Short answer: A Google Business Profile description can be up to 750 characters. Google's rules exclude links, HTML, deals, promotions and prices, and content unrelated to the business. Lead with what you do and where, name your main services, add a real differentiator, and close with how customers can book or call.
Your Google Business Profile description can be up to 750 characters, and it is one of the few places on the profile where you describe the business in your own words. Here are 5 industry-specific examples that combine what you do, where you do it and how to get in touch, written to fit Google's description rules.
5 description examples that work
Plumbing example
"Family-owned plumbing company serving Houston since 1998. Same-day service for emergency leaks, water heater repair, drain cleaning, and bathroom remodels. Licensed master plumbers and clear written quotes before work starts. Available 24/7 for emergencies. Call us to schedule service."
Dental example
"Modern family dental practice in Cary, NC offering general, cosmetic, and pediatric dentistry. We accept Delta Dental, Aetna, BCBS, and most major insurance. Saturday appointments available for working families. New patients welcome , book online or call for a same-week consultation."
Restaurant example
"Authentic Italian restaurant in downtown Boise. Hand-rolled pasta, wood-fired pizzas, and an extensive Italian wine list. Family-owned since 2014. Reservations recommended for dinner. Catering available for private events. Visit us or book a table online."
Salon example
"Hair salon in Tampa specializing in balayage, color correction, and bridal styling. Our stylists offer consultations for new clients before any color service. Book online, and walk-ins are welcome subject to availability."
Auto repair example
"ASE-certified auto repair shop serving Phoenix since 2003. Specializing in brake service, transmission repair, and check engine light diagnostics. Written estimates before any work, a warranty on repairs, and a courtesy shuttle for local customers. Call to schedule or stop by , honest service since day one."
The structure these all share
1. Lead with location and core service. 2. List 3-5 specific services in plain words. 3. Trust signals (years in business, licences, certifications). 4. Specific differentiator (hours, insurance accepted, languages). 5. Clear CTA (call, book, visit).
If you want the description written and the rest of the profile brought up to the same standard, that is part of our Business Profile optimization service.
Mistakes to avoid
Links or web addresses (Google allows no links of any type). Deals, promotions, prices or sale offers, which Google's rules exclude. Content that has nothing to do with the business, gimmicky characters or keyword lists. Vague language ('we are the best') and superlatives without proof. Missing CTA. Not mentioning location. If an edited description keeps getting rejected, our profile management team can review the wording against the guidelines.
Updated October 9, 2026: rewrote the examples to remove free offers, guarantees and promotions that Google's description rules exclude, and removed unsourced ranking and truncation claims. Sources: Google: Business Profile guidelines (business description) · Google: bulk upload spreadsheet (750-character description limit).