Google Business Profile Offers: What HVAC and Roofing Companies Should Post (And What Not To)

Yes, you can put an offer on your Google Business Profile, if Google offers the feature in your region and language. Post something specific, like a furnace tune-up discount, and honor it for every customer who sees it, not just the ones who mention the post. Google just published a help document on how this works.

What did Google just add for offers on Business Profiles?

Google published a help document called "Manage offers on your Business Profile." It explains how special offers, discounts and promotional badges show up on your listing, how they get added, and how to remove wrong ones from third parties. Barry Schwartz reported it on November 6, 2026. It is not available everywhere.

That last part matters. According to Schwartz, Google says offers are available only in select regions and languages, and may not be available for all users. So you may open your profile and not see the option. That is not a mistake on your end.

Schwartz also notes that Google already documented offer data metrics inside its Business Profile performance metrics. So this is not a brand-new feature. It is Google putting the rules and the cleanup process in one place.

Where do customers see my Google offers?

Customers may see offers when they find your business on Google Search. Per Google's document, as Schwartz quotes it, offers appear as "special offers, discounts, and promotional badges attached to your placesheet." That is the panel with your name, reviews, phone number and hours, right where people decide who to call.

Think about what that means for a homeowner. Their furnace quit at 7 a.m. They search, they see three companies with similar star ratings, and one has a visible $50 off. That can tip a call your way.

It can also backfire if the offer is vague, expired or not honored. Your listing is the first impression, and an offer is a promise sitting in it.

How do offers get onto my profile?

According to Schwartz, offers can be created two ways: through an Offers Post you write yourself, or as special offers Google discovers through linked social media profiles. You control the first one directly. The second one is easy to forget about until something shows up that you did not expect.

Here is my take. If you have linked a Facebook or Instagram page to your profile, go look at what is running there. An old "spring special" you forgot to delete is exactly the kind of thing that could end up in front of customers.

I say "could" because Google's help page, as summarized by Schwartz, does not walk through every case. Check your own profile and the help document instead of assuming.

What kind of offer should a roofing or HVAC company post?

Post one specific, simple offer that you can fulfill without arguing at the door. Good examples are $50 off a furnace tune-up, a free roof inspection, or a discounted drain camera look. Short, concrete and easy to say out loud on the phone.

Here is what makes a good offer for a home-services company:

• One service, one price. "$50 off a furnace tune-up" beats "Save big on heating."
• A clear end date. Fall tune-up season is real. Put a date on it so you are not stuck honoring a deal in March.
• Terms in plain words. Residential only, one per household, whatever applies. Say it up front.
• A margin you can live with. If the discount makes the job a money loser, do not post it.

Skip anything that sounds like a bait-and-switch. "Free estimate" is fine. "Roof repair from $99" when no roof repair costs $99 will cost you reviews.

Do I have to honor the offer for everyone who sees it?

Yes, in my view. If your offer is on your profile, every customer who sees it should get it, whether or not they mention the post. That is my rule, not a Google rule. Google's document, as Schwartz summarizes it, does not spell out this part.

Here is why I hold that line. Say a homeowner books a furnace tune-up from your profile and sees "$50 off" on the listing. Your tech shows up and the office says the discount only applies if they mention a code. Now you have an annoyed customer and a likely one-star review.

The fix is boring. Tell your office staff and your techs about every active offer. If it is on Google, it is on the price list. Nobody has to ask for it.

If you cannot afford to honor it for everyone, take it down. A live offer you do not stand behind is worse than no offer.

Want to see how this looks on a real profile? This short video walks through posting to a Google Business Profile step by step.

How do I post an offer on my Google Business Profile?

Open your Business Profile, find the option to add a post, and choose the offer type if Google shows it for your account. Write the offer, set the dates and terms, then publish. If you do not see an offer option, it likely is not available in your region or language yet.

Google changes the menu labels often, so follow what you see on screen rather than a fixed path. The process looks like this:

1. Sign in to the Google account that manages your profile.
2. Open your Business Profile and look for the option to add an update or post.
3. Pick the offer post type. If it is not listed, stop here. It may not be available for you.
4. Write one clear offer with the service, the price or discount, and the end date.
5. Add a real photo of your crew, truck or work, not a stock image.
6. Add a button or link that lets people call or book.
7. Publish, then tell your office and your techs the offer is live.

Then put a reminder on your calendar for the end date. Expired offers sitting on a profile make a company look careless.

What do I do about an offer I did not post?

If an offer on your profile came from a third-party partner and it is wrong or unauthorized, you can request its removal. Schwartz says Google's document covers how to remove unauthorized or inaccurate third-party offers, and how to escalate to Google Support if the provider is unauthorized.

In plain terms, here is what to do:

1. Check your profile as a customer would see it, not just from the dashboard.
2. Check any social media accounts linked to your profile for old promotions.
3. If an offer is wrong, read the removal section of Google's help document and follow it.
4. If the provider is not authorized to list offers for you, escalate to Google Support.

I would run this check once a month. It takes five minutes. A free profile audit will also catch listing problems like this, along with wrong hours, categories and phone numbers.

How do I know if an offer worked?

Look at the performance numbers Google gives you, and ask every caller how they found you. Schwartz notes Google already documents offer data metrics within Business Profile performance metrics. That is your starting point. Your booking software and your office staff fill in the rest.

Do not trust any one number. Google shows you activity on the profile, but it cannot tell you who actually booked and paid. So set up a simple habit:

• Have your office ask "How did you hear about us?" on every call.
• Mark "Google offer" in your booking notes when someone mentions it.
• Compare tune-up bookings in the weeks before and after you post.

Do this for one offer cycle and you will know whether it is worth repeating. If you want to see where your profile stands before you spend time on offers, the free Local Visibility Score shows how you look in local search right now.

What offers should I never post?

Never post an offer you cannot fulfill at the stated price, an offer with no end date, or an offer your staff does not know about. Also skip anything that is misleading about what the customer gets. A profile full of broken promises loses more business than a plain one wins.

Here is the short list of things I would avoid:

• Deep discounts that lose money on the job
• "Starting at" prices that almost nobody qualifies for
• Offers with fine print the customer only learns at the door
• Old promotions you forgot to turn off

Offers are a tool. Used well, they give a homeowner a reason to call you first. Used carelessly, they hand a competitor your bad review.

Common questions

Are Google Business Profile offers available to every business?

No. According to Schwartz, Google says offers are available only in select regions and languages and may not be available for all users. If you do not see the option on your profile, it is probably not enabled for your account yet. Check back, and read Google's help document.

What is an Offers Post?

An Offers Post is one way to create an offer on your Business Profile. Schwartz says offers can be created through an Offers Post, or discovered through linked social media profiles. You write the offer yourself, set the terms, and publish it so customers may see it on your listing.

Can a third party put an offer on my profile?

Yes, it can happen. Google's help document, per Schwartz, covers how to request removal of offers provided by third-party partners. If an offer is wrong or the provider is unauthorized, follow the removal steps and escalate to Google Support if needed.

Should I run an offer all year?

I would not. A year-round discount stops looking like an offer and starts looking like your price. Tie it to a season, like a fall furnace tune-up, set an end date, and take it down when the date passes. Then run the next one.