The Most Important Free Marketing Tool You're Probably Ignoring
When someone in your area searches "dog grooming near me" or "pet daycare [suburb]," Google shows them a map with three businesses. Those three businesses get the overwhelming majority of clicks.
If you're not one of them, you're invisible.
Your Google Business Profile (GBP) is the single most important piece of free marketing for any local pet business. Yet according to BrightLocal's 2025 research, only about 35% of small businesses have one at all.
For pet businesses specifically, this is a massive missed opportunity.
Setting Up Your Profile Right
If you don't have a GBP yet, go to business.google.com and claim your listing. If you already have one, let's make sure it's working as hard as it should be.
Complete every field:
| Field | What to Include |
|---|---|
| Business name | Your actual trading name (not keyword-stuffed) |
| Category | Primary: "Pet Groomer" or "Dog Day Care Center" or "Pet Boarding Service" |
| Secondary categories | Add all relevant ones (e.g., "Dog Walker," "Pet Trainer") |
| Address | Your physical location (or service area for mobile businesses) |
| Hours | Accurate and updated for holidays |
| Phone number | The number you actually answer |
| Website | Your website URL |
| Services | List every service you offer with descriptions |
| Description | 750 characters: what you do, who you serve, what makes you different |
Why completeness matters: Birdeye's 2025 GBP analysis found that 75% of top-ranking local businesses have completed description sections. Google rewards profiles that give searchers what they need.
Photos That Win Clients
Your GBP photos are often the first thing potential clients see. Stock photos won't cut it.
Photos you should add (aim for 20+):
- Your facility: clean, well-lit shots of grooming stations, play areas, boarding rooms
- Happy dogs: mid-groom, post-groom, playing in daycare, relaxing in boarding
- Your team: friendly, professional, interacting with dogs
- Before and after grooms: these perform incredibly well
- Your signage/exterior: so people can find you
Photo tips:
- Natural lighting wins (no harsh flash)
- Keep backgrounds clean and uncluttered
- Show real dogs in real situations, not posed stock imagery
- Update photos monthly to keep the profile fresh
The Reviews Game
Reviews are the single biggest factor in whether a new client chooses you.
According to 2025 Google review research:
- 81% of consumers use Google reviews to evaluate local businesses
- 73% only trust reviews from the last 30 days
- Businesses in the top 3 search positions have 200+ reviews on average
- Positive reviews can increase conversions by 15-20%
How to get more reviews:
- Ask at the right moment. The best time is at pick-up, when the owner sees their freshly groomed dog and is happiest. Simply say: "If you're happy with how [dog's name] turned out, we'd really appreciate a Google review."
- Make it easy. Create a direct link to your Google review page and include it on your business card, in your email signature, and on a small card at reception.
- Don't overthink it. Most happy clients are willing to leave a review. They just need to be asked.
How to respond to reviews:
- Positive reviews: Thank them by name, mention the pet by name if possible, keep it warm and brief
- Negative reviews: Respond professionally, acknowledge the concern, offer to discuss offline. Never argue publicly.
Keep Your Profile Active
Google rewards active profiles. A profile that hasn't been updated in 6 months signals that the business might not be active.
Simple ways to keep it fresh:
- Post an update every 1-2 weeks (a photo of a great groom, a holiday hours notice, a seasonal tip)
- Add new photos monthly
- Respond to every review within 48 hours
- Update your hours for public holidays and special closures
Common Mistakes Pet Businesses Make
- Wrong business category. Being listed as "Pet Store" when you're a groomer means Google shows you to the wrong people.
- Outdated hours. If someone shows up and you're closed when Google says you're open, that's a lost client forever.
- No photos (or stock photos only). A profile with zero photos gets significantly fewer clicks than one with 20+.
- Ignoring reviews. Unanswered reviews (positive or negative) signal disengagement.
- Keyword-stuffed business name. Google can penalise profiles that add keywords to their business name (e.g., "Happy Paws Best Dog Grooming Sydney CBD"). Use your actual trading name.
Key Takeaways
- Your GBP is the most important free marketing tool for any local pet business
- Complete every field in your profile, especially categories, services, and description
- Add 20+ real photos and update them monthly
- Actively collect reviews. Ask happy clients at pick-up and make it easy with a direct link
- Respond to every review within 48 hours, positive and negative
- Post regular updates to signal an active, engaged business
- Avoid common mistakes: wrong categories, outdated hours, stock photos, ignored reviews
The best part? It's completely free. The only investment is your time, and it pays back in clients who find you instead of your competition.
