Google Business Profile for new service businesses: eligibility, setup and avoiding suspension

1. Check that your business is eligible

Google's eligibility guidelines say a business must make in-person contact with customers during its stated hours. That can be at your premises or at the customer's home or site. Some businesses are listed as not eligible.

• Online-only businesses (Google lists “brands, organizations, artists, and other online-only businesses”).
• Lead generation agents or companies.
• Rental or for-sale properties, such as vacation homes.
• An address you don't really work from: Google says a rented mailing address used as a virtual office isn't eligible, and P.O. boxes or remote mailboxes aren't acceptable.

2. Storefront, service-area or hybrid

Choose the setup that matches how customers actually reach you. Google's guidelines use the example of a plumber who runs the business from home: that business should not show the home address on its profile.

3. Name, categories and photos

Use your real business name, as customers see it on your signs, vehicles and paperwork. Google says unnecessary information in the name, such as marketing taglines or location details, isn't permitted. “Smith Plumbing” is fine; “Smith Plumbing, Best Emergency Plumber in [Your City]” isn't.

Pick the primary category that best describes your business as a whole, and be specific: Google's example is choosing “nail salon” rather than just “salon”. Add only a few extra categories for real parts of your business, not one for every service. List individual services in the Services section instead.

Add a logo, a cover photo and photos of real work. Google asks for JPG or PNG files between 10 KB and 5 MB, ideally 720 pixels wide and tall, in focus and well lit, without heavy filters. Fill in your services, hours, phone number and website link, and keep them the same as on your website.

4. Verification

Google chooses the verification method for you, based on your business type, public information, region and hours. Options include a video recording, a phone call or text, email, a live video call and a postcard. Some businesses need more than one.

• Have proof ready: signage or branded vehicle, tools of your trade, and documents with your business name.
• Postcard codes usually arrive within 14 days and expire after 30 days.
• Don't edit your business name, address or category while you wait, and don't request a new code; that cancels the first one.
• After you finish, Google's review can take up to 5 business days, sometimes longer.

5. Reviews

Reviews are where a new profile builds trust. Google's tips are to ask customers to leave a review through a link or QR code. Its content policy forbids offering incentives (payment, discounts or free services) and forbids selectively asking only happy customers. So ask everyone, the same way, and give nothing in return.

Reply to reviews, good and bad. Google says replies show you value feedback, and recommends keeping them short, polite and personal. Our guide to getting your first reviews covers this in detail.

6. Avoiding suspension

Google says it may suspend or disable profiles that don't follow its guidelines. For new businesses, the usual risks are the ones above:

• Keywords or a city name added to the business name.
• A virtual office, P.O. box or address where you don't really work.
• Showing a home address as a storefront when customers don't visit.
• A profile for an online-only business.
• Reviews from staff or family, or reviews given in exchange for a reward.
• Creating a second profile for the same business.

7. If your profile is suspended

Fix whatever breaks the guidelines first, then appeal through Google's appeals tool. Google suggests attaching evidence such as a business registration, business license, tax certificate or utility bill, with the name and address matching your profile. Don't create a new profile for the same business while the appeal is under review.

Questions

Sources

• Google Business Profile Help: Business eligibility and ownership guidelines
• Google Business Profile Help: Guidelines for representing your business on Google
• Google Business Profile Help: Manage your service areas for service-area and hybrid businesses
• Google Business Profile Help: Manage your business category
• Google Business Profile Help: Verify your business on Google
• Google Business Profile Help: Manage your Business Profile photos and videos
• Google Maps User Generated Content Policy: Prohibited and restricted content
• Google Business Profile Help: Fix suspended or disabled profiles

General information, not legal, tax or financial advice. Rules differ by location; check with your own adviser.