Google Business Profile Audit: competitor benchmarks, ranked fixes and a client report

$0.45 per business audit. A complete optional 3 × 3 rank grid adds $0.08. Competitor lookups, website checks, ranked fixes and a standalone REPORT.html are included.

Example verdict from a real anonymised run: 85/100 · 87% evidence · 4★ (6,225) vs peers’ 4.9★ median · 80% reply rate in 5 sampled reviews · #1 at centre.

Smallest input: {"businesses":["ChIJ1aeB6b8EdkgRHsIAVITqUlw"],"primaryKeyword":"plumber"}. Replace the place ID with yours, or paste a Maps URL. The report can carry your agency name and logo. No source-site account, AI key or separate scraper purchase is needed.

Review coverage is explicit. Signed-out Maps responses often expose only a few most-relevant reviews. The requested default is 100; this is a ceiling, not a promise. If recent-first pagination is unavailable, the output labels the preview sample and leaves complete 30/90-day totals unknown.

What you get

Field	What it holds
Verdict first	Score, evidence coverage, rating versus the peer median, sample reply rate and observed local rank.
Profile and activity	Public categories, merchant description, hours, contact details, attributes, action links, photo count, visible post dates and closure status. Unavailable fields are marked unknown.
Review evidence	Visible review text and dates, owner responses and timestamps, sample response rate, median sample response time, descriptive rating trend and recurring English keyword themes.
Competitor table	Five peers by default, up to ten: rank, rating, review count, categories, photos, website, phone, hours and latest exposed post.
Website checks	Name, address and phone comparison with source URLs; LocalBusiness schema in a bounded homepage/contact/about crawl.
Rank snapshot	Included centre point, optional nine-point grid, observed depth and failed-point notes.
Ranked fixes	What to change, evidence, why it matters, expected qualitative effect and confidence.
Agency report and monitoring	Standalone HTML, an embedded raster logo and differences against the previous successful audit in a named store.

What people use it for

• Prospect audits: Show observed profile and website weaknesses with a sourced fix list.
• Monthly client reporting: Track review-count, rating and comparable rank changes without rebuilding the report.
• Local competitor research: Inspect category and reputation differences among businesses visible nearby.

How to use it

1. Add a Maps URL, place ID, or exact business name and city. Place IDs avoid ambiguous matches.
2. Set the primary keyword. Leave competitors empty for local discovery.
3. Keep the included single-point rank check, or request a 3 × 3 grid.
4. Optionally enter your agency name, a direct raster-logo URL and a comparison-store name.
5. Start the Actor. Open the audit dataset and download REPORT.html from the run’s output.

Input

Field	Example	Notes
businesses	["PLACE_ID"]	Up to 200. An empty input uses a working sample place ID.
primaryKeyword	"plumber"	Empty uses the displayed primary category.
competitors	[]	Optional exact identities; otherwise nearby peers are discovered.
competitorLimit	5	1–10 automatic peers.
rankCheck	"point"	off, point or grid. Off still allows local competitor discovery.
rankCenter	"51.50,-0.12"	Optional customer location, useful for service-area businesses.
gridSpacingKm	1	0.1–10 km between points.
reviewsToRead	100	0–100 requested; source coverage may be much smaller.
checkWebsite / websitePages	true / 3	1–5 content pages; robots and redirects also count towards request limits.
country / language	"us" / "en"	Initial lookup country and response language. Review themes support English.
agencyName / agencyLogoUrl	"Example Local Agency" / ""	Direct PNG, JPEG, GIF or WebP under 512 KB; no SVG.
comparisonStore	"example-monthly-audits"	Reuse the same store for monthly comparison. Avoid overlapping writers.

