Google has introduced an improvement eagerly awaited by all multi-location networks: after publishing a Post on a Google Business Profile, the interface offers to copy this update to other profiles you manage, with a selection of the locations concerned. The information, spotted by Tim Capper and relayed by Barry Schwartz on October 17, 2025, confirms the arrival of a native “local mailing” that drastically simplifies the distribution of homogeneous ads across a fleet of listings. For franchises, retail chains, banks/agencies, home services or networks of craftsmen, this means an immediate reduction in the operational workload and risk of error linked to manual duplication. Search Engine Roundtable
Summary and contents of the page
What the novelty changes in the workflow
Until now, each Post had to be re-created form by form, or published via third-party tools that added a layer of complexity between the “master” message and its local variations. Now, you can write a reference version, validate it on a pilot form, then trigger its duplication to other relevant establishments with a single gesture. This continuity on the same screen reduces time-to-market, aligns brand discourse and ensures message conformity, since only one source is authentic. In organizations where communication is centralized, but execution takes place locally, this functionality acts as a productivity multiplier, without requiring any tooling overhaul.
Operational impacts for networks
The first value is consistency: a national campaign – an offer launch, a schedule update, after-sales service instructions, a safety reminder – can be deployed identically at all eligible points of sale. The second is speed: instead of staggering publication over several days, the ad goes out in a matter of minutes, which is decisive during hot periods (holidays, extreme weather, seasonal crowds). Last but not least, reliability has improved: less copy-pasting, fewer omissions, fewer wording discrepancies which, on a large scale, affect comprehension and performance.
Preserving local relevance without rewriting everything
Copying a Post doesn’t mean you don’t have to adapt sensitive information to the reality on the ground. Prices, stocks, service areas, intervention times and even certain regulatory information vary from one place to another. The best method is to distinguish between a stable core – customer benefit, proof, service promise, call to action – and a cluster of variable elements that personalize the message for each location. In concrete terms, a visual taken on site, a direct branch number, details of availability or an angle anchored in the neighborhood give the Post an immediate use value, without betraying the central intention of the campaign.
Measurement and allocation by facility
To properly measure impact, it’s useful to systematically tag external links with UTM parameters that identify the campaign and location. A simple convention – for example utm_campaign=post_YYYYMM combined with utm_content=ville – makes it possible to track the traffic and conversions triggered by each Post, and then isolate variations in performance between locations. In addition to impressions and clicks, attention needs to be paid to local intent signals: route requests, phone calls, contact forms. By analyzing this data over four rolling weeks, we can pinpoint the wording, visuals and timing that best trigger action in each catchment area.
Governance and quality control
The functionality fits naturally into a simple governance structure: central editorial designs the template and sets brand requirements, legal validates sensitive formulations, and local teams inject field variables. A light but regular quality control is all that’s needed to maintain the level of quality: for each campaign, a few representative sheets are reread – metropolis, medium-sized town, rural area – to check that the message is appropriate. This short publication-control-correction loop guarantees reliability without slowing the pace, and creates useful feedback for subsequent waves.
Limits and points of vigilance
Identical duplication on a large number of sheets can impoverish perceived usefulness if the local context is ignored. A generic message is reassuring, but a localized message makes people take action, so avoid the temptation to “copy and paste lazily”. Similarly, a promise not kept – deadline, availability, special conditions – can generate dissatisfaction visible in reviews and undermine trust. Finally, this new feature only affects Posts: it does not change the way in which customer reviews are collected, moderated or responded to, all of which remain complementary and structuring aspects of an effective e-reputation.
My expert opinion:
The ability to quickly copy a Google Post to other Business Profile cards is a real gas pedal for multi-site organizations. It reduces message deployment time, reinforces brand consistency and improves operational reliability, provided that local nuance is preserved and measurement tools are set up on a site-by-site basis. By combining solid “master” text, well-managed field variables and clear analytical tracking, you can turn an interface improvement into a tangible competitive advantage for your local presence.
Source: Barry Schwartz, Google Business Profiles Quick Google Posts Across Multiple Profiles, October 17, 2025 . Search Engine Roundtable
