Google Is Replacing Business Profile Q&A With AI Answers, Here’s How Clinics Can Stay in Control

Google Business Profile Update: AI Ask Questions in Maps - What Clinics Must Do to Stay Visible

Patients still have questions, but the way they get answers is changing fast.

For years, Google Business Profile Q&A was a simple feature. Someone could ask a question publicly on your listing and the business could answer. Those answers could help patients decide whether to call, book, or keep searching.

Now that section has disappeared on many listings. In its place, Google is rolling out an AI-powered “Ask a question” experience in the Google Maps app that tries to answer patient questions automatically.

If you run marketing for a clinic, this is the mindset shift you need to make:

You are not just answering questions anymore. You are feeding information into systems that answer questions for you.

And when the system does not have clear information, it fills the gaps. Sometimes it says it does not know. Sometimes it guesses. Either way, the patient is one tap away from choosing a competitor.

Let’s break down what’s happening, why clinics are uniquely affected, and exactly what to do to make sure AI answers are accurate and conversion-friendly.

What Changed With Google Business Profile Q&A

Google launched the Questions & Answers feature in 2017. It allowed any user to ask a question on a business profile, and the business (or the public) could answer. The answers showed publicly on the listing.

That mattered because patients ask “decision questions,” not just curiosity questions.

They want to know:

• Do you take same-day appointments?
• Do you accept my insurance?
• How much is the first visit?
• Do you treat this condition?
• Is parking easy?
• Do you see kids?
• Do you have evening hours?

When Q&A existed, you could publish clear answers where patients were already looking.

With the AI “Ask a question” experience, the interface changes, but the intent stays the same. Patients still want fast answers. Now Google may provide the answer automatically.

The big difference is the source.

Instead of using a single published Q&A answer, the AI pulls from multiple places, including:

• Your Google Business Profile fields (hours, services, attributes, categories)
• Your website (especially service pages and FAQs)
• Reviews (the words patients use matter)
• Photos and captions (visual context and signals)
• Other web sources and third-party profiles (varies by industry and region)

So the real question is no longer “Did we answer this in Q&A?”

It’s “Is our information clear, consistent, and easy for Google to find everywhere it looks?”

Why This Hits Clinics Hard (Even If You Don’t See It Yet)

A tricky part of this rollout is that it appears uneven.

Some healthcare categories have seen limited visibility of these AI prompts, likely due to sensitivity and compliance considerations. Other categories may see it sooner.

But here’s why you should still act now:

1. Patient behavior is already here. People want answers before they call. They are comparing options quickly.
2. Google is heading toward AI answers across products. Even if your category is slower to roll out, the direction is clear.
3. The groundwork helps your local SEO either way. The same improvements that “feed the AI” also improve Maps rankings and traditional search performance.

Think of this as building a stronger information layer for your clinic, one that helps Google, AI tools, and humans understand what you offer and how to book.

The Risk: AI Will Fill the Gaps, and It Can Be Wrong

Generative AI is not perfect. If it cannot find clear answers, it may:

• Say it does not have enough information
• Make assumptions based on incomplete signals
• Pull a detail from one place that conflicts with another
• Misinterpret a review or vague website wording

For a clinic, that can create real-world problems:

• A patient shows up when you are closed
• Someone thinks you take walk-ins when you do not
• A new patient believes you accept their insurance when you only provide superbills
• Someone assumes you treat a condition you do not treat
• A patient chooses a competitor because they got a clearer answer faster

Your goal is to reduce guessing by publishing the answers in the places Google trusts most.

The AI Feeding Checklist for Clinics

This is the practical play. You are going to make it easy for Google to find and reuse accurate answers.

1) Audit the core Google Business Profile basics

Start with the non-negotiables:

• Business name (exactly as you use it everywhere)
• Address
• Phone number
• Website link
• Hours (including special hours and holiday exceptions)
• Appointment link or booking URL

If any of these are wrong, you are feeding bad data from the start. Fixing this also prevents frustrated patients and negative reviews.

