Optimizing your Google Business Profile can make the difference between being found on the the first page of search results or not. People want instant results and have very little patience.
Think about your own behavior when you search for things on Google and it is probably true that you are not very likely to search through multiple pages of search results when you want to find information or solutions.
Assume the same to be true about your prospective customers looking for the products and services you offer and you will understand right away why ranking as high as possible for as cheaply as possible is super important.