Google Posts: how to publish on your Google listing to attract more customers

Did you know you can publish content directly on your Google listing that appears when someone searches for your business? Google Posts are one of the most powerful and least used features of Google Business Profile. If you're a self-employed professional in Valencia, Alicante, Elda or Elche, publishing on your Google listing at least once a week can multiply interactions with your profile and attract more customers. In this guide we show you step by step how to do it, with real examples and mistakes to avoid.

1. What Google Posts are and why you should use them

Google Posts are short publications you can create from your Google Business Profile listing. They appear directly in Google search results and Google Maps when someone searches for your business or a related service. They're like free mini-ads that Google shows alongside your name, address, phone number and reviews.

Why are they so important? Because they let you communicate news, offers, tips or events directly to the place where your customers are searching for you. An electrician in Valencia publishing a post about "Electrical installation review before summer: 10% discount" is capturing the customer's attention exactly when they're searching for an electrician. Without paying for ads.

According to a BrightLocal study, Google listings that publish posts regularly receive 35% more clicks on the call button and 25% more route requests on Google Maps. The reason is simple: an active listing builds trust. If a customer sees your last post is from 3 days ago, they know your business is running. If your listing has no posts, it looks abandoned.

In addition, publishing on Google My Business sends positive signals to Google's algorithm. An active listing with recent posts, new photos and frequent reviews has a better chance of appearing in the Map Pack, those three highlighted results that appear in Google Maps. If you don't have your listing optimized yet, start with our guide on how to appear on Google Maps as a self-employed professional.

2. The 4 types of Google Posts you can publish

Google Business Profile lets you create four types of publications, each with a different format and purpose. Knowing them will help you vary your content and keep your listing always interesting.

News Posts (Update)

These are general publications. You can share any business news: a new service, a useful tip, a photo of recent work or simply a message to your customers. Example for a plumber in Elche: "This week we completed a complete bathroom renovation in the Altabix neighborhood. If you're thinking of renovating yours, ask for a free quote."

Offer Posts (Offer)

Include a start and end date, which creates urgency. They're perfect for seasonal promotions. Example for an electrician in Valencia: "Complete electrical review for €89 (usual price €120). Offer valid until April 30. Includes installation certificate." Google displays these posts with a special design that stands out from the others.

Event Posts (Event)

They have a title, date and time. While not as common for self-employed professionals, they can be used creatively. A locksmith workshop in Alicante could post: "Open door day: learn about our security systems. Saturday April 15, 10am-2pm." Or an architect: "Free talk about renovations of old houses in downtown Valencia."

Product Posts (Product)

Allow you to highlight specific services or products with price, description and photo. A plumber could create product posts for each of their services: "24h emergency unclogging — From €60 — We arrive in less than 45 minutes to any area of Elda, Petrer and Monóvar."

3. How to create a Google Post step by step

Creating a post on your Google listing is easier than you think. You can do it from your computer or from the Google Business Profile app on your mobile. We explain both options.

From your computer

1. Open Google and search for your business (or go to business.google.com).
2. Click "Edit profile" or on your listing management panel.
3. Select "Add update" or the option to create a post.
4. Choose the type of post (news, offer, event or product).
5. Upload a photo (minimum 400x300 pixels, JPG or PNG format).
6. Write the text (maximum 1,500 characters, though 150-300 is ideal).
7. Add an action button: "Call", "More info", "Book", "Buy" or "Sign up".
8. Click "Publish".

From the mobile app

1. Download the Google Business Profile app (available for Android and iOS).
2. Sign in with the same Google account linked to your listing.
3. Tap the "+" button or "Add update".
4. Follow the same steps: photo, text, action button and publish.

The key is the action button. If your goal is to get more calls, use the "Call" button. If you want to drive the customer to your website to see more details, use "More info" with a link to the relevant page. If you want them to ask for a quote, use "Book" or "Sign up" and link to your contact form.

If you don't have a website yet to direct your customers from Google Posts, you should learn why your business needs a website in 2026. The combination of Google listing + your own website is the most powerful for attracting local customers.

4. Content strategy: what to publish on your Google listing each week

The most common question we get from self-employed professionals is: "Okay, I understand I need to post, but what do I post?" Here's a content plan for Google Posts you can follow without overcomplicating things.

Week 1 — Recent work: Post a photo of completed work with a brief description. "Today we installed a new heating system in a house in Elda. If you need to upgrade your boiler, ask for a quote." These posts show you're active and doing real work.

Week 2 — Useful tip: Share a practical tip related to your profession. "Did you know reviewing your boiler before winter can save you up to €200 in repairs? We recommend annual maintenance in September." This type of content builds trust and demonstrates expertise.

Week 3 — Offer or promotion: Create an offer post with a time limit. "Complete plumbing review for €49 (usual price €75). This month only. Valid for homes in Alicante and surrounding areas." Time-limited offers create urgency and immediate action.

Week 4 — Testimonial or review: Highlight a positive review from a recent customer. "Thank you to Rosa from Elche for her 5-star review: 'They fixed the leak in less than an hour. Very professional and good price.' If you also have a plumbing problem, call us." This reinforces trust with social proof.

If you want to complement your Google Posts strategy with other channels, we recommend reading our guide on which social media to use as a self-employed professional. You can reuse the same content across multiple channels to maximize reach with minimal effort.

A trick that works really well: every time you get a good Google review (and if you follow our guide on how to get more Google reviews, you'll get many), create a Google Post highlighting it. It's easy content to create and enormously effective.

5. Mistakes that ruin your Google Posts (and how to avoid them)

After managing Google listings for dozens of self-employed professionals in the Valencian Community, we've seen the same mistakes over and over. Avoid them and your content on the Google listing will work much better.

• Publishing without an image: Posts without images get 70% fewer interactions. Always include a photo, even if taken with your mobile. A real photo of your work is much better than a generic stock image.
• Text that's too long: Nobody reads a 1,000-word paragraph in a Google Post. Be brief: 2-3 sentences that get to the point. People are looking for quick information, not an essay.
• Forgetting the action button: A post without an action button ("Call", "More info") is a missed opportunity. Always tell the customer what the next step is.
• Publishing only when you remember: If you post today and the next one in two months, the impact is