A/B Testing Photos on Google Business Profile: Does It Work?

How Visual Experiments Can Impact Local Clicks, Calls, and Conversions

Your Google Business Profile (GBP) is often the first impression potential customers have of your business—and visuals are at the heart of that impression. But how do you know which images actually work best?

Enter A/B testing—the process of comparing two or more variations of content to see which performs better. While traditionally used for websites and ads, smart local marketers are now applying the same principle to Google Business Profile photos.

At Local View, we’ve tested thousands of GBP optimizations, and one thing’s clear: photo quality and content dramatically affect engagement. Here’s how to approach A/B testing your photos—and whether it’s worth it for your business.

Why Photos Matter More Than Ever on GBP

According to Google data:

Businesses with photos receive 42% more requests for directions
And 35% more clicks to their websites than those without

But it’s not just about having photos—it’s about having the right ones. The types, lighting, and even composition of your images can influence how users engage with your listing.

Photos act as trust signals, telling users your business is active, professional, and authentic. The right visuals can subtly shift customer behavior—from scrolling to calling.

Can You A/B Test Google Business Photos?

While Google doesn’t have a native “A/B testing” feature, you can still test photo performance using a manual or data-driven approach.

Here’s how to do it:

1. Establish a Baseline

Before uploading new images, note your current:

Profile views
Photo views (insights tab)
Website clicks, calls, and direction requests

You can track these in your GBP Insights dashboard or through Local View’s analytics platform for more detailed breakdowns.

2. Change One Variable at a Time

To measure impact, change just one type of image at a time:

Swap your cover photo (test professional vs. candid)
Try different angles of your storefront or interior
Alternate between team-focused and product-focused imagery
Test different lighting styles (daylight vs. warm indoor)

Keep the rest of your listing consistent during the test period.

3. Wait 2–4 Weeks

Allow enough time for Google’s algorithm to update and users to interact with your new images. Compare engagement metrics before and after the change.

4. Measure the Results

Look for changes in:

Photo views (in GBP Insights)
Clicks to your website
Calls and direction requests
Search vs. Maps visibility

If your metrics improve, keep the new photos; if not, revert or try a different set.

What Types of Photos to Test

Photo Type	Why It Matters	Test Ideas
Cover Photo	It’s the first image users see; sets brand tone.	Bright vs. moody lighting, interior vs. exterior
Exterior Photos	Shows accessibility and trust.	Daytime vs. evening, different angles
Team Photos	Humanizes your business.	Smiling portraits vs. action shots
Product or Service Shots	Demonstrates what you actually offer.	Close-up details vs. lifestyle imagery
Customer Interaction	Builds credibility through social proof.	Staff helping customers, events, happy clients

Tips for Better Results

Geo-tag your photos before uploading—Google may use metadata for local relevance.
Use consistent branding (colors, uniforms, backgrounds) to reinforce recognition.
Refresh photos quarterly, especially before major seasonal shifts.
Track everything using UTM parameters on website links for more precise attribution.

What We’ve Learned at Local View

In Local View’s campaigns across multiple industries, we’ve observed that:

Listings with regularly updated visuals outperform static profiles by up to 25% in engagement
Businesses that test different cover photo styles (especially bright, wide-angle shots) consistently see higher click-through rates
Authentic images—featuring real staff, real spaces, and real customers—outperform stock photos every single time

In short, A/B testing your photos does work—as long as you test deliberately, track results, and use the data to make better creative decisions.

Final Thoughts

Your Google Business Profile is your digital storefront. Even subtle image changes can impact how customers perceive your brand and whether they take the next step—calling, visiting, or buying.

At Local View, we help local businesses optimize their GBPs through visual testing, review management, and engagement analytics, turning insights into measurable growth.