7 September 2026 · 6 min read · Oscar Markham
Google Business Profile for Irish trades: the thirty-minute fix
When a homeowner in Navan searches 'roofer Navan', three businesses appear on a map before any website does. Those three get most of the calls. The listing behind that map is free, takes half an hour to set up properly, and is neglected by almost every tradesperson we audit. Here is the fix, in order.
One listing, the right name
Start by searching your own business on Google Maps. If two listings appear, one with reviews and one without, consolidate them; split listings split your reviews and confuse Google about which one to show. The name should be the business name as it appears on your van, with no keywords stuffed into it. Google removes listings that read 'Best Roofer Navan Roofing Repairs'.
Categories and services
The primary category decides which searches you appear for. A roofer should be 'Roofing contractor', not 'Contractor'. Add every relevant secondary category, then list your services individually: roof repair, flat roofs, gutters, fascia and soffit, each with a sentence. Google matches searches against those services.
The details that stop the call
Opening hours that say 'closed' at 6pm cost you the evening leaks. Set hours that reflect when you answer the phone. Add the service area as the towns you cover, not the whole county, and make sure the phone number is the one that rings in your pocket, with the same number on your website and your Facebook page.
Photos, posts and reviews
Add ten real photos of finished jobs, taken on your phone, and add a new one every fortnight. Post once a month, even if it is a photo and two lines. And build the review habit: ask every satisfied customer on the day the job finishes, send the link by text, and reply to every review within a day. Review count and recency are the two things that move you into the top three fastest.
- One listing, real business name
- Correct primary category, every secondary category that applies
- Every service listed with a sentence
- Hours that match when you answer
- Service area as towns, not the county
- One phone number everywhere
- Ten real photos, one new every fortnight
- A review request the day every job finishes
What it changes
A Dublin plumbing company we work with went from invisible to the number one map result for emergency call-outs, and qualified leads rose by 290% in the months after. The profile did a large part of that on its own; the Google Ads did the rest. If you would like to know where your own listing sits today against the three firms above you, request a free growth audit and we will send it as a PDF.
Written by Oscar Markham, founder of Dublin Growth Digital. We run lead generation for Irish estate agents and trades, reported every Friday in enquiries and booked work.