What Dealerships Need to Know About Google Business Profiles

PureCars COO Sarah Grajewski discusses local search visibility, Vehicle Listing Ads, and best practices for managing dealership listings in her interview with Car Dealership Guy.

Google Business Profiles play an important role in how shoppers discover local dealerships online. From displaying store hours and directions to supporting the setup of Vehicle Listing Ads, these profiles are a key part of a dealership's digital presence.

In a recent interview with Car Dealership Guy, Sarah Grajewski, Chief Operating Officer of PureCars, discussed the role Google Business Profiles play in automotive marketing, following reporting that identified automotive retailer listings associated with government buildings, homes, parking lots, and other locations where a dealership did not appear to operate.

The conversation explored how these listings can affect local search visibility, what dealerships should know about Google's advertising ecosystem, and the steps retailers can take to manage their own business profiles effectively.

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How Google Business Profiles Support Automotive Advertising

During the interview, Grajewski explained that Google Business Profiles are an important component of setting up Vehicle Listing Ads.

The process involves connecting a verified business profile with Google Merchant Center, where a dealership's vehicle inventory feed is managed, and then connecting the necessary accounts to Google Ads. Geographic settings also help determine where campaigns can serve.

As Grajewski noted, the business profile helps establish the dealership's location within this process. Getting the setup right is important for dealerships looking to advertise their inventory and reach shoppers in their markets.

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The Impact of Inaccurate Business Listings

A central topic of the interview was Car Dealership Guy's reporting on automotive business profiles associated with locations where the retailer did not appear to have a physical operation.

Grajewski discussed how local listings can generate organic traffic when shoppers search for terms such as "used car dealer near me." Unlike paid advertising, this traffic does not require a direct advertising payment for each click.

When a listing appears in local search results, it may influence which businesses shoppers discover and visit. In competitive markets, that visibility can affect the opportunities available to nearby dealerships.

The discussion also highlighted the importance of distinguishing between paid advertising and organic listings. The circumstances surrounding individual profiles and any associated advertising arrangements require separate consideration, but the broader issue reinforces why accurate business information matters to both shoppers and dealerships.

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Common Google Business Profile Mistakes

Grajewski also shared several best practices dealerships should follow to maintain accurate and effective business profiles.

• Keep business information consistent. A dealership's name, address, and phone number should be consistent across online listings, and its hours should be kept current, including holiday schedules.

• Verify business profiles. Dealerships should ensure their eligible profiles are verified and be prepared to complete any additional verification steps Google requires.

• Avoid duplicate listings. Creating another profile because the original is difficult to access can lead to complications, including potential suspensions. Dealerships should resolve access issues through the appropriate channels.

• Keep reviews and information organized. Where appropriate under Google's guidelines, dealerships should manage their locations and departments in a way that keeps business information and customer feedback organized.

• Monitor listings regularly. Business profiles should be reviewed periodically to catch outdated information, duplicate entries, or other inconsistencies.

These steps help dealerships maintain a more reliable local presence and provide shoppers with accurate information when they are deciding where to shop.

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Why Dealerships Should Own Their Google Business Profiles

Another key takeaway from the conversation was the importance of business profile ownership.

Grajewski recommended that dealership leadership, such as a marketing director, general manager, or owner, retain ownership of the dealership's Google Business Profile. Marketing agencies and other vendors can then receive manager access to support ongoing work.

This approach helps dealerships maintain control of their digital assets when vendor relationships or internal personnel change.

Because a Google Business Profile can influence local discovery and customer interactions, ownership should be treated as part of the dealership's broader digital marketing management strategy.

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Turning Local Search Visibility Into an Opportunity

The interview reinforces an important point for automotive retailers: a dealership's digital presence extends beyond its website and paid campaigns.

Google Business Profiles can influence how shoppers find a store, access its information, and decide where to go next. Maintaining accurate listings, addressing duplicates, and retaining ownership of business profiles are practical steps dealerships can take to strengthen that presence.

For more insights, watch Sarah Grajewski's interview with Car Dealership Guy and explore the discussion around Google Business Profiles, local search visibility, and automotive advertising.

Read the original reporting: Car Dealership Guy: Google Business Profile listings point to government buildings, homes, parking lots, and other locations.

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