No Storefront? No Problem. Here’s How to Rank on Google Maps Anyway

If you run a service-based business (think landscaper, mobile dog groomer, HVAC tech, or event planner), you’ve probably had this frustrating question come up while setting up your Google Business Profile: “Do I have to list my address?”

Short answer: Nope.

Longer answer: You actually really shouldn’t.

Longest (and most helpful) answer? This entire blog. Because there IS a right way to show up on Google Maps if you don’t have a brick-and-mortar location. And if you don’t follow the steps just right, you could tank your local visibility or accidentally violate Google’s terms. (Neither of which is great for business.)

Here’s how to get your profile up and running the right way, no storefront required.

First: You Can Be on Google Maps Without an Address

It’s a common misunderstanding that only businesses with a physical storefront can rank locally on Google. It’s just not true. Google has a whole system in place for “service area businesses” or, as I’d put it, businesses that go to their customers, not the other way around.

If your “office” is your home, your work truck, or your laptop, you’re in good company. And you absolutely CAN appear on Google Maps.

Step 1: Do Not Enter a Public Address

If you don’t serve customers at a business location, skip the address field in your Google Business Profile altogether. Seriously. Leave the address field blank. 

Instead, check the box that says “I deliver goods and services to my customers.” Google will set up your public-facing profile to display without a visible address. That’s exactly what you want. It keeps your personal or home address private and tells Google that yours is a service-based business.

This might feel a little backwards. How can Google Maps list you without an address? It’s the correct setup, I promise. Your business will still show up in Google Search and on Google Maps just like storefronts do. But instead of an address, you’ll have designated service areas. More on that in step 2. 

Step 2: Set Your Service Area

Once you’ve told Google you’re a service-based business, you’ll be prompted to define where you work. You can add up to 20 locations, which can be cities, counties, or ZIP codes. 

What you include just depends how far you’re willing to travel (or ship, or Zoom). Just be sure to keep it realistic. Google recommends staying within about a two-hour driving radius of your base. Anything beyond that and you risk confusing the algorithm or watering down your visibility.

Here’s the pro move: Don’t just pick a 50-mile radius and call it a day. Think about where your best customers are actually coming from and where you actually want to go. If you’re based in the suburbs but mostly serve clients in the city? List the city. If you offer virtual services to clients all over the state, include those areas too.

You can add up to 20 different service areas and you can update them anytime. Use that flexibility to your advantage.

Step 3: Verify Your Profile

Even if you’re not displaying your address publicly, you still need to verify it privately. It’s how Google makes sure you’re a real business and not a spammy listing or a bot. And without verification, your listing can’t go live. 

Most of the time, verification involves getting a postcard in the mail with a code you’ll enter into your profile online.

Pro tip: If you run into issues with postcard delivery (it happens!), use one of the alternate methods available like video verification or phone. Don’t be afraid to dig into the help docs or request support to explore more.

Step 4: Optimize Like a Storefront Would

Just because you don’t have a neon “Open” sign doesn’t mean you get to skip the rest. You still need to treat your profile like your business’ digital front door.

Fill out every field you can: your business hours, categories, services, business description, and especially your photos. Yes, even service-based businesses need photos. Show yourself in action. Share before-and-after pics. Introduce your team. The goal is to help people see what it’s like to work with you, even if they’ll never walk into a physical space.

And be sure to keep your profile active. Post updates. Answer questions. Respond to reviews (especially the not-so-nice ones, kindly). Google rewards activity with visibility.

Why This Matters More Than You Think

In this day and age, Google is like a front desk. You're a service-based business… your next customer isn’t just walking by your shop. They're searching, scrolling, and choosing based on what they see online. A fully optimized Google Business Profile tells them that you’re legit, you’re nearby, and you’re ready to help.

If you’re ready to level up your digital front desk, our free ebook has everything you need to get started: Creating Your Google Business Profile: A Step-by-Step Guide for Local Business Owners.