What Is a Google Business Profile?
A Google Business Profile is Google's free listing for a business that meets customers in person, which lets a verified owner manage how the business appears on Google Search and Maps.
Google says a profile lets you “manage how your business shows up on Maps and Search at no charge”, including hours, website, phone number and location, photos and videos, and reviews (Google, Get started with Google Business Profile). Customers can find the profile only after you complete verification (Sign up for Business Profile). A Business Profile is not the same process as claiming an entity knowledge panel for a company or person, which is covered in how to claim your Google knowledge panel.
How to Set Up a Google Business Profile at a Glance
| Step | Action | Expected result |
|---|---|---|
| 1 | Check eligibility against Google's in-person contact rule | A clear yes or no before you invest time |
| 2 | Decide storefront, service-area or hybrid | You know whether to show your address |
| 3 | Search for an existing profile; claim it or request ownership | No duplicate profile created |
| 4 | Create the profile at business.google.com/create | Profile saved, awaiting verification |
| 5 | Complete the verification method Google offers | Confirmation email that you are verified |
| 6 | Set name, categories, hours, phone, website, description | Accurate core information |
| 7 | Add logo, cover photo and business photos | Media status shows “Live” |
| 8 | Add owners and managers | Access does not depend on one person |
| 9 | Match the profile to your website and Organization schema | Name, address, phone and URL agree everywhere |
| 10 | Set up a compliant review request and reply routine | Reviews requested without incentives |
Time: about an hour of setup (our estimate), plus Google's verification review of up to 5 business days, or longer if a postcard is mailed. Tools: a Google Account, your business phone or email, a mobile device if video verification is offered, and photos. Cost: none; Google says you can add or claim a business “at no charge”. Skill level: beginner.
What You Need Before Starting
- Confirmed in-person contact with customers during stated hours, at your premises or theirs (Step 1).
- A Google Account. Google suggests that if you create a new one, you “sign up with your business email domain” (Sign up for Business Profile).
- Your exact real-world business name as it appears on signage, website and stationery.
- A precise street address (not a P.O. box), or the list of cities or postal codes you serve.
- A phone number under your direct control and a website that represents the business. Google says premium-rate numbers are not acceptable.
- Regular customer-facing hours.
- For video verification: a mobile device, and access to signage, equipment or business documents to show on camera.
Step 1: Check That Your Business Is Eligible
Check your business against Google's eligibility rule before creating anything. Google says: “To qualify for a Business Profile, a business must make in-person contact with customers during its stated hours” (Business eligibility and ownership guidelines).
| Eligible (per Google) | Not eligible (Google's examples) |
|---|---|
| A location customers can visit, staffed during business hours | “Brands, organizations, artists, and other online-only businesses” |
| A business that travels to customers where they are | Lead generation agents or companies |
| Seasonal businesses with permanent year-round signage | Rental or for-sale properties such as vacation homes or vacant apartments (sales or leasing offices are eligible) |
| ATMs, video-rental kiosks and express mail drop boxes, with contact information | An ongoing service, class or meeting at a location you do not own or have authority to represent |
| Delivery-only food brands, under conditions | A business whose address is a P.O. box or a mailbox in a remote location |
Why it matters: Google says profiles for online-only businesses cannot be verified, and points such businesses to Google Ads instead (Get started; Verify with a video recording). Expected result: a documented yes or no. How to verify: name the place where customers meet your staff, or the customer locations your staff visit. Common mistake: using a virtual office to qualify. Google says a rented mailing address you do not operate from “isn't eligible”, and a co-working office qualifies only with “clear signage”, customers received and your own staff present during business hours (Guidelines). If you are not eligible, your brand-search work belongs elsewhere; see owning page one when someone Googles you.
Step 2: Decide Whether You Are a Storefront, Service-Area or Hybrid Business
Choose the business type that matches how you serve customers, because it decides whether your address is shown (Manage your service areas).
- Storefront: serves customers at a staffed location with permanent signage. Shows the address.
- Service-area business: “visits or delivers to customers directly but doesn't serve customers at their business address”. Google says it can have only one profile for the whole area served and must hide its address.
- Hybrid: serves customers at its address and also visits or delivers. Shows the address and sets a service area.
Service-area rules: up to 20 service areas, set by city, postal code or other area, not by radius. Google says the overall area “shouldn't be more than about 2 hours of driving time” from your base, though larger areas may suit some businesses. Businesses selling age-restricted products such as alcohol, cannabis or weapons need a storefront. Expected result: one type chosen. Common mistake: showing a home address for a business that does not receive customers there. Google's example is a plumber working from home, who should clear the address.
Step 3: Search for an Existing Profile, Then Claim It or Request Ownership
Search Google Maps for your business name and city before creating anything, because a profile may already exist (Add or claim your Business Profile).
