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Google documents a Performance Max destination called Business Profile (optimized for your ad). For eligible campaigns linked to a Business Profile, it can send ad clicks to a Google-hosted page featuring business details and a call to action. Google presents it as an option for some advertisers—not a replacement for a business website.
What the Business Profile destination shows
The page is populated from the connected Business Profile and adapts to mobile, desktop, and tablet. Google says it can show the business’s location, phone number, hours, photos, and reviews, making those details accessible directly from an ad. Its primary call to action may prompt a phone call or lead-form submission; displayed options can vary as Google adds functionality. Google Ads Help explains how to use a Business Profile as a landing page.
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The documented eligibility is specific: the campaign must be a Performance Max campaign associated with a Business Profile. Google’s help article confirms the destination capability, but does not give a rollout date or establish that the option appears in every account.
How it differs from sending clicks to your website
| Consideration | Business Profile destination | Website landing page |
|---|---|---|
| Destination and control | A Google-hosted page populated from the linked Business Profile. Keep the Profile information current; the cited guidance does not describe the same page-design control as a business website. | Your business’s site, where you control the page and its content. |
| Details and action | Can show location, phone number, hours, photos, and reviews. The primary call to action may generate a call or lead-form submission. | Can be designed around the campaign’s intended on-site action, such as a purchase or a detailed inquiry. |
| Best fit to consider | Potentially useful when the intended action is a call, directions, or a lead and the Profile has complete, accurate information. | Potentially a better fit when the campaign depends on a specific website experience or conversion flow. |
| Measurement details in the cited Google guidance | Google says calls and lead-form submissions from the primary call to action can be attributed to the ad. The landing-page guidance does not specify GA4, UTM parameters, Google Tag Manager, enhanced conversions, or third-party call tracking. | The cited landing-page guidance does not compare website analytics or conversion integrations with the Profile destination. |
Google’s own qualification is important: the Profile page “isn’t a replacement for your business’s website,” though it “can be a better option for your ad’s landing page for some businesses.” That is a possible fit, not a promise of improved results for every campaign.
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When it may make sense
- Local actions are the goal: You want nearby customers to call, request directions, or submit a lead rather than navigate a multi-step website journey.
- The Profile is ready: Hours, contact details, location, photos, and other information shown to customers are accurate and current.
- The website is not the best match for the ad: A simple local action may be easier to complete from the Profile page than from a general homepage.
- Your campaign needs a website conversion: If the desired action relies on a particular on-site flow, use a landing page designed for that outcome rather than assuming the Profile destination supports it.
Store-goal campaigns have separate setup considerations
For Performance Max campaigns focused on physical locations, Google’s store-goal guidance describes linking a Business Profile or selecting affiliate locations, then choosing relevant conversion goals and location groups. It covers store visits, store sales, hosted contacts, and directions. In the described setup flow, store visits and store sales cannot both be selected as campaign conversion goals at the same time. Google’s store-goal setup instructions provide the applicable flow.
These are store-goal campaign details, not requirements for every Performance Max campaign that uses a Business Profile landing destination.
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- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
What to know about measurement and evaluation
Google says the primary call to action can attribute calls and lead-form submissions to the ad. The cited landing-page documentation does not explain how the destination works with GA4, UTM parameters, Google Tag Manager, enhanced conversions, or external call-tracking tools. Its silence does not establish that those integrations are impossible; it means the cited guidance does not settle compatibility. Confirm the measurement you need before choosing the destination.
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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsFor Performance Max campaigns with store goals, Google recommends waiting 30 days before analyzing results so store visits have time to occur and appear in reporting. Its store-goal best-practices guidance also says final URL expansion and page feeds do not apply to campaigns with store-only goals. These recommendations concern store-goal campaigns and should not be generalized to all campaigns using a Business Profile destination. See Google’s Performance Max store-goal best practices.
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Availability and interface wording
Independent practitioner reporting describes a choice between “Your website” and “Google Business Profile (optimized for ads).” That wording and the account rollout framing come from the report, not from Google’s landing-page help article; accounts may not all show the same choice. Search Engine Journal’s report describes the surfaced option, while Google’s documentation confirms the underlying destination capability without specifying when it rolled out or whether it is universally available.
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