From Quiet Profile to Call Magnet: A Google Business Profile Success Story
Google Business Profile (GBP) is one of the most powerful tools for local businesses. It connects you directly with customers searching for help “near me,” letting them call, message, or visit your site straight from the search results. Even more importantly, it showcases your reputation through reviews, photos, and recent activity, making it a key driver of trust and action.
For service-based businesses like The Built Group, optimizing GBP can mean the difference between being discovered or overlooked.
About the Company
The Built Group is a renovation and restoration company serving homeowners who need both planned upgrades and urgent help after events like floods or fire damage. Their work ranges from full-level renovations to more complex insurance-related repairs.
They operate in a defined geographic area and depend heavily on people searching online for help “near me.” For these customers, Google Business Profile (GBP) has become the main way they discover and contact the company. Today, more people find and call The Built Group from GBP than from their website.
Missing in Maps: The Problem with No GBP
Before working with Mawazo, The Built Group did not have a Google Business Profile. Their presence in local search was limited to their website and word of mouth, which meant homeowners looking for help “near me” often discovered other providers first.
They relied on:
- A traditional website that did not show up consistently in local map results.
- Referrals and existing relationships, which were valuable but not predictable.
Without a GBP, they were missing three critical pieces:
- A prominent position in Google Maps for local searches related to restoration and renovation.
- An easy way for customers to call them directly from search results.
- A public record of recent, authentic reviews that could build trust at a glance.
In practical terms, The Built Group was doing strong work on the ground, but that experience and reputation were not visible where it mattered most: on Google, in the moment someone needed help. Creating and optimizing a Google Business Profile and then using reviews to strengthen it became a core element of the strategy Mawazo developed with them.
What This Actually Changed
Mawazo partnered with The Built Group to turn satisfied customers into consistent, high-quality Google reviews and, in doing so, improve local SEO performance.
We introduced their leadership team to our “Power of Google Business Profile Reviews” framework. They designed an internal program that aligned staff behavior, customer experience, and review quality.
The incentive structure rewarded team members when customers mentioned their name in a review, when reviews included photos, and when they led the company in total reviews for the month. This turned reviews into a friendly internal competition and gave staff a clear reason to ask for feedback on every completed job.
Throughout, we reframed reviews as a core local SEO asset, not just a source of feedback. Frequent, recent, detailed reviews help a business appear more often in local search results and map packs, while authentic stories build trust at a glance. Reviews that describe real scenarios - such as a basement restored after a flood - also help Google associate the profile with relevant services, even when “insurance work” is not named directly.
A 4.8-Star Profile That Drives Calls
Over a five‑month period, with the new process and incentives in place, The Built Group:
- Collected 34 new Google reviews
- Reached an overall 4.8‑star rating
- Built a library of detailed reviews that often name project managers, describe specific work, and include a photo of the finished project
The commercial impact has been clear: the majority of their phone calls now originate from their Google Business Profile, not their website. More people find them on Google and use the profile as their first point of contact for both insurance-related and renovation inquiries.
Not every call is for a large custom build or full-scale renovation, but The Built Group now has stronger local visibility, a higher volume of inbound opportunities, and an online reputation that accurately reflects the quality of their work.
Their experience illustrates what we see across many local businesses: for most, GBP is one of the most important - if not the most important - sources of leads. When you combine that profile with a simple, team-driven review strategy backed by clear incentives and an easy path for customers, you turn a basic listing into a dependable local lead engine.
Do you have any questions on the above, or would you like to share your experience? Just email ideas@mawazo.ca or call +1 (833) 503-0807.
At Mawazo Marketing we work with owners of B2B companies who want to accelerate their business. We help them with a concrete digital growth plan, a website that saves operational cost, and a digital marketing system that generates leads. For qualifying clients we offer a 5x ROI guarantee: if we don't reach the objective, then we pay back the difference. Book a Free Strategy Session to find out more.
