How to Beat Competitors in the Google Maps 3-Pack

Published By: Chris Fink
Published: 10/09/2025

The Real Question Med Spa Owners Ask

“Why is their spa showing up in the top 3 on Google Maps while mine is buried down the list?”

And even more important: “What do I have to do to take their spot?”

If you’ve ever Googled “Botox near me” and felt that flash of irritation seeing your competitor front and center while your listing’s lost in the scroll, you’re not crazy. The Google Maps 3-pack isn’t just a vanity metric. It’s where 70% of clicks go. That means if you’re not in it, you’re invisible.

Let’s fix that, step by step.

The Honest Truth

There’s no hack, no magic setting. Google’s 3-pack algorithm is like a tough judge on a reality show. It rewards businesses that are:

Prominent (people trust you)
Relevant (you match what they’re looking for)
Close (you’re actually nearby)

You can’t teleport your spa across town, but you can dominate on relevance and prominence. That’s where most others get lazy.

Step 1: Optimize Your Google Business Profile (GBP)

Most med spas slap up a Google profile, add hours, and call it a day. Google shrugs and moves on.

Here’s what the serious competitors are doing:

Categories: Use “Medical Spa” as primary, then stack relevant ones like “Skin Care Clinic,” “Laser Hair Removal Service,” etc.
Services & Products: Fill them out with detail. Think 275 to 1000 characters, not “Botox – good.”
Weekly Posts: Promotions, before and afters, staff highlights. Google likes signs of life.
Photos & Videos: Use real shots of your team and treatments. (Stock photos? Google can smell the fakeness.)
Q&A: Add actual patient questions. Anticipate what they’re Googling and answer it upfront.

Step 2: Get Reviews (and Respond Like You Care)

If proximity is Google’s number one signal, reviews are number two. And yet… so many spas ghost their reviews like bad dates.

Goal: 10 to 15 new reviews every month. Steady always beats sporadic.
Automate the ask: Use SMS or email follow-ups after every appointment.
Respond to every review — yes, even the awkward or angry ones. Google notices, and so do people.

Pro tip: Reviews that include keywords help you rank. When patients mention “Botox” or “acne scars,” it boosts relevance.

Step 3: Build Local Authority

Google’s asking: “Are you a real, credible local business or just faking it online?”

Here’s how to prove you’re legit:

City-specific pages on your site, like “Botox in Scottsdale” or “Laser Hair Removal in Dallas”
Local backlinks: Partner with charities, sponsor events, get mentioned in local press
Google Map embed on your contact page
NAP consistency: Make sure your Name, Address, Phone are identical everywhere (Yelp, Healthgrades, RealSelf, etc.)

Step 4: Target Keywords That Actually Matter

You won’t rank for “med spa” nationally, and you shouldn’t try.

Focus on:

Treatment + City like Botox Scottsdale or Hydrafacial Houston
Condition + Treatment like Microneedling for acne scars Dallas
“Near me” searches — your GBP handles this when it’s optimized

Make sure both your Google profile and your website talk about these variations.

Step 5: Track, Test, Adjust

This isn’t a set it and forget it game. It’s more like a fitness routine. Consistency beats intensity.

Track everything: Calls, clicks, bookings. Use Google and GBP insights.
Spot what works: Which posts, offers, or reviews move the needle?
Tweak monthly: Small adjustments now prevent major drops later.

Red Flags That’ll Keep You Out of the 3-Pack

Half-finished GBP with missing services or categories
No new reviews in months
Slow, clunky website
Inconsistent business listings across platforms

(Also, if your listing still says “massage parlor” from 2018… it’s time.)

Timeline: How Long Will This Take?

Quick wins: In 30 to 60 days, reviews and updates can move the needle
Crowded markets: Think 6 to 12 months of consistent work in places like LA or Miami
Staying there: Once you’re in, you defend that spot like it’s your front-row seat at the Oscars