Output

Each result is one row in the run's dataset (download it as JSON, CSV, Excel, XML or HTML, or read it through the API). An example row (values shortened):

{
  "verdict": "85/100 · 87% evidence · 4★ (6,225) vs peers’ 4.9★ median · 80% reply rate in 5 sampled reviews · #1 at centre",
  "score": 85,
  "coveragePercent": 87,
  "rating": 4,
  "reviewsCount": 6225,
  "localRank": 1,
  "status": "partial",
  "name": "Example Plumbing",
  "mapsUrl": "https://www.google.com/maps/place/?q=place_id:EXAMPLE_PLACE_ID",
  "primaryKeyword": "plumber",
  "benchmark": {
    "competitorsChecked": 5,
    "medianRating": 4.9,
    "medianReviews": 72,
    "medianPhotos": 42
  },
  "reviewAnalysis": {
    "sampleSize": 5,
    "ownerResponseRatePercent": 80.0,
    "medianResponseDays": 3.59,
    "reviewsLast30Days": null,
    "reviewsLast90Days": null
  },
  "websiteCheck": {
    "pagesRead": 3,
    "localBusinessSchema": false,
    "nameMatch": "match",
    "phoneMatch": "match"
  }
}

Example from a real direct test on 26 October 2026. Business names, Maps identifiers and site addresses are replaced; the numeric values and unknown fields are unchanged. SUMMARY records the input outcomes, requests, bytes, route escalations, timing and charged events. REPORT.html contains the full audit, evidence coverage, formula and priorities.

Pricing

• $0.45 per audited business, event audit, the same price on every Apify plan.
• $0.08 per complete 3 × 3 rank grid, event rank-grid, only when requested. Incomplete grids have no grid charge; usable points remain in the audit.
• Competitor lookups, sampled review analysis, website checks, monitoring and the HTML report are included. There is no AI-model charge or sub-Actor bill.
• Unresolved businesses and invalid inputs produce free notes. A resolved profile with partial review or website evidence is a paid audit; its limits are shown before the recommendations.
• Apify’s $0.00005 start charge counts towards the buyer’s Maximum cost per run. The Actor checks the remaining budget before each business; if only the base audit fits, a requested grid falls back to a centre-point audit.

What typical jobs cost at the list price:

Job	Cost
One audit, point rank and report	$0.45005 including the start charge
One audit with a complete grid	$0.53005 including the start charge
25 audits without grids	$11.25005 including the start charge
200 audits without grids	$90.00005 including the start charge

On Apify's Scale and Business plans the per-event prices are lower (Store discounts). Set Maximum cost per run and the Actor stops cleanly when it is reached: you never pay more than that.

Tips

• Use exact place IDs for multi-location businesses.
• Use the same keyword, language, centre and spacing when comparing rank over time.
• Review source coverage and the cited evidence before sending the report to a client.

Use it through the API

Python

from apify_client import ApifyClient

client = ApifyClient("<YOUR_APIFY_TOKEN>")
run = client.actor("zaiq/google-business-profile-audit").call(run_input={"businesses": ["ChIJ1aeB6b8EdkgRHsIAVITqUlw"], "primaryKeyword": "plumber"})
for row in client.dataset(run.default_dataset_id).iterate_items():
    print(row)

JavaScript

import { ApifyClient } from 'apify-client';

const client = new ApifyClient({ token: '<YOUR_APIFY_TOKEN>' });
const run = await client.actor('zaiq/google-business-profile-audit').call({"businesses": ["ChIJ1aeB6b8EdkgRHsIAVITqUlw"], "primaryKeyword": "plumber"});
const { items } = await client.dataset(run.defaultDatasetId).listItems();

HTTP (one call, results back)

curl -X POST 'https://api.apify.com/v2/acts/zaiq~google-business-profile-audit/run-sync-get-dataset-items?token=<YOUR_APIFY_TOKEN>' \
  -H 'Content-Type: application/json' \
  -d '{"businesses": ["ChIJ1aeB6b8EdkgRHsIAVITqUlw"], "primaryKeyword": "plumber"}'

Integrations and schedules

• Schedules: run it every hour, day or week from the Apify Console (Schedules) and keep a history of results.
• Make, Zapier, n8n, Google Sheets, Slack, Airtable: connect it through Apify's integrations, or send each finished run to a webhook.
• Datasets: results stay in the run's dataset; export them or read them by API whenever you need them.

