Let’s be real, when was the last time you actually looked at your dealership’s Google Business Profile (GBP)? Not just the main listing, but sales, service, parts, and body shop too?
For most dealers, the answer is either “I’m not sure” or “Our agency handles that.” And that’s the problem.
At BZ Consultants Group, we audit a lot of GBPs — and we’ve yet to find one that didn’t have something broken, outdated, missing, or mismanaged. From ownership issues and API conflicts to missing UTMs and bad categories, there’s a good chance your listing is either hurting your local SEO or making your vendors look better than they are.
Why GBP Optimization Still Matters (A Lot)
Your Google Business Profile is prime digital real estate. It’s often the first thing shoppers see when searching for your dealership, and it directly impacts:
- Your visibility in local search and Maps
- Lead generation from click-to-call, directions, website visits
- Credibility through reviews and photos
- Even your paid media performance, when improperly linked
And with Google constantly changing how GBP works — including auto-category updates and department un-nesting — you need to stay on top of it, or risk losing visibility altogether.
📊 Real Data: Why You Can’t Afford to Neglect Your GBP
📸 Photos = Engagement
According to Search Engine Land, businesses with over 100 images on their GBP receive:
- 2,717% more direction requests
- 520% more calls
Meanwhile, those with only one image get 75% fewer direction requests. TLDR: Google rewards visual content.
⭐ Reviews = Local Ranking Power
Google reviews are easy to influence and easy to overlook — but they heavily impact your local rankings, according to Search Engine Land.
🛠️ Pre-Defined Services = SEO Edge
Adding services like “oil change” or “tire rotation” to your listing helps Google categorize your business and improve local visibility. Search Engine Land confirms it.
🧭 Auto Dealers Lead in GBP Conversions
A BrightLocal study found that auto dealers see the highest number of clicks, calls, and direction requests from GBP compared to any other industry.
That’s your traffic — if your listing is optimized.
Most Common GBP Issues We See
Here’s what we uncover almost every time we audit a dealer’s listings:
❌ No UTM tracking on website links (or wrong UTM structure)
❌ Dealer doesn’t own the profile or doesn’t know who does
❌ Too many vendors with access (causing constant overwrites)
❌ Old categories that haven’t been reviewed in years
❌ No recent photos or updates (Google sees this as stale)
❌ Reviews not being responded to — or barely any at all
❌ Sales listing is being used for all departments (not split into service, parts, etc.)
❌ Agencies being paid to “manage” listings but doing the bare minimum — or nothing at all
❌ Phone numbers, hours, and departments not updated when they change
❌ No one is monitoring when Google pushes updates (which happens a lot)
Why Constant Oversight Is Non-Negotiable
We personally monitor our clients’ GBPs multiple times a week — because Google doesn’t wait for permission. If you’re not actively managing your listings:
- Google can remove departments
- Categories may auto-update=
- Your profile could be flagged or suspended
- API feeds from vendors can overwrite your corrections
And you might not even know it happened until your calls or clicks drop off.
Yes — now that we’ve got strong supporting data from sources like Sked Social and Bliss Drive, this section deserves a bit of a glow-up. Here’s a revised version that:
✅ Reflects the actual impact of Google Posts
✅ Keeps your voice and tone casual, helpful, and insightful
✅ Educates without overselling
✅ Aligns with the rest of your expert-level blog
What About Google Posts and Product Listings?
Two often-overlooked areas of your Google Business Profile (GBP) that can make a big difference: Posts and Products.
📮 Google Posts: Still Worth Doing
Look, Google Posts might not drive a flood of clicks or directly boost your SEO rankings — but they still matter.
Why? Because they signal to Google (and shoppers) that your business is:
- Active
- Responsive
- Legitimate
According to Sked Social, regular posting supports your local SEO by showing Google your business is alive and well.
Bliss Drive adds that timely, relevant content can improve visibility and local engagement — even if it doesn’t impact rankings directly.
Bottom line? Don’t ignore Posts. Even if they don’t generate massive clicks, they reinforce credibility and consistency — and that helps.
