5 Free Google Tools Every Business Owner Should Be Using (But Probably Isn’t)
Let’s face it—running a business means juggling a million things. Marketing. Sales. Operations. Client emails at 10pm. But what if we told you that some of the best business tools out there are sitting right under your nose—and they’re completely free?
Google isn’t just a search engine, it’s beyond that and the trick is knowing which tools to use (and how to use them) to save time, make better decisions and grow smarter.
Here are 5 of our favourite free Google tools every business owner should be tapping into:
1. Google Trends
What it does: Shows you what people are searching for right now (and how interest is changing over time)
Why it’s brilliant for business:
- Helps you spot rising topics before your competitors do
- Find seasonal trends (like when people start searching “tax return help”)
- Compare how different terms are performing in real time
Use it to:
- Pick blog topics people are actually searching for
- Stay ahead of trends in your industry
- Understand what your customers care about right now
💡Try searching “solar panels” vs “green energy” and see what your audience is more into.
2. Google Search Console
What it does: Shows how your website is performing on Google search—including what keywords people use to find you
Why it’s game-changing:
- See what pages are getting clicks (and which aren’t)
- Spot technical SEO issues like broken links or slow load speeds
- Find out what keywords you’re ranking for—and which ones need love
Use it to:
- Optimise your website for better visibility
- Improve your SEO without guessing
- Fix what’s hurting your rankings
💡It’s like having a direct line to Google about how your site’s doing.
3. Google My Business (Now Google Business Profile)
What it does: Lets you manage how your business appears on Google Maps and local search
Why you should care:
- Shows up when people search “[your service] near me”
- Lets you collect and respond to Google reviews
- Displays your hours, phone number, website, photos and more
Use it to:
- Boost local visibility (especially if you’re a tradie, salon, café etc.)
- Get found by people in your area
- Build trust with social proof (aka, great reviews)
💡A fully optimised profile can mean the difference between a scroll-past and a phone call.
4. Google Analytics 4 (GA4)
What it does: Tracks how people interact with your website—where they come from, what they click and how long they stay
Why it’s a must-have:
- Understand what marketing channels actually bring in traffic
- Spot pages that are converting vs pages that are bouncing
- Set up events like contact form submissions or product views
Use it to:
- Make data-driven decisions
- Improve user experience
- Know what’s working and stop wasting time on what isn’t
💡 You don’t need to be a data nerd—just start by tracking the basics.
5. Google Keyword Planner
What it does: Helps you find keywords people are searching for on Google—and shows how competitive (or affordable) they are
Why it’s gold for marketers:
- See search volume trends for specific keywords
- Find keyword ideas related to your product or service
- Get estimated costs if you’re thinking of running Google Ads
Use it to:
- Plan out your SEO strategy
- Create content people are actually Googling
- Build smarter Google Ads campaigns
💡 It’s free to use—no need to run ads, just create a Google Ads account to access it.
Final Thoughts: Free Doesn’t Mean Basic
You don’t need a massive budget or a full-time marketing team to start making smarter moves. These free Google tools give you the insights big companies pay thousands for—if you actually use them.
So, whether you’re a solo tradie, a boutique brand, or a growing team—start exploring these tools. Your future self (and your bottom line) will thank you.
