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How to Set Up and Fill Out Your Google Business Profile (and What to Skip)

By Andres A.

Short answer: to set up a Google Business Profile, sign in with a Google Account, add or claim your business, verify it with the method Google offers you, then fill in your real name, category, address or the areas you serve, hours, phone, website, services and photos. Keep everything accurate and consistent with your signage and website. Skip shortcuts like keywords in your name, which Google says can get a profile suspended.

This guide is for each local business owner who manages their own listing. Everything below comes from Google's own help pages, linked at the end. Google's menus change from time to time, so if a button looks different, follow the on-screen steps.

A quick note on names: Google renamed "Google My Business" to "Google Business Profile" in November 2021. If you see an older guide talking about a Google My Business profile, it's the same listing.

Before you start: what to gather

Having these ready before you set up your Google Business Profile makes the setup process smoother:

  • [ ] A Google Account you'll keep long term. Google says you can use a Gmail address or another email address you prefer.

  • [ ] Your real-world business name, exactly as it appears on your sign, website and paperwork

  • [ ] Your street address, if customers visit you, or the cities and ZIP codes you serve, if you go to them

  • [ ] A phone number your business controls

  • [ ] Your website address, if you have one

  • [ ] Your regular customer-facing hours, plus holiday hours

  • [ ] A short list of your main services

  • [ ] Real photos of your work, team and (if you have one) your location

  • [ ] A short, honest description of what you do

Step 1: Check that your business is eligible

Google says you can create a Business Profile if your business "either has a physical location that customers can visit, or travels to customers where they are."

That gives you three types:

  • Storefront business: customers come to you at a staffed location with permanent signage.

  • Service-area business (SAB): you go to customers (Google's examples include cleaning services and plumbers) and don't serve customers at your address.

  • Hybrid business: you serve customers at your location and also travel or deliver to them.

Some setups aren't eligible under Google's guidelines:

  • A rented mailing address or "virtual office" where you don't actually operate

  • P.O. boxes or mailboxes at remote locations

  • An office in a co-working space, unless it has clear signage, receives customers during opening hours and is staffed by your team at those times

Google also says there should be only one profile per business, because duplicates "can cause problems" with how your information displays on Maps and Search.

Step 2: Add or claim your profile

Google says you can add or claim your business at no charge. First, check whether a listing already exists. Search for your name and city on Google, or look your business up in Google Maps.

  • If there's no listing, go to business.google.com/add, select "Add your business to Google" and follow the on-screen steps.

  • If there's an unverified listing, open it in Google Maps and select "Claim this business," then "Manage now."

  • If someone else already verified it and you're authorized to manage the business, Google says you can request ownership from the current owner.

Step 3: Verify your business

This is how you gain ownership of the listing. Google says you need it to edit your info, such as your name or hours, and to interact with customers. Google's ranking help page adds that verifying "tells Google that you're authorized to represent the business."

How verification works

  • Google chooses the method. Google says the methods "are automatically determined by Google and can't be changed." Options can include phone or text, email, a video recording, a live video call or a mailed postcard. In some cases you may need more than one method.

  • Video is recommended when offered. Google says that if your business is eligible for video verification, it recommends that option.

  • Live video calls are only available during your location's opening hours. Be ready to show signage, branded equipment or tools, and proof you manage the business.

  • Reviews take time. After you complete the steps, Google says reviews take up to 5 business days. On rare occasions, they take longer.

  • Sometimes it's instant. Google says this can happen when you verify your website in Google Search Console.

If you get a code by mail

  • Google says most codes arrive within 14 days, and codes expire after 30 days.

  • While you wait, don't edit your name, address or category. If you do, the code won't work.

  • Don't request a new code. That cancels the one in the mail.

  • When it arrives, enter the 5-digit code on your profile.

Keep your code private

Google says to keep the code secure, that Google will never ask for it, and not to share it with anyone, "even with those who manage your Business Profile."

Step 4: Use your real-world name

Google says your name should reflect your "real-world name, as used consistently on your storefront, website, stationery, and as known to customers." It also says "including unnecessary information in your business name isn't permitted, and could result in the suspension of your Business Profile."

Don't add:

  • Taglines or slogans

  • Service or product keywords (for example, "Smith Plumbing Best Drain Cleaning")

  • Location words, unless they're truly part of your name

  • Phone numbers or web addresses

  • Hours, like "Open 24 hours"

  • Special characters or legal terms like LLC, unless you can show real-world proof (signage, business cards or invoices) that consistently uses them

Put your services, location and hours in the fields built for them.

