Google Posts are short updates — similar to social media posts — that appear directly in your Google Business Profile listing in search results. When someone searches for your funeral home by name, or finds you in the Map Pack, they see your most recent Google Post alongside your reviews, photos, and contact information. It is free advertising in the most valuable real estate in local search. Most funeral homes have never used it.
Why Google Posts Are Underused
Google Posts were introduced in 2017, but adoption among local businesses remains low — and among funeral homes, it is almost nonexistent. This is an opportunity. In a local search result where your competitors have no posts, a well-crafted Google Post about your pre-planning consultation offer stands out immediately. It is the equivalent of a billboard in a space where no one else is advertising.
Of funeral homes actively use Google Posts
Creating a significant visibility gap for those who do
The Pre-Need Post Strategy
Google Posts expire after 7 days unless they are set as "Event" posts. This means you need a consistent posting cadence — ideally one post per week. For pre-need lead generation, the most effective post types are: Offer posts: "Free pre-planning consultation this month — no obligation, no pressure. Call [phone] or visit [link]." Informational posts: "Did you know you can lock in today's funeral prices for the future? Learn how pre-planning protects your family." Event posts: Announce any community events, grief support groups, or pre-planning seminars your funeral home hosts.
Measuring the Impact
Google Business Profile Insights shows you how many people viewed and clicked on each of your posts. Track this data monthly. Over time, you will identify which post types and messages generate the most engagement — and you can refine your strategy accordingly. Even modest engagement on Google Posts sends positive activity signals to Google's local algorithm, which can improve your Map Pack ranking over time.
Key Takeaway