How to Access Your Google Business Profile (and Manage It Without the Headaches)

If your business isn’t easy to find online, it’s easy to lose customers. 

Your Google Business Profile is often the first thing people see when they search for your business or even businesses like yours. It shows your hours, reviews, services, photos, and more, all before someone ever clicks your website. 

But here’s the problem: 
A lot of small business owners either don’t know how to access their profile or they’re logging in the hard way every time. 

Let’s fix that. 

This guide walks you through exactly how to access your Google Business Profile, troubleshoot common issues, and manage everything more efficiently so you can stay focused on running your business.

Your Google Business Profile is your business listing across Google Search and Maps. It’s what shows up when someone searches your business name or looks for services in your area. 

It includes: 

• Business name, address, and phone number  
• Hours of operation  
• Customer reviews and ratings  
• Photos and updates  
• Services and products  

When it’s optimized and actively managed, it helps your business show up in local search results, especially in high-visibility spots like the map pack.

First things first, if you don’t already have a Google account, you’ll need to make one. To do so, visit accounts.google.com and click “Create an account.” You can use an existing email address or make a new one for free.

Now that you’ve created your Google account, let’s dive into the good stuff: How to set up your Google Business Profile.

1. Find your business.

You want potential customers to find your business online, right? Well, first, you need to either locate or add your business to Google search.

To locate your business, head to google.com/business and click “Manage now.” After that, you’ll be prompted to type your business name.

However, if your business has been around for some time, it will likely populate the drop-down menu. From there, select it, and you’ll be taken to the next step.

If you can’t find your business, add your name and select “Create a business with this name.”

Alternatively, with the updates to Google Business Profile, you can now claim your business directly from Google Search or Google Maps. To do so:

• In the search bar, enter your business name.
• Click the business name. If there are multiple, choose the correct one.
• Click “Claim this business,” then “Manage now.”

How to Request Admin Access to Google Business Profile

If someone has already created a Google Business Profile for your business, don’t worry. You can request admin access and have the profile handed over to you. Simply select “Request Access,” and you’ll be guided through the process.

Google will ask you what type of access you want (management or ownership), your relationship to the business, and your contact information. The current owner of the listing will review that information and approve or deny your request. If denied, you appeal the decision. If approved, new owners will have all their listing features available after one week. 

2. Fill in the essential information about your business. 

Assuming you’re setting up your Google Business Profile from scratch, you’ll be prompted to fill in some essential details like name and business category.

Tip: It’s important to select the category from the drop-down that is most applicable to your business. Google uses it to determine how relevant your business is to people’s search terms.

Add a Location or Service Area

If your business has a location that customers can visit, click “yes.” You’ll then be prompted to add your address, which will appear on Google Maps with a red pin.

If you don’t have a brick-and-mortar location for customers to visit, click “no.” You will then be prompted to identify a service area(s).

When choosing this option, your business will not be shown by a red pin but rather an outline of your service area. To specify, choose a city, postal code, or other type of area.

Keep in mind that you can have up to 20 service areas, but the boundaries of your overall area should be no farther than about two hours from where your business is based.

Add Your Contact Information

This includes your business’s phone number and website address. However, if you don’t have a website, click “I don’t have a website.”

Tip: If you want to build a website, these tools will help you get started. 

3. Verify your business.

Rest assured, Google doesn’t let just anyone manage your Google Business Profile. In fact, it checks to make sure it’s yours by verifying your listing in one of two ways.

• Via phone. Depending on your business type, you’ll receive a call or text containing a secret verification code.
• Via email. Some businesses can receive their code via email; however, the domain within the email must include the business’s name.

In some cases, you might be asked to verify your listing by recording a video that contains:

• Outside signage, street name, or nearby businesses
• The inside of your business or tools of your trade
• Proof of management/employee-only areas

If prompted, select “record” then scan the QR code to begin. This should be done in one continuous take.

Tip: Don’t wait for your verification code to continue filling out your listing. You can keep working on your Google Business Profile while the verification is pending.

4. Get into the details and add helpful information about your business. 

Now, it’s time for the fun part of setting up your Google Business Profile: adding your business’s unique value proposition or the details your customers are most likely looking for.

List Your Services

Add common services to your profile. Google will select some services by default based on your business category. You can keep these or deselect them and choose more appropriate options.

If you don’t see any suitable options, you can add your own with the “Add custom service” option.

Specify Your Business Hours

When adding your business to Google, include your business hours to let customers know when they can visit or call you. Double- and triple-check that you’ve selected the right times.

Nothing is worse than having a customer show up only to find your location is closed because your hours weren’t right on your listing.

Tip: Remember to update your hours if you close or shift them for the holidays. And not just on Google. Make sure you’re doing this on all your listings across the web. There’s software that can update all your listings in one place, so you don’t have to hop from site to site whenever a change is needed.

Master Messaging

When Google My Business became Google Business Profile, a few new features were added to your online listing. Customers can now ask questions via the Q&A feature on your profile. That way, you can respond to people who are interested in your business but have questions before buying.

