How to Create, Claim and Set Up Your Google Business Profile

If you’ve ever Googled your business and seen a profile you don’t manage or worse, no profile at all, you’re missing out on a key opportunity to show up where your customers are searching. A Google Business Profile helps people find you on Google Search and Maps, making it easier for them to contact, visit, or learn more about what you offer. Not sure how to create, claim or set it up? Don’t worry. This guide walks you through it step-by-step.

Creating Your Google Business Profile from Scratch

If your business doesn’t yet have a profile yet, here’s how to start one:

• Go to business.google.com/add.
• Enter your business name and category.
• Add your business address if you have a physical location, or specify a service area.
• Include your contact details (website, phone number, email).
• Follow the on-screen steps to complete setup.

 

Once your profile is live, you can:

• Keep your business info up to date across Search and Maps.
• Allow you to post updates, offers, and photos.
• Collect and respond to reviews.
• Direct customers to your website, booking links, or socials.

 

If your business is online-only, use Google Ads Smart Campaigns instead of a Business Profile. You can sign up here.

Checking if a Profile Already Exists

Before setting one up, it’s worth checking if a profile is already live:

• Search your business name on Google.
• If a box with your business info appears on the right-hand side, that’s your Business Profile.
• Look for a link that says “Own this business?” or “Claim this business”. This means it hasn’t been claimed yet.

• If you don’t see that, and instead you see “You manage this business profile,” congrats! You already have access.

 

Requesting Ownership (if Someone Else Already Claimed It)

If your profile is already claimed by someone else (maybe a former employee, agency, or you just forgot how to set it up), you can request access.

Here’s how:

• Go to business.google.com/add.
• Type in your business name and select the correct profile.
• Click “Request Access”

• Fill out the form and submit.

 

Google will email the current owner. If they don’t respond in 3 days, you’ll usually get the option to verify the profile yourself.

Verifying Your Business

To protect your profile, Google requires verification. Depending on your business type and location, verification methods may include:

• Video recording (most common now)
• Phone or text
• Email
• Live video call
• Postcard by mail

If you’re verifying with a video:

Record from your mobile device within your Business Profile (more of that in a sec). The video must be:

• At least 30 seconds, unedited and continuous
• Showing your business signage and location
• Showing evidence of management (e.g. unlocking the door, POS system, branded materials, etc.)

If you’re recording a storefront or hybrid business, make sure your signage is permanent and visible. For service-based businesses, show tools, equipment, or branded items to prove that you’re legitimate.

Do NOT include the following in your video:

• Sensitive information such as bank accounts, tax or identification numbers.
• Any private information about yourself or others
• Other people’s faces

Learn more about video verification requirements here.

How to Upload Your Verification Video

If you’re asked to verify with a video, it’s simpler than it sounds. Here’s how:

1. Open your Google Business Profile on your mobile device.
2. Tap “Get Verified” and choose the video option.
3. When prompted, allow camera, mic, and location access.
4. Record your video in one go. No edits! Just walk through the required details like your signage, workspace, or tools.
5. Review your video to make sure it covers everything.
6. Tap “Upload” when you’re happy with it.

Once submitted, it may take up to 5 business days for Google to review. If anything’s missing, you’ll get specific notes on what to fix and can upload a new video.

Quick note that pre-recorded videos won’t work. So plan ahead and record everything in one go.

Setting Up Your Profile for Success

Once you have access, it’s time to make your profile shine. Add or update the following:

• Business name
• Category (e.g. bakery, yoga studio, marketing agency)
• Contact details (phone, website, business email)
• Business hours (and update them for holidays!)
• High-quality photos of your location, products, or services
• A short description that clearly explains what you do

This helps your profile show up in relevant searches and gives potential customers a better sense of what you offer.

Keeping Your Business Profile Updated

Google favors active profiles. Make it a habit to:

• Post updates, events or promotions
• Respond to customers reviews (both good and bad)
• Add new photos regularly
• Update any business changes right away

One More Thing

Your Google Business Profile isn’t a one-and-done thing. It’s part of your online storefront, and often one of the first things people see when they search for your business. Optimizing it can help you attract more local traffic and build trust at a glance. 

If you want even more practical tips on how to make your profile work harder for you, tune in to Episode 111 of My Weekly Marketing: How to Use Google Business Profile to Get More Clients. Marilyn shares smart optimization tips, weekly update strategies, and why your profile might actually matter more than your website, especially as AI changes how people search. It’s a must-listen if your profile has been sitting idle or you haven’t claimed it yet. Set it up well, and it will work for you 24/7!

References:

Get started with Google Business Profile

Add or claim your Business Profile on Google

Request ownership of a Business Profile

Verify your business on Google

Verify your business with a video recording