Step 5: Choose the right categories

Your business category tells Google what kind of business you are. Google's guidance:

  • Use as few categories as possible to describe your core business.

  • Pick the most specific option that still represents your main business.

  • Choose categories that complete the sentence "This business IS a," not "This business HAS a."

  • Don't use categories just as keywords or to describe features.

  • If you can't find a category, choose one that's more general.

Google says that when you pick a specific category, it implicitly includes more general ones behind the scenes. It can also detect category information from your website and from mentions of your business across the web.

Step 6: Set your address or the areas you serve

This is where many service businesses get it wrong.

SABs: hide your address

Google says if you don't serve customers at your business address, remove the address from your profile. Its own example: a plumber who runs the business from a home address should clear the address.

Then add the places you serve:

  • You can set up to 20 service areas, by city, postal code or other area.

  • You can't set it as a radius around your location.

  • Google says the overall area shouldn't extend more than about 2 hours of driving time from where you're based, though larger areas may be appropriate for some businesses.

  • Be as specific and accurate as possible. Google says approved edits may take up to 48 hours to show.

Businesses with a public address, and hybrids

Use your precise street address. Suite numbers can go in Address Line 2. Google says businesses that show their address should maintain permanent signage with their name at that address. A hybrid business can show its address and add the areas it serves, as long as the location is staffed and can receive customers during its stated hours.

Step 7: Add your hours

  • List your regular customer-facing business hours.

  • Use special hours for holidays, temporary closures or events.

  • Use More hours for specific services, generally as a subset of your main hours.

  • Seasonal businesses can set regular hours during the season and mark the business temporarily closed off-season.

Google notes that some businesses shouldn't list hours, including those that operate only by appointment.

Step 8: Add your phone number and website

Google's guidelines ask for a phone number that connects to your individual location, or a website that represents it. They also say:

  • Use a local number instead of a central call-center line whenever possible.

  • The number must be under the direct control of the business.

  • Don't use phone numbers or URLs that redirect or "refer" people to landing pages or numbers other than the actual business's.

  • Premium-rate numbers aren't acceptable.

Step 9: Add services and a description

Services

Many service businesses can add services from suggested options, such as "Install faucet" for a plumber, or create custom ones. You can group them into categories and add details like descriptions. Google says custom services are automatically rejected if their names include profanity, gibberish, personal information, prices or phone numbers.

Business description

Google says to use the description for "useful information on services and products offered, as well as the mission and history of your business." The description can't include links of any type, and it shouldn't focus on special promotions, prices or sales.

Step 10: Add photos

Photos only show once you're verified. Google's standards:

  • JPG or PNG, between 10 KB and 5 MB

  • Recommended resolution of 720 x 720 pixels, minimum 250 x 250

  • In focus, well lit, with no significant alterations or "excessive use of filters or AI." In Google's words, the photo should "represent reality."

Google suggests at least three photos for each type that fits your business. That might be exterior, interior, photos at work and team photos. An SAB might lean on photos of real jobs and the people who do them. Use only photos you own or have permission to use.

Step 11: Add managers the right way

Don't share your password. Google says each user needs their own Google Account, and owners can invite others as owners or managers:

  • Owners have full control, including adding or removing users and deleting the profile. A profile can have several owners but only one primary owner.

  • Managers can do most of the same things, such as editing info, replying to reviews and managing posts. They can't add or remove users or remove the profile.

Google also says new owners and managers must wait 7 days before they can do certain things, like transferring primary ownership.

Rule of thumb: the business owner should be the primary owner. Anyone who helps you, including an agency, should be a manager you can remove.

Step 12: Post updates when you have something useful to say

Posts let you share updates, offers and events on Search and Maps. Google reviews each post against its content policy before it shows. It says posts older than 6 months are archived unless a date range is set. Keep posts professional and relevant, and only link to websites you trust.

Step 13: Ask for and reply to reviews

After verification you can read and reply to reviews. Google says replies are reviewed for policy, are posted publicly under the customer's review and notify the reviewer. To make asking easier, Google lets you create a review link or QR code from your profile on a computer.

Google prohibits incentives for reviews. Our guide on asking customers for reviews covers what you can and can't do.

