If your business has more than one location, each one can have its own Google Business Profile, and it should. Managing several profiles takes a bit of structure, or hours, phone numbers and photos slowly drift out of sync. This guide covers how Google's setup works for multi-location businesses and a simple routine to keep every location accurate.
1. One profile per real, staffed location
Google allows a profile for each physical location where customers are served in person during stated hours (or, for service-area businesses, where staff are based). Don't create profiles for virtual offices, mailboxes or places with no staff, since these break Google's guidelines and are a common reason profiles get suspended.
2. Use a business group, not personal accounts
Put all your locations in a business group (Google previously called these location groups) owned by a company account, not an employee's personal Gmail. Then add managers per group or per location. When someone leaves, you remove their access and nothing is lost.
3. Bulk verification for 10 or more locations
Businesses with 10 or more locations under the same brand can usually request bulk verification instead of verifying each location one by one. You upload a spreadsheet of locations and Google reviews the request. With fewer locations, each profile is verified individually. Check Google's current Business Profile help pages for eligibility, since requirements change.
4. Keep names consistent, and honest
Use your real-world brand name on every location, the same way it appears on your signage. Adding keywords or neighborhood names that aren't part of the actual name (for example "Brand – Best Pizza Downtown") is against Google's guidelines. Use the address, categories and description fields for that information instead.
5. Use store codes and a master spreadsheet
Give every location a unique store code and keep one master sheet: store code, name, address, phone, hours, holiday hours, categories, website URL. When something changes, update the sheet first, then the profile. It makes bulk edits and audits much easier.
6. Link each profile to its own location page
Point each profile's website link to that location's page on your site, not just the home page. The location page should show the same name, address, phone and hours as the profile, plus directions, parking and anything specific to that location.
7. Handle reviews per location
- Reply from the right location, using the location's name when it helps.
- Ask every customer for a review the same way, and never offer incentives. See how to get more Google reviews without violating Google's policy.
- Watch for a location whose rating or reply rate falls behind the others. That usually points to an operational issue, not a marketing one.
8. Report across locations, not just in total
Google's performance data (searches, views, calls, direction requests, website clicks) is available per profile. Put locations side by side every month. Totals can hide one location that's slipping. Look at the same numbers each month so you can spot changes.
A simple monthly routine
- Confirm hours and upcoming holiday hours for every location
- Add fresh photos to each profile
- Reply to all new reviews
- Check for user-suggested edits Google may have applied
- Compare performance by location and note anything unusual
If you'd rather see all of this in one place, our multi-location dashboard brings profiles, reviews and reporting for every location together.
General information, not legal advice. Platform policies change; check Google's current review and Business Profile policies before acting.