There's a button on your Google Business dashboard that looks like it'll get you more customers. It won't. It'll just get you a bill.
The "Advertise" icon is Google's business model sitting right there on your profile, dressed up as a helpful tool.
You pay, a competitor outbids you, you pay more, and the moment you stop paying the calls stop too.
Everything that actually moves your rankings is free. It's just spread across icons most business owners have never properly touched.
Which icon on your Google Business dashboard confuses you the most?