- Unverified profile exists: open it in Google Maps and select Claim this business > Manage now, then follow the verification steps.
- Verified by someone else: go to business.google.com/add, enter your name and address, and select Request Access when told “Someone else may manage this Business Profile”. Google says the current owner has 3 days to respond; if they do not, you may have the option to claim it (Request ownership). For a service-area business without a shop or office, Google says to contact support instead.
- No profile exists: continue to Step 4.
Expected result: you know whether to claim, request or create. Common mistake: creating a second profile. Google says there “should only be one profile per business” (Guidelines) and warns that multiple profiles for the same business in the same metropolitan area can get the account suspended (Sign up).
Step 4: Create the Profile
Sign in to your Google Account on a computer and go to Google's create-a-profile page (business.google.com/create), then follow the prompts (Sign up for Business Profile).
- Enter the business name, or select it from suggestions.
- Search for and choose your business category, then click Next.
- Choose whether you have a location customers can visit. Yes for a storefront staffed during business hours, then enter the address or place a map marker. No otherwise, then enter your service area.
- Enter a phone number and website URL, then click Next. Google recommends each location's own number or store page rather than a remote call centre.
- Click Finish, then select a verification option: Verify now from the red banner, or Verify later.
Expected result: a saved, unverified profile. How to verify: it appears in your account with a Get verified prompt. Common mistake: requesting verification before reviewing the details; Google recommends reviewing your information first, and a postcard code stops working if name, address or category change in transit.
Step 5: Verify the Business With the Method Google Offers
Select Get verified on your profile and complete one of the methods shown. Google says the options “depend on your business type, public info, region, or business hours”, that you may need more than one, and that methods “can't be changed” (Verify your business on Google).
| Method | What Google says you do | Watch out for |
|---|---|---|
| Phone or text | Select Phone or SMS, receive the code, enter it | Interactive voice response (IVR) systems won't get the code |
| Select Email and follow the steps in the message | You must be able to use the address shown | |
| Live video call | Join a call during business hours at the business; show location, equipment and proof of management | Not available for all businesses |
| Video recording | Record live on a mobile device, at least 30 seconds, unedited, and upload it | No pre-recorded video, other people's faces or sensitive ID numbers |
| Postcard | Request the code, wait, enter the 5-digit code | Most arrive within 14 days; codes expire after 30 days; do not request a second code |
Google recommends video verification when it is offered. For a storefront video, Google asks you to show the location (street signs, building numbers), proof the business exists (permanent signage whose name matches the profile) and proof of management (for example, opening a cash register or point-of-sale system). Service-area businesses show their operating area, tools or branded equipment, and proof such as a branded vehicle or a business permit (Verify with a video recording).
Expected result: after review of “up to 5 business days”, a confirmation email. Google says some profiles are verified instantly, including when you have verified the website in Google Search Console, which is covered in how to verify your site in Google Search Console. Common mistake: sharing the code with an agency. Google says not to share it “even with those who manage your Business Profile.”
Days, as stated in Google Business Profile Help, read October 10, 2026
Source: Google Business Profile Help, Request ownership of a Business Profile; Verify your business on Google; Transfer primary ownership.
The verification review is counted in business days, so it can span more calendar days than its bar shows. Google says reviews occasionally take longer.
Step 6: Set the Name, Categories, Hours and Contact Details
Select Edit profile on your verified profile and complete each field to match the business as it exists (Edit your Business Profile).
- Name: Google says it should be the name “as used consistently on your storefront, website, stationery”. Do not add taglines, store codes, ® or ™ signs, opening hours, phone numbers or URLs, service or product terms, location details, or legal terms such as LLC unless your real-world signage consistently shows them. Google says unnecessary information “could result in the suspension of your Business Profile” (Guidelines).
- Categories: one primary category plus up to 9 more. Google says to “use as few categories as possible”, choose ones that complete “This business IS a” rather than “HAS a”, and not to use categories “solely as keywords”.
- Hours: regular customer-facing hours; special hours for holidays; more hours for specific services. Google says businesses with varied schedules or appointment-only operation should not list hours.
- Phone: a primary number plus up to 2 more, not fax. Google says the number “must be under the direct control of the business”.
- Website: the full URL including
https://; Google says to make sure Googlebot is not blocked. - Description: up to 750 characters, no URLs or HTML, and focused on the business rather than promotions or prices.
Expected result: edits accepted. Google says it reviews changes before they go live. Common mistake: changing the name or address casually; Google says a name change may require re-verification and a move requires it.
