A Short Recap of our Google Street View Journey
The Beginning of Google Business Photos
In 2012, I stepped into a world that would redefine my career: 360-degree photography. At the time, I was a recent photography graduate, unsure of how to compete with seasoned professionals in traditional photography. But I had a hunch that the future was digital. That’s when I discovered 360-degree photography—a niche and challenging field that few were exploring. Little did I know, this decision would lead me to become one of the first photographers in Canada for the Google Business Photos program (later renamed to Google Business View, and eventually to Google Street View Trusted). The frequent rebranding of the program over the years sheds some light on its stability. Now, as the program comes to an end in 2025, I’m reflecting on the journey—its highs, its lows, and the lessons I’ve learned.
The Early Days: A Leap into the Unknown
Not having gone to school for Photography, I knew couldn’t compete with seasoned professionals in traditional photography. So, I turned my attention to the future: Digital. That’s when I discovered 360-degree VR, a relatively new and challenging field that few were exploring. I invested countless hours mastering the craft, and my efforts paid off when Google reached out to me. Along with two other photographers, Brian and Alin, we became the first three photographers to represent Toronto in the Google Street View Trusted program. I still remember us meeting up at Japango on Dundas, discussing what lays ahead. To be honest, we had no idea what we were getting into. So, we leaned into learning as much as we could—absorbing Google’s guidelines and studying what photographers in the U.S. were already doing. It was an exciting time, full of uncertainty but also immense potential.
The Hustle: Building a Business from Scratch
Being a Google Street View Trusted photographer wasn’t just about taking pictures—it was about running a business. We weren’t employees but independent contractors. While Google provided leads, it was ultimately up to us to grow and close our own client base. The first few years required relentless effort: cold-calling businesses, attending networking events, and even going door-to-door to pitch our services.
I’ll never forget my first attempt at approaching businesses on Yonge Street. I was so nervous that I didn’t speak to a single person. But I didn’t give up. The next day, I dropped off marketing materials at a few shops, and to my surprise, I got a call from Blu God Tattoos. They were interested, and I landed my first client—along with my first big lesson.
Over the phone, I quoted them $200 for the job, based on what I remembered from briefly walking into the store. I was so eager to close my first door-to-door sale that I didn’t think it through. When I arrived, I realized they had multiple rooms, a second floor, and a complicated stairwell that required me to loop around just to get upstairs. What I thought would be 5 panoramic images turned into over 20! But how could I backtrack on my quote after giving it? I bit the bullet, completed the job, and learned a valuable lesson about preparation and pricing.
Over time, I improved my negotiation skills and built my confidence. However, the technical side was just as challenging. The software we used to stitch and map images was notoriously buggy, and I often had to redo entire shoots. It was a relentless cycle of shooting, editing, and selling, but I was determined to make it work.
The Highs and Lows: Success, Competition, and Burnout
Despite the challenges, things started to click. I built a team, refined my processes, and even hit Google’s highest honor: 30 sales in a single month. About 1% of photographers globally achieved this milestone, and I was proud to be among them. Google rewarded me with a GoPro camera (which I later lost in a lake in Australia), but the real reward was the sense of accomplishment. However, success came with its own set of challenges. As more photographers joined the program, competition grew fierce. I faced undercutting, and threats, and even lost a major contract after spending a week preparing a proposal. It was a bitter pill to swallow, but it taught me the harsh realities of human behaviour. Eventually, the relentless grind took its toll. Working 60-70 hours a week, I experienced burnout and decided to take a step back. I left for Australia, where I focused solely on photography, free from the pressures of running a business.
Reflections: The End of an Era?
As of January 1st, 2025, the Google Street View Trusted program has come to an end. Why? I can only speculate. Perhaps the program didn’t meet Google’s expectations. They invested heavily—recruiters, managers, directors, even commercials. Initially, trial runs in San Francisco showed promise, with business owners eager to sign up. But over time, the low turnout became apparent. I believe their first mistake was assuming photographers could also be salespeople. Eventually, they pivoted to an agency, which may have worked for a while. but maybe the ROI for Google simply didn’t add up.
The end of the program is doesn’t mean high-quality 360 tours are no longer available. Photographers can still provide these services—they just won’t have Google’s direct support or their name listed on their website. Instead, third-party companies integrated with the Google Street View API now handle the publishing process.
Remember the first three photographers in Toronto I mentioned earlier? One of them, Alin, went on to develop his own online software and now runs one of the most popular street view publishing companies. Over the early years, our relationship became strained due to competition. We were all photographers fighting for the same business, so conflict was inevitable. However, a 4-5 years ago, Alin reached out with a kind message: “The past is the past. Let’s work together and help each other out.” It was a meaningful gesture, and it reminded me of the importance of collaboration in a competitive industry. Alin has since built an impressive software empire, and you can check out his Google publishing tool here: GoThru
The quality of 360 tours remains the same—if you hire the right photographer. However, without Google’s direct oversight, it’s crucial to choose a professional you can trust. If something goes wrong, it’s really difficult to get assistance. That’s why I’ve written a guide on how to choose the right photographer.
Pivoting to a New Chapter
Over the past 13 years, working with over 500 businesses, I’ve gained valuable insights into online marketing. We’ve witnessed SEO evolve, social media explode, and design trends shift. Now, we’re entering the era of AI. Instead of fearing it, we embrace it as a tool for adaptation and improvement. That’s why we’ve expanded our services to offer comprehensive marketing packages, still including 360 tours, to help businesses thrive online. While content is still king, it’s more competitive than ever. Transparency and storytelling are essential—think of all the behind-the-scenes content, founder interviews, and authentic engagement you see now. The new era will demand a much more personable approach.
Embracing Change: So is the program still there?
So, is the Google Street View Trusted program still available? No, the program is no longer there. BUT, do we still provide Google Street View photography services? Yes, Absolutely. And we offer so much more. The end of this program isn’t the end of 360 photography—it’s just the beginning of a new chapter. As technology evolves, so do we. Good luck with your online adventures, and feel free to reach out with any questions. Here’s to embracing change and staying ahead of the curve!
