TL;DR: Treat GBP posts like micro-landing pages with one intent each. Use seven repeatable formats, tight copy (80–120 words), a single CTA, on-brand image, and UTM-tagged buttons. Publish 3×/week, rotate formats, and measure calls/messages and assisted conversions—then double down on the winners.

Quick Answer

GBP posts surface alongside your profile in branded and some discovery contexts. They don’t replace pages, but they nudge action right when a local buyer is comparing options. The winning play is to standardize 7 formats, ship them on a 30-day calendar, and track performance with UTMs so you can prove ROI and iterate.

Why GBP Posts Still Matter (and When They Don’t)

Work best for: timely offers, seasonal reminders, “what to expect,” safety/credibility cues, and showcasing recent jobs near the searcher.
Don’t expect: high organic reach from posts alone; the power is conversion lift when your profile is already seen.
Rule: Each post = one intent, one CTA (Call, Directions, Message, Book, or Learn more).

The 7 Repeatable Formats (Copy Templates + Image Notes)

Use 80–120 words, a headline in the first line, and a single clear CTA. Keep language factual, local, and service-specific. Replace tokens like [Service], [City], [Neighborhood], [Outcome], [Phone].

Copy template
[Service] this month—[clear value]
Homes in [City] get [offer or added value] on [Service]. Includes [what’s included] and [time window] arrival. Family- and pet-friendly options available.
Call [Phone] or tap Book to hold a slot.

Image: Clean, on-brand graphic with the offer line; avoid clutter.
Best CTA: Call or Book

2) Before/After (Proof)

Copy
Before/After: [Service] in [Neighborhood]
Leak under sink → [process], moisture [reading before] → [after] in [timeframe]. Homeowner now [outcome].
Call [Phone] for same-week [Service] in [City].

Image: Split before/after or meter screenshot; label briefly.
Best CTA: Call

3) Urgent Tip / Safety

Copy
Urgent Tip: What to do in the first 30 minutes
Found [problem] in [City]? 1) [safety step], 2) [damage-limiter], 3) Call [Phone]. We handle [specific tasks] and document for insurance. Same-day openings.

Image: Minimal checklist graphic; big legible text.
Best CTA: Call

4) Seasonal Reminder

Copy
[Season] in [City]: Get ahead of [common issue]
We’re treating [X] now to prevent [Y] as temps/humidity shift. [Service] takes [duration], with [eco/safety note].
Message us for a quick estimate.

Image: Local, season-coded visual (no generic stock).
Best CTA: Message

5) Review Spotlight (Topical)

Copy
“[Short customer quote with service + city]” — [First name, Neighborhood]
We resolved [problem] with [method]; result in [timeframe].
Call [Phone] for [Service] in [City].

Image: Branded quote card; include stars only if platform allows.
Best CTA: Call

6) What to Expect (Friction Remover)

Copy
What to expect during [Service]
Arrival window [time], [X]-step process, photos + notes after, and [guarantee/warranty].
Book [day] in [City]—limited slots this week.

Image: 3–5 icon steps; simple and brand-consistent.
Best CTA: Book

7) Neighborhood Job Callout

Copy
[Service] in [Neighborhood] this week
Finishing [2–3 jobs] near [landmark/ZIP]. If you’re nearby, we can bundle a visit for faster scheduling.
Message us to hold a spot.

Image: Small local map pin or exterior photo (no addresses).
Best CTA: Message

30-Day Calendar (3×/Week Publishing)

Week	Mon	Wed	Fri
1	Offer/Promo	Before/After	Urgent Tip
2	Seasonal Reminder	What to Expect	Review Spotlight
3	Neighborhood Job	Before/After	Offer/Promo
4	Urgent Tip	Review Spotlight	Seasonal Reminder

Rotation rules

Never post the same format twice in a row.
Rotate service focus (e.g., ants → rodents → mosquitoes; or extraction → drying → mold).
Match image tone and fonts/colors to your brand kit.

The “One Intent, One CTA” Checklist

80–120 words, one topic.
First line = headline.
One button action (Call/Book/Message/Learn more).
Local entity mentions: service + city/neighborhood.
Factual proof (timeframe, tool, reading).
On-brand image; no clutter; readable text.
UTM on button link.
Post saved to an internal log with date, format, service, image path, metrics.

UTM Scheme (Copy This Exactly)

Use consistent UTMs so analytics line up across posts and pages.