For more guidance, read: Google Business Profile Guide: Boost Your Clinic’s Local SEO

2) Tighten categories and services

Categories help Google understand what you are.

Services help Google understand what you do.

• Make sure your primary category is the best match
• Add secondary categories only if they are truly accurate
• Complete the Services section with the actual services patients search for

Example for a chiropractor: list services like sports injury care, prenatal chiropractic, soft tissue therapy, and posture correction, only if those are real offerings and supported on your site.

3) Use attributes to publish structured facts

Attributes are one of the easiest ways to feed clean, structured information.

Look for attributes like:

• Wheelchair accessible entrance
• Restroom availability
• Languages spoken
• Appointment required vs walk-ins
• Parking options
• Telehealth options (if applicable)

These answer “Can I comfortably go here?” questions and help prevent confusion.

4) Add strategic photos and videos (not just pretty ones)

Most clinics upload a few lobby shots and stop. That is a missed opportunity.

Use photos to answer patient questions visually, especially the ones that cause friction or uncertainty.

Add images that show:

• Exterior signage (so patients can find you quickly)
• Parking (front, behind the building, street parking, garage entrance)
• Entrance details (stairs, ramp, elevator, which door to use)
• Front desk and waiting area (clean, welcoming, professional)
• Treatment rooms (keep it privacy-friendly, avoid showing patients)
• Equipment patients ask about (shockwave, dry needling setup, rehab tools, med spa devices)
• Team photos (current, consistent, professional and warm)

Tip: name and organize your photo uploads consistently when possible, and keep adding new photos monthly. Freshness helps, and it also signals the business is active.

For more guidance, read: How to Optimize Photos for Your Google Business Profile

5) Reviews matter more now because AI reads the words

AI pulls language from reviews. That means the actual words inside your reviews can influence what Google thinks you do, who you help, and what patients can expect.

Most clinics ask for reviews like this: “Can you leave us a review?”

Instead, guide patients toward helpful detail without scripting or being pushy. You are not telling them what to say, you are prompting them to mention what future patients care about.

Here are safe prompts you can add to an email or text:

• “If you are comfortable, mention what you came in for and what felt most helpful.”
• “It helps if you mention the type of visit, like new patient exam, adjustment, acupuncture, massage, or consultation.”
• “You can also share what scheduling was like, wait time, and how clearly we explained next steps.”

This creates reviews that are more useful to humans, and more informative to AI.

6) Clean up third-party profiles and citations

Google does not only rely on your website and your profile. It also cross-references information from other platforms.

Make sure your core details match everywhere:

• Name, address, phone number
• Website URL
• Hours
• Appointment link (when relevant)

Focus on the platforms your patients actually use, such as:

• Facebook
• Yelp
• Apple Maps listings
• Bing Places
• Health-specific directories (varies by specialty)
• Local chamber or neighborhood directories if you are listed there

Consistency reduces confusion. It also strengthens trust signals.

For more guidance, read: This 1 Simple Step Can Quickly Boost Your Google Rankings

7) Connect your social profiles (and post content that answers questions)

If social links are available in your Google Business Profile dashboard, connect them.

Then make sure your posts include content that actually helps patients make a decision, not just motivational quotes.

Examples of “AI-friendly” social content:

• A short walkthrough of what a first visit looks like
• A “Do we take walk-ins?” post explaining your policy
• A quick overview of a common service and who it is for
• A video showing the parking and entrance
• A simple pricing and insurance explainer (without overpromising)

This content supports conversions directly, and it can also reinforce what Google is able to learn about your clinic.

8) Your website FAQs are your best control point

Your website is the asset you control most. It is also one of the most reliable places for Google to pull answers.

Build an FAQ system that is not fluff:

• One dedicated FAQ page (broad questions)
• FAQs embedded on key service pages (service-specific questions)

Write in patient language, not clinical language. Keep answers short, clear, and policy-focused.

For more guidance, read: How to Leverage FAQs to Improve Your Website’s SEO and User Experience

The Most Common Patient Questions Clinics Should Pre-Answer

As you read these, ask yourself: “Where would Google find the answer today?”

