In today’s competitive automotive retail market, your Google Business Profile (GBP) is one of the most powerful and often overlooked tools for attracting high-quality leads. With most car buyers starting their journey online, your dealership’s GBP is often the first impression they have of your business.

If you optimize it correctly, it can become a 24/7 lead generator that drives phone calls, website visits, and in-store traffic. Here’s how to make the most of it.

Why Google Business Profile Matters for Dealers

When shoppers search "used cars near me" or "dealership in [city]", Google Business Profile listings appear before traditional website results. This means a well-optimized GBP can capture attention and leads, before a competitor’s website even loads.

Google’s local pack and maps results are especially valuable for dealerships because they connect you with customers in buying mode, often ready to book an appointment or visit that same day.

5 Ways to Get More Leads from Google Business Profile

1. Complete Every Section of Your Profile

A partially filled GBP is a missed opportunity. Make sure your profile includes:

• Full dealership name (exact match to your signage)
• Address, phone number, and hours
• Business category (e.g., "Used Car Dealer", "Car Dealer", "Auto Repair Shop")
• A well-written business description with relevant keywords like used cars in [city] or car financing in [city].

The more complete your profile, the higher your chances of appearing in local search results.

2. Use High-Quality Photos and Videos

Dealers who upload professional-quality images of their inventory, showroom, and team get more clicks and calls.

• Add exterior photos to help shoppers find you.
• Showcase featured vehicles.
• Include short videos introducing your team or giving a virtual tour of your lot.

Google says profiles with photos get 42% more requests for directions and 35% more click-throughs to websites.

3. Post Regularly to Your Profile

Think of GBP as a mini social media channel. Posting updates helps you stay visible and relevant. Ideas include:

• New inventory arrivals
• Special promotions or sales events
• Customer testimonials
• Seasonal service offers

These posts show up directly on your profile and can drive clicks to your website or phone calls to your sales team.

4. Collect and Respond to Reviews

Positive reviews are a major driver of lead conversions. Encourage happy customers to leave a Google review and always respond, even to negative feedback.

• Thank customers for positive reviews and highlight their experience.
• For negative reviews, respond professionally, acknowledge the issue, and offer a solution offline.

Dealers with a high review count and rating are more likely to show up in the coveted Google local pack.

5. Use Click-to-Action Features

Your GBP isn’t just informational, it’s interactive.

• Enable the "Call Now" button for mobile users.
• Add links to book appointments or apply for financing.
• Use UTM tracking links so you can see which leads come from GBP in Google Analytics.

This turns your profile into a direct lead capture tool, rather than just a static listing.

Pro Tip: Track and Optimize Performance

Use the Insights section in your GBP dashboard to monitor:

• How customers found your profile (direct vs. discovery search)
• What actions they took (calls, direction requests, website visits)
• Which photos and posts get the most engagement

By analyzing this data, you can double down on what’s working and refine what’s not.

In Closing…

A fully optimized Google Business Profile can bring in more leads than many paid advertising channels, without the ongoing ad spend. By completing every detail, adding engaging content, collecting reviews, and using calls-to-action, you can turn your GBP into a powerful digital showroom that works around the clock.

In automotive retail, first impressions happen online. Make sure yours drives customers straight to your dealership.