A Custom URL (Vanity URL) for a Business page or Profile is a way that condenses your profile URL into something easily remember able, readable and link directly to your Google +page of Profile( like google.com/+Lathiyasolutions) and increase traffic to your Business Page.
For example, A normal Google Plus URL looks like.
And this is the Custome URL for Google Plus Bussiness Page Lathiya Solutions.
Right Now, not everyone can set their Google Plus Custom url by self but need to meet the following criteria.
– Has a profile photo, and
– Has at least 10 followers, and
– Has an account that’s at least 30 days old
Any brand or business that has a linked website or is a verified local business can claim a custom URL for their Google+ page.
If your G+ Page satisfied the above criteria, you’ll see a notification at the top of your Google+ page or Profile. If you don’t see the any option yet, don’t worry, you’ll need to wait, patiently, until the feature is rolled out to your account. Google expanding availability throughout the week, and you’ll get Email for custom url for your G+ page on your associated email ID with asking you to claim your Google+ URL. Google automatically reserves one for you based on your name.
After accepting your URL with the terms and conditions, URL is set with you Bussiness Page or Profile. Now anyone can directly view your Google+ profile by hitting Google.com/+yourusername in browser.
for More https://support.google.com/plus/answer/2676340?hl=en