Field	Value
utm_source	google
utm_medium	gbp-post
utm_campaign	yyyy-mm-[service]-[format] (e.g., 2025-10-ants-offer)
utm_content	[city-or-neighborhood]
Landing URL	Point to the most relevant page (service + city, not homepage)

Examples

/ant-control-jupiter/?utm_source=google&utm_medium=gbp-post&utm_campaign=2025-10-ants-offer&utm_content=abacoa
/emergency-water-extraction-encinitas/?utm_source=google&utm_medium=gbp-post&utm_campaign=2025-10-extraction-urgent-tip&utm_content=leucadia

Image Production SOP (Fast + On-Brand)

Create a 7-template set (one per format) with brand colors and fonts.
Maintain a local photo library tagged by city/neighborhood.
For Before/After: keep a meter-reading overlay style (68% → 12% RH in 48h).
Keep text minimal: headline ≤ 7 words on image.
Export 1200×900 (or your theme’s documented ratio), <200 KB when possible.

Publishing Workflow (Who Does What)

Ops/Dispatch: feeds the weekly job list (neighborhoods, outcomes).
Content lead: drafts 3 posts using templates; assigns UTM and landing URLs.
Designer: swaps images into the correct format template.
Owner/Manager: final 5-minute QA; schedules in GBP.
Analyst: logs metrics every Monday and flags winners/losers.

QA Checklist

Spelling and phone number correct.
CTA matches intent.
Landing page is mobile-fast.
UTM test clicked and visible in GA.
Image alt text stored in your internal asset sheet.

Metrics That Matter (And a Simple Scorecard)

KPI	Target	Why it matters	Action if below target
Calls/messages from posts	Rising trend month-over-month	Proof of conversion lift	Swap format; test different CTA
CTR on post button	≥ 2–4% (varies by vertical)	Relevance + clarity	Tighten headline; use more specific landing page
Assisted conversions (GA)	Visible on service pages	Shows posts influence	Increase internal links and post frequency
Image engagement (views)	Stable or rising	Visual relevance	Use local images with readable overlays
Format win rate	≥ 2 formats consistently top	Focus your calendar	Double down on top 2 formats

Troubleshooting (Symptoms → Fix)

Lots of views, few clicks → Headline vague; button doesn’t match intent; landing page generic.
Clicks but no calls → Wrong landing page; add phone number up top; reduce page friction.
No seasonal traction → Shift timing; reference neighborhood conditions; use hyper-local images.
Compliance warnings → Remove over-promises (“guaranteed in 24h”) and avoid restricted claims.
Image looks off-brand → Lock templates; restrict fonts/colors; keep a style guide.

Advanced: Pair Posts With “Answer Pages”

For high-intent queries, publish a matching Answer Page (2–4 sentence quick answer + steps + local proof) and point posts to it. Example: “How long to dry a ceiling leak in Encinitas?” → short /answers/ page with meter proof + CTA. This improves relevance, internal linking, and conversion.

Frequently Asked Questions

How often should we post?
Three times per week is a strong baseline. Quality and intent rotation beat daily fluff.

Do images with text get suppressed?
Light text is fine. Keep it readable, minimal, and brand-consistent.

What’s the best CTA?
For emergencies: Call. For quotes/scheduling: Book. For softer interest or bundles: Message.

Can we reuse posts across cities?
Yes—swap the city/neighborhood names, images, and landing URLs.

Do posts impact ranking directly?
Indirectly through engagement and conversion lift. The real win is more calls when your profile is already in view.

GBP Posts That Drive Calls in 2025: 7 Repeatable Formats + a 30–Day Calendar

Quick Answer

Why GBP Posts Still Matter (and When They Don’t)

The 7 Repeatable Formats (Copy Templates + Image Notes)

2) Before/After (Proof)

3) Urgent Tip / Safety

4) Seasonal Reminder

5) Review Spotlight (Topical)

6) What to Expect (Friction Remover)

7) Neighborhood Job Callout

30-Day Calendar (3×/Week Publishing)

The “One Intent, One CTA” Checklist

UTM Scheme (Copy This Exactly)

Image Production SOP (Fast + On-Brand)

Publishing Workflow (Who Does What)

Metrics That Matter (And a Simple Scorecard)

Troubleshooting (Symptoms → Fix)

Advanced: Pair Posts With “Answer Pages”

Frequently Asked Questions

Suggested internal links

GBP Posts That Drive Calls in 2025: 7 Repeatable Formats + a 30–Day Calendar

Quick Answer

Why GBP Posts Still Matter (and When They Don’t)

The 7 Repeatable Formats (Copy Templates + Image Notes)

1) Offer / Promo

2) Before/After (Proof)

3) Urgent Tip / Safety

4) Seasonal Reminder

5) Review Spotlight (Topical)

6) What to Expect (Friction Remover)

7) Neighborhood Job Callout

30-Day Calendar (3×/Week Publishing)

The “One Intent, One CTA” Checklist

UTM Scheme (Copy This Exactly)

Image Production SOP (Fast + On-Brand)

Publishing Workflow (Who Does What)

Metrics That Matter (And a Simple Scorecard)

Troubleshooting (Symptoms → Fix)

Advanced: Pair Posts With “Answer Pages”

Frequently Asked Questions

Suggested internal links