If you run a local business and you are not showing up on Google Maps, you are invisible to a huge chunk of potential customers. Learning how to set up a Google Business Profile is one of the most impactful things you can do for your online presence. It is completely free, and it puts your business in front of people who are actively searching for what you offer.
This guide walks you through the entire process, step by step. I will cover everything from creating your account to verifying your listing and making it look professional. By the end, you will have a fully set up Google Business Profile that is ready to attract local customers.
What is a Google Business Profile?
Google Business Profile (formerly Google My Business) is a free tool from Google that lets you manage how your business appears in Google Search and Google Maps. When someone searches for a service near them, the businesses that show up in that map pack at the top of the results all have a Google Business Profile.
Your profile displays your business name, address, phone number, opening hours, reviews, photos, and more. It is the foundation of local SEO and one of the biggest factors in whether your business shows up for local searches.
What you will need before you start
Gather these before you begin so you can complete the whole setup in one sitting.
- A Google account. If you already use Gmail, you have one. If not, you will create one in step 1.
- Your business name. Exactly as it appears on your signage and official documents.
- Your business address or the areas you serve (if you travel to customers).
- A phone number. A local number is better than a mobile for trust, but either works.
- Your website URL. If you do not have a website yet, you can add this later.
- A short description of your business. Up to 750 characters. Write this in advance so you are not rushing it.
- Photos. At least 5 to 10 good quality photos of your business, your work, or your team.
Step 1: Create a Google account (if you do not have one)
If you already have a Gmail address or use any Google service, you can skip this step. Sign in to the Google account you want to manage the business from.
If you need to create one, head to accounts.google.com and click “Create account.” Choose “For work or my business” when prompted.
Tip: Use a dedicated business email if possible. Avoid tying your business listing to a personal Gmail you might not want to share access to later. If someone else will manage your profile in future, you can always add them as a manager.
Step 2: Go to Google Business Profile
Navigate to business.google.com and click “Manage now” to start the setup process. You will be signed in with the Google account from step 1.
If Google detects an existing listing for your business, it will offer to let you claim it rather than creating a new one. This is normal. If a previous owner or an automated listing already exists, you will need to request access or verify ownership.
Common mistake: Creating a duplicate listing when one already exists. Always search for your business first. Duplicate listings confuse Google and split your reviews.
Step 3: Enter your business name
Type your exact business name. Google will show suggestions as you type. If your business appears in the dropdown, select it to claim the existing listing. If it does not appear, continue with the name you have entered.
Tip: Use your real business name, not a keyword-stuffed version. “Smith’s Plumbing” is correct. “Smith’s Plumbing Best Plumber in Edinburgh Cheap Plumbing Services” will get your listing suspended. Google takes this seriously.
Step 4: Choose your business category
This is one of the most important decisions you will make during setup. Your primary category tells Google what your business does, and it directly affects which searches your listing appears for.
Start typing your industry and select the most specific category that fits. For example, “Plumber” is better than “Home Service.” “Italian Restaurant” is better than “Restaurant.”
You can add secondary categories later to cover other services you offer, but your primary category should describe your core business.
Tip: Look at what your top competitors have chosen as their primary category. Search for your main service in Google Maps, click on the top-ranking businesses, and check what category they use. This gives you a good benchmark.
Step 5: Add your location or service area
Google will ask whether you have a location customers can visit. You have two options here.
If you have a physical location (a shop, office, or studio), enter the full address. This will show a pin on Google Maps at your exact location.
If you travel to customers (plumber, electrician, mobile hairdresser), you can hide your address and instead list the areas you serve. You can add up to 20 service areas by city, county, or postcode.
If you do both, add your address and also list your service areas. Customers will see both.
Common mistake: Service-area businesses entering their home address and leaving it visible. If you work from home and do not want your home address public, make sure you select the option to hide your address and only show service areas.
Step 6: Add your contact information
Enter your phone number and website URL.
- Phone number. This should be a number you actually answer. Missed calls from your Google listing are missed leads. If you have both a landline and mobile, use the landline as your primary number for consistency with other directory listings.
- Website. Enter the full URL including https. If you do not have a website yet, you can leave this blank for now, but adding one later will strengthen your listing.
Tip: Make sure your business name, address, and phone number (NAP) are exactly the same on your Google Business Profile as they are on your website, social media, and every other directory listing. Consistency matters for local SEO rankings.
Step 7: Verify your business
Verification is how Google confirms you are the real owner of the business. Until you are verified, your listing will not appear publicly in search results.
Google offers several verification methods depending on your business type and location.
Verification methods
- Postcard by mail. Google sends a postcard to your business address with a 5-digit verification code. This usually arrives within 5 to 14 days. It is the most common method.
- Phone call or SMS. Google calls or texts your business phone with a code. This is faster but not available to all businesses.
- Email. Google sends a code to your business email. Again, not always available.
- Video verification. Google asks you to record a short video showing your business location, signage, and surroundings. This is becoming more common, especially for service-area businesses.
