When a private pilot or charter operator searches for an FBO in an unfamiliar area, Google is almost always their first stop. And the first thing they see — before your website, before your fuel prices, before anything else — is your Google Business Profile.
A poorly maintained or incomplete Google Business Profile loses you business every single day. A fully optimised one makes your FBO the obvious choice before a visitor even lands on your site.
This guide covers everything FBO operators need to know about claiming, completing, and maximising their Google Business Profile. For a complete overview of FBO marketing strategy, read that first.
Why Google Business Profile Matters for FBOs
Google Business Profile (GBP) is the information panel that appears when someone searches for your business by name, or when Google shows local results for searches like "FBO [airport code]" or "aviation fuel [city]."
It shows your:
- Location and contact details
- Opening hours
- Services and facilities
- Photos and videos
- Customer reviews and your responses
- Direct links to your website and booking options
A complete, well-reviewed GBP listing can rank in the Google "local pack" — the three-result box that appears above organic search results. Appearing here puts your FBO in front of pilots at exactly the moment they're making a decision.
Claiming and Verifying Your Profile
If your FBO doesn't have a claimed GBP listing, start here. Search for your business on Google. If an unverified listing exists, claim it. If not, create one at business.google.com.
Verification typically happens via postcard (5–7 days), phone, or email. Complete this before anything else — you can't edit or respond to reviews on an unverified profile.
If a previous owner or employee claimed the profile and you can't access it, use Google's "Request Ownership" process. You'll need to prove you're the current business owner.
Completing Your Profile: The Basics
Once verified, fill in every field. Incomplete profiles rank lower and convert worse.
Business name: Use your actual trading name exactly. Don't stuff keywords into your business name — Google may suspend your listing for this.
Category: Select "Airport" or "Fixed-base Operator" as your primary category. Add relevant secondary categories like "Aircraft Rental Service" or "Aircraft Maintenance Service" if applicable.
Address: Use your physical location at the airport. If you serve multiple airports, create separate profiles for each location.
Phone number: Use a local number where possible. A number that's answered promptly improves conversion significantly.
Website: Link to your homepage or, even better, a dedicated landing page for arriving pilots.
Hours: Keep these accurate and updated for holidays. Nothing frustrates a pilot more than arriving to find your FBO unexpectedly closed.
Writing Your Business Description
You have 750 characters for your business description. Use them well.
Lead with what makes your FBO the right choice: your location, your facilities, your turnaround times, your service standards. Include the keywords pilots search for — fuel, handling, hangar, parking, customs — naturally within the text.
Example: "Off the Ground FBO at Manchester Airport offers full ground handling, Jet A-1 and avgas fuelling, secure hangar storage, crew facilities, and customs clearance for private and charter operations. Open 24/7 with 30-minute fuel turnaround guaranteed."
Photos and Videos: Don't Skip This
GBP listings with photos receive 42% more requests for directions and 35% more click-throughs to websites. For FBOs, strong visual content is especially powerful.
Photos to add:
- Your ramp and apron
- Interior of your terminal or crew lounge
- Aircraft on stand — with permission from operators
- Your fuel trucks and ground equipment
- Your team in uniform
Add new photos regularly. Google factors in content freshness, and profiles with recent photos rank higher than those with outdated or sparse imagery.
Services: Tell Google Exactly What You Offer
Use the Services section to list every service your FBO provides. Be specific:
- Jet A-1 fuelling
- Avgas fuelling
- Hangar storage (specify capacity if you can)
- Line services
- GPU, ASU, deicing
- Customs and immigration facilitation
- Crew transport
- Aircraft cleaning and detailing
- Catering coordination
This helps Google match your profile to a wider range of relevant searches. A pilot searching specifically for "deicing services [airport]" is far more likely to find you if that service is explicitly listed.
Getting and Managing Reviews
Reviews are one of the most powerful signals in Google's local ranking algorithm. They're also the first thing a prospective client reads.
How to get more reviews:
The simplest approach is to ask, directly and personally, immediately after a positive interaction. "We'd really appreciate it if you left us a Google review — it helps other pilots find us." Send a follow-up email with a direct link to your review page.
Never incentivise reviews ("We'll give you a discount if you leave a review") — this violates Google's policies and can result in suspension.
Responding to reviews:
Respond to every review, positive and negative. For positive reviews, thank the reviewer and mention a specific detail they raised. For negative reviews, stay calm, acknowledge the issue, apologise where appropriate, and offer to resolve it offline.
How you respond to negative reviews matters as much as the review itself. Pilots talk. A professional, constructive response demonstrates the service standards of your FBO better than any review could.
Posting Updates Regularly
Google Business Profile allows you to publish posts — short updates, offers, and news — that appear directly on your listing. Use these to promote seasonal offers, announce new services, share industry news, or highlight your facilities.
Post at least twice a month. Google rewards active profiles with higher visibility. Posts are also a direct way to communicate with pilots who find your profile before they've ever visited your site.
An optimised Google Business Profile is one of the highest-return, lowest-cost marketing activities available to FBO operators. Contact Off the Ground Marketing and we'll audit your current profile and implement a full optimisation strategy.
