Google Business Profile for FFL dealers: a setup checklist
The free listing that puts your shop on the map. What to fill in, which categories to pick, and how to keep it current.
Published
Your Google Business Profile is the box with your hours, phone, photos and reviews that appears when someone searches your shop’s name or a gun store nearby. It is free, and for many local buyers it is your real homepage.
The setup checklist
- Business name exactly as it appears on your sign. Do not add keywords to it; that breaks the rules and can get the listing suspended.
- Primary category that matches what you mainly do, plus secondary categories for services such as gunsmithing or a range.
- Address and service area, if you also deliver services elsewhere.
- Hours, special hours for holidays, and a note if transfers are by appointment.
- Phone number that rings at the counter.
- Your website, linked to your homepage or a location page.
- Photos: storefront, counter, interior, staff. Real, recent, well lit.
Keep it alive
- Update special hours before every holiday.
- Post an update when you have an event or a notable arrival.
- Answer reviews and questions within a few days.
- Check the listing monthly; anyone can suggest edits, and some get applied.
Know the policies
Google, like most platforms, has rules about firearms content in ads and some listing features. A business profile for a licensed dealer is normal, but read the current policies before you post product promotions, and expect them to change.
See your shop on a real ArmoryFlow template