How To Get More From Google Without Paying For Ads
It’s easy to assume Google is pay-to-play. And while Google Ads can be useful, there’s a lot you can do for free—especially if you’re a local business trying to reach nearby customers.
From maps and search results to reviews and Q&A, Google offers a whole ecosystem of visibility tools that don’t require a dime. The trick is knowing how to show up—and stay relevant.
Here’s how to get more out of Google without spending on ads:
1. Max Out Your Google Business Profile (Yes, Again)
If this feels repetitive, that’s because it’s that important. Your Google Business Profile is often your first impression online. According to BrightLocal, 64% of consumers use Google Business Profiles to find contact details or visit a location directly. (Source)
Here’s what to optimize:
Add photos (especially of your space, products, or services in action)
Write a clear business description with keywords
Update hours, links, and services
Use the “Posts” feature to share updates or promos
Answer FAQs with your own responses before someone else does
Bonus tip: Google now shows business profile video highlights—even short 10-second clips can boost engagement.
2. Use the Q&A Section as a Marketing Tool
The Q&A feature lets anyone ask public questions about your business—and you can answer them proactively.
Don’t wait for someone to ask “Do you take walk-ins?”—add your own Q&A ahead of time:
“What’s the best way to book an appointment?”
“Is parking available nearby?”
“Do you offer gift cards?”
This helps with SEO and reduces confusion for potential customers.
3. Add Products or Services Directly to Your Profile
If you’re a service-based business, you can now list your offerings directly in your Business Profile. This is especially helpful for businesses like:
Nail salons and estheticians
Local consultants and professional organizers
Home service providers (plumbing, painting, HVAC)
Each listing creates more indexed content and can trigger Google’s “People also searched for” recommendations.
📍Local Example: A specialty gift shop in Zanesville added its top-selling product categories (candles, books, kids’ toys) as “products” and saw a noticeable bump in Google visibility over two months.
4. Use Free Google Tools to Understand What’s Working
Google gives you built-in insights—even if you’re not running ads.
Performance reports on your Google Business Profile show how many people clicked “call,” visited your website, or asked for directions
Google Search Console helps track which search terms are driving clicks
Google Trends shows what your audience is searching for this season
You don’t need to check these every day. But reviewing them monthly can help you decide what to highlight, what to simplify, and where to lean in.
5. Align Your Website Content with What People Are Searching
You don’t have to be an SEO expert to improve your organic search ranking. Start by writing the way your customers search.
Instead of saying:
“We provide strategic financial solutions”
Say:
“We help small businesses in Licking County with taxes, bookkeeping, and QuickBooks setup”
This isn’t just about clarity—it’s how your site shows up when someone Googles “bookkeeping near Newark” or “QuickBooks help for small business.”
💡 Need help with keywords? Ubersuggest and AnswerThePublic are great tools to explore popular searches—no login required.
Google’s free tools are more powerful than most small businesses realize—and they work even better when used with intention. A few smart updates now can help the right customers find you tomorrow, no ads necessary.
Want help making your business easier to find? We can give your online presence a refresh and walk through your Google profile together.