If it seems too time-consuming to constantly check your Google account to answer customer questions, try software that keeps all your client messaging and communication in one place. Hint, you’re on its website right now.

Craft Your Business Description

Your business description appears at the bottom of your profile listing and explains to potential customers who you are and what your company does.

This is the place to include useful information about products and services, tidbits about your business’s history, and even interesting facts or reasons why customers should choose you.

Be sure to use all the space allotted to you (750 words) and try to include some keywords related to your offerings, but don’t keyword stuff.

Tip: Think of your Business Description as your elevator pitch. It should be short, sweet, and to the point.

Don’t Forget to Add Photos

Listings with photos are twice as likely to appear reputable, and using images on your Google Business Profile can actually increase revenue.

When adding your business to Google, include pictures of your products, services, staff, company vehicles, and shop. This will help customers feel like they know your business before contacting you.

In addition to the photos you add, your customers can also post photos when they leave reviews for your business.

Tip: Don’t use stock photos. Google doesn’t like those. Make sure they’re unique to your business.

5. Add the finishing touches.

Now that you’ve set up your Google Business Profile, you’re good to go. Or are you? Your Google Business Profile is not a set-it-and-forget-it thing, nor is it completely optimized once the initial set-up is completed.

And, considering that many GBPs are poorly optimized, taking that extra step for better SEO (search engine optimization) and AEO (Answer Engine Optimization) can pay off. In fact, over 15% of all GBP listings result in the business getting more than 100 calls per month.

To take your profile to the next level, here are a few tips:

• Add a logo and cover photo
• List your products or services
• Add a “Book Now” button
• Start requesting Google Reviews

Outside of Google, you can use the following tools to improve your profile:

• Google Optimization
• Google Business Profile Dashboard
• Gmail integration

Google has changed how profiles are managed. There’s no longer one single “dashboard” for most users—so if you’ve been searching for it, you’re not alone. 

Here are the four main ways to access your profile today: 

1. Access Your Profile Through Google Search (Fastest Method) 

This is the easiest and most common way. 

Steps: 

1. Sign in to the Google account connected to your business  
2. Search your business name on Google  
3. Your management panel will appear at the top of the search results  
4. Click options like:  

• Edit profile
• Read reviews
• Add updates
• View performance

Tip: This method puts everything right in front of you, no extra logins needed. 

2. Access Through Google Maps 

If you’re on mobile or prefer Maps, this is another quick option. 

Steps: 

1. Open Google Maps  
2. Sign in to your business account  
3. Search for your business name  

Tap your listing and select Manage your business profile 

3. Access via Google Business Profile Manager 

This method still exists, but it’s mostly used for multi-location businesses or teams. 

Steps: 

1. Go to business.google.com  

2. Sign in to your account  
3. Select your business profile 

4. Search for “Google Business Profile.”

If you’re already logged into your profile, you can also just Google, “Google Business Profile.” One of the first results should be a link to your business. 

If you’re stuck, don’t worry—it’s a common issue. 

Here are the most likely reasons you can’t access your profile: 

You’re Logged Into the Wrong Account 

Many businesses have multiple Google accounts. Only the one with access permissions will work. 

Your Business Isn’t Claimed Yet 

If you haven’t claimed your listing, you won’t be able to manage it. 

You Haven’t Completed Verification 

Google requires verification (by mail, phone, or email) before granting full access. 

You Don’t Have the Right Permissions 

You may be listed as a manager instead of an owner—or not have access at all. 

Your Listing Was Suspended or Duplicated 

In some cases, Google may restrict access due to guideline issues or duplicate listings. 

Getting access is step one. Keeping your profile active and optimized is what drives results. 

Here’s where to focus: 

Keep Your Information Accurate 

Make sure your hours, phone number, and services are always up to date. 

Respond to Reviews 

Customers expect responses—especially to negative feedback. It shows you’re engaged and trustworthy. 

Add Photos Regularly 

Businesses with photos get more clicks, calls, and direction requests. 

Post Updates Weekly 

Share promotions, events, or announcements to keep your profile active. 

Monitor Performance 

Track how customers find and interact with your listing so you know what’s working. 

Logging into Google, updating your profile, responding to reviews, posting updates—it all adds up. 

And that’s just one platform. 

Most small businesses are also trying to manage: 

• Online directories  
• Social media  
• Customer communications  
• Reviews across multiple sites  

It’s easy for things to fall through the cracks.

With Thryv, you don’t have to manage everything manually. 

Instead of jumping between platforms, you can access and manage your Google Business Profile from one centralized dashboard. 

Here’s what that looks like: 

• Update your business information across platforms in one place  
• Respond to Google reviews without logging into multiple accounts  
• Track calls, clicks, and customer actions  
• Keep your listings consistent everywhere your business appears  

The result? Less time spent managing tools and more time focusing on your customers.

Accessing your Google Business Profile is the first step toward getting found online. 

But staying visible—and competitive—requires consistent updates, engagement, and accuracy across every platform your business appears on. 

Thryv helps you do all of that without the manual work. 

If you’re feeling a little overwhelmed, check out the guide below that can help you optimize your profile, or learn more about an enhanced local listings tool here.