How local businesses lose customers by skipping Google Maps
Written by Ajay Dhunna from Aimpro Digital
“I’m already on Google!”
...I hear this a lot.
And in most cases, what the business owner really means is, “If someone types in my company name, I show up.”
Of course you do. You should. That’s the bare minimum.
But here’s the thing:
Customers who already know your name aren’t the ones you’re losing.
It’s the people searching for things like “plumber near me”, “local mortgage broker”, “best hair salon in [town]”, or “emergency dentist open now.”
They don’t know who you are.
They’re just looking for someone to solve their problem. Fast.
And 90 per cent of the time, they’ll click one of the businesses listed in the Google Maps 3-Pack , (or Local-3-Pack) that little box with three local businesses, star ratings, reviews, directions and “call now” buttons.
If your business isn’t there, you’ve already lost the lead.
What is the Google 3-Pack?
When someone nearby searches for a service you offer, Google often shows a map at the top of the page with three local listings underneath it. This is known as the Google Maps 3-Pack (or just “the 3-Pack”).
Each listing shows:
- Your business name
- Star rating and number of reviews
- Your location relative to the searcher
- Links to call, visit your website, or get directions
This section gets the majority of clicks, way more than the organic website results underneath it. And in many cases, more than even the paid ads.
That’s why ranking here is gold.
Google Maps = Google Business Profile
To be clear, what used to be called Google Maps for Business is now officially known as Google Business Profile.
It’s free. It’s powerful.
And it’s built to help you get local customers.
But just claiming your profile isn’t enough.
You need to optimise it to actually rank in your area — and most local businesses simply don’t.
Why you might think you’re “on Google”, but you’re not really showing up
Here’s the harsh truth:
If someone searches for your name and finds you, that’s not marketing. That’s customer service.
If someone searches for your service in your area and doesn’t find you, that’s a problem.
Showing up for “Joe’s Plumbing Services” is expected.
Showing up for “boiler repair in Sutton Coldfield”, that’s where the money is.
What you're missing if you're not ranking on Google Maps
Let’s break it down:
- Free exposure to customers actively searching for what you offer
- Trust and credibility through positive reviews and photos
- Instant action, with calls, messages, and direction requests
- No ad spend needed, you don’t pay per click
- Competitive edge. because most businesses don’t optimise
This is free lead generation. But only if you’re visible.
And Here’s the Twist: Google Maps Is Changing (Again)
Right now, Google is quietly rolling out AI-generated search results — even for local queries.
This means:
- AI will summarise business profiles, reviews, and websites
- Visibility will become even more selective
- Only well-optimised profiles will survive the cut
Translation?
If you don’t start now, it’s only going to get harder later.
So how do i actually get found?
Here’s what you need to do to rank in the Google Maps 3-Pack (and stay there):
1. Claim and optimise your profile
- Go to Google Business Profile and claim your business.
- Fill out everything, services, service areas, business description, hours, photos, etc.
2. Get more 5-star reviews
- Reviews build trust and boost your ranking. Ask your happy customers. Make it easy. Reply to every review.
3. Use local keywords
- In your business description and services, use terms people would actually search.
- Example: Instead of just “Plumbing,” say “Emergency boiler repair in Glasgow.”
4. Add real photos
- Photos of your work, your team, your premises. These help people connect and choose you over the next listing.
5. Post regular updates
- You can post updates, offers, and events. Just like social media. It tells Google you’re active, and worth ranking.
6. Consistency is key
- Make sure your business name, address, and phone number (NAP) match exactly across the internet — on your website, Facebook, Yelp, directories, etc.
Want a walkthrough?
If you’d rather see it done step-by-step, I’ve got you.
It’s practical, easy to follow, and covers everything you need.
Still not sure where to start?
If you’re running a local business and want more customers, but don’t know where to begin, we can help.
Click here to book a free strategy call.
We’ll review what you’re currently doing and suggest smart, simple ways to improve, no pressure, no jargon.
Final thoughts
Being on Google isn’t enough.
You need to be seen. Chosen. Contacted.
That’s what Google Business Profile (Maps) is really about.
And right now, most of your competitors are either doing it wrong, or not doing it at all.
Which means this is your moment to show up, stand out, and scoop up those free leads.
Don’t miss out just because nobody told you how.
You know now.
At Aimpro Digital we can help you get this sorted. Simply get in touch.