The profile existed but it had been left alone since the day it was created. Wrong primary category, empty service list, no photos, and no review flow.
I reset the primary and secondary categories against what competitors in the map pack were actually using, filled out the full service and product list, added geotagged photos, and set up a weekly posting routine plus a simple review request process the owner could run himself.
Profile views, calls, and direction requests all climbed once the categories matched real search intent.