GBP Messaging lets customers contact you directly from Google Search and Maps. Most businesses ignore it or respond too slowly — here's how to use it as a genuine lead generation tool.
When a customer searches for your business on Google and sees a "Message" button on your listing, they have an expectation: a fast, helpful response.
Miss that window and they message your competitor.
Google Business Profile Messaging is one of the most underutilized lead generation tools available to local businesses. Here's how to turn it on, set it up properly, and convert those messages into customers.
GBP Messaging allows potential customers to send you a direct message from your Google listing in Google Search or Google Maps — without calling, emailing, or visiting your website.
Why this matters:
According to Google's GBP help resources, businesses that respond to messages within 24 hours keep their messaging feature active. Businesses that don't respond can have messaging automatically disabled.
📊 Flento Data: Businesses that activate and actively respond to GBP messaging see 18% more leads per month on average compared to those who rely on calls alone.
On mobile (Google Maps app):
On desktop (business.google.com):
Once enabled, the "Message" button appears on your listing within a few hours.
💡 Pro Tip: Set an automated welcome message immediately. Go to Messages > set welcome message. This acknowledges the customer instantly while you prepare a real response. Keep it simple: "Hi! Thanks for reaching out to [Business Name]. We'll get back to you within [timeframe]. What can we help you with?"
Google tracks your response rate and response time. If you consistently respond within an hour, Google may show a "Responds quickly" badge on your listing — a significant trust signal.
Response time benchmarks:
Managing response time:
⚠️ Common Mistake: Enabling messaging but not setting up notifications. You'll miss messages for days, Google will disable the feature, and you'll have left leads unanswered.
The goal of your first response is to qualify the lead and move toward a conversion — either a booking, quote request, or phone call.
Effective first-response framework:
Example for a plumber:
Customer: "Do you do emergency drain clearing on weekends?"
Response: "Yes, we offer 24/7 emergency drain service including weekends. For same-day service, call us at [number] and we can usually arrive within 2 hours. Want me to check availability for today?"
🔥 Quick Win: Never respond with just "please call us." Customers who message you chose NOT to call. Give them a real answer via message, THEN offer the phone option as a next step.
Most businesses get the same 5-10 questions repeatedly. Create pre-written templates for these to respond fast and consistently.
Common questions to template:
Keep templates conversational — not like a FAQ page. They should feel like a human wrote them in real time.
To understand how much revenue GBP messaging is generating, track these metrics:
Connecting to your CRM: If you use a CRM or booking software, manually log each GBP message lead so you can track the full customer journey.
Action Step: Turn on GBP Messaging right now if it's not active. Set your welcome message, enable mobile notifications, and respond to the first message you receive within 30 minutes. That one interaction will show you exactly how powerful this feature is.
Some conversations are better resolved by phone. Know when to transition:
Transition phrase: "To make sure we get this right for you quickly, would it be easier to jump on a quick 5-minute call? Here's my direct number: [phone]."
GBP Messaging is a low-effort, high-impact lead channel that most of your competitors are ignoring. Activating it, responding fast, and using smart templates gives you a genuine competitive advantage in local search — not just visibility, but actual conversions.
Start free → — Flento monitors your GBP engagement signals including messaging activity, so you can see how every interaction contributes to your local rankings.
