For a new local heating company, the Google Business Profile is often the first thing a customer sees and the source of many early calls. We set it up accurately, see it through verification, and give you a review habit that fits a busy first year. We're a marketing service; your licensed team does the work that earns the reviews.
Why the profile matters so much at launch
When someone searches "furnace repair near me", Google usually shows a map with three businesses before any websites. A new company that isn't in that map is invisible to a large share of searchers, even with a fine website.
The profile also answers trust questions in one glance: hours, service area, photos, how long you've been around and what other customers say. For a company with no word-of-mouth yet, that glance carries a lot of weight.
It does take time. Verification can be slow, and ranking in the map depends on relevance, distance and prominence, which grows with reviews and activity. That's why we start it early and pair it with the first-year lead plan for calls in the meantime.
What's included
Setup and verification
- Creating or claiming the profile in your business's own Google account, so you always control it.
- Choosing a primary category that matches your real main service, and a small number of accurate secondary ones.
- Setting a service area of real towns you'll drive to, not the whole province.
- Writing a plain business description, services list and opening hours you can keep.
- Uploading real photos: you, your van, your tools, your work. No stock images.
- Handling the verification steps Google asks for, with you present where needed.
Your first-review routine
- A short message template you send after each job, with a direct review link and a placeholder for the customer's name.
- A simple rule for timing: ask the same day, while the warm house is fresh in their mind.
- Guidance on replying to every review, positive or negative, in a calm, specific way.
Example template you can adapt:
Hi [Customer name], thanks for having [Business name] out to [Town] today. If you have a minute, an honest review helps a new local company more than you'd think: [review link]. Thank you, [Your name].
Timeline
| Stage | Typical timing |
|---|---|
| Profile drafted with accurate details | Week 1 |
| Verification requested | As soon as your address, phone and business name are final |
| Verification complete | Days to several weeks, depending on Google |
| Review routine in use | From your first paid job |
| First monthly check-in | 30 days after verification |
How we measure it
The profile has its own performance data, which we read with you each month:
- Calls from the profile, separate from website and ad calls.
- Direction requests and website clicks.
- Searches that showed your listing, split into searches for your name and searches for services.
- Review count and recency.
Early on, the most encouraging sign is a steady rise in service searches (not just searches for your name), because it means Google has started to show a new company to people who've never heard of it.
Mistakes to avoid
- Using a virtual office or mailbox address. It breaks Google's rules and can sink the listing. If you work from home, hide the address and show your service area.
- Stuffing keywords into the business name. "Smith Heating Furnace Repair Best Price" violates the guidelines. Use your real registered name.
- Asking family to post reviews. They're not customers, and it's the kind of pattern that gets reviews removed.
- Listing services you aren't licensed for. Check with your province's authority first; links are on every provincial page.
- Setting hours you can't keep. A "24/7" label that goes to voicemail at night costs trust fast.
GasBoilers.ca, a division we built for CANRO Heat, shows where patient profile work can lead: GasBoilers.ca holds 5.0★ from 76+ Google reviews. More on what that case shows is on the results page.
Frequently asked questions
Can I list my home address on Google?
You can register a home-based business, but as a service-area business you would normally hide the street address and show the areas you serve instead. Google's guidelines don't allow virtual offices or mailbox addresses, and listings that use them risk suspension.
How many reviews does a new company need?
There's no magic number. What matters early is having some recent, genuine reviews, so a stranger sees that real people have used you. A handful in the first months is a reasonable start for most new owners.
Can you write reviews for us or buy them?
No. Fake or bought reviews breach Google's policies and can mislead consumers, which the Competition Bureau takes seriously. We only help you ask real customers in a simple, consistent way.
How long does verification take?
It varies. Google may ask for a video, a phone call or other proof, and some new businesses are asked several times. We start this step as early as your real business details allow.