- There are three post types: updates, offers (title, dates and time required) and events (title, start and end dates and times).
- Only posts with the status Live show on Search and Maps; posts older than 6 months are archived unless a date range is set.
- Use clear, real photos: Google asks for in-focus, well-lit images without heavy filters.
- Do not put phone numbers or other unverified contact details in posts; use the Call now button instead.
- Reply to reviews from your verified profile; replies are public and the reviewer is notified.
- A weekly update plus offers and events when you have them is a realistic rhythm.
Why posts matter on Google
People who find you on Google are usually close to a decision. They want to know if you are open, what you offer, what it costs and whether others liked it. Posts let you answer some of those questions before they click: this week's offer, an upcoming event, a new service, holiday hours.
Google's help article on creating posts on your Business Profile says live posts appear on Search and Maps, that posts can be scheduled or set to repeat, and that posts older than 6 months are archived unless a date range is set. Each post has a status: Live, Pending or Not approved. Only Live posts show to customers, so check the status after you publish.
The three post types
| Type | Use it for | What Google asks for |
|---|---|---|
| Update | News, tips, new services, photos of recent work, holiday hours | A description, optional photo or video, and an optional button that leads to a site where customers can book, order or learn more |
| Offer | Discounts, seasonal promotions, first-visit deals | A title, dates and time are required; a View Offer button is added automatically; description, photo, video, coupon code, link and terms are optional |
| Event | Workshops, tastings, open days, classes, launches | A title plus start and end dates and times; if you leave out the times, the event shows as lasting 24 hours on those dates |
One exception worth knowing: Google's post content policy says hotels cannot create offer posts or posts that mention or link to deals.
What to post: ideas by business
- Salon or beauty studio: a photo of a recent result with the service name and price range; free slots this week; a seasonal offer on a specific treatment.
- Clinic or dentist: a short answer to a common question; new working hours; a check-up reminder before holidays; a new specialist joining.
- Restaurant or cafe: the weekly special; a new menu item with a good photo; a live music night as an event; holiday opening times.
- Gym or coach: a new class or schedule; an intro offer with clear dates; a free trial day as an event.
- Local service: before and after of a recent job with the neighborhood named; a seasonal reminder (boiler service before winter); your service area.
- Small shop: new stock arrivals; a weekend sale as an offer; a product of the week with price.
If you already post on Instagram or Facebook, many of those ideas can be adapted for Google with a shorter, more practical caption. Our guide on how to turn your website into social media posts shows how to mine your own pages for ideas.
What makes a good post
A Google post is read by someone deciding right now. Write for that moment:
- Lead with the useful part. "Free appointments this Saturday" beats "Exciting news from our team!"
- Be specific. Name the service, the price or range, the dates, the place.
- One post, one message. Do not combine a menu change, a hiring note and an offer.
- Add the right button. Send people where they can act: book, order, learn more, or call.
- Use a real photo. Your space, your team, your work. Stock photos make you look like everyone else.
- Keep it short. A few sentences is enough. The photo and the button do the rest.
Tip: For offers and events, set the dates precisely. An offer that still shows after it ended frustrates customers who call to claim it.
Photos and videos
Google's photo guidelines for Business Profiles list JPG or PNG files between 10 KB and 5 MB, a recommended resolution of 720 px by 720 px and a minimum of 250 px by 250 px. Photos should be in focus and well lit, without significant alterations or excessive use of filters. Videos can be up to 30 seconds long, up to 75 MB, at 720p or higher.
In practice, a square or near-square photo with the subject in the center is safest, because it crops well in different places. Avoid putting important text near the edges. For other networks' sizes, see the social media image sizes cheat sheet.
Rules that get posts rejected
Most rejected posts break a few simple rules from Google's post guidelines and content policy:
- Phone numbers in the text. Posts with unverified contact information (phone numbers, email addresses, social media handles) may be removed. Use a Call now button instead, which uses the verified phone number on your profile.
