For many local businesses the Google listing is the first thing a customer sees, and for some it is the only thing: in HelpWin's Toledo study, 989 of 4,426 Google listings (22%) list no website at all (full study). A booking link on the profile gives those customers somewhere to go. The study did not measure booking buttons on the listings themselves.
Add your booking link
These steps are Google's, from its help page "Manage your local business links":
- Go to your Business Profile.
- With Google Search, select Booking. With Google Maps, select Edit profile and the transaction type you want to add a link to.
- Select Add link. If you already have links, select Add another link.
- Enter the URL you want linked to the button.
- Select Save.
If the Booking option does not appear for your profile, use Google's help page linked below as the reference for what your profile offers. Google says these links are not available through the Business Profile API or spreadsheet upload, so they are added in the profile itself.
Set your preferred link
If you have more than one booking link, pick the one customers should use first:
- Go to your Business Profile.
- Select the transaction type, such as Booking.
- Select Set preferred link and choose the link.
- Select Save.
Google says the preferred link appears at the top of your links, marked as the business's preferred link.
Remove a third-party booking link
Google's help page says some links "are provided and updated by third-party partners or through automated data from Google." If a booking provider you do not use appears on your profile:
- On Google Search: select Booking, then Remove Provider.
- On Google Maps: select Edit profile, then Booking, then Remove Provider.
Google says providers need to remove third-party links within 5 days of a removal request, and you can report a violation if one does not.
Which URL to use
- Use the page where a customer can book or request a job right away, not your homepage.
- If your booking tool runs as a widget on your own site, link to the page on your site that shows it.
- Test the link from your phone after Google shows it on the profile.
Do this on your website too
The profile link helps people who find you on Google. People who reach your website, and assistants that read it, still need a booking path on the homepage. See what the Book Check tests, and builder guides for Wix, WordPress and Squarespace.
HelpWin's Book Button is launching soon and is planned to cover both a widget for your site and a booking address for this link. Any booking tool with a shareable booking page works the same way today.
Questions
Can I add more than one booking link to my Google Business Profile?
Yes. Google's help page says you can add up to 10 links per category, such as booking an appointment, and choose one as your preferred link.
What URL should I use for the booking link?
The page where a customer can actually book or request a job, not your homepage. If your booking tool gives you a booking page address, use that.
Can I remove a booking link Google added from another company?
Yes. Google's help page describes a Remove Provider option under Booking. It also says providers need to remove third-party links from your profile within 5 days of receiving a removal request.
Related guides
HelpWin publishes this guide and sells online booking tools for local businesses, including the upcoming Book Button. We wrote it to be useful whether or not you ever use them. Published 2026-10-24, updated 2026-10-24, by HelpWin.