How Do I Set Up a Google Business Profile for My Dispensary?

Your dispensary's online presence starts with a properly optimized Google Business Profile. While 93% of local searches include Google, dispensary owners often struggle to leverage this free marketing tool to its full potential.

The difference between a basic and optimized Google Business profile can mean thousands in revenue from in-store visits and online orders each month. This beginner's guide provides the actionable steps any dispensary owner can implement—regardless of your technical experience.

Google Business Profile search results

Your Google Business Profile is your digital storefront, often making the first impression before customers walk through your doors.

A complete Google Business Profile delivers three critical advantages:

• Visibility in local "near me" searches, which are used by 82% of smartphone shoppers seeking cannabis products

• Trust signals through reviews that influence 76% of cannabis consumers' purchasing decisions

• Mobile map prominence when customers search "dispensary near me," triggering the map pack that appears above organic results

Your Google Business Profile offers compliant, free marketing real estate that connects you directly with high-intent local customers.

Setting up your Google Business Profile is straightforward, but dispensary owners should pay close attention to verification requirements:

1. Create a Google account (if you don't already have one) at accounts.google.com

2. Visit business.google.com and click "Manage now"

3. Enter your dispensary name exactly as it appears on your license

4. Add your business category - "Cannabis Store"

5. Add your dispensary location with precise address information

6. Add contact details including phone number and website URL

7. Complete verification - typically through postcard, phone, or email verification

Cannabis businesses sometimes face verification challenges. If your initial verification attempt fails, contact Google Business Support directly and explain you're a licensed dispensary in a state with legal cannabis operations.

Google Business Profile: About your business section

Your profile's completeness directly impacts visibility and customer engagement. Focus on these key elements:

• Business name, address, and phone number (NAP) - Ensure consistent formatting across all online platforms

• Business description (750 characters) - Incorporate key terms like the city you serve, nearby landmarks, services you offer, and the popular brands you carry

• Business hours - Include special hours for holidays and update promptly if your schedule changes

• Product categories - Add relevant attributes showing available product and service types

• High-quality photos - Include exterior shots (showing parking/entrance), interior displays, and product images that comply with local advertising regulations

• Attributes - Select relevant attributes like "wheelchair accessible," "on-site parking," or "curbside pickup"

While cannabis-specific attributes exist, review all public-facing content against your state's marketing regulations before publishing.

Yes! Multi-location dispensary owners can efficiently manage multiple Google Business Profiles through a single dashboard:

1. Create a location group from your main dashboard

2. Add each dispensary location with unique information

3. Maintain consistent NAP formatting across all locations

4. Create location-specific information

5. Monitor performance metrics for each location separately

Ensure each location has a distinct phone number and profile details that reflect that specific store's offerings and hours.

Google Business Profile: Reviews section

Reviews function as powerful social proof for dispensaries, with 90% of consumers trusting online reviews as much as personal recommendations:

1. Set up notifications for new reviews

2. Respond promptly (within 24-48 hours)

3. Thank positive reviewers and acknowledge specific points they mention

4. Address negative reviews professionally by:

   • Acknowledging concerns

   • Moving conversation offline when appropriate

   • Providing contact information for resolution

   • Never arguing or getting defensive

Sample positive response: "Thanks for the kind words about our knowledgeable staff, [Name]! We take pride in providing education along with quality products, and we appreciate you taking the time to share your experience."

Sample negative response: "We're sorry about your experience, [Name]. Customer satisfaction is our priority, and we'd like to learn more about what happened. Please get in touch with our manager at [phone/email] so we can address your concerns directly."

Can I show product prices on my Google Business Profile?

While you can list products, many state cannabis marketing regulations restrict displaying prices in advertising. Consult your state's specific guidelines before including pricing information.

How do I handle Google's restrictions on cannabis advertising?

Focus on providing accurate business information rather than promotional content. Ensure all content adheres to Google's policies and state regulations governing cannabis marketing.

Will my dispensary show up for "near me" searches?

Yes, with an adequately verified and optimized profile, your dispensary will be eligible to appear in "near me" searches based on the searcher's location and business relevance.

How often should I update my Google Business Profile?

At a minimum, review your profile monthly for accuracy. Post new updates weekly and respond to reviews as they come in for optimal visibility.

Your Google Business Profile works best as part of an integrated local SEO strategy:

1. Verify consistency across all online directories

2. Connect your profile to your website's local schema markup

3. Monitor performance through Google Business insights

4. Encourage satisfied customers to leave reviews

5. Use profile posts to announce new products or educational content

Remember that cannabis regulations vary significantly by state. Always review your Google Business Profile content against platform policies and local marketing regulations to maintain compliance while maximizing your profile's visibility for eligible searches.

Managing your Google Business Profile effectively is just one component of a comprehensive cannabis SEO strategy. While these steps will help improve your local visibility, developing a complete dispensary SEO plan requires industry-specific expertise and ongoing optimization.

At The Cannabis Marketing Agency, we specialize in helping dispensary owners navigate the unique challenges of cannabis SEO. Our team understands the specific regulations in your market and can implement data-driven strategies that drive measurable foot traffic to your location.

Learn more about our Dispensary SEO Services and discover how we've helped dispensaries like yours improve local search rankings for their dispensary. Schedule your free strategy session today to unlock your dispensary's full digital potential.