Google Business Profile for Daycares: How to Get More Enrollments

If you have open preschool or daycare spots and parents aren't calling, your Google Business Profile is probably why.

Most daycare owners assume that if they have a Google listing, they're "on Google." In reality, many listings exist but don't actually show up when parents are searching online for childcare. I work with preschools and daycares on marketing and enrollment growth, and this is one of the most common gaps I see.

Here's what you need to know.

Why Your Daycare's Google Business Profile Is Your #1 Free Enrollment Tool

Your Google Business Profile (GBP) is what shows up when parents search for childcare on Google or Google Maps. It includes your hours, photos, reviews, location, and a link to your website.

If you haven't claimed your profile yet, that's the first issue to fix. An unclaimed profile means you have no control over what shows up, including no ability to update photos, respond to reviews, or make sure your information is accurate.

An optimized profile helps you show up in more searches, builds trust with families before they ever contact you, and drives more tour requests.

An ignored profile quietly costs you enrollments you never even knew you were losing.

The Real Connection Between GBP and Tour Inquiries

Most directors think of GBP as a place to keep their hours updated. It's much more than that.

A strong profile can show up in front of parents actively searching right now, build trust before a family ever reaches out, appear in the top 3 map results on Google, and drive calls, clicks, and tour requests directly from search.

A weak profile does the opposite. If your photos are outdated, your description is generic, or you haven't gotten any recent reviews, Google has less reason to show your childcare center, and parents have less reason to choose you. Word-of-mouth and reviews go hand in hand — here's how to encourage more referrals from current families.

What Actually Moves the Needle

These are the areas that consistently separate programs that show up in searches for "preschool near me" or "daycare near me" from those that don't.

Your Categories

Your primary category is one of the strongest signals Google uses to decide when to show your listing. Most owners set it once during setup and never revisit it — but the wrong choice directly limits what searches you appear in. There's a meaningful difference between the available options, and getting it right is one of the first things I check in every preschool marketing review.

Claiming and optimizing your listings on other platforms matters too — here's how to set up your Winnie listing.

Photos and Videos

Google favors active profiles, and photos are one of the clearest signals of activity. It's not just about having photos, it's about what's in them and how recently they were added. Programs that update photos consistently tend to maintain stronger visibility than those that uploaded a batch once and stopped. Parents notice too. A listing that feels current gets more clicks than one that looks like it hasn't been touched in two years.

Reviews

Reviews influence both how often you show up and whether parents trust you enough to reach out. Getting reviews matters — but what happens after matters just as much. How you respond, how quickly, and how consistently all send signals to both Google and prospective families. This is one of the areas where small habits make a big difference over time.

Your Business Description

You have 750 characters to tell a parent why your program is the right fit for their child. Most descriptions I see either leave that space mostly empty or fill it with generic language that could apply to any daycare or preschool. Parents are comparing multiple programs quickly — a description that's specific about your programs, location, and what makes you different is far more likely to get the call than one that isn't.

Google Posts

Most programs don't use this feature at all, and the ones that do often post content that isn't designed to convert to tour inquiries. The families finding you on Google are often ready to take action to tour or request more information. Your profile should make it easy for them to take the next step, whether that's scheduling a tour, joining a waitlist, or simply getting in touch.

What I See Most Programs Get Wrong

The two biggest patterns I see:

Treating GBP as a one-time setup. Profiles that aren't updated regularly gradually lose visibility in search, even if nothing else changes. Google rewards profiles that stay active.

Assuming visibility equals quality. Many strong programs simply don't show up, not because they aren't good programs, but because their profile isn't set up to compete. Your Google listing isn't just a directory. It's part of your enrollment funnel. f you're not sure which marketing tools to pair with your GBP, here are the top 3 every preschool and daycare should be using.

Multi-Location Programs Have Extra Considerations

If you run multiple locations, each one needs its own optimized profile, and they shouldn't be identical. Duplicate content across locations can limit how well each one performs in local search. Keeping photos fresh, posts active, and review responses consistent across five or ten locations requires a system which doesn't happen automatically.

Is Your Profile Actually Working? A Quick Checklist

Run through these before your next enrollment push:

When did you last update your photos?

Is your profile showing up when you search your program on Google Maps?

Are you consistently responding to reviews?

Does your description clearly explain your programs and location?

Is your primary category set correctly?

Can parents easily take the next step from your listing?

If some of these feel unclear or inconsistent, there's likely a gap between how your program operates and how it shows up online. Not sure where your biggest enrollment gaps are? These 8 SWOT questions can help you figure out where to focus first.

Frequently Asked Questions

Does Google Business Profile actually help with preschool enrollment?

Yes — and it's often the most under-utilized free tool a program has. When parents search "preschool near me" or "daycare in [city]," GBP listings appear before website results. A complete, active profile with strong reviews and recent photos directly increases how often you appear in search and how many families follow through to contact you.

How often should I update my daycare's Google Business Profile?

Consistency matters more than frequency. At minimum, add new photos regularly, respond to reviews promptly, and keep your hours and information accurate. Profiles that show consistent activity tend to maintain stronger local visibility than those updated once and left alone.

What should I put in my Google Business Profile description?

Your programs, your location, and what makes your center different, all written clearly for a parent who's comparing three options at once. Lead with your strongest information since only the first portion shows before parents have to click "more."

What category should I use for my preschool on Google?

Your primary category should match your main program offering. Most preschools have a clear best choice, but it's worth double-checking, because the default many owners select during setup isn't always the right one based on what your competitors are selecting.

Need Help Getting Your GBP in Shape?

f your answers to that checklist were mixed—or you’re not sure what to prioritize first—that’s where most programs get stuck.

Many daycare owners try to fix pieces of this on their own, but end up missing the areas that actually make the biggest difference in visibility and inquiries.

Here’s how I can help:

Visibility Snapshot — $195

A focused review of your Google Business Profile and website.

You’ll get a clear breakdown of:

• what’s working

• what’s limiting your visibility

• and what to fix first

Best for programs that want clarity before making changes.

Jumpstart Marketing Review — $395

A deeper audit of your full marketing presence, including:

• Google Business Profile

• Website

• Listings and local visibility

You’ll walk away with a prioritized action plan focused on increasing enrollment inquiries.

Not ready to invest yet? Book a free consultation and I'll take a quick look and point out a few immediate opportunities to improve your enrollment.

📧 Email annieliuconsulting@gmail.com or click here to schedule a free consultation.