Google Business Profile Setup Guide (2026)

A small business should set up a Google Business Profile only if it meets Google’s eligibility rules. Start by looking for an existing profile, claim it if it represents the business, and add a new one only when no correct profile exists. Let Google provide the available verification method, then complete the real-world business name, category, address or service area, hours, phone number, website, services, attributes, and photos.

That work can help Google understand the business and help customers decide whether to call, visit, or book. It cannot guarantee a position in Google Maps or local search. Google says local results are mainly based on relevance, distance, and prominence, and businesses cannot request or pay Google for a better local ranking. Google explains how local ranking works.

This guide was reviewed against Google Business Profile documentation on August 19, 2026. Google changes profile features and management screens, so use the options shown on your own profile when they differ from an older screenshot or tutorial.

First, check whether the business is eligible

Most eligible businesses either receive customers at a location or travel to customers. Google generally requires in-person contact with customers during the business’s stated hours. Online-only businesses, lead-generation companies, properties for rent or sale, and ongoing services at locations the provider does not own or have authority to represent are among the ineligible examples. Review Google’s current eligibility and ownership rules before creating a profile.

Choose the profile type that matches how the business actually operates:

Storefront business: Customers visit the business at its address. A business that displays its address should have permanent signage and serve customers there during its stated hours.
Service-area business: The business visits or delivers to customers and does not receive them at its operating address. Remove the address from the public profile and enter only the areas actually served.
Hybrid business: Customers can visit the staffed location, and the business also travels or delivers to customers. It can show an eligible storefront address and a service area.

A virtual office is not an eligible location. An office in a co-working space may qualify only when it has clear signage, receives customers there, and is staffed by the business during its hours. P.O. boxes and remote mailboxes are not acceptable addresses. Google’s business representation guidelines cover these location rules and the limited exceptions for departments, practitioners, and multi-location organizations.

Do not create a profile just to target another city. A service-area business normally has one profile for the business from which it operates. Enter the cities, postal codes, or other suggested areas the business genuinely serves, and hide the address when customers are not served there. See Google's service-area instructions.

Step 1: Find, claim, or add the correct profile

Search for the business name and city in Google Search and Google Maps before adding anything.

If the correct profile already exists

If it is unverified, select Claim this business or Manage now and follow the prompts.
If another person has verified it, request ownership from the current owner.
If you or a former employee created it under another Google Account, recover that account or resolve access instead of making another profile.
If two profiles represent the same business, resolve the duplicate rather than maintaining both.

Google permits only one profile for each business, subject to its rules for distinct locations, departments, and individual practitioners. A duplicate may not show on Search or Maps. Google’s duplicate and ownership guide explains how to request access or challenge an incorrect duplicate status.

If no profile exists

Go to Google’s add-business page and follow the prompts. Use information that the owner can support with real-world evidence. Google’s add-or-claim instructions describe the current setup flow.

Keep ownership with the business

The business owner should retain primary ownership. Add employees or an outside agency as owners or managers with their own Google Accounts instead of sharing a password. Managers can update information, respond to reviews, and manage posts, but they cannot add or remove users or remove the profile. Compare owner and manager permissions.

Step 2: Complete verification using the option Google provides

Google chooses the verification methods available to each profile. The choice can depend on the business type, public information, region, and hours, and some businesses may need more than one method. Options can include:

phone call or text;
email;
a video recording;
a live video call; or
a code sent by mail.

You cannot switch on a method that Google has not offered. Follow the instructions shown on the profile rather than assuming a postcard will be available. Google’s verification guide lists the current methods and requirements.

For video verification, plan to show the location, the equipment or operations, and proof that the person recording is authorized to manage the business. A storefront may need to show signage and access to a staff-only area. A service-area business can show its work area, tools, branded equipment, and supporting business documents. Do not include private financial, identity, or customer information. Google explains the video evidence it accepts.

If Google sends a code by mail, avoid changing the business name, address, or category while waiting. Those edits can invalidate the code. Requesting another code also invalidates the previous one.

Step 3: Enter business information that matches reality

Sign in to the account linked to the profile, find the business on Google Search or in the Google Maps app, and select Edit profile. Available fields differ by business category and region. Google reviews edits before publishing them, so a saved change may not appear immediately. Google documents the current editing flow and available fields.