Step 7: Add a Logo, Cover Photo and Business Photos
Search for your business name and city on a computer, then click Photos > Add photos, Add a cover photo or Add a logo (Manage your Business Profile photos & videos).
| Media | Google's requirements or recommendations |
|---|---|
| Photos | JPG or PNG; 10 KB to 5 MB; recommended 720 × 720 px; minimum 250 × 250 px; in focus, well lit, no heavy filters |
| Videos | Up to 30 seconds; up to 75 MB; 720p or higher |
Expected result: status moves from Pending to Live; Google says this can take 24 to 48 hours, and photos appear only after the profile is verified. Common mistake: expecting your chosen cover photo always to lead. Google says that does not guarantee it shows first, and a low-quality cover may be replaced by a user-submitted photo. If the logo does not appear, Google says to check that name, address, categories, phone and hours are complete.
Step 8: Add Owners and Managers
Go to your profile, select More Business Profile settings > People and access > Add, enter an email address and choose Owner or Manager (Manage your Business Profile owners & managers).
- Owners have full control, including adding or removing users and deleting the profile. A profile can have several owners but one primary owner.
- Managers have mostly the same access but cannot add or remove users or remove the profile.
- Google Groups cannot be added. New owners and managers wait 7 days before they can remove others, transfer primary ownership or delete the profile (Transfer primary ownership).
Agencies: Google's rules for authorized representatives say they must never claim a profile without the owner's express consent, should encourage the owner to own the profile and add them as managers, and must transfer ownership “immediately upon request” (Eligibility and ownership guidelines). Expected result: at least two people with access, with the business itself as primary owner. Common mistake: leaving the agency as sole owner.
Step 9: Keep the Profile Consistent With Your Website and Organization Schema
Use the same business name, address, phone number, website and logo on the profile, your site and your structured data. Google's guidelines start with representing the business “as it's consistently represented and recognized in the real world” (Guidelines).
- Website: show the same name, address (or service area) and phone on your contact or about page.
- Structured data: Google's Organization documentation says that for a local business, such as a restaurant or physical store, it recommends using “the most specific subtype(s) of LocalBusiness” and following the Local business fields in addition to the Organization fields (Google, Organization structured data; Local business structured data). The setup is covered in how to add Organization schema markup.
- Phone and website ownership: Google says they should be “the single, authoritative phone number and website for the business”, owned and managed by the business owner.
Expected result: no conflicting details between sources. How to verify: compare the profile, contact page and markup side by side. Common mistake: a different trading name or tracking phone number on the profile than on the site. For how the profile fits into a branded search, see does a Google Business Profile affect brand search.
Step 10: Ask for Reviews Within Google's Policy
Share a review link or QR code with customers after a genuine experience, and reply to reviews, without offering anything in return (Tips to get more reviews).
- Allowed: merchants may “solicit or encourage the posting of content that does represent a genuine experience, without offering incentives” (Maps user contributed content policy).
- Not allowed: incentives (payment, discounts, free goods or services) for posting, changing or removing a review; discouraging negative reviews or “selectively solicit[ing] positive reviews”; pressuring customers to review on the premises; asking for specific content; staff quotas; and reviews from people with a conflict of interest, including current or former employees.
Expected result: a written review-request process staff can follow. Common mistake: sending review requests only to happy customers, which Google's policy names as prohibited.
How to Verify It Worked
- Verification email: Google says you get a confirmation email when the business is verified.
- No “Get verified” button: Google says if that button reappears, it could not completely verify the business.
- Public view: Google suggests browsing privately in Chrome or Google Maps to see the profile as others see it (Get started).
- Media status: photos show Live, not Pending or Not approved.
- Access: People and access lists a primary owner from the business and at least one other owner or manager.
How to Choose the Right Setup
| Situation | Recommended method | Why |
|---|---|---|
| Staffed office or shop customers visit | Storefront profile with address | Meets the in-person rule at a fixed location |
| You visit customers and do not receive them | Service-area profile, address hidden | Google requires hiding the address |
| You do both | Hybrid: address plus service area | Google allows both for hybrid businesses |
| Fully remote or online-only company | No profile; work on your website, Organization schema and knowledge panel | Google lists online-only businesses as ineligible |
| A profile already exists, unverified | Claim it in Google Maps | Avoids duplicates |
| A profile exists, verified by someone else | Request ownership | Owner has 3 days to respond |
| Video verification is offered | Use it | Google recommends it |
| Many locations | Business Profile Manager bulk tools | Google points larger multi-location businesses to bulk management |
Common Problems and Fixes
| Problem | Likely cause | Fix |
|---|---|---|
| “Someone else has already verified the business” | An existing owner, such as a former employee or agency | Request ownership; wait the 3-day response window |
| Postcard code does not work | Name, address or category edited, or a new code requested | Use the latest code; avoid edits while waiting |
| Phone verification code never arrives | Calls routed to an IVR system | Use a line a person answers, or another method |
| “Review issues” after video upload | Video missing signage, area or proof of management | Record again including all required items |
| “Get verified” button reappears | Google could not fully verify; or recent edits | Re-verify; try other offered methods |
| Photo stuck as Pending | Processing, or profile not verified | Wait 24 to 48 hours; finish verification |
| Logo not showing | Missing name, address, category, phone or hours | Complete those fields |
| New owner cannot remove users | 7-day limit for new owners and managers | Wait 7 days |
What Not to Do
- Do not create a profile for an online-only business. Consequence: Google says it cannot be verified. Correction: invest in your website, schema and knowledge panel instead.
