How do you set up and verify a Google Business Profile?
A Google Business Profile is the listing that appears in Maps and the local pack. This page walks through setup in the order that avoids rework, explains each verification method Google may offer, and shows what a realistic first month looks like.
Does every local business need a Google Business Profile?
Almost every business that meets customers in person, at its own location or at theirs, should have one verified profile per real location. It is the listing people see when they search your name or your service in Maps.
It applies to storefronts such as shops, clinics and offices, and to service-area businesses such as trades and mobile services that travel to customers. Businesses that only sell online, or that exist only to pass leads to others, are not eligible.
If you are unsure which model fits, read storefront or service-area first. A shop that also does home visits has different setup choices from a plumber who works from home, and the address field is where most early mistakes happen.
How do you set up a Business Profile step by step?
Set up the profile in the order below. The early steps are the ones that are hard to change later, so take the most care with them.
Use an email address the business controls, not a staff member's personal account. Add a second owner or manager later so access survives a departure.
- Search for the business first. If Google already has a listing, claim it rather than creating a new one.
- Enter the real-world name as it appears on your sign and website. The business name rules explain what to leave out.
- Choose the primary category that says what the business is. See choosing categories.
- Add the address or service area. Hide the address if customers are not served there.
- Add a local phone number and website that the business controls.
- Verify using the method Google offers you (next section).
- Complete the profile: hours, special hours, description, services, photos and a booking link if you take appointments.
Repairs, tune-ups and wheel builds for commuter, road and cargo bikes in north end Halifax. Walk in for small fixes; book a slot for full services.
Which verification method should you expect?
Google's page on verifying your business lists the methods it may use. You do not pick freely: use the options your profile shows you, and follow the instructions for that method exactly.
| Method | How it works | What to prepare |
|---|---|---|
| Phone or text | A code sent to the business phone number | Someone ready to answer the listed number |
| A code sent to a business email address | Access to that inbox | |
| Live video call | You show the business to a Google support person in real time | Signage, the premises and proof you manage the business |
| Video recording | You record and upload a short continuous video | One take: outside, inside and proof of management |
| Postcard | A code mailed to the business address | Someone checking the mail daily |
| Instant | Through website verification in Search Console, or bulk verification for many locations | Search Console access to your site, or a qualifying multi-location account |
Timings matter. Google says a review can take up to 5 business days, most postcards arrive within 14 days and codes expire in 30 days. ShoutEx view: for a video, plan the route before you press record so the street, the sign and something only the owner could open all appear in one continuous clip.
What does a first month look like for a new profile?
Here is how setup might run for the fictional repair shop above. The point is the order of work, not the exact days, which vary by business and method.
| Day | Step | Why then |
|---|---|---|
| 1 | Search for an existing listing, then create or claim the profile | Avoids a duplicate |
| 1 | Name, category, address, phone, website | The fields that are hard to change later |
| 2 | Postcard requested; staff told to watch the mail | Codes expire in 30 days |
| 2 to 14 | Prepare photos, description, services and hours offline | Ready to publish the day it verifies |
| About 12 | Code entered; profile verified | Content can now show publicly |
| 13 to 20 | Hours, special hours, photos, services, booking link | A complete profile is more likely to show |
| 21 to 30 | First review requests to recent customers | Start steady, not in a burst |
Write the 750-character description in advance. Say what you do, for whom and where, in plain words, then cut anything that reads like an advert.
Verify the business you will still be in a year.
Settle the name, the address or service area, and the primary category first. Changing the name or moving the address after verification means verifying again.
What mistakes slow down setup or trigger re-verification?
Most delays come from details that look small. Google's help page on editing your profile notes that changing the name after verification, or moving the address, means verifying again.
| Mistake | What happens | Better approach |
|---|---|---|
| Name differs from the sign | Edits get reviewed, verification can stall | Use the exact signage name |
| Address entered for a home-based service business | Customers sent to a house | Hide the address and set a service area |
| Agency owns the profile | Access lost when the contract ends | Business owns it; agency is a manager |
| Second profile created while waiting | Duplicate listings to merge or remove | Wait, or contact support |
| Rebrand mid-setup | Re-verification after the name change | Finish the rebrand first |
Bookings have a trade-off too. Google's bookings help page describes two routes: a Reserve with Google booking provider, usually live within a week but possibly with fees, or your own booking link, which gives no booking data in the profile. If you choose your own link, tag it with UTM parameters so your analytics can separate profile bookings.
What should you check once the profile is live?
For the first quarter, measure whether the profile is accurate and getting used, not just whether it ranks. The Business Profile performance guide explains each report.
| Check | Where | Good sign |
|---|---|---|
| Verification status | Profile dashboard | Verified, no pending edits |
| Name, hours, phone | Search your name on a phone | Matches the website exactly |
| Calls and direction requests | Performance | Rising month on month |
| Website and booking clicks | Performance and analytics | Tagged links show profile visits |
| New reviews | Reviews tab | A steady trickle from real customers |
Next, work through photos, posts and Q&A and getting reviews.
Frequently asked questions
How long does Google Business Profile verification take?
Google says reviews can take up to 5 business days. Postcards usually arrive within 14 days, and codes expire after 30 days.
Can I choose my verification method?
Only from the options Google shows for your profile. Prepare for the method offered rather than waiting for a different one.
Do I need a website to create a Business Profile?
No, but a website you control helps customers and is needed for instant verification through Search Console.
Can a home-based business have a profile?
Yes, as a service-area business with the address hidden if customers are not served there.
What happens if I change my business name later?
Changing the name after verification means verifying again, so settle the name before you start.
Should my agency own our Business Profile?
No. The business should be the owner and add the agency as a manager, so access stays with the business.
Can I add a booking button?
Yes, through a Reserve with Google provider or your own booking link. Your own link gives no booking data inside the profile.
Does verification guarantee I will appear in the map pack?
No. It makes the profile more likely to show, but relevance, distance and prominence decide placement.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 7, 2026.