of Google Maps and local search results for targeted keywords.
How do they work?	Optimizes Google Business Profile, website, and online presence to improve rankings based on relevance, distance, and prominence.	Advertisers bid on local keywords, and Google displays ads based on bidding, location, and ad quality. Businesses pay per click or per lead.
Strategy	Focuses on organic growth through content, reviews, citations, and local backlinks. Improves credibility and long-term visibility.	Uses a paid advertising strategy where businesses set budgets, target local searches, and pay for clicks or calls. Provides instant visibility.
What it includes?	Google Business Profile optimization, local keyword targeting, on-page SEO, NAP consistency, citations, backlinks, and review management.	Creating and optimizing Google Ads campaigns, selecting relevant local keywords, setting bidding strategies, writing ad copy, and tracking performance.
Cost	Low to moderate (mostly time and effort, some for optimization tools).	High (pay-per-click model, costs vary by industry and competition).
Time to See Results	Several months to start seeing significant results.	Immediate - ads appear as soon as the campaign starts.
Long-Term Benefits	High - once ranked, traffic continues with regular updates.	Low - traffic stops once the budget runs out.
Conversion Rate	Moderate to high, as users trust organic search results.	Higher in the short term, but users may skip paid results.
Traffic Type	Organic traffic from search engines.	Paid traffic from search engine ads.
Competition	Less direct competition, but rankings depend on multiple factors.	Highly competitive, especially for popular keywords.
Maintenance	Ongoing updates are needed, but less frequent than ads.	Requires constant monitoring and budget adjustments.
Targeting	Location-based, influenced by Google Business Profile and citations.	Highly customizable, targeting specific keywords, locations, and demographics.
User Trust	Higher trust, as organic results are seen as unbiased.	Lower trust, as users recognize paid ads.
Best for	Businesses looking for long-term visibility and sustainable growth.	Businesses needing immediate leads, promotions, or short-term campaigns.

If you're looking for long-term results, local SEO is the better choice. While ads can give you a quick boost to the top of the map pack, the moment your ads underperform or your budget runs out, traffic to your Google Business Profile will drop.

How Do I Promote My Small Business on Google?

Let’s explore how you can promote your small business on Google by leveraging local SEO, which is essentially “free.” We put that in quotation marks because this doesn’t account for the time you’ll need to invest. In the next section, we’ll explain why handling all local SEO tasks manually isn’t the best approach—though it is, of course, possible. But for now, let’s dive into the basics of local SEO.

Google Business Profile Optimization

Your Google Business Profile (GBP) is basically your free digital storefront on Google. The more complete and optimized it is, the higher your chances of ranking in Google Maps and local searches. Here’s how to optimize it:

• Claim & Verify Your Profile: Go to the Google Business Profile Manager to claim your existing profile or create a new one. Google will send a verification code (via postcard, phone, or email) to confirm you're the owner. Learn how to verify your GBP.
• Add Your Business Name: Enter it exactly as it appears in real life.
• Ensure NAP Consistency (Name, Address, Phone Number): Your details must match your website and online directories.
• Choose the Right Business Category: Pick the most relevant category (e.g., "Italian Restaurant" instead of just "Restaurant") and add secondary categories where applicable.
• Keep Your Opening Hours Updated: Especially during holidays.
• Write a Compelling Business Description: Use relevant keywords naturally (no keyword stuffing). A well-written description helps Google and customers understand what you offer. Stick to the 750-character and use one primary keyword as well as 1-2 related keywords. limit In the next chapter, we’ll teach you how to do local keyword research.
• Upload High-Quality Photos & Videos: Google loves fresh content, and so do customers. Add real photos of your storefront, products, services, and behind-the-scenes moments. Businesses with at least 10 photos tend to rank higher.
• Pre-Fill the Q&A Section: Did you know you can ask and answer your own FAQs? This helps prevent misinformation and provides clarity for potential customers.
• Add Your Products & Services: If applicable, list your offerings to give Google more context about your business.
• Use Attributes to Highlight Key Features: Go through available attributes and select the most relevant ones, such as WiFi, free parking, wheelchair accessibility, cash-only, woman-owned business, and more.

