Turn your GBP into a lead-generating machine
By Adam Mohrbacher
Many people in 2026 are familiar with a Google Business Profile (GBP). Even if you haven’t set one up for your company, you’ve likely searched for a company and seen a GBP info box appear in your results. A GBP often includes important contact and service details that make it easier for you to reach out to the company and do business with them. In my last blog, I outlined why GBPs matter and how to optimize yours. This time around, we’ll dig deeper into how this service can not only raise awareness for your agency but also bring in new business.
Reframe and refocus
One of the most important things to realize here is that your GBP is much more than a static digital billboard. Like email, social media or your website, your GBP can serve as an important mechanism for two-way communication with a potential client base. Far too many companies consider their respective GBPs to be set-it-and-forget-it tools—a mentality that you want to reframe to take advantage.
So how can you use your GBP to win more business? The steps include answering the questions prospects are already asking, building trust and making next steps as easy as possible.
Answer before they ask
People don’t find your title agency on Google by accident. They’re searching with a specific title-related need in mind. Your GBP should make it easy for them to get the basics and decide what to do next—all from the profile. One of the easiest ways to do that is to make your core business info accurate and up to date.
Then, clearly articulate what you do and what you don’t. Use the services, business description and Q&A sections to answer common questions. For example, do you handle residential deals or commercial transactions? Refis or investor transactions? The more transparent you are, the more prospects will be inclined to check you out further.
Trust is not just nice to have
The great German philosopher Friedrich Nietzsche once said: “I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.” Although far from his most well-known aphorism, his words powerfully convey how, without trust, everything becomes harder. This is certainly true for title insurance, where trusting relationships are key to getting deals done.
Thankfully, your GBP offers several tools for building and reinforcing trust. Responding to customer reviews shows you are present and professional. Posting photos can show that you are a real local business and humanize your team. And posting routine updates can demonstrate your capabilities and illustrate the customer experience you offer.
By taking these steps, anytime a prospect lands on your profile, they will immediately know you are a real, reputable agency well worth their time. This is particularly important in title insurance, where unfortunately fraud runs rampant.
Make “next steps” a breeze
Once your profile is effectively answering questions and building trust for your company, they will be more primed to contact you. You must make this as easy as possible by doing the following:
- Choosing your primary call to action (CTA) and sticking with it. Too many profiles ask users to take multiple actions.
- Taking advantage of GBP CTA tools like pre-built buttons. These features make your CTA highly visible, so visitors no longer waste time searching for a link.
- Using A/B testing after your CTA has been live for a few weeks. Test variables like CTA wording, landing page, offer vs. no offer, and more.
The goal of this exercise is simple: Your CTAs should be set up to be as attractive, visible and usable as possible. That’s what can make your GBP a driver for business growth.
Don’t leave money on the table
Many businesses these days have already optimized their GBP. But if they aren’t using it to also generate leads, they may be leaving money on the table. By using your GBP’s tools and features to answer questions before they’re asked, build trust, and nurture next steps, that doesn’t have to be your agency’s story.