Business name

Use the name shown on the storefront, website, stationery, and other real-world branding. Do not add service keywords, city names, store codes, URLs, hours, or marketing taglines unless they are genuinely part of the business name.

For example, a company known as “Smith Plumbing” should use that name, not “Smith Plumbing — Best Emergency Plumber in Denver.” Google’s guidelines say unnecessary additions can lead to suspension.

Primary and additional categories

Choose the most specific available category that describes what the business is. A pizza restaurant should use “Pizza restaurant” rather than a broader restaurant category when that is the main business.

Use as few additional categories as necessary to describe other genuine parts of the business. Categories are not a keyword list, a service list, or a place to describe nearby businesses. Category features and available categories can change, and editing a category may trigger another verification request. Google’s category guide explains how primary and additional categories work.

Address and service area

Use a precise address for the real location. Add suite, floor, or building details in the proper address fields, and position the map pin accurately. Do not put keywords, directions, or URLs in the address.

If customers do not visit the operating address, remove it from the public profile and add the real service area instead. Service areas should be specific and should reflect where the business can reasonably provide its products or services. A hybrid business can show both its eligible address and service area. Google’s address guidance explains when an address should be shown or hidden.

Phone number and website

Use a phone number controlled by the business and a website that represents the actual business or location. Google recommends a local number instead of a central call-center line when possible, but it does not say a local area code earns a ranking boost. Do not use a phone number or URL that redirects people to an unrelated landing page, referral service, or social profile.

Test the phone number and website link from a mobile device. If the website has a page for this specific location, use it when it is more useful than a generic corporate homepage.

Description

Write a short, factual explanation of what the business offers, who it serves, and relevant background such as its history or mission. Keep the language natural. The description should not focus on promotions, prices, or sales, and Google does not allow links in this field. Google’s description rules appear in its representation guidelines.

The description is useful to customers, but Google does not identify it as a shortcut to better rankings. Do not repeat cities or services simply to fill the field.

Hours

Publish the regular hours when customers can receive service. Use Special hours for holidays, events, or short-term schedule changes. Use More hours for category-specific options such as delivery, takeout, or drive-through times when those fields are available. Google distinguishes regular, special, and more hours.

Update the profile after a schedule change and confirm important holiday hours even when they remain the same. If the business will not operate for a longer period, follow Google’s temporary-closure guidance rather than leaving inaccurate hours online.

Services, products, and attributes

Complete only the fields that apply to the business:

Service businesses can add real services and, where useful, descriptions and prices. Do not put phone numbers or promotional text in service names. See Google’s services editor guidance.
Eligible retailers and other categories may have product, menu, booking, or ordering features.
Attributes can describe factual details such as accessibility, payment options, amenities, or business identity. Availability depends on the category and location, and some attributes come from customer input. Google explains how attributes work.

Step 4: Add photos that help customers verify the business

Use current photos that show what a customer will encounter. Depending on the business, useful subjects include:

the exterior, entrance, and permanent signage;
the interior and accessibility features;
the team at work, with permission;
representative products, services, equipment, or completed work; and
a clear logo and an appropriate cover image.

Google recommends JPG or PNG images that are in focus, well lit, and representative of reality, without significant alterations or excessive filters or AI editing. Its business photo guidance includes current format and resolution requirements.

There is no universal photo count or upload schedule that guarantees a ranking improvement. Add or replace images when they help customers recognize the business, understand the offer, or see an accurate current view. A verified profile is required for business-added photos to appear.

Step 5: Request and respond to genuine reviews

Ask customers who had a real experience with the business to leave an honest review. A verified business can share its Google review link or QR code after a purchase, visit, or completed service. Keep the request neutral and make it easy for any customer to respond. Google documents the current review-link and QR-code flow.

Do not offer a discount, gift, entry, or other incentive in exchange for a review, a changed review, or removal of a negative review. Do not ask only customers expected to leave positive ratings. Google’s Maps policy prohibits incentives, discouraging negative reviews, and selectively requesting positive reviews. Read Google’s prohibited and restricted content policy.

Reply when you can add something useful. Thank customers for specific feedback, address concerns calmly, and move account or customer details to a private channel. A negative review is not automatically a policy violation; flag it only when it violates Google’s content rules.

Avoid a fixed request or response quota. A workable process is one the business can apply consistently after genuine customer interactions without pressuring people or filtering by sentiment.

