Google Business Profile setup for window and glass repair companies
The categories, services, photos and hours that put a glass repair shop in the map pack for broken pane, foggy glass and board-up searches. A checklist.
Most glass shops set up their Google Business Profile once, years ago, picked "Glass & mirror shop" because it was the first thing that came up, and have not opened the dashboard since. Meanwhile the map pack for "window repair near me" in their town is won by a competitor who filled in every field.
The profile is the single biggest free lever in this trade. It decides whether you appear for the emergency search at all, and it is the first thing an AI assistant reads when someone asks it who to call. This is the setup, field by field.
Categories: get the primary one right
Google lets you pick one primary category and up to nine secondary ones. The primary carries most of the weight. In this dataset the three categories that show up most are "Window installation service", "Glass repair service" and "Glass & mirror shop". Which one you pick depends on what you want the phone to ring for.
- If most of your revenue is residential repair, broken panes and insulated units: primary "Glass repair service", secondaries "Window installation service", "Glass & mirror shop", "Door repair service" if you do patio doors.
- If replacement and new installs pay the bills: primary "Window installation service", secondary "Glass repair service".
- If storefront is the core: primary "Glass repair service", secondaries "Glass & mirror shop", "Commercial glass installer" where available, "Window installation service".
Do not add "Auto glass shop" even if you do an occasional windshield. It will pull windshield searches into your calls and dilute the profile for everything else. The same goes for "Window cleaning service", which is a different trade with a different customer.
Services: list every job type with a price range
Under Services, add each job type as its own line with a short description and a starting price. Google shows these on the profile and uses the text to match searches. Keep the names in customer language, not shop language.
- Broken window glass replacement: from $180
- Foggy or failed insulated glass unit replacement: from $280 per unit
- Window sash and balance repair: from $120
- Emergency board-up, 24 hours: from $150
- Storefront and commercial glass replacement: quoted on site
- Patio door glass replacement: from $350
- Screen repair and replacement: from $45
- Mirror cutting and installation: from $120
Prices are ranges and "from" numbers; use your own. A profile with eight services and prices gets matched for eight kinds of searches. A profile with "Glass services" and no price gets matched for none in particular.
Hours, and the board-up question
26% of window and glass repair listings have no hours at all. Google treats a profile with no hours as possibly closed and customers treat it as abandoned. Fill them in.
Then decide about nights. Only 5.7% of shops claim 24-hour service. If you genuinely answer a board-up call at midnight, set hours to 24 hours and say so in the description. That alone can win the "emergency window repair" search in most towns, because almost nobody else is listed for it. If you do not answer at night, do not claim it. A customer who calls a "24 hours" listing and gets voicemail leaves a one-star review, and 9.2% of shops under 4 stars is a group you do not want to join.
A middle path: regular hours on the profile, and a missed-call text-back that answers the night call by text within seconds and books the morning slot.
Photos that sell glass work
97.4% of listings have at least one photo, so having photos is not an advantage. Having the right ones is. Upload twenty to start and add two or three a week from the field:
- Before and after of a foggy unit, same window, same angle. The clearest photo you can take in this trade.
- A storefront install at night with the lights on, so commercial buyers see you do that work.
- A board-up in progress. Property managers and insurance adjusters look for this.
- The truck, clean, with the number readable.
- Two or three of technicians working, faces visible, no sunglasses.
- The shop or warehouse with glass racks, which says "we stock it" without words.
Name the files before uploading: "foggy-window-replacement-naperville.jpg" rather than "IMG_4471.jpg". It is a small signal but it costs nothing.
The description and the Q&A
The description is 750 characters. Use the first sentence to state what you do and where, plainly, because that sentence gets quoted: "We repair and replace residential and storefront glass in Fort Collins, Loveland and Windsor, including broken panes, foggy insulated units, sash repair and 24-hour board-up." Then service area, years in business, and how to reach you. No slogans.
The Q&A section is public and anyone can ask. Seed it yourself with the five questions you get every day and answer them from the business account:
- Do you replace just the glass or the whole window? (Just the glass in most cases. Explain when a full window makes more sense.)
- How long does a foggy unit take? (Measured today, usually installed in 5 to 10 business days depending on the manufacturer.)
- Do you work with insurance claims? (Yes, with the paperwork adjusters ask for.)
- Do you do auto glass? (No, and here is who to call.)
- Do you come out at night for a break-in? (Your honest answer.)
Posts, messaging and the small fields
Posts expire and most owners stop after two. A realistic habit is one post a week, 60 seconds, from a job photo: "Replaced four foggy units on a 1998 colonial in Lakewood this morning. Measured last Tuesday, installed today." Seasonal posts work in this trade: a September post about condensation between panes, a May post about hail and storm damage, a December post about break-in board-ups over the holidays.
Turn on messaging only if someone will answer in under an hour. Add the booking link if you take appointments online. Fill in the attributes: women-owned, veteran-owned, on-site services, language spoken. Add the public email; only 21.8% of shops do, and property managers who send work orders look for it.
Make sure the name, address and phone on the profile match your website and every directory exactly, down to "Suite" versus "Ste". Mismatches split your listing in Google's view. More on that in the AI search guide.
Frequently asked
I work from home and do not want my address shown. Can I still rank? Yes. Set the profile as a service-area business, hide the address, and list the towns you cover. You will rank in those towns, a little less strongly than a shop with a visible storefront address.
Should I make a second profile for commercial glass? No. One business, one profile. Two profiles for the same company at the same address is a suspension risk. Use services, photos and posts to show the commercial side.
How do I know if the profile is working? The Performance tab shows searches, calls and direction requests by month. Watch calls from the profile over 90 days after you finish the setup, alongside the review pace from the reviews guide.
Profile setup and ongoing management is part of the local SEO service in the free 14-day trial. Text or call (385) 380-5907.
Steven has spent the last several years running growth campaigns for local service businesses, window repair companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor