Local Search is a waste of money. Why a free Google Business Profile is completely sufficient for most SMEs
Der Beobachter published a case in July 2026 that is likely to make many SMEs sit up and take notice. A small fishing supplies shop in Zurich signed various contracts with Localsearch over several years. According to the report, the total order volume amounted to over CHF 221,463.
For a one-person business.
The case clearly illustrates why many small businesses do not need expensive Local Search packages at all.
Over CHF 221,000 for online marketing
The Zurich shop owner trusted the statements made by the field sales representatives, among other reasons because Localsearch is a Swisscom subsidiary. According to the report, numerous contracts were sold to him between 2023 and 2029.
In 2025 alone, he would have been expected to pay CHF 64,156.
Later, he even received another offer of CHF 135,421 for three years, plus an additional CHF 5,889 in one-off costs. According to Der Beobachter, it was not even clearly defined whether this would replace earlier contracts.
Only after Der Beobachter got involved did Localsearch reduce the claims as a gesture of goodwill to CHF 17,531 per year. The costs for the webshop were not even included.
In hindsight, the shop owner stated that he did not feel he had been advised in a sufficiently transparent and fair manner.
Many SMEs do not need expensive Local Search packages at all
Many businesses still believe they have to pay several thousand francs per year to be found on Google.
For most local businesses, this is not the case.
Anyone looking for a hairdresser, optician, dentist, trades business, restaurant, or a nursing home primarily wants to find the following information.
- Address
- Phone number
- Opening hours
- Reviews
- Photos
- Directions
Google provides exactly this information free of charge.
The Google Business Profile does not cost a single franc
With a free Google Business Profile, businesses can already manage a large part of their local online presence themselves.
- Appear on Google Maps
- Presence in local Google Search
- Manage opening hours
- Publish photos
- Collect and respond to customer reviews
- Publish posts
- Answer customer questions
- Add phone number and website
For many small businesses, this is completely sufficient to be found by potential customers.
When professional support makes sense
Professional help can certainly be useful. However, not necessarily in the form of expensive multi-year contracts.
- Set-up and optimisation of the Google Business Profile
- Professional 360-degree tours
- Search engine optimisation of the website
- Local SEO consulting
- Web design
- Creation of high-quality content
The benefits of these services are usually clearly understandable. Long-term contract models with high annual costs, on the other hand, often are not.
Google does not rate agency contracts
Google does not evaluate businesses based on how much money they pay an agency.
Important factors include, among others.
- Complete business information
- The right business category
- Positive customer reviews
- Up-to-date photos
- Regular profile maintenance
- A good website
- Relevant content
These factors can largely be implemented without high ongoing fees.
Conclusion
The case published by Der Beobachter clearly shows the financial risks that long-term Local Search contracts can entail for small businesses.
A free Google Business Profile already covers the most important requirements for local visibility and enables businesses to be found on Google and Google Maps.
Before spending several thousand or even tens of thousands of francs per year on Local Search contracts, it is worth taking a look at Google’s free options.
For the vast majority of local SMEs, these are completely sufficient.