- Untrusted links. Only link to websites you trust.
- Offensive or suggestive content. Keep language, images and videos respectful and family-friendly.
- Regulated products. Businesses in regulated industries can post, but should not include content about those products.
You are also responsible for making sure your posts follow applicable laws, for example rules on advertising prices or health claims in your country.
Replying to reviews
Reviews sit right next to your posts, and your replies show future customers how you treat people. Google's help on reading and replying to reviews explains the basics:
- You must verify your business before you can reply.
- Replies are checked against Google's content policies. This usually takes about 10 minutes, but can sometimes take up to 30 days. If a reply is not approved, you are asked to edit it.
- Approved replies are public, appear under the review as coming from your business (not your personal name), and the reviewer is notified.
- Reviewers can still change their review after you reply, and you can edit or delete your reply.
A simple formula: thank the person by name, mention something specific they said, and invite them back. For a negative review, apologize for the experience without arguing, state what you changed if anything, and offer to continue privately. Never include private details about a customer or patient. Our guide to replying to comments and DMs faster includes reply templates you can adapt.
How often to post
Because updates are archived after 6 months unless you set a date range, a profile that only posted once looks quiet quickly. A realistic rhythm:
- One update a week, for example a recent piece of work or a useful tip.
- An offer whenever you run a promotion, with exact dates.
- An event for anything with a date and time.
- Reviews answered within a few days, ideally sooner.
Put Google in the same plan as your other channels so it does not get forgotten; our content calendar guide shows how.
How Moonya helps
Moonya is a social media autopilot for small businesses, and Google Business is one of the networks it publishes to, along with Instagram, Facebook, LinkedIn, TikTok and others. Its Brand Brain learns your offer and voice from your website, then creates posts in your brand style. When you select Google Business, Moonya publishes one image per post with a caption written for that network, so the same idea can go out on Instagram as a carousel and on Google as a single image.
Every post waits for your approval before it is published. The Unified Inbox also brings in Google Business reviews (and Facebook recommendations) so you can read and reply in one place, next to comments and messages from other networks. Moonya is a paid tool; plans start with a 7-day trial for $1 (see pricing). If you are weighing it against other social media tools, see Moonya vs Metricool.
Keep reading
Plan Google alongside your other channels with the social media content calendar guide, get faster at review and comment replies with how to reply to comments and DMs faster, and see Facebook for small business in 2026 for the other place local customers check before they book.
By industry: see how this works for restaurants and cafes, dental clinics and beauty salons, or browse all industry playbooks.
FAQ
What types of posts can I make on Google Business Profile?
Updates, offers and events. Offers need a title, dates and time, and events need a title plus start and end dates and times.
How long do Google Business Profile posts stay visible?
Google says posts older than 6 months are archived unless a date range is set. Offers and events use the dates you give them.
Why was my Google post not approved?
Common causes are unverified contact details such as a phone number in the text, untrusted links, or content that breaks Google's policies. Remove the phone number and use the Call now button instead.
Can I put a phone number in my Google post?
It is better not to. Google may remove posts with unverified contact information; a Call now button uses the verified number from your profile.
What photo size should I use for Google Business Profile?
Google lists JPG or PNG between 10 KB and 5 MB, with 720 by 720 pixels recommended and 250 by 250 pixels as the minimum. Use in-focus, well-lit photos without heavy filters.
How often should I post on Google Business Profile?
About one update a week, plus offers and events whenever you have them, keeps your profile current for people who find you on Search and Maps.
Does the reviewer see my reply?
Yes. Google notifies the reviewer when you reply, and approved replies are public under the review, shown as coming from your business.
Sources
- Google Business Profile Help: Create and manage posts (checked October 29, 2026)
- Google Business Profile Help: Post content policy (checked October 29, 2026)
- Google Business Profile Help: Photo and video guidelines (checked October 29, 2026)
- Google Business Profile Help: Read and reply to reviews (checked October 29, 2026)