The Google Bookings feature—also known as Reserve with Google—lets you connect supported scheduling tools directly to your Google Business Profile (GBP). Setting up your Google Business Profile correctly is essential to unlock features like Bookings and maximize your online presence. This powerful integration allows customers to book appointments straight from your profile on Google Search or Google Maps, reducing friction and eliminating the need for phone calls or contact forms.
By enabling Google Bookings, businesses can:
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Capture more leads by turning online searches into confirmed appointments.
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Fill their calendars faster with a simplified, user-friendly booking process.
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Improve customer experience, since clients can view your availability and services in one place.
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Boost local SEO rankings, as engagement signals like bookings can indicate relevance and authority to Google.
Whether you run a beauty salon, fitness studio, restaurant, or local service business, Google Bookings can become a key part of your digital marketing strategy—helping you stand out, attract new customers, and convert interest into action directly within Google’s ecosystem.
How Google Bookings and Reserve with Google Have Changed Over Time
- 2016: Google introduced Reserve with Google for fitness-related services in Los Angeles, New York City, and San Francisco. It began as a separate website, only working with a few select scheduling tools.
- 2017: The booking functionality was integrated into the Google Business dashboard, allowing eligible businesses to add booking buttons directly to their profile.
- 2018–2019: Expansion continued into other verticals such as beauty and wellness. By this time, more third-party schedulers were supported. Google also began removing the feature for businesses with poor response rates.
- 2020: As virtual services became essential during the pandemic, Google added video conferencing support via platforms like Zoom and Google Meet. Providers could now enable virtual appointments from within the booking interface.
- 2021: Google improved notification and booking management features, adding desktop access and more direct control through the Business Profile dashboard and Search.
- 2022: With the retirement of the Google My Business app, all booking management was migrated to Google Search and Google Maps, reinforcing the central role of the New Merchant Experience (NMX).
- 2023: Google continued to streamline Reserve with Google by consolidating partner integrations. Several smaller scheduling providers lost support, while Google focused on deepening relationships with large platforms like Square and Mindbody. Businesses gained improved analytics on booking performance directly in the Business Profile, helping them optimize services and availability.
- 2024: Reserve with Google began phasing out support for in-person bookings in select industries where usage had significantly declined, shifting its focus toward online and hybrid appointments. Enhanced integration with Google Calendar allowed customers to automatically receive calendar invites with appointment details, reminders, and virtual links. Google also introduced AI-powered appointment suggestions based on search history and preferences.
- 2025: Google announced the sunset of Reserve with Google as a standalone booking engine, transitioning its core features into the Merchant Center and Business Messages to offer a unified customer interaction platform. Booking actions became part of conversational experiences in Google Search and Maps, with AI-driven chat handling bookings, reschedules, and cancellations directly in the messaging interface. Businesses could manage these bookings alongside customer chats, reviews, and Q&A, marking the end of Reserve with Google as a separate feature.
Who Can Use Google Bookings?
Not every business qualifies for Google Bookings. Here’s what you need to know about eligibility and how to check if you can activate this feature:
Industries Eligible for Google Bookings
Currently, Bookings is available to businesses in these categories:
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Fitness
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Beauty
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Dining
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Financial services
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Local services
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Retail & Shopping
Meeting Partner and Category Requirements
Being in an eligible industry isn’t enough. Your business must also:
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Use an approved scheduling partner.
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Ensure your primary and secondary categories in your fully completed Google Business Profile are accurate and aligned with your services..
How to Check Your Eligibility
To see if you can enable Google Bookings:
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Go to your GBP Manager.
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Look for the “Bookings” tab on your dashboard.
If you don’t see it, review a competitor’s categories (using tools like GMB Spy) and update your profile categories if needed—just don’t misrepresent your actual services.
Google Booking Partners
Google integrates with over 150 certified scheduling tools, and the list continues to grow. Choosing the right partner can make or break your booking experience. Here’s what you need to know:
Top Google Booking Partners
Leading providers include:
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Booksy – Popular for beauty and wellness
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Wellness Living – Tools for spas, gyms, and therapists
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Regis – Commonly used by salons and barbers
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Setmore, Mindbody, Bookeo, and others
Important Considerations When Choosing a Partner
Many partners offer customizable service listings, automated reminders, and calendar syncing, but keep in mind:
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Some platforms may require a Pro or paid plan to activate Google Bookings.
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Providers may charge transaction fees for bookings made through Google.
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Integration features—like video calls or automated review prompts—vary by partner. Pairing a solid booking integration with engaging Google Posts can further boost your profile’s visibility and keep customers informed.
Choosing a reputable, compatible partner ensures a smooth experience for both your team and your customers.
How Customers Book with You
When enabled, your GBP will show a bold “Book Online” button. The flow typically works like this:
Booking Flow Steps
- The customer clicks the booking button
- They choose a service (data is pulled from your booking partner setup)
- They see available times and choose a slot
- Google pre-fills info if they’re signed in
- They confirm, then get a confirmation screen with links to modify or cancel
Extras Customers Receive
- Customers receive a confirmation + 24-hour reminder email
- Google prompts for a review post-appointment. Positive feedback is crucial since Google Reviews help SEO and can sway potential customers.
- A “Schedule” icon may also appear in the local pack (not guaranteed)
Business Owner View (NMX Experience)
As a business owner, the New Merchant Experience (NMX) dashboard is your central hub for managing Google Bookings. It lets you control how appointments appear on your Google Business Profile, track booking performance, and make adjustments to your services.
Setting Up Bookings in the NMX Dashboard
Once your business is eligible for Google Bookings, you’ll find a Bookings tab in the New Merchant Experience (NMX) dashboard on Google Search or Maps. Here’s how to set it up:
Link a Certified Partner – Connect your scheduling tool directly by logging into your partner account and enabling Google Bookings integration.
