To create a Google Business Profile, open business.google.com with a company Google account, search for your business name, claim the profile if it already exists or create it, choose the primary category, enter your address or service area, then verify it with the method Google offers. Here is each step, the traps that block verification and what to fill in on day one.
Before you start: what to prepare
- A Google account in the company’s name (for example info@your-company.ch), not an employee’s personal account who might leave.
- The exact business name, as on your sign, invoices and in the commercial register.
- Address and phone, identical to local.ch, search.ch and your website.
- Your list of services and, if you travel, the towns you serve.
- Your full opening hours.
- About ten real photos: storefront, sign, team, vehicle, work.
Use a company account from the start. Recovering a profile created by a former employee or agency is the most common blocker we see.
Step 1: check whether the profile already exists
Google sometimes creates profiles from public data, and customers can add places to Google Maps. Before creating one, search Google Maps for your name and town. If a profile appears with “Own this business?”, claim it rather than creating a new one: you keep existing reviews and avoid a duplicate.
Step 2: create or claim
- Open business.google.com and sign in with the company account.
- Type your business name. If Google suggests it, select it to claim it.
- Otherwise, create a business with that name.
- Enter the real name, without keywords or town names added.
- Choose the primary category (see below).
- Say whether customers come to you (address), you go to them (service area), or both.
- Add phone and website.
- Start verification.
Choosing the primary category
This setting weighs most on which searches you appear for. Pick the most precise one for your main activity: “plumber” rather than “construction company”, “hair salon” rather than “beauty salon”. To decide, search your trade and town on Google Maps and look at the category under the name of the top three. You can add up to 9 additional categories afterwards.
Address or service area?
| Your situation | What to choose |
|---|---|
| Customers come to you (shop, salon, garage, practice) | Visible address |
| You go to customers and don’t receive them (trades, cleaning, call-outs) | Service area, address hidden |
| Both (garage that also does roadside assistance) | Visible address and service area |
Google asks you to hide your address if you don’t serve customers on site. A PO box or registered-office address isn’t enough for a profile with a visible address.
Step 3: verification
Google chooses the verification method itself, based on category, region and the profile’s history. The most common today:
- A short video showing your sign or exterior, interior or work equipment, and proof (keys, business document).
- A live video call with a Google representative.
- A code by phone, text or email.
- Less often, a code by post.
Getting the verification video right
- Film in one continuous take, no editing.
- Start outside: street, number, sign or branded vehicle.
- Go in and show the workplace or work equipment.
- Show proof: keys to the premises, an invoice or document in the business name.
- Keep it short and sharp; a minute is often enough.
Never create a second profile because the first one is stuck in verification: duplicates are a common cause of suspension. Contact Google support from the profile instead.
Step 4: fill in on the same day
A verified but empty profile won’t move you up. Fill in straight away:
- Full opening hours and special hours for upcoming public holidays.
- The description: what you do, for whom, in which area (750 characters max, no links or phone numbers).
- All your services, each with a short description.
- Additional categories that match a real service.
- 10 to 20 real photos, then new ones every week.
- Attributes: payment methods, accessibility, languages.
- Your booking link if you have one.
Each field is covered in optimize your Google Business Profile.
Step 5: the first reviews
A profile with no reviews convinces few people. Once verified, copy your review link from the profile and send it to recent customers. Google lets you ask for reviews but not reward them. The full method is in how to get more Google reviews.
Common problems
| Problem | What to do |
|---|---|
| The profile exists and someone else owns it | Request access from the profile: Google contacts the current owner. See Google Business Profile login. |
| Verification fails | Record a clearer video (sign, place, proof) or contact support from the profile. |
| Two profiles for the same business | Keep the one with more reviews and ask Google to remove or merge the duplicate. |
| The profile is suspended | Check name, address and category against Google’s guidelines, correct them, then request reinstatement. |
After creation: the routine
A profile is worked on over time: reviews requested after every customer, a reply to every review, new photos, up-to-date hours. That’s what makes the difference against the businesses ahead of you, as explained in how to rank higher on Google Maps.
Several locations
Each location that serves customers gets its own profile: same business name, its own address, phone and hours. Beyond a handful of locations, Google offers bulk verification from the management interface. Don’t create a profile for an office that doesn’t receive customers.
Moving: move the profile, don’t create a new one
- Change the address in the existing profile: you keep your reviews.
- Expect possible re-verification.
- Update the same address the same day on your website, local.ch, search.ch, Apple Maps and Bing.
- Add photos of the new storefront and sign.
The setup checklist
| Item | Done? |
|---|---|
| Company Google account | ☐ |
| Real name, no keywords | ☐ |
| Precise primary category + real additional ones | ☐ |
| Correct address or service area | ☐ |
| Phone and website identical to local.ch | ☐ |
| Verification complete | ☐ |
| Hours and special hours | ☐ |
| Description and services | ☐ |
| 10 to 20 photos | ☐ |
| Review link copied and first message sent | ☐ |
Frequently asked questions
How long does verification take?
From a few minutes (code by text or email) to a few days (video reviewed by Google). A postcard can take up to two weeks.
I have no premises. Can I create a profile?
Yes, as a service-area business. The address is hidden and you list the towns or regions you serve.
Can I create the profile on my phone?
Yes. Open Google Maps, tap your profile picture then “Add your business”, or use business.google.com in the browser.
Do I need one profile per branch?
Yes, one profile per location that serves customers, each with its own address, hours and phone.
Can I change the name later?
Yes, but a change of name or address can trigger re-verification. Use your real business name from the start.
Do I need to be in the commercial register?
No, it isn’t a Google requirement. The profile name must still be the one you actually use with customers.
What if Google’s postcard never arrives?
Check the exact address, wait for the stated period, then request a new code or another method from the profile, or contact support.