Comparison
ChatGPT company profile and Google Business Profile: both, with the same facts
The Google Business Profile has for years been the record for Maps and local search. The ChatGPT Business Hub has, since 10 November 2026, been the record inside ChatGPT. If your buyers use both, you maintain both. If you fill only one, you are missing where the other person asks. HeyLead keeps the ChatGPT profile current inside the AI Feed and aligns the facts with the website and the directory.
Two profiles, two places a question is asked
On Google someone often types a short term plus a place. The Business Profile supplies name, map, hours, reviews, a call. In ChatGPT the question is longer: “Which fiduciary in Bern looks after a limited company with 15 staff, VAT and payroll, and does not take private clients?” The ChatGPT profile supplies the official master data. The actual answer is carried by a page that explains that constraint.
That is why neither replaces the other. Google remains the place for the map, directions and stars. ChatGPT is the place for a written recommendation. A maintained Google profile improves the chance that live search finds a serious source. It does not fill the ChatGPT profile by itself.
What is similar
Both want a verified claim by someone allowed to represent the business. Both have name, category, description, website, contact and an image. Both can go stale. Both are reviewed by the platform before changes are public. Neither guarantees first place.
And both sit beside advertising, not inside it. Google Ads and ChatGPT Ads are paid delivery with their own account, their own budget and their own management. HeyLead runs ChatGPT Ads as AI Ads, separate from the profile in the Feed.
What only ChatGPT shows
After the Persona check, Business Hub shows aggregated insights over 28 days: mentions, website clicks and discovery topics. For an online business, a mention means the website was referenced, not merely that the name was said. For a local location, a shown result already counts. You do not see individual conversations. Below a threshold the figures stay empty, even if someone asks now and then.
A product feed with price and availability is a further difference when OpenAI enables it for your catalogue. The Google profile has hours and posts. It is not the catalogue ChatGPT pulls into a product recommendation. Shopify merchants have a shorter path here, because the store may already be connected to ChatGPT.
What only Google shows
Map placement, directions, photo volume, questions and answers, reviews with a star history, booking and call buttons: that stays with Google. Many local jobs still start there, especially for “nearby” and “open now”. Neglecting the Google profile because ChatGPT is new means losing the enquiries that never land in a chat.
What neither profile replaces
A profile card has little space. It does not explain a renovation process, the limit of which mandates you accept, or the difference between two services. That needs pages that answer one question on their own, are linked internally, and state the same facts as the profile. That is the AI Feed: up to 400 such pages on your domain, plus the ChatGPT profile in ongoing upkeep.
In practice for an SME: keep maintaining the Google profile, claim and update the ChatGPT profile, put the website and the feed on the same truth, and buy ads only where a budget and someone to run them exist. HeyLead is there for the ChatGPT side — the profile inside the Feed, campaigns under AI Ads, measurement in the AI Check.