Google Business Profile Checklist for Med Spas
Use this when a clinic feels invisible in Maps, has changed services, or is preparing for a campaign. The goal is not to "hack" Maps; it is to make the profile accurate, current, and connected to the website patients will visit next.
Profile sweep
| Profile area | Question to answer | What good looks like | Risk if ignored |
|---|---|---|---|
| Categories | Does the primary category describe the business, not just a desired keyword? | Primary and secondary categories reflect actual services and scope. | Google and patients receive mixed entity signals. |
| Services | Do service names match the language on treatment pages? | Important services link mentally and visually to real onsite pages. | Patients click through and feel they landed in the wrong place. |
| Photos | Do photos show the real clinic, not only polished brand graphics? | Exterior, lobby, rooms, equipment, staff context, and updated brand images. | The profile feels inactive or generic. |
| Reviews | Are replies timely, calm, and privacy-safe? | Responses sound human without confirming treatment details. | Trust erodes even when the star rating looks strong. |
| Links | Do website and booking links route to the right next step? | Service-specific paths are used when they reduce confusion. | Motivated patients land on a generic home page and stall. |
Monthly operating rhythm
- Confirm hours, phone, booking links, and UTM tracking after any campaign or vendor change.
- Add a small batch of current photos with documented approval.
- Review new questions and reviews for service-page gaps.
- Compare GBP services against website navigation and paid landing pages.
- Document what changed and who approved it.
Example use case
A clinic adds microneedling with RF. The GBP service is added, but the website only has a generic "skin rejuvenation" page. The profile update should pause until the site explains candidacy, expectations, provider oversight, and the correct consultation route.
Do not fabricate activity: avoid fake photos, invented services, keyword-stuffed names,
or review language that exposes patient details.