🚗 GBP Product Listings: A Missed Opportunity for Many
Dealers often don’t realize they can use the “Products” tab in GBP to display actual inventory — yes, the cars on your lot.
This doesn’t just make your profile more useful for shoppers — it also drives higher interaction rates, which positively impact your visibility.
Local Falcon confirms that while product listings may not directly improve your ranking, they boost engagement, which supports your local performance.
GPO agrees — showcasing vehicles helps Google understand your business better and connect you with the right local searches.
We don’t manage your inventory uploads directly — but we always flag it in our audits and help your vendors get it right.
🔍 The Ultimate GBP Audit Checklist for Car Dealers
✅ Ownership & Access
- Do you know who owns your listing(s)?
- Do you have full manager or owner access?
- Are old vendors still listed under permissions?
- Are APIs connected, and are they overwriting your changes?
✅ Listing Structure
- Do you have separate listings for Sales, Service, Parts, Body Shop?
- Are departments properly nested under the main listing?
- Are categories accurate and up-to-date?
🛠️ Pro Tip: Want to quickly see which categories your competitors are using?
Try the free Chrome extension GMBSpy. It lets you view GBP categories for any business in seconds. I use it all the time when doing competitive audits.
✅ Local SEO Essentials
- Are UTMs added to your website links for accurate tracking?
Is your primary category correct (not “Used Car Dealer” for an OEM)? - Do you have current, high-quality photos?
- Are your hours and phone numbers correct for each department?
- Are reviews being responded to — all of them?
🎯 What Proper UTM Tagging Looks Like (With Real Examples)
One of the most common issues we see during GBP audits is missing or incorrect UTM tags on website links. Without these, you can’t accurately track what traffic is coming from your Google Business Profile — which means your reporting is likely wrong.
Below are examples of properly structured UTM-tagged URLs that show what page was clicked, where it came from, and what button was clicked:
| Link Purpose | Example URL with UTMs |
| Main website button | https://www.dealername.com/?utm_source=google&utm_medium=organic&utm_campaign=google_my_business&utm_content=website_button |
| Service scheduler button | https://www.dealername.com/service/schedule-service/?utm_source=google&utm_medium=organic&utm_campaign=google_my_business&utm_content=appointment_button |
| Specials menu link | https://www.dealername.com/new-vehicle-specials/?utm_source=google&utm_medium=organic&utm_campaign=google_my_business&utm_content=menu_button |
| Service appointment | https://www.dealername.com/schedule-service/?utm_source=google&utm_medium=organic&utm_campaign=google_my_business_service&utm_content=appointment_button |
| Parts – website button | https://www.dealername.com/parts/?utm_source=google&utm_medium=organic&utm_campaign=google_my_business_parts&utm_content=website_button |
💡 Best Practices:
- utm_source=google — Always set the source as google
- utm_medium=organic — Use organic since this is not paid traffic
- utm_campaign= — Use consistent naming like google_my_business, gbp, or append _service, _parts for department-specific profiles
- utm_content= — This identifies the button clicked, such as website_button, menu_button, appointment_button)
🚨 Pro Tip: If your agency controls your GBP links, ask them for a current UTM tracking sheet — or audit the links yourself in your profile settings. If it’s not tagged correctly, you’re flying blind.
✅ Engagement Signals
- Are you posting to your GBP regularly?
- Are you using the Products feature for inventory?
- Are services listed with accurate descriptions?
✅ Oversight & Monitoring
- Are you auditing your listings weekly?
- Are changes being made when Google pushes updates?
- Do you know if vendors are overwriting your content?
📝 Bonus: Want a Printable Version?
➡️ Download the GBP Audit Checklist for Car Dealers (PDF)
Final Thoughts — Don’t Let Your Listings Slip
Your GBP is too important to ignore — and far too easy to break without knowing it.
Even if you’re working with an agency, you still need oversight. Even if it looks “fine,” that doesn’t mean it’s optimized.
📍 Want a second set of eyes on your listings? I offer a complimentary audit of your website and GBP — no strings, just clarity.
📞 CTA:
Click here to schedule your free GBP audit with BZ Consultants Group. Let’s make sure your dealership is showing up the way it should.