Use it with AI agents (MCP)

Add Apify's MCP server (https://mcp.apify.com) to Claude, ChatGPT, Cursor, VS Code or any MCP client. The agent can find this Actor and run it for you: ask it for "audit these business profiles against nearby competitors and rank the most useful fixes". AI agents can also pay for runs directly through Apify's agentic payments.

Limits

• The score is a disclosed editorial rubric, not Google’s ranking algorithm. Overall score = 100 × earned points / assessed weight. Unknown and inapplicable checks are excluded; coverage shows the assessed share of the full 100-point rubric.
• Subscore weights: profile 25, reviews 25, relevance 15, website 20, activity 5 and local visibility 10. Every row and report shows the exact formula and evidence for each check. Scores with different evidence coverage are not directly comparable.
• Complete newest-first review pagination was unavailable in the direct tests. The visible preview is selected by Google for relevance, then reordered by date. Response rates, response times, themes and rating trends describe that sample only. Counts for the last 30 and 90 days are null unless all reviews were read.
• Special hours, declared service-area names, products/services and the owner/customer photo split are not reliably exposed. They remain unknown. Missing exposed posts do not prove inactivity. The first displayed category is labelled primary; owner-dashboard categories can differ.
• A service-area business is not penalised for hiding its street address. Its public pin may approximate its operating area; set a customer location for more useful rankings.
• Category gaps require at least two observed winners sharing a category. Category suggestions are conditional on the business actually providing that service. A keyword-stuffing flag is a heuristic for review, not a policy verdict.
• Website checks use static public HTML and respect robots rules. JavaScript-only content, login walls and checks can make website evidence unavailable. Different phone numbers or legal names require human review.
• Rank is position in the observed Maps list, usually up to 20 places, at zoom 14. Absence from that list is not an exact rank. Results vary by location, language, time and source response.
• Theme rules match English keywords within low- or high-star reviews. They do not fully understand negation, sarcasm or mixed opinions.
• Audit rows have kind audit; unresolved inputs have kind note. A complete grid adds a billing receipt row with kind grid-receipt, linked to its audit. Stable keys prevent duplicate delivery on a migration restart.
• Monitoring retains the latest 2,000 business snapshots in one named store. Review gains are net count changes. Rank comparison requires the same search settings, and competitor-post changes require visible dates on both runs.

FAQ

Can I get every review?

No. This audit uses the reviews available publicly without login or challenge solving and reports exactly how many it read. It is not an all-reviews scraper.

Are the fixes guaranteed to improve rankings?

No. They explain observed gaps and likely customer benefits. Google’s undisclosed ranking formula and distance are outside this rubric.

What is included in the price?

The target profile, competitor lookups, bounded website checks, deterministic analysis, report and optional monitoring. Only a complete requested grid is an extra event.

What happens when the website is blocked?

The resolved profile can still receive a paid audit. Website checks remain unknown and the report explains the gap.

Can I send the report to a client?

Yes. Download REPORT.html. It has no remote scripts, fonts or styles; an accepted logo is embedded. Browser printing is supported.

Do repeat monthly runs incur a new charge?

Yes, each new run delivers a fresh audit. A migration restart of the same run skips already delivered audit and grid keys.

Related Actors from Zaiq

• google-maps-leads-scraper: public place lists and sourced business contacts
• google-maps-rank-grid: larger dedicated local-rank grids
• seo-site-audit: deeper technical website audits

Support

Questions, a site that changed, or a field you need? Open an issue on this Actor's Issues tab: we answer there, usually within a day.

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Also found as: google business profile audit, local SEO audit, Google Maps competitors, business profile optimisation, Google Business Profile report, local SEO agency report.