Step 6: Use optional profile features for customer communication

Features vary by category and region, so not every profile will show the same controls.

Posts: Share a current update, offer, or event when it gives customers useful information. Posts can include photos, videos, and action buttons, and Google reviews them against its content policies. Posts are not a substitute for accurate core business information. See Google’s post types and status rules.
Booking, ordering, menu, and product links: Add them only when they lead to the actual business workflow and the information is current.
Messaging or social links: Use them where available and only when someone can monitor the channel.

Posting weekly is not an official ranking requirement. Publish when there is a customer-facing update worth sharing, and remove or correct information that has expired.

Step 7: Measure what customers do after finding the profile

Performance data is available for verified profiles. Owners and managers can select a date range and review the metrics that apply to that business. These may include:

searches used to find the profile;
unique profile views on Search and Maps;
website clicks;
calls, messages, bookings, or other interactions; and
direction requests for eligible locations.

Not every metric appears for every business, and Business Profile performance can include interactions from organic results and Google Ads. Treat it as one source, not a complete lead report. Google defines the available Business Profile performance metrics.

Record a baseline, then review changes alongside website analytics, Search Console, call or booking records, and actual qualified leads. If profile views rise without useful actions, check whether the category, hours, photos, services, website page, and offer answer the customer’s need. Do not assume a ranking change caused every difference; seasonality, demand, location, ads, and tracking changes can also affect the totals.

For the work beyond this profile, use the local SEO guide for small businesses. For a shorter implementation pass, open the Google Business Profile setup checklist.

A policy-safe setup checklist

Troubleshooting common setup problems

Another person owns the profile

Request access from the existing owner. Do not create a second listing to bypass the ownership process. If the request is denied or receives no response, use the options Google provides in the request flow. Start with Google’s duplicate and ownership instructions.

Google does not offer the verification method you expected

Use one of the methods displayed on the profile. Google selects the options and may require more than one. If a video is rejected, review the stated issue and record a new video that includes the missing location, business, or management evidence. Contact Business Profile support only after trying the available methods.

An edit is pending or rejected

Compare the proposed name, address, category, description, and other content with Google’s representation rules. Correct any unsupported or promotional information and check the edit status. Avoid repeatedly submitting slightly different versions of inaccurate data.

The profile is marked as a duplicate

If another profile represents the same business, request ownership or remove the extra profile from your account as appropriate. If two distinct eligible businesses at the same address were incorrectly merged, contact Google support and be prepared to show that each has a different real-world identity and permanent signage.

The profile is suspended or disabled

Review the policy named in Google’s appeals tool, correct the profile, and collect evidence that matches the business name and address, such as registration, a license, tax records, or utility bills. Submit an appeal through the tool and provide evidence within the time window shown there. Do not create a replacement profile while an appeal is under review. Google explains the current suspension appeal process.

Google Business Profile setup FAQ

Is Google Business Profile free?

Yes. Google says eligible businesses can add or claim a Business Profile at no charge. Advertising and third-party management services are separate.

Can an online-only business create a profile?

Generally, no. Google Business Profiles are for eligible businesses that make in-person contact with customers during their stated hours, including storefronts and businesses that travel to customers. An online-only brand should focus on its website and other appropriate channels instead of creating an ineligible location.

Can a home-based service business use Google Business Profile?

It can be eligible when it visits or delivers to customers in person. If customers do not visit the home, the business should remove the address from public display and use a service area. Eligibility depends on the business model, not simply on having a mailing address.

Which verification method should a business choose?

Use the method Google offers on the profile. Google, not the business, determines whether phone, text, email, recorded video, live video, mail, or more than one method is available.

How long does verification take?

Timing depends on the method and whether Google needs additional review. Follow the status shown on the profile and the instructions for that method. Avoid changing core information or repeatedly requesting new codes while verification is in progress.

Does completing every field guarantee a top-three Maps ranking?

No. Complete, accurate information can improve relevance and helps customers, but Google weighs relevance, distance, and prominence together. Distance and competition vary by searcher and query, and Google provides no paid or manual path to a better organic local ranking.

The right goal is a profile that accurately represents the business and gives a customer enough information to take the next step. Keep ownership secure, correct operating details when they change, and use performance data and real lead records to decide what to improve next.

Google Business Profile Setup Guide for Small Businesses