Why it matters more than it looks like it should
An AI tool with no context about your business gives you generic advice, confidently. The Business Profile is where that context lives, and it's read by every AI surface in the platform rather than by one of them:
- The Negative Keyword Finder needs to know which services you don't offer, or it can't tell a bad lead from a good one.
- The Meta and Google Ads Agents need your service radius before they suggest a geo change.
- AI Recommendations can't distinguish a bad month from a seasonal one without knowing what season means for your trade.
- Spend Optimizer, Research, and Ad Library all read it too.
- So do the Bulk Pages section generators, when they write copy for a client's site.
Where to find it
Open Business Profile in the sidebar. There are two tabs:
Onboarding form
A structured set of questions about the business. For agency clients, this is the form the agency authored — and its answers are what generate the profile document.
Profile document
The finished document. You can edit it directly at any time — it's plain Markdown, not a locked-down form output. A downloadable template is available if you'd rather start from a skeleton and paste it back.
What to put in it
| Section | What it changes downstream |
|---|---|
| Company & address | Grounds every reference to the business and anchors local keyword and SERP work. |
| Service area | The radius or list of cities you actually serve. Drives out-of-area lead detection and geo recommendations. |
| Services offered | What you sell, in the words customers use. |
| Services not offered | The most valuable field on the page. "We don't do new construction" is what stops the tools recommending new-construction keywords and what teaches the negative-keyword finder to flag those calls. |
| Competitors | Feeds competitor research and the Ad Library watchlist. |
| USPs | What makes you different, so generated copy says something specific. |
| Campaign goals | Lets recommendations be judged against what you're actually trying to do, not a generic notion of "better". |
For agencies: reusable onboarding forms
Writing a profile from scratch for every new client doesn't scale, so agencies author one onboarding form and reuse it. It's written in Markdown — sections as headings, questions as list items — with a live preview showing how it will parse, and you can attach instructions telling the AI how to answer a given question.
When a new client is onboarded, PPC TNT pre-fills what it can from a scrape of the client's website plus Google Places data, then hands it to a human to check. Publishing the answers generates the Business Profile document.
Confidence labels
Every AI-filled answer carries a confidence level, because an intake form that quietly guesses is worse than a blank one. High confidence means the answer came straight off the client's site; low confidence means it's an inference. Review the low-confidence ones before publishing — that's what they're there for.
Which model runs the AI tools
PPC TNT's text AI tools run on Claude by default. If you'd rather use your own key, connect an xAI (Grok) key on the AI vendor card under Integrations and the text tools will run on that instead. The Business Profile is passed as context either way — switching models doesn't change what the tools know about your business, only which model reads it.
FAQ
Do I fill this in per client?
Yes — it's per workspace, so each client has their own. Agencies normally author one reusable onboarding form and apply it to every new client rather than writing each profile by hand.
Can I edit the document after it's generated?
Yes. The profile document is editable Markdown at any time, whether it came from a form or you wrote it yourself.
What if I skip it?
The AI tools still run, but with no context — so recommendations get generic and the negative-keyword finder has no basis for judging which calls were unqualified. The connector's setup audit will flag the account until you fill it in.
Does it need to be long?
No. A short, accurate profile beats a long vague one. The service area, the services you do and don't offer, and the campaign goal already cover most of what the tools need.