Local Keyword Research

Now that your GBP is set up, the next step is local keyword research. These are the search terms people type into Google when looking for businesses like yours. Here’s how to find and use them:

1. Write down a list of themes and initial keywords matching your business and services
2. Write down a list of localized keyword tails (e.g. “in [city]”, or “near me”).
3. Use a keyword research tool (e.g. SEMrush or start with Google Keyword Planner which is free).
4. Research your initial keywords together with the local tails.
5. Check the keyword volume and difficulty as well as the search intent (you want to go for commercial, navigational, or transactional keywords).
6. Create a list of keywords with aforementioned intents, low keyword difficulty but high volume ratio.

Use your keywords in:

• Your GBP description
• Your Website (Headings, Meta descriptions, content)
• Google Post captions

Additional Keyword Research Methods

• Use Google’s Auto-Suggest & “People Also Ask”: Type your main service (e.g., "plumber") into Google and see what suggestions pop up—these are your golden phrases to use.
• Check Competitors' GBP Listings: Look at the top-ranked competitors in your area. What keywords do they use in their descriptions, reviews, and posts?

Review Management

Did you know businesses with more (and better) Google reviews rank higher? Google sees reviews as a trust signal, so the more you have, the better. Here’s how to get them:

• Ask in Person: If a customer had a great experience, encourage them to leave a review.
• Prompts: Use a QR code on receipts, business cards, or signs to direct customers to your review page.
• Follow-up E-Mails: Send follow-up e-mails with your GBP review link after guests have visited your location or after a job has been completed. Ask them for their feedback and express your gratitude that they chose your business.
• Automate It with Obenan: If you’re using Obenan, you can set up a review collection campaign. Customers who leave positive feedback are directed to Google, while negative feedback goes to a private survey. This approach increases not only your total review count but also your overall rating over time.

Review Responses

Replying to reviews signals to Google that your business is active, engaged, and cares about its customers. Make sure to respond to every review in a timely manner—thank happy customers and professionally address negative feedback. A business that engages with reviews appears more trustworthy and credible.

But let’s be real—managing reviews while running a business can be overwhelming. That’s where automation comes in! Use Obenan to automate your review management and respond to reviews in your brand’s unique tone of voice. This ensures that customer feedback is addressed immediately, sending positive signals to Google and helping boost your ranking.

Citation Building & NAP Consistency

A citation is any mention of your business online (e.g., Yelp, TripAdvisor, Apple Maps). Google cross-checks this information, so your NAP (Name, Address, Phone Number) must be identical everywhere! The more places your business is listed, the more credible and legitimate it appears to Google.

• List Your Business on Trusted Directories: Get listed on platforms like Yelp, Bing Places, TripAdvisor, and industry-specific directories. Make sure you're on the most important business directories to maximize your reach.
• Use a Citation Management Tool: Tools like Obenan help keep your business info consistent across platforms. If you're not using a tool, you’ll need to manually monitor your listings to prevent edits from user suggestions or automated updates. Even small changes can confuse Google—and your customers.

Imagine your business hours aren’t accurate, and customers show up only to find your doors closed. Not a great look, right? Trust us, this happens faster than you think! Keeping your citations updated ensures a seamless experience for both Google and potential customers.

Tip from our customer success manager Diana: Even if you take the time to set up all your information correctly—like your website, GBP, and citations—it’s important to check at least twice a week to ensure everything remains accurate. Users and automated systems can suggest or make edits to your GBP and directories, leading to quick NAP inconsistencies. This can happen faster than you might think. Just one overlooked email, and suddenly your opening hours are incorrect, leaving customers standing in front of closed doors. And those customers won’t be coming back!

