How to Best Optimise Your Google Business Profile for Your Insulation Business

When homeowners search "insulation company near me" or "underfloor insulation [city]", Google often shows a map pack of three local businesses at the very top. That's where most of the calls and enquiries go.

If your Google Business Profile (GBP) isn't optimised properly, you'll get pushed out of that map pack, even if you're the better installer. The frustrating part is that many insulation companies leave their profile half-finished, which means they're handing leads to the competitor down the road.

Here's how to make sure your profile isn't just set up, but actually winning you jobs.

1. Choose the Right Main Category

This one decision can make or break your visibility.

Your primary category tells Google what you do. Get it wrong and you'll never show for insulation-related searches.

For insulation contractors, the best option is usually "Insulation Contractor." If that isn't available in your region, choose the closest match. Avoid vague categories like "Construction Company" or "General Contractor." They'll dilute your relevance.

2. Add Every Relevant Secondary Category

Most insulation businesses only pick one category and leave it at that. Huge mistake.

You can add multiple secondary categories to capture the full scope of your services. Examples include:

• Ceiling insulation
• Underfloor insulation
• Wall insulation
• Spray foam insulation
• Loft insulation
• Energy efficiency contractor
• Home insulation service

Google uses these categories to decide which searches to show your profile for. If you only list "Insulation Contractor," you'll miss out on people typing "spray foam insulation" or "underfloor insulation installation."

Take the time to add everything you actually offer.

3. Build Out Your Services and Descriptions

Once categories are in, you can add services under each. This is where you get specific. For example:

• Ceiling insulation → "We supply and install ceiling insulation to meet Healthy Homes and energy efficiency standards."
• Underfloor insulation → "Moisture barrier and underfloor insulation installs to keep homes warm and dry."
• Spray foam insulation → "High-performance spray foam insulation for walls, roofs, and commercial projects."

Write each service like a mini sales pitch. Keep it natural, but include the keywords customers will actually type.

4. Fill Out Every Detail Completely

Google ranks businesses with complete profiles higher. Make sure you've got:

• Correct business name (if possible, naturally include "Insulation")
• Address and service areas (list every suburb, town, or city you'll work in)
• Phone number
• Website link
• Opening hours
• Business description (short paragraph including your key services and location)

Think of it as trust signals for both Google and your customers.

5. Upload Real Photos and Keep Them Fresh

Photos are one of the quickest ways to build trust with homeowners. They want to see that you're a real, local business.

Add:

• Vans and branding
• Your team on site
• Before and after insulation jobs
• Certificates, accreditations, and safety gear

Keep adding photos regularly. Google prefers active profiles and will reward you with better visibility.

6. Reviews Are Your Ranking Fuel

Google reviews are one of the biggest ranking factors in the map pack.

Aim for a steady stream of 1–2 reviews per month. After every successful job, send the customer a link to your review form by text. Make it part of your workflow.

Even a handful of strong reviews can put you ahead of competitors with outdated profiles.

7. Use Posts to Stay Active

Google lets you add updates to your profile, and very few insulation companies bother. That means it's your chance to stand out.

Ideas for posts:

• Seasonal offers ("Winter insulation specials now on")
• Compliance reminders ("Healthy Homes insulation standards explained")
• Showcase of a recent job (before and after photos)

Fresh activity signals to Google that your business is alive and kicking.

8. Track and Adjust

Your GBP dashboard shows how many people saw your profile, how many clicked "call," and how many clicked through to your site. Track these numbers monthly.

If you notice dips, refresh your categories, add more services, or increase review requests. Treat it like an ongoing part of your marketing, not a one-time setup.

The Bottom Line

Optimising your Google Business Profile is free, but most insulation businesses never bother to go beyond the basics. That's why a lot of good contractors are invisible in search while their competitors take the calls.

When you choose the right main category, add every relevant secondary category, build out your services properly, and keep reviews and photos coming in, your profile will turn into a steady enquiry generator.

At InsuGrow, we help insulation contractors do exactly this, alongside running profitable Google Ads campaigns that keep the pipeline full. If you'd like us to review your profile and give you a practical action plan, reach out today.