How to set up Google Business Profile (step by step)

Set up a Google Business Profile: go to google.com/business, add your name, category and location, verify ownership, then complete every field.

A1 Digital · written & reviewed by the team 12 June 2026 4 min read Updated 12 June 2026

Quick answer

Setting up a Google Business Profile means going to google.com/business, signing in, entering your exact business name and category, adding your location or service area and contact details, then verifying ownership (usually by post, phone or video) before completing your hours, photos, services and description. It's free, and it lets your business appear on Google Search and Maps.

Free

a Google Business Profile costs nothing to create and verify

Up to 2 weeks

typical wait for postcard verification to arrive

3 fields

the minimum to start: business name, category, and location or service area

This is, hands down, the best free hour of marketing a local business can spend. A Google Business Profile is the panel that shows your business on Search and Maps, with your hours, phone, reviews, photos and directions, and for most local businesses it’s the most valuable free listing on the internet. Here’s exactly how to create one, including the verification step that trips everyone up.

To set it up: go to google.com/business, sign in, enter your exact business name and category, add your address or service area, add your phone and website, then verify ownership (usually by post, phone or video) before completing your hours, photos and description. It’s free, and once verified your business can appear on Google Search and Maps.

Before you start, have these ready

Your exact business name, a Google account, your address or service area, your opening hours, and a phone number you can actually answer. Verification can take a few days, so start sooner rather than later.

Create your profile

Go to google.com/business

Sign in with the Google account you want to OWN the listing, ideally a business account, not a personal one you might lose access to. Click Manage now.

Enter your exact business name

Type it exactly as it appears on your sign and paperwork. Don't stuff in keywords or your town, that breaks Google's rules and can get you suspended.

Choose your primary category

Pick the category that best describes what you do (e.g. 'Plumber', 'Hair salon'). This strongly affects which searches you appear for, so choose carefully.

Add your location or service area

Customers visit you? Add your address. You travel to them? Set a service area instead and hide the address. Don't do both with a fake storefront.

Add phone and website

Use a number you actually answer and your real website. No site yet? Add one later, but it's a major trust signal for both customers and Google.

Verify ownership

Google confirms you run the business, usually by posting a code, a phone call, an email, or a short video. Follow the prompts and enter the code when it arrives.

Verification: the part people get stuck on

You can’t appear publicly until you verify. The method Google offers depends on your business type and history:

Postcard, a code posted to your address, arriving in a few days to two weeks. Enter it in your dashboard.
Phone or text, an instant code, offered to some businesses.
Email, an instant code to your business email.
Video, you record a short walkthrough showing your premises, signage and equipment to prove the business is real.

Don't edit mid-verification

Changing your name, address or category while verification is pending can reset the whole process or trigger a manual review. Wait until you’re verified, then make changes.

Fill it out properly

A verified-but-empty profile barely works. Complete profiles get shown far more often for relevant searches. Fill in every field:

Hours, including special holiday hours, so you don’t show as “open” when you’re shut.
Description, 750 characters on what you do, who you serve and what sets you apart. Plain English, no keyword stuffing.
Photos, your logo, a cover image, the shopfront, your team, your work. Listings with photos get noticeably more enquiries.
Services and products, each with a short description and a price where you can.
Attributes, wheelchair access, free parking, women-led, and so on.
Booking and messaging, connect online booking, or turn on messaging if you can reply quickly.

Key takeaway

Your business name, address and phone number must be IDENTICAL across your Google Business Profile, your website and every other listing. Inconsistent details (NAP consistency) confuse Google and quietly weaken your visibility.

Keep it active

A profile isn’t set-and-forget. The listings that perform are the ones that stay alive:

Collect reviews and reply to every one. (How to get more Google reviews.)
Post updates weekly, offers, news, photos.
Answer questions in the Q&A before competitors or strangers do.
Update hours the moment they change.

Add photos every few weeks

A steady stream of recent, real images signals an active, trustworthy business, and it’s one of the easiest things to stay on top of.

This is exactly the kind of ongoing work that gets quietly dropped the moment you’re busy serving customers. We set up and manage Google Business Profiles for clients as part of every plan, from verification through to weekly posts and review replies, so the listing stays complete and current without you thinking about it. See what’s included or get in touch.

Set up the profile today, verify it this week, fill in every field. A complete, active Google Business Profile is the foundation every other piece of your local presence builds on.

Frequently asked questions

How long does verification take?

It depends on the method Google offers you. Phone, text and email codes are instant; postcard verification typically takes a few days to two weeks to arrive; video verification can take a few days for Google to review. You can't appear publicly on Search or Maps until verification is complete.

Does it cost anything?

No. Creating, verifying and managing a Google Business Profile is completely free. Google may offer paid ads to promote your listing, but the profile itself, reviews, photos, posts and messaging, costs nothing.

Can I set one up without a shop address?

Yes. If you travel to customers rather than them visiting you, choose a service area instead of a physical address, and you can hide the address entirely. Don't list a fake storefront or a home you don't want public, that breaks Google's guidelines and risks suspension.

What if I don't have a website yet?

You can still create and verify a profile without one. But a real website is a strong trust signal for both customers and Google, and you can add the link later. Plenty of businesses get their first enquiries from the profile alone while their site is being built.

google business profile local seo how-to google maps verification

Share Link copied

Written by the A1 Digital team

We handle the entire online presence for small businesses, website, branded email, Google, AI search, content and reviews, for one simple monthly plan. No tech headaches, no lock-in.

View plans Contact us

Keep reading

Definition