Scheduling and policies

• Do I need a referral?
• Do you take same-day appointments?
• Do I need an appointment or can I walk in?
• What happens if I’m late?
• What is your cancellation policy?
• Do you offer payment plans?
• Do you accept HSA or FSA?

Insurance and pricing

• Do you accept my insurance?
• Do you provide superbills?
• What does the first visit cost?
• What does a typical visit cost?
• Are packages available (if applicable)?
• Are there any fees I should know about?

Services and fit

• Do you see kids?
• Do you offer prenatal care?
• Do you treat athletes?
• Do you help with migraines, sciatica, or shoulder pain?
• Do you offer shockwave therapy, dry needling, or IV therapy (only if true)?

Important note: avoid medical guarantees or claims. You can explain what services you offer, what conditions you commonly work with, what the visit includes, and what a patient can expect. If you have condition pages, keep them careful and education-focused.

Accessibility and logistics

• Is parking available?
• Is your entrance accessible?
• Are there stairs or an elevator?
• Where should I go when I arrive?
• Is there anything I should bring to my first visit?

When these answers are missing, AI fills the gaps. The goal is to publish clear answers so there is less room for guessing.

A 7-Day Implementation Plan for Clinics

This gives you momentum without turning into a months-long project.

Day 1: Google Business Profile basics audit

Update:

• Name, address, phone
• Hours, special hours
• Website and appointment link

Day 2: Categories, services, and attributes

• Confirm primary category
• Add only accurate secondary categories
• Fill out services
• Add attributes that apply

Day 3: Photo sweep

Add 15 to 30 helpful photos:

• Exterior and signage
• Parking
• Entrance details
• Front desk, waiting area
• Treatment rooms
• Team

Day 4: Update your review request language

Add 2 to 3 simple prompts that encourage detail.

Day 5: Strengthen your website FAQ page

Add 10 to 15 questions patients actually ask.
Keep answers short, clear, and focused on policies and expectations.

Day 6: Add FAQs to your top service pages

Pick 1 to 3 pages that convert the most, then add:

• 5 to 8 FAQs per page
• Answers written in patient language
• Internal links to related services when helpful

Day 7: Create a monitoring habit

Once per month:

• Search your clinic name in Google Maps
• Look for any AI “Ask a question” behavior
• Note what information it seems to pull from
• Update your profile or FAQs if you spot gaps

Common Mistakes That Make AI Answers Worse

These are patterns I see often, and they are fixable.

Mistake 1: Outdated hours and missing special hours

This creates patient frustration fast, and it is one of the easiest issues to prevent.

Mistake 2: Vague service descriptions

If your services list is generic, Google has to guess what you actually do.

Mistake 3: No clear policies

Walk-ins vs appointment required, insurance vs superbills, cancellation fees, and late policies should be findable in 30 seconds.

Mistake 4: Thin or generic FAQs

FAQs should answer real decision questions. If your FAQ is “What is chiropractic?” but not “Do you offer same-day appointments?” you are missing the moment of intent.

Mistake 5: Reviews with no detail

If your reviews are all “Great place, nice staff,” they do not help patients or AI understand what makes your clinic different.

The Warning and the Opportunity

The warning

In the old system, you could answer a Q&A question directly. Now you have less direct control, and misinformation can surface without you noticing unless you test.

The opportunity

Clinics that treat their Google presence, website, and reviews as one connected information ecosystem will win.

AI needs information to answer questions. The clinic that provides the clearest, most consistent, most patient-friendly info is the clinic that gets chosen.

Your takeaway

Google removing the old Q&A is not just a feature change. It’s a behavior change.

Patients still want fast answers. Google wants to provide them instantly. The difference is that AI may now deliver the answer using whatever it can find.

Your job is to make sure the answers are easy to find, accurate, and conversion-friendly across your Google Business Profile, your website, and your reviews.

If you want help tightening this up, book a discovery call with Propel Marketing & Design. We’ll review your website, your keyword visibility, and your local presence, then map out the highest-impact next steps.

Ready to take action? Start with Day 1 today, then work the plan across the week.