Google Business Profile is 100% free. There are no setup fees, monthly subscriptions, or charges for any of the core features including listing creation, photo uploads, posts, review management, messaging, or performance insights. Google's business model doesn't involve charging businesses for GBP access—they monetize through Google Ads instead. The only costs you might encounter are indirect. If you hire an agency like Ottawa SEO Inc. to optimize and manage your profile, you're paying for the service and expertise, not the platform itself. Typical agency fees for GBP management in Ottawa run $200–$600/month depending on the level of service, frequency of posts, review response handling, and whether it's bundled with broader local SEO work. One-time setup and optimization projects usually run $500–$1,500. Some businesses also spend on photography—professional photos of your storefront, team, and products perform significantly better than phone snapshots. A commercial photographer in Ottawa might charge $300–$800 for a GBP photo shoot. Others invest in review generation tools or reputation management platforms, which can run $50–$300/month, though these aren't required. Watch out for scammers. You'll occasionally see robocalls or emails claiming you need to pay to "verify" or "upgrade" your Google listing. These are frauds. Google never calls businesses to sell GBP services, and verification is always free (usually via postcard, phone, or email). Similarly, some directory sites deliberately confuse their paid listings with GBP to trick business owners into paying for something that should be free. At Ottawa SEO, we tell clients the platform costs nothing but managing it well costs time. If you're a local bakery or contractor who can post weekly updates, respond to reviews within 24 hours, and keep your hours accurate, do it yourself. If you'd rather focus on running your business, the few hundred monthly for professional management usually pays for itself in leads. The profile is free, but the opportunity cost of neglecting it isn't.