The aggregate view
Across four anonymized, locally driven businesses, Google Business Profiles generated 23,545 impressions, 258 call clicks, 2,124 website clicks and 893 direction requests in 90 days.
Those figures show activity, not guaranteed leads or revenue. Their value is in revealing how customers behave before they contact a business.
Vertical behavior matters
The pattern changed by category, which is exactly why one-size-fits-all reporting is weak.
- Home services produced 145 call clicks. Speed and phone access mattered.
- Residential construction produced 944 website clicks. Customers needed deeper evaluation.
- Events and hospitality produced 362 direction requests. Location intent dominated.
- Specialty retail produced a balanced mix of calls, website visits and showroom directions.
The operating lesson
Measure the action that matches how customers buy. A call-heavy service company should not be judged by direction requests. A destination business should not treat physical navigation as incidental.
Good local marketing starts by connecting profile activity to the real customer journey, then improving the weak link.
Your next move