How to set up google business profile
In this guide & where to go next
Part of the Local SEO Guide for Canada series. Related: How To Get More Google ReviewsHow To Optimize Google Business Profile
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To set up a Google Business Profile, sign in to a Google account, search for your business on Google or in the Business Profile Manager, add or claim it, enter your details, and start the verification process. Setup is free and takes about fifteen minutes. This guide walks Canadian business owners through each step from creation to going live.
Create or Claim Your Listing
Sign in with the Google account you want to manage your business under, ideally a dedicated business account. Go to business.google.com or search your business name directly in Google.
If a listing already exists, claim it. If not, create a new one. Existing listings are common because Google sometimes auto-generates them, so always search first to avoid creating a duplicate.
- Use a business-owned Google account.
- Search before creating to prevent duplicates.
- Claim any existing auto-generated listing.
Getting the ownership right from the start saves headaches later.
Enter Your Business Details
Add your exact business name, choose a precise primary category, and specify whether you serve customers at a physical address, a service area, or both. Storefronts enter an address; service businesses like contractors set a service area instead.
Then add your phone number, website, and hours. Accuracy here matters because this data feeds your rankings and customer trust.
- Use your real business name exactly.
- Pick the most specific category.
- Choose address or service-area type correctly.
Careful, accurate entry creates a strong foundation for optimization.
Verify Your Business
Google requires verification before your profile goes fully live. Depending on your business type and location, you may verify by postcard, phone, email, or video. Postcard verification is common in Canada and typically arrives within a couple of weeks.
Don't change your name, address, or category during verification, as that can reset the process. Once verified, your full editing controls and ranking eligibility activate.
- Choose the offered verification method.
- Avoid edits until verification completes.
- Enter the code promptly when it arrives.
Verification is mandatory, so complete it before anything else.
Complete and Activate Your Profile
Once verified, finish the profile: upload photos, list services, write a description, set attributes, and confirm hours. A complete profile from day one ranks and converts far better than a bare-bones one.
Finally, plan to keep it active with periodic posts and review requests. Setup is just the beginning, ongoing maintenance is what drives long-term local visibility.
- Add photos, services, and a description.
- Set attributes and confirm details.
- Schedule regular updates and review asks.
Activate fully, then maintain it to keep climbing in local results.
FAQ
Is Google Business Profile free?
Yes, creating and managing a Google Business Profile is completely free. There is no charge to list your business, gather reviews, post updates, or appear in Google Maps and local search. Be cautious of third parties who claim you must pay Google directly to be listed.
How long does verification take?
It varies by method. Phone or email verification can be instant, while postcard verification in Canada usually takes one to two weeks to arrive by mail. Once you receive the code, enter it promptly, as codes expire after a set period.
Do I need a physical address?
Not necessarily. Service-area businesses like plumbers or mobile services can hide their address and set a service area instead. Storefronts and offices that welcome customers should display a verified physical address so people can find and visit them directly.
Can I have more than one profile?
You should have one profile per real location. Multiple listings for the same single location are duplicates and against Google's guidelines, and they can be merged or suspended. Businesses with several genuine locations create one verified profile for each.