How to Set Up Google Business Profile for Your Pub

Google Business Profile is the single most important digital marketing tool for local pubs. It's free, it's powerful, and it directly affects whether customers find you or your competitors.

46%

of all Google searches have local intent — people looking for businesses near them

A well-optimised Google Business Profile drives calls, directions, and bookings

Why Google Business Profile Matters

When someone searches "pubs near me" or "best pub in [town]", Google shows three results at the top of the page — the Map Pack. These listings come from Google Business Profile, not from websites.

If you're not in the Map Pack, most mobile searchers will never see you. They'll click one of the three pubs that do appear. Your GBP is how you compete for those spots.

Creating Your Profile

Sign In to Google Business

Go to business.google.com. Sign in with a Google account you'll have permanent access to — ideally a business email rather than a personal one.

Find or Add Your Business

Search for your pub. If it already exists (Google often creates listings automatically), claim it. If not, add it as a new business.

Enter Business Details

Name: Your pub name exactly as it appears on your signage
Category: Primary category should be "Pub" or "Gastropub"
Address: Full postal address, matching Royal Mail format
Phone: Main customer phone number
Website: Your pub's website URL

Verify Ownership

Google will ask you to verify you own the business. Options include postcard (5-14 days), phone call (instant), or email (instant if you have a matching business email).

Choose phone or email verification if available — it's instant. The postcard method can take up to two weeks, during which you can't make changes to your listing.

Optimising Your Profile

A basic profile won't rank well. Google rewards complete profiles — pubs that fill in every field rank higher than those that don't.

Complete Every Section

Opening hours (including special hours for holidays)
Business description (up to 750 characters)
All services offered (food, beer garden, live music, etc.)
Attributes (dog-friendly, wheelchair access, outdoor seating)
Menu link or dishes
Booking link
Products/services section

Writing Your Description

Your description appears when customers click on your listing. Include:

What type of pub you are (country pub, gastropub, sports bar)
What makes you special (historic building, local ales, award-winning food)
Key offerings (Sunday roasts, beer garden, live music)
Location context (near the station, in the village centre)

Don't stuff your description with keywords. Write naturally for customers, not search engines. Google can detect keyword stuffing and it hurts your ranking.

Adding Quality Photos

42%

more direction requests for profiles with photos compared to those without

Profiles with photos get significantly more engagement. Add photos showing:

Exterior: So customers recognise your pub from the street
Interior: Show the atmosphere — bar, seating areas, fireplaces
Food & drinks: Your best dishes and signature drinks
Team: Friendly staff behind the bar (with permission)
Events: Quiz nights, live music, busy Saturday nights

Use good lighting and avoid blurry phone snaps. You don't need a professional photographer, but decent photos make a huge difference. Natural daylight works best for food shots.

Sunday roast dinner at a pub — High-quality food photos encourage customers to visit

Getting Reviews

Reviews are a major ranking factor. More reviews, better average rating, and recent activity all help you rank higher in the Map Pack.

How to Generate More Reviews

Create a direct link: Generate your review link from GBP dashboard
Table cards with QR codes: Make it easy for diners to review
Receipt footers: Add your review link to printed receipts
Follow-up emails: Send after bookings asking for feedback
Staff asks: Train staff to ask happy customers directly

Respond to every review — positive and negative. It shows you care and keeps your profile active. For negative reviews, respond professionally and offer to make things right.

Ongoing Management

Setup isn't a one-time task. For best results, maintain your profile regularly:

Weekly GBP Tasks

Post updates (events, specials, news)
Respond to new reviews
Answer any customer questions
Add new photos when you have them

Monthly GBP Tasks

Review and update opening hours
Check all information is current
Add seasonal menu updates
Review insights and performance

Need Help With Your Google Profile?

We set up, optimise, and manage Google Business Profiles for pubs across the UK. Let us handle it while you focus on running your pub.

See our GBP service