Local Backlinks

Backlinks (when another website links to yours) are like votes of confidence in Google’s eyes. The more of them you have from reputable local sources, the higher you’ll rank. While backlinks are not the most crucial part of local SEO, they should still be a part of your strategy when you are trying to promote your business for free on Google. Here is how to acquire more backlinks:

• Partner with local businesses for cross-promotions and link exchanges.
• Sponsor local events, charities, or sports teams to get featured on their websites.
• Get mentioned in local news by submitting press releases or pitching stories.
• Guest post on local blogs or collaborate with local influencers for reviews.
• Engage in local online communities (Facebook groups, Reddit, Nextdoor) and share relevant content.
• Offer testimonials for local suppliers in exchange for a website mention.
• Host or participate in local events, webinars, or workshops and get event listings.
• Create locally relevant content (e.g., city-specific guides or business roundups).

We know that this sounds easier said than done. Please remember that link building can be difficult, so don’t get discouraged if you are not able to collect 10 links in one week. Sometimes one valuable link can already make a huge difference.

Discover 4 link building tips to double your local SEO search visibility!

Google Posts

Google loves fresh content, and Google Posts are a great way to keep your GBP active while boosting engagement. Think of them as mini-ads within your GBP—perfect for sharing updates, promotions, or events directly with potential customers. Here’s how to make the most of Google Posts:

• Post Regularly: Share promotions, events, new products, or even blog posts to keep your profile fresh and engaging.
• Use Keywords & Call-to-Actions (CTAs): Phrases like “Book now,” “Visit us today,” or “Learn more” encourage clicks and drive conversions.
• Automate Your Posts: No time to post? No problem! Use an automation tool to schedule fresh content daily, so you never have to worry about it. Once set up, you're good to go!

Learn more about how to create an engaging Google Post!

On-Page SEO

Your website plays a huge role in local SEO. Not only does it help your GBP rank higher, but it also improves your visibility in regular search results. It’s basically a win-win if you do it right! Let’s go over how you can optimize your website:

• Optimize Title Tags & Meta Descriptions: Use local keywords (e.g., “Best Italian Restaurant in NYC”) to improve search rankings.
• Create Dedicated Location Pages: If you have multiple locations, each one needs its own SEO-optimized page with an address, a map, and local keywords.
• Embed Google Maps on Your Site: This sends a strong location signal to Google.
• Optimize Your Footer & Header: Include your NAP (Name, Address, Phone Number) details in the footer, and ensure the header has an SEO-friendly link structure.
• Use Internal Linking: Link between your pages and content strategically. For example, if you write a blog post, include a CTA at the end linking to your booking page.
• Create Local Content: Write blog posts targeting local keywords while offering valuable insights to your customers. Show both your audience and Google that you’re an industry expert.
• Prioritize Mobile-Friendliness: Most customers will find you on a mobile device, so make sure your site is responsive. Images shouldn’t be too large, navigation should be smooth, and text must be easy to read.

Local Business Schema

Local Business Schema is a type of structured data (written in JSON-LD format) that helps search engines understand important details about a business. It provides clear signals to Google about your business name, address, phone number, hours, and other details, which can enhance local SEO and improve visibility in search results.

Where to Use Local Business Schema

• Homepage: Add Local Business Schema on your homepage since it typically represents the main entity of your website.
• Contact Page: This is another good place to include structured data if you have a dedicated contact page.
• Location Pages (if multi-location): If you have multiple locations, use a separate schema for each location page with specific address details.

Check out our free local business schema generator and effortlessly create your own schema markup!

Are Local SEO Tools Worth It?

Of course, you can do all of the above tasks manually. However, you also need to consider the time it would take, as well as the challenge of maintaining the same level of accuracy as specialized tools—especially if local SEO is just a side task alongside your main business.

That said, when you compare the cost of using local SEO tools like Obenan to the average ad spend budget, these tools are significantly more cost-effective. While this means local SEO isn’t entirely free, you’ll likely see a quick return on investment if you fully leverage its potential.