For most local businesses, the Google Business Profile is the first thing a new customer sees. It powers your listing in Google Maps and the local pack, shows your hours and reviews, and puts a call button one tap away. Setting it up properly takes less than an hour of work, but small mistakes at the start, such as the wrong category, a call-centre phone number or a visible home address, can cause problems for years.
This guide walks through Google Business Profile setup in 2026 from the very first screen to verification, explains which choices matter most, and shows what to do if a profile for your business already exists.
Once you are live, our Google Business Profile optimization checklist takes you from "set up" to "competitive".
Key Takeaways
- Sign in with a Google Account you control long term, ideally on your business email domain.
- Choose a specific primary category and the correct business type: storefront, service-area or hybrid.
- Service-area businesses without a staffed storefront must hide their address.
- Your profile is not visible to customers until verification is complete, and Google decides which verification methods you can use.
- If a profile already exists, request ownership instead of creating a duplicate.
Before You Start: Gather Your Details
Have these ready so you can finish in one sitting:
- Your real-world business name, exactly as it appears on signage and stationery
- Your address, or the list of towns and postcodes you serve
- A local phone number that reaches this location
- The website page for this location (homepage for a single-location firm)
- Opening hours, plus any holiday hours
- Your main services and a short description (Google caps descriptions at 750 characters)
- A logo, a cover photo and several real photos of your premises, team and work
Use the same name, address and phone number you will use everywhere else online. Our guide to NAP consistency explains why that matters.
Step-by-Step: How to Set Up a Google Business Profile
Google's help article on creating a profile lists the flow below. Screens change occasionally, but the order has been stable.
- Sign in to a Google Account. Google recommends using an account on your business email domain if you are creating a new one. Avoid a staff member's personal account.
- Open the profile creation page (business.google.com) and choose to add a business.
- Enter your business name. If Google suggests a matching listing, select it. If it says someone else already manages it, request access instead (see below).
- Choose your primary category. Pick the most specific category that describes your core business. You can add more later. Our categories guide helps you choose.
- Say whether customers can visit you. If yes, enter your address and drag the pin to the exact entrance.
- Add your service area if you travel to customers. Google allows up to 20 areas by city, postcode or region.
- Add your phone number and website. Use the number and page for this specific location, not a remote call centre.
- Finish and choose a verification option. You can verify now, later, or hand it to an authorised colleague.
- Complete your profile while you wait. Add hours, description, services, photos and attributes.
Storefront, Service-Area or Hybrid?
This choice affects what customers see and which rules apply.
| Business type | Example | Address shown? | Service area? |
|---|---|---|---|
| Storefront | Dental clinic, café, retail shop | Yes | Optional |
| Service-area business | Mobile plumber, cleaner, roofer working from home | No, must be hidden | Yes |
| Hybrid | Garage door company with a showroom that also installs on site | Yes | Yes |
Google is direct about home-based and mobile businesses:
“If your business doesn't have a storefront where you receive customers, you must hide your business address.”
— Google Business Profile Help, Create your Business Profile on Google
Google's guidance also says service areas should generally stay within about two hours' driving time of your base. Listing every city in the country does not help and can look spammy. For more on this setup, read our guide to service-area business SEO.
Verification: What to Expect
Verification proves you run the business at the details you provided. Until it is done, customers cannot find your profile.
“Customers can only find your business profile on Google after you complete verification.”
— Google Business Profile Help, Create your Business Profile on Google
Google chooses the methods available to you based on your business, so you may see one option or several.
| Method | How it works | Practical notes |
|---|---|---|
| Phone or text | Google sends a code by call or SMS | Automated phone menus (IVR) will not receive the code |
| Code or link sent to a business email | Only offered to some businesses | |
| Video recording | You record your location, signage, tools and proof you manage the business | Common for new and service-area businesses |
| Live video call | A Google support representative watches you show the same evidence | Only during your listed business hours |
| Postcard | A 5-digit code is mailed to your address | Usually arrives within two weeks; code expires after 30 days; do not edit name, address or category while waiting |
After you submit, Google may review your evidence for up to five business days, sometimes longer. If the "Get verified" button reappears, the attempt failed and you can try again. Our older guide on verifying without a postcard covers video verification tips in more detail.
What If a Profile Already Exists?
Google creates many profiles automatically from public data, and former staff or agencies may have created yours. Do not create a second one; duplicates are against Google's guidelines and split your reviews.
- Unclaimed profile: select "Own this business?" or "Manage now" and verify.
- Claimed by someone else: select Request access and complete the form. Google emails the current owner, who has three days to respond. If there is no response, you may get the option to claim the profile yourself.
- Request denied: you can appeal or suggest an edit.
Your First Week After Verification
- Add services with short descriptions. Our guide to Google Business Profile services covers this.
- Upload real photos; see our photo guide.
- Publish a first post introducing the business.
- Ask your first happy customers for reviews and reply to each one.
- Add managers rather than sharing your login.
- Bookmark the Performance report so you can check profile insights monthly.
Common Mistakes
- Adding keywords or locations to the business name. Google's guidelines say your name should reflect your real-world name. Stuffing it can lead to suspension; see our guide to fixing a suspended listing.
- Using a virtual office or PO box as a storefront. Profiles must represent a real location where you meet customers, or be set up as service-area businesses.
- Setting up under a personal or agency-owned account. You should be the primary owner of your own profile.
- Editing key details during verification. Changing name, address or category can reset or delay the process.
- Using a call-tracking or call-centre number without a plan. Google prefers a local number that connects to the location.
- Stopping at verification. A bare profile rarely wins clicks against complete competitors.
Related Guides
- Google Business Profile Optimization Checklist
- Google Business Profile Insights: Understanding Performance Data
- Google Business Profile Services: How to Add and Optimize Them
Frequently Asked Questions
How long does Google Business Profile setup take?
Entering details takes well under an hour. Verification can be instant or take several days; Google says reviews can take up to five business days, and postcards usually arrive within two weeks.
Can I set up a Google Business Profile without an address?
Yes, if you serve customers at their locations. Choose that customers do not visit you, add your service areas, and Google will require your address to be hidden.
Is Google Business Profile free?
Yes. Creating and managing a profile is free. There is no way to pay Google for a better local ranking.
Why can't I choose postcard verification?
Google automatically decides which verification methods are available for each business, and they cannot be changed. Many businesses now see video verification instead.
Should my agency own my profile?
No. Keep primary ownership yourself and add your agency as a manager, so you never lose access if you change providers.
Conclusion
A careful Google Business Profile setup gives you a clean foundation: the right name, category, business type and contact details, verified and under your control. From there, optimisation and reviews do the heavy lifting. If you would like experts to set up, verify and optimise your profile, see our local map listings and local SEO services, or get a free quote.
References
- Create your Business Profile on Google – Google Business Profile Help
- Verify your business on Google – Google Business Profile Help
- Request ownership of a Business Profile – Google Business Profile Help
- Guidelines for representing your business on Google – Google Business Profile Help
- Edit your business information – Google Business Profile Help
- Tips to improve your local ranking on Google – Google Business Profile Help
- Google My Business: A Guide to Google Business Profile – Semrush Blog
