Google My Business (GMB), now officially called Google Business Profile (GBP), is a free tool that allows businesses to manage how they appear on Google Search and Google Maps, including their name, address, phone number (NAP), business hours, photos, reviews, and posts. For a performance marketer, GMB is a critical local SEO and conversion channel rather than just a listing to set up and forget  it involves optimizing the profile with accurate categories, keyword-rich business descriptions, high-quality photos, and regular posts/updates, actively generating and responding to customer reviews to build trust and improve local rankings, ensuring NAP consistency across the web to strengthen local search signals, and using GMB Insights to track profile views, search queries, direction requests, and call clicks. Since GMB listings often appear above organic and even paid results in local search (via the Google Map Pack), it directly influences foot traffic and lead generation for local and multi-location businesses, making it a high-leverage, low-cost channel that complements both local SEO and geo-targeted paid campaigns  with performance tracked through metrics like profile views, click-through rate to website, calls generated, and direction requests, tying local visibility directly to measurable business outcomes.