Google Business Profiles got more attention this fall but turned less of it into customers. Across 12,996 local businesses tracked by Diib, profile views from August through October 2026 were up 6% on the same three months of 2025, while calls from the profile fell 4% and website clicks fell 4%. Direction requests were about flat, up 1%.<\/p>\n
The share of profile views that led to a call, website click or directions request slipped from 11.0% to 10.1%. A little more than half of profiles (53%) turned a smaller share of their views into action than a year earlier.<\/p>\n
The gap was widest where views grew fastest. Cleaning services profiles got 33% more views but 14% fewer calls. Home improvement profiles got 24% more views and about 2% fewer calls. Not every industry gained views: travel, fitness and hotel profiles got fewer views and fewer calls or clicks.<\/p>\n
Where the views came from also shifted. At the typical profile, views on Google Maps rose about 11% while views in Google Search fell about 5%, and 62% of profiles got a bigger share of their views from Maps. Some businesses already lean on Maps; restaurants get more profile views on Maps than in Search<\/a>.<\/p>\n How well a profile turns views into calls already varies a lot by industry. Physical therapy profiles get about 70% more action per view<\/a> than the typical profile, while clothing accessory profiles turn fewer than half as many views into calls or clicks<\/a>.<\/p>\n Diib compared the same Google Business Profiles in both periods, August 1 to October 31 of 2025 and 2026, using aggregated Diib data. Only profiles with at least 900 views in 2025 and data on nearly every day of both periods were included. Figures are totals across all 12,996 profiles, so a single business can look very different. The data shows what changed, not why: seasonality, local competition and changes in how Google shows and counts profile views could all play a part.<\/p>\nHow Diib measured it<\/h2>\n