Google Business Profile Setup: Step-by-Step for New Businesses

The short answer

Go to Google Business Profile, search for your business, claim it or create it, choose the right primary category, enter your address or service area, phone, website and hours, then verify. After verification add photos, services, products and a description, and keep it updated.

Steps

Sign in with the Google account you will keep for the business.
Add or claim your business by name.
Pick a primary category that describes what you are, not what you sell.
Location or service area. Show an address only if customers come to you.
Contact details. Phone and website exactly as they appear elsewhere.
Verify. Google chooses the method (video, phone, email, postcard and others).
Complete everything. Hours, services, attributes, photos, description.

After setup

Add photos monthly
Reply to every review
Answer common questions in your description and website
Update hours for holidays

Worked example

A plumber sets up his profile: he signs in with a business Google account the owner controls, searches for the business to avoid duplicates, enters the legal business name as used on signage, chooses "plumber" as the category, hides his home address and lists the towns he serves, adds his phone and website, and requests verification. While waiting, he prepares photos and a list of services. After verification, he fills in services, hours, a short description and the booking or contact link, and invites his office manager as a manager rather than sharing his login.

Common mistakes

Creating a profile with a personal account you may lose
Sharing the owner login with staff
Choosing too many categories
Uploading stock photos

Checklist after verification

Complete services
Add photos monthly
Set special hours
Answer questions
Reply to reviews

Keep it active

Update photos and hours regularly.

Common questions

Is Google Business Profile free?

Yes. Google does not charge to create or verify a profile.

Why can I not verify my profile?

Verification depends on Google checks. Make sure your details match your real business and follow the guidelines; Google Help explains current options.

Who should own the profile?

The business owner, using an account they control; add staff as managers.

How long does verification take?

It varies by method and business; follow Google's instructions and keep details accurate.

Can I add products?

Some businesses can list products; keep them accurate and current.

Should I add a booking link?

If you use a booking tool, add it so customers can book directly.

What description should I write?

A short, factual summary of what you do, who you serve and where, without promotional claims or links.

Sources

Sources checked October 6, 2026. Rules, fees and forms change; confirm details with the agency or provider before you act. This guide is general information, not legal, tax or insurance advice.