Set up your Google Business Profile, step by step

A Google Business Profile is the free listing that shows your business on Google Search and Maps, and by the end of this guide you will have yours set up and ready to verify. Google says that once you add and verify it, customers can find you on Search and Maps, and that you can Add or claim your Business Profile at no charge.

Set up your Google Business Profile in four steps

Start by searching for your business name in Google Maps. If a listing already exists, claim it rather than creating a second one. Google explains the claim route on its Add or claim your Business Profile page.

If nothing exists, go to business.google.com/add, choose to add your business, enter your details and pick a verification method. Google asks you to check that your address is correct and meets its guidelines before you submit.

1. Use your real business name, exactly as it appears on your sign, website and receipts. Google's guidelines say to avoid taglines, store codes, phone numbers and URLs in the name.
2. Choose your main category by finishing the sentence "This business IS a". Google advises using as few categories as possible, so pick specific ones, such as "bakery" or "plumber".
3. Decide how to show your address. Shops show it. Businesses that travel to customers can hide it and set a service area.
4. Add hours, phone number and website, then start verification.

The rules above come from Google's Guidelines for representing your business on Google. Following them also protects you from having your listing suspended later.

Verification and photos: what to expect

Verification proves the business is yours. According to How to Create a Google Business Profile: 11 Easy Steps, phone and email verification are typically instant, while postcard verification takes 5 to 14 days. Which options you see depends on what Google offers for your business.

Photos matter, but they wait for verification. Google says in its Manage your Business Profile photos & videos page that images will not display publicly until you verify, and that processing takes up to 24 to 48 hours after upload. It accepts JPG or PNG files between 10 KB and 5 MB, recommends 720 by 720 pixels, and wants photos in focus and well lit without heavy filters. Videos can be up to 30 seconds and 75 MB.

Add a logo, a cover photo, and real pictures of your shopfront, products or finished jobs. A florist can show bouquets and the shop door. An electrician can show tidy work and the van. If you still need a logo, see our guide to AI logo tools in the related guides below.

Writing your description, and what Google does not let you buy

You can use AI to draft your business description, then edit it so every line is true. Use the prompt below, and only give it facts you can stand behind.

Google is clear about ranking. Its Tips to improve your local ranking on Google page says local results depend on relevance, distance and prominence, and that there is no way to request or pay for a better local ranking. Complete information, photos and replies to reviews all help, but none of them is a shortcut.

What to do this week

Today, claim or create the profile and start verification. Tomorrow, add photos and your description. By the weekend, ask two or three happy customers for a review and reply to each one. Then keep your hours up to date, especially around holidays.

Related guides in this series

• Which AI logo and brand kit tool fits your business
• What building a brand cost before AI, and what it costs now
• SEO + GEO action plan for small business owners
• Measuring your search visibility in 2026, a quick guide

Published: October 2026 | Author: Minh Pham | Drafted with AI, fact-checked and edited by Minh Pham