Google Appointment Redirect: How It Works and Why It Matters

Overview

Google Appointment Redirect makes it easier for your customers to book appointments directly from your Google Business Profile on Search and Maps. When people find your business online, they’ll see a “Book Online” button that takes them straight to your booking page — no extra steps or friction.

1. Why Is This Feature Important?

Many businesses lose potential bookings because customers can’t easily transition from “finding” to “booking.” This feature solves that problem by:

• Boosting visibility: Your Google profile gains a prominent blue “Book Online” button.
• Increasing conversions: Customers go directly to your booking page, resulting in more confirmed appointments.
• Improving ROI: Fewer clicks mean less drop-off and more completed bookings, leading to measurable revenue growth.

By streamlining the booking experience, you capture interest at the exact moment customers are ready to act.

2. What Does It Look Like on Google?

When this feature is active, your profile will display:

A “Book Online” button on your Google Business Profile.

Links that redirect users to your booking page. Service details, such as name, description, price, and duration, shown directly on your profile.

These details appear consistently across industries like beauty, auto repair, fitness, and healthcare. The button helps your profile stand out and makes it easier for customers to complete bookings.

3. What Are the Client Requirements?

To participate, Google has a few mandatory requirements:

a) Conversion Tracking (Mandatory)

Google requires tracking to verify when a booking happens on your site.

You must send conversion tracking data to Google (either directly or through Uberall).

This does not include personal information — only a signal that a booking was made.

Learn more: Google Conversion Tracking Requirements.

b) Data for Services

You must provide the following information onto the Uberall platform:

Appointment Link: To be added on your location as an Action Link. This is mandatory to have per location and the url should be specific for the location. I.e, when the user clicks the link, it should preselect the location on the booking site. 

Services Feed: These can be submitted via API, or uploaded via the spreadsheet import. 

On the Services tab of the Spreadsheet you need to complete the following:

• Identifier: this is required. Create an identifier that can be used to link Services to Locations
• Status: this is not required. If you want to delete the service, you can mark it as Deleted.
• title: this is required. Add the name of the service which will show on Google under services
• description: this is not required. If you add this description, you can share more information with your clients. It is limited to 300 characters. 
• url: this is not required. If you have urls where the client can select the url and be directed to a page where both location and service are preselected, this is encouraged as clients need to take less actions before they confirm the booking which can help with your conversions. 
• price & duration: this is not required, but can be helpful for your end clients. Price should be added in cents and duration should be added in seconds. To fill this in, please follow these rules:
  • Exact: If you have an exact price or duration, complete the services tab so both minimum and maximum values are equal (e.g., price = priceMax).
  • Price Starts at: If you have a price or duration that starts at a value but has no maximum, complete the services tab so only the minimum value is known; the maximum is unknown (priceMax or durationMax = empty).
  • Price is a Range: If you have a price or duration that has a known range, complete the services tab so both minimum and maximum values are defined and are different. The minimum value must be less than the maximum value (e.g., price < priceMax and duration < durationMax).
  • No specific price or duration: If you have a price or duration that cannot be specified, leave both min and max empty.

On the Locations tab of the spreadsheet, you will use the “serviceIdentifiers” column to add all the service identifiers that you want to link to a particular location. 

Uberall will help you with the technical setup. Once configured, these feeds are automatically sent to Google daily.

4. What Countries Are Supported?

This program is available in countries where Google supports appointment and booking link integrations. These can be found here.

Eligibility also depends on your business category; for example, service-oriented businesses like salons, gyms, or auto repair shops are commonly eligible.

Check the most up-to-date country and category policies here.

Since Google occasionally expands supported countries and categories, we recommend confirming eligibility with your Uberall Account Manager.

Key Takeaways

Mandatory conversion tracking and service data are required to enable the feature.

Your business gains a “Book Online” button and service details directly on Google.

Global reach in eligible Google-supported countries and business categories.

Setup is seamless — Uberall will assist you with onboarding and technical integration.