- Do not add keywords or a city to the name. Consequence: possible suspension. Correction: use the real-world name only.
- Do not use a virtual office or P.O. box. Consequence: ineligible location. Correction: a staffed address, or a service-area profile.
- Do not create duplicate profiles. Consequence: Google warns of account suspension. Correction: claim or request the existing one.
- Do not offer anything for reviews or ask only happy customers. Consequence: Google says such reviews are not allowed and will be removed. Correction: ask every customer, without incentives.
- Do not let an agency hold sole ownership. Consequence: access depends on the vendor. Correction: business as primary owner, agency as manager.
Frequently Asked Questions
Can an online-only or SaaS company get a Google Business Profile?
No, unless it also meets customers in person. Google lists brands, organizations, artists and other online-only businesses as ineligible, and its video verification FAQ says an online-only business that offers no in-person services is not eligible and cannot be verified. Google points online-only businesses to Google Ads instead.
Can I use a co-working space or virtual office as my address?
Not a virtual office. Google says a rented mailing address you do not operate from is not eligible. A co-working office qualifies only if it has clear signage, receives customers during business hours and is staffed by your own team during those hours.
How long does Google Business Profile verification take?
Google says verification reviews take up to 5 business days after you complete the steps, occasionally longer. If you are sent a postcard, Google says most codes arrive within 14 days and codes expire after 30 days. Some profiles are verified instantly, for example when the website is verified in Search Console.
Can I choose which verification method to use?
No. Google says methods are automatically determined by Google and cannot be changed, and depend on business type, public information, region and business hours. You may be asked to use more than one. Google recommends video verification when it is offered.
Can I add my city or a service keyword to the business name?
No. Google says the name must reflect your real-world name as used on signage, website and stationery, and that unnecessary information is not permitted and could lead to suspension. Location, service and tagline additions are listed as examples of what not to include.
Does a Google Business Profile cost anything?
No. Google says you can add or claim your business at no charge and manage how it shows on Maps and Search at no charge. Google also says there is no way to request or pay for a better local ranking on Google.
Should our agency own the Business Profile?
Google's guidelines say authorized representatives must never claim a profile without the owner's express consent, should encourage the business owner to own the profile and add them as managers, and must transfer ownership immediately on request.
Can I offer a discount in exchange for a review?
No. Google's Maps content policy prohibits offering incentives such as payment, discounts or free goods in exchange for posting a review, and prohibits selectively soliciting positive reviews. You may ask customers to review a genuine experience without incentives.
What happens if I change my name or move after verification?
Google says changing the business name after verification might require verifying again, and moving to a new address requires verifying again. If a postcard is in transit, Google says not to edit the name, address or category or the code will not work.
Sources and Methodology
This guide is built from Google Business Profile Help, the Google Maps user contributed content policy and Google Search Central documentation, all read on October 7, 2026. Help Center pages do not display a last-updated date, so wording is quoted as read on that date. Interface labels in bold are quoted from those pages; Google says some screens differ between Search, Maps and device type. We did not create or verify a profile for this guide, so we have not tested which verification methods Google offers to particular businesses or how long reviews take in practice. Time estimates outside Google's stated figures are ours.
- official Google Business Profile Help, Business eligibility and ownership guidelines. In-person rule, ineligible businesses, authorized representatives.
- official Google Business Profile Help, Guidelines for representing your business on Google. Name, address, service area, hours, categories, suspension.
- official Google Business Profile Help, Get started with Google Business Profile. What a profile does; online-only businesses.
- official Google Business Profile Help, Sign up for Business Profile. Creation steps, service areas, duplicates.
- official Google Business Profile Help, Add or claim your Business Profile and Request ownership of a Business Profile.
- official Google Business Profile Help, Verify your business on Google and Verify your business with a video recording.
- official Google Business Profile Help, Manage your service areas for service-area & hybrid businesses.
- official Google Business Profile Help, Edit your Business Profile. Categories, phone, website, description limits.
- official Google Business Profile Help, Manage your Business Profile photos & videos.
- official Google Business Profile Help, Manage your Business Profile owners & managers and Transfer primary ownership.
- official Google Business Profile Help, Tips to get more reviews; Google Maps Help, Prohibited and restricted content (fake engagement, rating manipulation).
- official Google Business Profile Help, Tips to improve your local ranking on Google. No paid or requested ranking.
- official Google Search Central, Organization structured data and Local business structured data. Last updated September 8, 2026.