- Live video call. In some cases, Google will schedule a video call where a support agent verifies your location in real time.
Tip: Do not change your business name, address, or category while waiting for verification. This can reset the process and delay things further. Once you are verified, you can make changes.
Common mistake: Throwing the postcard away thinking it is junk mail. Keep an eye out for a plain white postcard from Google. It is easy to miss.
Step 8: Optimise your profile
Once verified, your listing is live. But a bare-bones profile will not compete with businesses that have taken the time to optimise theirs. This is where you turn a basic listing into one that actually wins clicks and calls.
Add your business description
You get 750 characters to describe what your business does and who you serve. Write this for humans, not search engines. Be clear and specific. Mention your location and your main services naturally.
A good description answers: What do you do? Who do you do it for? Where do you do it?
Upload photos
Businesses with photos get significantly more clicks and direction requests than those without. Upload at least these.
- A cover photo. This appears at the top of your listing. Make it count.
- Your logo. Helps with brand recognition.
- Interior and exterior shots. If you have a physical location.
- Photos of your work. Products, completed projects, or your service in action.
- Team photos. People trust people. Show who is behind the business.
Aim for at least 10 photos to start. Add new ones regularly.
Set your opening hours
Enter your standard hours and mark any days you are closed. During holidays, use the “special hours” feature to show adjusted hours. There is nothing more frustrating for a customer than turning up to a closed business when Google said it was open.
Add your services or products
Google lets you list individual services with descriptions and prices. Fill these out. They help Google understand exactly what you offer, and they give potential customers the information they need to choose you.
Turn on messaging
If you are able to respond promptly, enable the messaging feature. This lets customers message you directly from your Google listing. Only turn this on if you will actually reply within a few hours. Slow responses hurt your profile.
What to do after setup
Setting up your profile is the first step. Keeping it active and optimised is what drives long-term results. Here is what to focus on after your initial setup.
Post regularly
Google Business Profile has a “posts” feature, similar to social media updates. Use it to share offers, news, events, or helpful tips. Posting regularly signals to Google that your business is active and engaged.
Aim for at least one post per week. Each post stays visible for about seven days.
Get reviews (and respond to them)
Reviews are one of the top ranking factors for local search. Ask happy customers to leave a Google review. Make it easy by sharing a direct link to your review page.
Always respond to reviews, both positive and negative. A professional response to a negative review can actually build trust with people reading it.
Keep your information up to date
Changed your phone number? Moved office? Adjusted your hours? Update your profile immediately. Outdated information frustrates customers and can hurt your rankings.
Check your insights
Google provides data on how people find your listing, what searches triggered it, and what actions they took (calls, website visits, direction requests). Check this monthly to understand what is working.
If you want to take your profile further with ongoing optimisation, have a look at our Google Business Profile optimisation service to see what a fully optimised listing looks like.
Once your profile is set up and verified, the next step is getting it to rank. Read how to rank on Google Maps for the full breakdown.
How long does this take?
If you have all your information ready, the initial setup takes about 30 to 45 minutes. Verification adds anywhere from a few minutes (phone or email) to two weeks (postcard). Uploading photos and writing a proper description adds another 15 to 30 minutes on top.
All in, you are looking at around 60 minutes of focused work to get a solid Google Business Profile up and running, plus the waiting time for verification.
Frequently asked questions
Is a Google Business Profile really free?
Yes, completely free. Google does not charge anything to create or manage your Business Profile. Be wary of third-party companies that call or email offering to “set up your Google listing” for a recurring fee. You do not need to pay anyone for something Google provides at no cost.
Can I set up a Google Business Profile without a physical address?
Yes. If you are a service-area business that travels to customers, you can hide your address and show only the areas you serve. You will still need to enter an address for verification purposes, but it will not be displayed publicly.
How long does verification take?
It depends on the method. Phone and email verification can be instant. Video verification typically takes a few days for Google to review. Postcard verification takes 5 to 14 days. In rare cases, it can take longer.
What if my business is already listed but I did not create it?
Google sometimes creates listings automatically from public data. You can claim an unclaimed listing by going through the setup process. If another Google account already manages it, you will need to request ownership, which involves a verification step and may take up to seven days.
Can I manage more than one business location?
Yes. You can manage multiple locations from a single Google account. Each location will have its own profile. If you have more than about 10 locations, Google offers a bulk verification process.
Do it yourself, or let me handle it
This guide gives you everything you need to create your Google Business Profile yourself. It is straightforward, and most business owners can work through it in about an hour.
But if you would rather not spend that hour, or you want to make sure everything is set up properly and optimised from day one, I offer a complete Google Business Profile setup service for £199. That includes creating and verifying your profile, writing your business description, uploading your photos, configuring your categories and service areas, and making sure your NAP is consistent across the web.
It is a one-off cost with no ongoing fees. You own the listing, and I hand over full access once it is done.
If you already have a profile but aren’t seeing results, find out what’s holding you back. Read what happens when your profile gets suspended or check if your profile is optimised properly.
If you are interested, start a project and I will get back to you within one working day.