Google’s Appointment Links: How to Turn Customer Searches into Bookings

When a potential customer finds one of your locations on Google, they’re already ready to take action. But if that moment of intent hits a dead end — maybe there’s no appointment link or the page is outdated — you’ve just lost a customer who was ready to convert. Ready to book their medical checkup, schedule an expert consultation, get their hair recolored.

Whatever your business type, those “microfrictions” leave money on the table.

At the same time, these lost booking opportunities can seem unavoidable when you’re updating appointment links across dozens or even thousands of locations. Manual updates are slow, time-consuming, and easy to get wrong. And we know most enterprise teams don’t have the time or bandwidth to manage these appointment links.

That’s where Google’s Appointment Links feature comes in. It enables multi-location businesses to connect their booking platforms directly to each Google Business Profile.  Customers can schedule appointments instantly, right from their Google search results. That means fewer clicks for them, fewer operational headaches for you, and fewer missed revenue opportunities.

What Is the New Google Appointments Feature?

Google’s Appointment Links is a powerful custom Uberall feature that adds a “Book Online” button directly to your business’s Google Business Profiles. It’s available to Uberall customers when they request it from their account manager. 

Once enabled, it gives multi-location businesses — where appointments drive conversions — a seamless, high-impact, and almost-native booking experience.

Appointment Links allows users to move effortlessly from discovery to action by connecting a business’s existing booking system directly to Google Search and Maps. Searchers can click straight from a business profile to the appointment provider’s landing page, reducing friction and capturing demand at the moment of intent.

Customers feel more confident booking when they stay within a familiar ecosystem — they stay closer to your brand. This replaces them being sent to a third-party platform that can slow or distract them from completing their booking.

Why Is This Update Important for Multi-Location Brands?

Speed and accuracy are everything — especially for multi-location businesses managing hundreds of customer touchpoints every day. 

Teams remove friction exactly where customers are ready to take action when appointment links are connected directly to Google Business Profiles. This seamless integration boosts both convenience and conversion and helps businesses capture demand as soon as it appears.

Our Group Product Manager at Uberall, Andrea Oxenham, explains: “This feature isn’t just a convenience; it’s a direct path to measurable revenue growth. By placing a ‘Book Online’ button directly on the Google Business Profile, we are converting high-intent traffic instantly, maximizing ROI for our business partners.”

This custom integration also ensures brand consistency at scale for enterprises and multi-location brands — from accurate services and hours to availability and messaging. And that consistency matters more than ever: AI search experiences increasingly pull from your profile data to answer customer questions, while E-E-A-T signals like reliability and profile completeness shape whether your business is recommended by systems like ChatGPT.

In summary, this is what this custom Uberall platform feature translates to:

• Higher booking conversion rates
  Customers book directly from search, reducing drop-off and capturing high-intent demand instantly.
• A better customer experience
  Clear, consistent, up-to-date information across every location builds trust — a core pillar of E-E-A-T — and strengthens your reputation in both traditional and AI search.
• Faster activation for eligible clients
  Automated and scalable appointment link management cuts hours of manual work, so teams can roll out new locations or services quickly and confidently.

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All of this feeds directly, of course, into Location Performance Optimization (LPO). Through one custom integration, you’re a) optimizing your visibility and reputation in search systems through providing accurate business data for multiple locations; b) encouraging maximum customer engagement with your brand through seamless booking experiences; c) driving more conversions where they matter most.

By bringing booking directly into search, businesses like yours can turn discovery into revenue in just a few clicks, without having to will customers to click through to your website in the zero-click era. You meet click-hesitant customers where they are willing to go across every major search channel, from Google to AI systems.

Boost Conversions with Less Effort

This all-new custom feature reflects a shared goal between Uberall and Google: to make local marketing faster, easier, and more effective for businesses everywhere.

By connecting booking journeys directly to Google, our team is empowering multi-location brands to achieve more with less effort and to spend more time where it matters most: engaging customers, maximizing internal bandwidth, and driving measurable business growth.

All that it takes is a conversation with your account manager.