Google Business Profile posts appear alongside your listing when someone searches for you or finds you in Maps. That’s a different audience from a social feed: these are people actively looking for a business like yours, often about to decide something.
Which makes it one of the higher-intent surfaces you can post to, and one of the most neglected.
The three post types
Through BulkPublish, Google Business Profile supports:
| Type | What it’s for |
|---|---|
| Update | General news, changes, anything current |
| Event | Something with a start and end date |
| Offer | A promotion, typically with dates and terms |
These aren’t cosmetic labels. Google renders them differently, and Events and Offers carry date information that Updates don’t. Using the right type matters more here than choosing a category does on most platforms.
What it accepts
| Post length | 1,500 characters |
| Images | 1 per post, up to 5 MB, JPG or PNG |
One image per post, and a reasonably generous text allowance. Note the 5 MB image cap is lower than most platforms, so a large photo may need compressing.
What’s actually worth posting
The instinct is to treat this like another social channel and send it whatever went out elsewhere. That mostly wastes it, because the audience is in a different frame of mind. They’re not browsing, they’re checking.
What works:
- Anything that answers a pre-visit question. Changed hours, holiday closures, parking, whether you take bookings
- Genuinely current news. New products, new services, a refurbishment
- Events, using the Event type so the dates render properly
- Offers, using the Offer type, with real terms
What doesn’t:
- Reposted social content with no local relevance
- Anything relying on context from another platform
- Industry commentary. Nobody checking your opening hours wants your take
Why scheduling matters here specifically
Google Business Profile posts are the classic thing that gets updated in a burst and then forgotten for six months. A stale profile is worse than an empty one, because a visible post from last winter suggests the business may not be paying attention.
Scheduling fixes this properly. Queue the seasonal and predictable ones ahead: holiday hours, recurring events, seasonal offers. Those are known months in advance and take one sitting to set up.
Scheduling one
- Connect your Google Business Profile
- Choose Update, Event or Offer
- Write the post, within 1,500 characters
- Attach one image under 5 MB
- Pick a date and time and queue it
Length and media are checked before the post is queued.
Multiple locations
If you run several locations, each is its own channel. Content is often similar across them but not identical, since hours, events and offers vary by site.
- Channels: Free: 3 (1 per platform). Pro: 30 (2 per platform). Business: 75 (5 per platform).
Note the per-platform cap: on Pro that’s 2 Google Business Profile channels and on Business it’s 5. If you manage more locations than that, extra channel slots are available as an add-on.
BulkPublish publishes to Google Business Profile and 14 other networks: Facebook, Instagram, TikTok, YouTube, X, Threads, Bluesky, Pinterest, LinkedIn, Mastodon, Discord, Telegram, Tumblr and Snapchat.
The short version
Three post types, and choosing the right one matters because Google renders them differently. 1,500 characters, one image, 5 MB cap. Post things that answer a question someone has just before visiting, not your social content. And schedule the predictable ones ahead, because the real failure here is a profile that hasn’t been touched since last year.