What Is the Average Google Business Profile Click-Through Rate?
Position #1 captures 23.6% of clicks, while #4+ gets less than 5%.
The average Google Business Profile generates about 200 clicks per month with a click-through rate (CTR) of approximately 5%. However, position matters enormously: businesses in the first Local Pack position capture 23.6% of clicks, while those ranked #4 or lower see dramatically less engagement.
Data current as of February 2025
Key Statistics at a Glance
- ~200 clicks per month — average for local businesses (Birdeye | 2024)
- 44% of local searchers click on Local Pack results (BrightLocal | 2024)
- 126% more traffic for Local Pack top 3 vs. positions 4-10 (Moz | 2024)
- 7x more clicks for complete profiles vs. incomplete (Google | 2024)
- 81 monthly actions (calls, clicks, directions) on average (SOCi | 2025)
Local Pack Position Changes Everything
The Google Local Pack (the 3-pack of business listings that appears at the top of local search results) captures the majority of local search clicks. Position within this pack dramatically affects CTR:
Businesses in the Local Pack top 3 receive 126% more traffic and 93% more conversion actions (calls, website clicks, directions) than those ranked below.
Where Do GBP Clicks Come From?
Understanding click sources helps focus optimization efforts:
| Search Type | % of Impressions | What It Means |
|---|---|---|
| Discovery searches | 84% | “Dentist near me” — category/service searches |
| Direct searches | 12% | “ABC Dental” — brand name searches |
| Branded searches | 4% | Related brand/product searches |
84% of GBP visibility comes from discovery searches—people searching for what you do, not who you are. This emphasizes the importance of category optimization and appearing in category-level local results.
What Actions Do Users Take?
The average GBP receives about 81 monthly actions. Here’s how those break down:
What Increases GBP Click-Through Rate?
Profile optimization has dramatic effects on CTR:
- Complete profiles: 7x more clicks than incomplete profiles
- 10+ photos: 2x more engagement (calls, messages)
- Photos in general: 42% more direction requests
- CTA buttons: 42% higher engagement rate
- Weekly posts: 26% increase in local impressions
Impressions vs. Engagement Benchmarks
How does your GBP performance compare?
- 40% of businesses exceed 1,000 monthly impressions—60% don’t
- Local Pack visibility: Average business appears 20-40% of the time for relevant searches
- Direction request rate: 3-5% of views (7-10% for restaurants/retail)
If you’re below these benchmarks, optimization opportunities exist. If you’re above them, you’re outperforming most local businesses.
GBP Post Engagement Rates
Google Business Profile posts (updates, offers, events) have their own engagement patterns:
- Average post engagement: 1-3% CTR
- Promotional posts: 33% more clicks than standard updates
- Event posts: 2x better performance than average
Sources & Methodology
This analysis draws from the following sources:
- Birdeye GBP Performance Study (2024) – Clicks and impressions data
- BrightLocal Local Pack Click Study (2024) – Position CTR analysis
- SOCi Consumer Behavior Index (2025) – Monthly action benchmarks
- Google Business Profile Help Documentation (2024) – Optimization impact data
- Moz Local SEO Industry Report (2024) – Local Pack traffic comparisons
Click-through rates represent clicks divided by impressions for Google Business Profile listings. “Actions” include calls, website clicks, and direction requests initiated from GBP. Benchmarks reflect U.S. local businesses across industries.