Add a Custom Appointment URL – If your booking partner doesn’t support full integration, you can manually add a booking URL so customers can still schedule appointments.
Review and Publish – Confirm that your services, hours, and appointment details sync correctly. Google will review your setup before your booking button appears live on your Google Business Profile.
Monitor Performance – The NMX dashboard shows data like total bookings, revenue generated, customer counts, and top-booked services—helping you fine-tune your availability and offerings.
Setting up Bookings correctly in the NMX dashboard ensures a smooth experience for both you and your customers, turning searches into scheduled appointments with minimal friction.
Booking Feature Hurdles
While Google Bookings can boost your visibility and streamline appointments, there are important hurdles to consider:
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Compatibility Issues: Not all scheduling tools work with every business type, even if your Google Business Profile shows the “Bookings” option. Double-check partner compatibility before committing.
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Partner Limitations: Some major scheduling providers have opted out of Google’s integration due to restrictions or technical limitations, which could limit your options.
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Costs and Fees: Many certified booking partners require a paid subscription plan to unlock Google Bookings integration. Additionally, some partners may charge transaction fees for appointments booked through Google, which can affect your margins.
Being aware of these hurdles ahead of time can help you make an informed decision and avoid frustration when setting up your booking system.
Why Enable Google Bookings?
Activating Google Bookings isn’t just about convenience—it’s a powerful tool for growing your business. By streamlining how customers schedule appointments, you can improve your online presence and stay ahead of competitors. Here’s why enabling Google Bookings can make a big difference:
Reach New Clients
Some booking partners report that 50–75% of bookings through Google Business Profile come from brand-new customers, helping you expand your client base.
Capture After-Hours Leads
Around 40% of bookings happen outside regular business hours, allowing you to secure appointments even when your team is offline.
Faster Conversion
One-click scheduling dramatically reduces barriers to action by letting customers book the moment they decide—no phone calls or emails needed.
Simplified User Experience (UX)
Fewer steps mean happier customers. When clients see your services and availability in one place, it makes their decision-making faster and easier. A well-optimized Google Business Profile for Maps rankings also ensures your business shows up prominently when customers are ready to book.
How to Set Up GBP Bookings
Setting up Google Bookings can seem technical, but breaking it into simple steps makes it manageable. Here’s how to get started:
Check for Eligibility
Log into your Google Business Profile Manager and look for the Bookings tab. If it’s missing, your business may not yet qualify or your categories might need adjustment.
Select a Booking Partner
Browse Google’s list of approved scheduling partners. Sign up with your chosen platform and set up your services, pricing, and availability.
Enable Reserve with Google
Within your booking partner’s platform, toggle on the Reserve with Google option. This step authorizes your partner to sync your service details with Google.
Wait for Sync and Activation
Your booking partner will send your service data to Google for review. Once approved, Google will activate the booking button on your Google Business Profile, making appointments available directly through Search and Maps.
⚠️ Tip: Always choose a Reserve with a Google-approved partner that integrates with your current scheduling system to avoid managing multiple calendars or double bookings.
Extra Insights
Before you dive into Google Bookings, keep these important details in mind to avoid surprises and manage your expectations:
Desktop-Only Management
Bookings can currently only be managed on a desktop browser—you can’t adjust or monitor bookings from a mobile device.
Disabling Bookings Removes the Tab
If you disable the integration in your scheduling partner’s platform, the Bookings tab will disappear from your Google Business Profile.
Limited Direct Management
You cannot manage, confirm, or reschedule bookings directly within Google. All appointment management must happen through your certified booking partner’s platform.
No Integration with Google Analytics
Bookings data does not sync with Google Analytics, so you’ll need to combine external reports from your booking partner and website analytics to fully understand performance.
Final Word: Don’t Miss This Opportunity
Although the setup process may require some technical effort, enabling Google Bookings can significantly enhance your online presence. It shows customers that your business values convenience and accessibility, which builds trust and drives action.
Once active, Bookings creates a seamless user journey—from search to scheduling—all without a phone call or contact form. This streamlined path not only boosts conversion rates but also helps fill your schedule with less administrative work. Don’t forget to set up your Google Business Profile attributes to highlight important features like accessibility, ownership, or special amenities that set you apart.
If you’re eligible for this feature, don’t leave it on the table. Test it for a month, monitor performance, and measure how many new leads come in through this channel. It might just become one of the most effective tools in your local SEO strategy.
Frequently Asked Questions About Google Bookings
1. What is Google Bookings, and how does it work?
Google Bookings lets customers schedule appointments directly through your Google Business Profile on Search and Maps by integrating with supported scheduling partners.
2. Is Google Bookings still available in 2025?
Yes, but in 2025, Google transitioned Reserve with Google’s core features into the Merchant Center and Business Messages, focusing on chat-based bookings instead of standalone booking buttons.
3. How do I know if my business is eligible for Google Bookings?
Your business must belong to supported industries (like fitness, beauty, or retail) and use a Google-approved booking partner. Check your GBP dashboard for the “Bookings” tab to confirm eligibility.
4. Are there any fees for using Google Bookings?
Google doesn’t charge directly, but many certified booking partners require paid plans or may add transaction fees for appointments booked through Google.
5. Can customers modify or cancel appointments made through Google Bookings?
Yes. After booking, customers receive a confirmation with links to modify or cancel appointments, and some partners allow rescheduling directly through Google.
6. What are the benefits of enabling Google Bookings?
It can increase leads, especially after hours, simplify scheduling, improve conversion rates, and make your business appear more professional and accessible online.
