Cleaning Up a Roofing Company’s Google Profile Before Google Did It for Them

The Starting Point

35 Services With a Hidden Problem

Fireman’s Roofing had a Google Business Profile with 35 services — a reasonable number for a roofing company. But like many profiles that were optimized before Google’s April 2026 policy enforcement update, the service names had been stuffed with geographic keywords. City names in service titles, location modifiers that didn’t belong — the kind of “optimization” that used to fly under the radar but now gets profiles flagged or suspended.

What We Did

Service Catalog Cleanup — 35 to ~30

We audited every service on the profile. Geographic keywords were removed from service names, duplicate or redundant services were consolidated, and the catalog was cleaned down to approximately 30 properly named, distinct services. Each service now describes a real roofing service — roof repair, roof replacement, storm damage repair, leak detection, shingle installation, flat roofing, metal roofing, gutter work — without any location keywords that could trigger enforcement action.

For a roofing company, losing a Google Business Profile to a preventable suspension means losing the primary lead generation channel. This cleanup was about protecting the business’s most valuable digital asset.

By the Numbers

Services: 35 → ~30 (geo-stuffing removed, duplicates consolidated)
Risk Mitigated: Profile protected from suspension under Google’s 2026 enforcement policies