Google Business Profile is 100% free. There are no setup fees, monthly subscriptions, or hidden costs to claim your business listing, verify it, manage your information, or use any of the features Google provides. This includes responding to reviews, posting photos and updates, viewing customer insights, and appearing in local search results and Google Maps. The free model makes sense for Google because more accurate business data improves their search product, keeps users on their platform longer, and creates more inventory for their paid advertising products. You're essentially helping Google build a better local search index while gaining visibility for your business. What you might pay for are services around your profile, not the profile itself. Many businesses hire agencies or consultants to optimize their listings, manage review responses, create regular posts, or run the verification process for multi-location brands. At Ottawa SEO, we include GBP optimization in local SEO packages because most business owners don't have time to keep profiles updated or don't know which optimizations actually move the needle for rankings. There's also Google Ads, which is separate and paid. You'll see options within your Business Profile dashboard to promote your business through ads, but those are optional. Your organic presence in local pack results and Maps costs nothing. One trap: third-party services sometimes charge businesses to "list" them on Google, implying it's a paid directory. That's misleading. You can always create and manage your Google Business Profile directly at no cost. The only legitimate expense is if you're paying someone for their time and expertise to do it properly, which can be worth it if local search drives significant revenue. For a single-location business in Ottawa or Toronto, expect $300-800 as a one-time optimization fee from a competent agency, or $150-400/month if they're actively managing posts and reviews. But again, accessing the platform itself is free.