Someone nearby searches for a dentist or a med spa. A lot of them read the map pin before they decide the ad is worth tapping. That same pin is one of the public facts an AI tool can repeat when a person asks who to see. If the name, the phone, the hours, or the services are off, you can be spending on ads and still lose the person who checked the map.
I have opened listings where the website and the pin disagree on the suite, the hours, or which phone the front desk actually answers. I have seen a treatment still listed after the practice stopped offering it, and a description that could belong to any clinic in the city. The calls that come in are the ones someone has to untangle. The ad budget does not pause for that.
Make the listing match the website
Write down the practice name, address, phone, and hours from the website. Open the Google Business Profile. Those four should match, including the suite number and the way you write the street. Then check the other places a phone number lives. Apple Maps. The directories you are listed in. Any insurance or association page. Pick one version and use it everywhere. Google and the AI answers both get worse when those sources disagree.
The booking or call button has to reach a number a person answers. A tracking number is fine if the front desk knows it is yours. A number from an old location is not.
Categories, services, and the description
Choose the primary category for what you are. A general dental office and a med spa should not sit in a vague category because it was the default. Add secondary categories only for services you actually provide.
In the services section, name the treatments you want people to book. For a dental practice that might be new-patient exams, implants, Invisalign, and emergency visits, if those are real. For a med spa, name the treatments, not a single line that says “aesthetics.” Use the same words you use on the website page for that treatment. If you no longer offer something, take it off. Ranking for a treatment you stopped providing creates calls the front desk has to unwind.
The description should say what you do, who you see, and how to book, in plain sentences. Include the city or neighborhood you actually serve. Skip a paragraph of adjectives. A person, and a search tool, should be able to repeat what you do after reading it once.
Photos, reviews, and the questions people already ask
Add current photos of the practice, the team you are allowed to show, and the treatments you can show under the rules that apply to you. A listing with no photos looks unfinished next to a competitor who has them. If you are unsure whether a before-and-after is allowed, leave it off until someone who knows the rules has looked.
Reply to reviews in the practice’s voice. Thank people. Move a clinical complaint offline when you need to. Do not argue it out in public. A profile with recent reviews is easier to trust than one that went quiet two years ago. Reviews are also part of how both Google and AI answers describe you.
If patients ask about insurance, ages you see, parking, a consult fee, or who performs injections, put the short answer on the listing and on the website. The questions people type into AI tools are in what patients ask AI about dentists and med spas. The listing and the site should not contradict each other.
Google posts are useful when they match a real offer. A new-patient exam, a consult, a change in hours. They are not a substitute for a service page.
A pass you can do before we talk
Compare the name, address, phone, and hours with the website. Confirm the primary category and remove services you do not offer. Add the treatments you want, using the same names as the pages. Read the description out loud. Check that the button reaches a person. Then search your practice name and two treatments and read the map panel.
If you want me to do that pass with you, have the listing and the website open on a consult. I will tell you what I would change before another dollar goes into ads. If the page those ads need does not exist yet, a med spa can start with the pages to have before you advertise. A dental practice in the same spot with implants or Invisalign can start with how to split the budget.
