Google reports the search terms that surfaced your business profile. Not guesses, not a keyword tool's estimate: the actual queries. It is the most honest marketing data most local businesses have access to, and it mostly goes unread.
Brand searches vs discovery searches
Split your terms in two. Brand searches are people typing your name; they already knew about you. Discovery searches are people describing what they want and finding you anyway. Discovery is the growth number. If nearly all your impressions are brand searches, you are being found by existing customers, not new ones.
The content gap
Here is the useful move. Take your top discovery terms and check whether your profile description and posts ever mention those things. Very often they do not. You are being surfaced for a service you never actually describe, which means you are relying on Google's inference rather than your own words.
Cover those terms naturally in your description and posts. Naturally is the operative word: write real sentences a customer would read, not a keyword list. Stuffing gets you nowhere and looks terrible to the human deciding whether to call.
Watch the trend, not the snapshot
Compare month to month. Rising terms show demand shifting toward something you offer. Fading terms can signal seasonality or a competitor taking that ground.
Doing it at scale
Pulling this for one location is a manual chore; for twenty it is impractical. GBP Manager pulls keyword data automatically, separates brand from discovery, flags rising and fading terms, and highlights the searches your own content never mentions.