Is 800 monthly calls good or bad? Is a 4.6 star rating strong or weak? Without industry benchmarks and market context, GBP metrics are meaningless. This guide provides performance benchmarks across industries and explains how to measure your profile against what is actually achievable in your market.
Why Benchmarks Matter More Than Raw Numbers
A restaurant receiving 600 calls per month might be underperforming if there are 10 similar restaurants nearby all receiving 1,200 calls. A plumber receiving 80 calls per month might be dominating if the entire market only generates 200 total calls. Context is everything.
Industry Benchmarks (Based on Active GBP Data)
| Industry | Avg Monthly Calls | Avg Rating Target | Review Velocity | Conversion Rate |
|---|---|---|---|---|
| Restaurant / Cafe | 400–1,200 | 4.3+ | 10–20/week | 5–12% |
| Dental clinic | 150–400 | 4.6+ | 5–10/week | 4–8% |
| Hair salon / Beauty | 200–500 | 4.5+ | 5–8/week | 4–9% |
| Gym / Fitness studio | 100–300 | 4.4+ | 3–6/week | 3–7% |
| Hotel / Guesthouse | 200–600 | 4.2+ | 15–25/week | 3–7% |
| Plumber / Electrician | 80–250 | 4.6+ | 3–5/week | 5–10% |
| Car dealership | 200–500 | 4.3+ | 5–10/week | 3–6% |
| Estate agent | 60–200 | 4.5+ | 3–6/week | 2–5% |
| Law firm | 40–150 | 4.6+ | 2–4/week | 3–6% |
| Retail shop | 100–400 | 4.4+ | 3–6/week | 3–8% |
What a Good GBP Profile Score Looks Like
| Score Range | Status | What It Typically Means |
|---|---|---|
| 85–100% | Excellent | Complete profile, active posting, strong reviews, competitive position |
| 70–85% | Good | Minor gaps in services, attributes, or photo coverage |
| 55–70% | Average | Missing several key signals — category optimisation needed |
| 40–55% | Below average | Significant gaps across multiple areas |
| Below 40% | Poor | Profile is essentially incomplete — major overhaul needed |
After auditing 10,000+ profiles, Ampli5 Pulse found the average business profile scores just 52%. Profiles scoring above 85% see on average 40% more views than the same business had at 52%. The profile score is the most controllable ranking variable — and most businesses leave it half-done.
How to Benchmark Against Your Local Competitors
Search your primary keyword on Google Maps
Note the top 5 businesses that appear
Record their review count, average rating, and when they last posted
This takes 10 minutes manually
Compare to your own numbers
Where are the gaps?
Prioritise the most achievable gap first
If you have 45 reviews and competitors have 120, review velocity is your primary focus
Re-measure monthly
Are you closing the gap?
How Ampli5 Pulse Benchmarks Your Profile
Ampli5 Pulse's competitor analysis automatically pulls review count, posting frequency, photo count, and estimated rank for your top 3 local competitors — updated daily. Rather than doing this manually every month, you see your competitive position at a glance with specific recommendations for closing each identified gap.