After setup: keep the profile accurate

Google says businesses with "complete and accurate info are more likely to show up in local search results." That's the honest path to visibility. There's no trick behind it. A simple routine:

  1. When anything changes, update hours, phone, services or address the same day. Update your website too.

  2. Before holidays, set special hours.

  3. Every month, check the Performance report for calls, website clicks, direction requests and searches. Google says the searches metric updates at the start of each month and can take up to 5 days to show.

  4. Reply to reviews with something genuinely helpful, not the same line every time.

  5. Add new real photos as you finish new kinds of work.

If you use Google Analytics 4, you can link your profile to it. Google says Business Profile metrics there are available for the last 6 months. See what to track on your website.

Hypothetical example: a home-based pool service

This is an illustration, not a real client. Imagine a pool cleaning company run from the owner's home in Central Florida. Customers never visit the house. Following Google's guidelines, the owner would clear the home address and add the cities they actually serve, staying within about 2 hours of driving. They'd use the company's real name with no added keywords, pick the most specific category that fits, add services like weekly cleaning and repairs, and upload real photos of finished pools and the crew. Then they'd add their office helper as a manager instead of sharing the login.

Troubleshooting common setup issues

My listing doesn't show on Maps after setup

Check that you're fully verified. Google says its reviews can take up to 5 business days. Then check that your information is complete and accurate. Google says local results are mainly based on relevance, distance and popularity, and that you can't pay for a better local ranking.

I found a duplicate listing

Google says there should be only one profile per business. Don't create another one. Work with the one you control and follow Google's on-screen options for the duplicate.

Someone else controls our profile

If it's verified and you're authorized to manage the business, request ownership through Google. If a former helper is a user, the primary owner can remove them from "People and access."

The "Get verified" button came back

Google's help page says it may find issues after you verify. You can fix them or re-verify.

What to skip

  • Keyword-stuffed names. Google says they could get the profile suspended.

  • Fake or virtual addresses. Virtual offices aren't eligible.

  • Duplicate profiles for the same business.

  • Buying, trading or rewarding reviews. Google strictly prohibits incentives.

  • Prices and promotions in the description. Google's guidelines don't allow them there.

  • Sharing your login or verification code. Add people as users instead.

  • Promises of guaranteed rankings. Google is clear that "there's no way to request or pay for a better local ranking."

Frequently asked questions

How do I set up a Google Business Profile?

Sign in to a Google Account, add your business at business.google.com/add or claim an existing listing, verify it with the method Google offers, then complete your name, category, address or areas served, hours, phone, website, services and photos.

Does it cost anything to set up a profile?

No. Google says you can add or claim your business at no charge. That covers the profile itself, not Google Ads or paid help from anyone else. Google also says there's no way to request or pay for a better local ranking.

How do I verify my Google Business Profile?

Open your profile and select "Get verified." Google decides which methods you can use. These can include phone or text, email, a video recording, a live video call or mail.

How long does verification take?

Google says its reviews take up to 5 business days after you complete the steps, and sometimes longer. Most mailed codes arrive within 14 days and expire after 30.

Do service-area businesses need a physical address?

An SAB should hide its address if it doesn't serve customers there, and add the areas it serves instead. Google says SABs can't list a "virtual" office unless it's staffed during opening hours.

How can I optimize my Google Business Profile?

Google's own advice is to verify, keep your information complete and accurate, reply to reviews and add photos and videos. Avoid anything that breaks the guidelines, like keywords in your name.

Can I manage multiple business locations?

Google's help pages describe managing and downloading data for multiple profiles in Business Profile Manager. Its guidelines say a service business with different locations, each with its own staff and areas served, can have one profile per location. Don't create more than one profile for the same location.

How do I claim an existing Google Business Profile?

Find it in Google Maps, select "Claim this business," then "Manage now," and follow the verification steps. If someone has already verified it, request ownership.

Want a second pair of eyes?

Twin Rabbit Digital helps Central Florida businesses with Google Business Profile setup and local search as part of our SEO services. We'd work as a manager on your profile, never as its owner. For help with reviews and replies, see reputation management. If you'd like us to look over your listing, reach us through our Contact page.

This article was drafted with AI assistance and reviewed by Andres A. for accuracy.

Sources

All accessed November 9, 2026.

TWIN RABBIT DIGITAL

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