Create an Event post with all required details and an engaging description.
Module 6 · Lesson 2
Google Posts — Events
Create event posts that promote your business events directly in Google Search and Maps.
Learning Outcomes
Understand how Event posts appear in search results.
Promote business events effectively through the Google Posts feature.
Link Event posts to booking or registration pages for maximum conversion.
Key Concepts
Event Posts on Google Business Profile
Event posts are a dedicated post type for promoting business events — workshops, sales events, open days, product launches, community events, webinars, and any time-bound activity. Event posts prominently display the event title, date, time and a description, and remain live until the event ends. They can also include a link to a booking page, ticketing platform or event information page.
When to Use Event Posts
Use Event posts for: open days, demos, workshops, classes, sales events, product launches, seasonal events (Christmas markets, Easter fairs), community involvement, webinars and online events, and charity fundraisers. Any activity with a specific date, time and location is a good candidate for an Event post.
Creating an Effective Event Post
Key elements of a compelling event post: a clear event title (e.g. "Free Business Strategy Workshop — 15 August"), the full event description with what attendees will experience, the exact date and time, location (or link for online events), a high-quality promotional image, and a clear call-to-action button linking to a registration or information page.
Promotion Timeline
Publish your Event post as early as possible — ideally 4–6 weeks before the event. This gives it maximum exposure time in search results and allows people to plan ahead. Consider creating multiple posts as the event approaches: an initial announcement, a reminder 1–2 weeks before, and a "last chance" post in the final days. Each post creates another touchpoint in search results.
After the Event
After the event ends, remove the post or let it expire naturally. Consider publishing an Update post with highlights from the event — photos, key points covered, attendee feedback. This provides valuable content, shows that the event was a success, and builds anticipation for future events.
Step-by-Step Practice
Plan an upcoming event for your business — even a modest one like a customer appreciation day or open house.
Create an Event post in Google Business Profile with title, description, date, time and image.
Add a link to a booking page, Eventbrite listing or contact form.
Publish the event post at least 4 weeks before the event date.
Schedule reminder posts in the weeks before the event to maintain visibility.
Ian's practical tip: I have created and published an Event post. The event post includes a title, date, time, description and image. I have linked the event to a booking or information page. I have a plan for reminder posts as the event approaches.
Practical Activity
Complete and record this task
Events do not have to be elaborate to merit a post. Even a small sale day, a product demonstration, or a workshop with 10 attendees is worth an Event post. Every post keeps your profile active and gives customers a reason to engage with your listing.