Google Business Profile Manager: How To Sign In & Manage

Your Google Business Profile is often the first thing potential customers see when they search for your services, and managing it effectively can make or break your local visibility. Whether you're setting up a new listing or trying to figure out where to even log in, the Google Business Profile Manager is where all the action happens.

Accessing and managing your profile isn't complicated once you know where to go. The platform has evolved over the years (goodbye, Google My Business), and finding the right dashboard can feel confusing if you haven't logged in recently. This guide walks you through exactly how to sign in, navigate the manager, and assign roles to team members or agencies who help run your marketing.

At Wilco Web Services, we manage Google Business Profiles for local businesses daily as part of our Local SEO services. We've seen firsthand how a well-optimized profile drives phone calls, direction requests, and website visits. Below, you'll find step-by-step instructions to take control of your listing, whether you're a hands-on owner or delegating to your marketing team.

What Google Business Profile Manager is today

Google Business Profile Manager is the official dashboard where you control how your business appears across Google Search and Google Maps. This platform replaced Google My Business in 2021, and it handles everything from your business hours and contact details to customer reviews and photo galleries. You manage your listing through this interface, whether you're updating your address or responding to a one-star review at midnight.

The evolution from Google My Business

Google discontinued the standalone Google My Business app and website in July 2022, merging all functionality directly into Search and Maps. You no longer navigate to a separate "business.google.com" URL (though it redirects you to the right place if you try). Instead, you access your Business Profile Manager by searching for your business name on Google and clicking "Manage now," or by going directly to google.com/business and following the prompts.

The rebrand wasn't just cosmetic. Google wanted to simplify the experience by removing the barrier of a separate platform, making it easier to update your listing on the fly. This change also shifted how users interact with their profiles, with more emphasis on mobile management through the Google Maps app or Search results themselves.

If you're still looking for "Google My Business," you're not alone. The rebrand happened relatively recently, and many business owners still use the old name when searching for help.

Where the manager lives now

Your Business Profile Manager doesn't have a single dedicated website anymore. Instead, you access it through three main entry points: Google Search (by searching for your business name and clicking "Own this business?" or "Manage now"), the Google Maps app (by navigating to your business listing), or the Google Business Profile website at google.com/business. Each method gets you to the same management interface, but the path differs depending on whether you're on desktop or mobile.

Desktop users typically find it easiest to search for their business name on Google and click the management option that appears in the knowledge panel on the right side of search results. Mobile users often prefer managing through the Google Maps app, where the interface is optimized for quick edits on the go. Both approaches give you full access to your profile settings, though some features (like bulk photo uploads) work better on desktop.

Key capabilities you get access to

Once you're logged into the google business profile manager, you can control every aspect of how customers find and interact with your business online. The platform gives you direct control over your visibility in local search results, which is why keeping this information accurate matters for your bottom line.

Here's what you can manage through the dashboard:

• Business information: Name, address, phone number, website, hours, service areas, and business categories

• Photos and videos: Upload images of your location, products, team, and services (customers view these before visiting)

• Reviews and ratings: Read customer feedback, respond publicly to reviews, and track your overall rating

• Posts and updates: Share announcements, offers, events, and product highlights that appear in your listing

• Messaging: Enable direct messaging so customers can contact you through Search and Maps

• Insights and analytics: View how many people found your listing, what actions they took, and where they came from

• User management: Add team members, marketing agencies, or other managers with specific permission levels

• Q&A section: Monitor and answer questions customers post on your Business Profile

Each feature connects directly to your local search performance. When you update your hours, customers see accurate information immediately. When you respond to reviews, potential customers see you're engaged. The manager is where you turn your listing from a static directory entry into an active marketing channel.

Before you sign in: what you need ready

Logging into the google business profile manager requires a Google account and specific information about your business. You can't just show up and start editing without having the right credentials and details on hand. Getting these items ready before you begin saves you from stopping mid-setup to hunt down a tax ID or verify your business phone number.

Your Google account credentials

You need an active Google account (Gmail or Google Workspace email) to access your Business Profile Manager. This account becomes the primary owner of your listing, so use an email address that your business controls, not a personal account that might leave with an employee. If you're setting up a profile for the first time, you'll use this account to verify ownership and manage all future updates.

Use a company email address as the primary owner account, not a personal Gmail that someone might take with them when they leave your business.

Many businesses make the mistake of setting up their profile with a marketing manager's personal email address, then lose access when that person moves on. Create a dedicated business account (like info@yourbusiness.com through Google Workspace) or use the owner's permanent email to avoid lockouts down the road.

Essential business information to have ready

You'll need your complete business details to fill out your profile accurately during setup. Google asks for this information upfront, and having it ready means you can complete the process in one sitting instead of returning multiple times to add missing pieces.

Gather these details before you start:

• Legal business name (exactly as registered, not a marketing version)

• Complete physical address (street address, city, state, ZIP code)

• Primary phone number (the number customers should call)

• Business category (your primary service or product type)

• Website URL (if you have one)

• Business hours for each day of the week

• Service area (if you serve customers at their location instead of yours)

Verification documents you might need

Google requires verification to prove you own or manage the business you're claiming. Most businesses verify through a postcard mailed to their physical address, but you might need additional documentation if you're claiming a listing that already exists or if you're a service-area business without a storefront.

Have these items accessible:

• Business license or registration (especially for service-area businesses)

• Utility bill or bank statement showing your business name and address

• Tax documents (EIN confirmation letter from the IRS)

• Phone access (Google may call you directly for instant verification)

Step 1. Access the manager in Search, Maps, or web

You have three different ways to reach your google business profile manager, and the best method depends on whether you're working from a desktop computer or mobile device. Each path takes you to the same management interface, but the entry points differ based on where you start. Choose the method that fits your current situation, and you'll land in your dashboard within seconds.

Method 1: Through Google Search on desktop

Open any web browser and search for your exact business name along with your city or location (example: "Wilco Web Services Georgetown"). Look at the knowledge panel that appears on the right side of the search results. This panel shows your business hours, address, phone number, and photos.

Click the button that says "Own this business?" or "Manage now" near the top of the knowledge panel. Google will prompt you to sign in with your Google account if you're not already logged in. After signing in, you'll land directly in your Business Profile Manager dashboard where you can start editing your information.

If you don't see a management option in the knowledge panel, you likely don't have permission to manage this listing yet, which means you'll need to claim it first.

Method 2: Through Google Maps mobile app

Open the Google Maps app on your phone (iOS or Android) and tap the search bar at the top. Type your business name and select your listing from the results. Once your business profile loads, scroll down until you see the button labeled "Claim this business" or "Manage this business profile".

Tap that button and sign in with the Google account you want to use as the primary owner. The app will walk you through the management interface, which looks slightly different from the desktop version but includes all the same features. You can make quick edits to your hours, photos, or business description directly from your phone.

Method 3: Through the Business Profile website

Navigate directly to google.com/business in your web browser. Click the "Manage now" button on the landing page, then sign in with your Google account credentials. Google will show you a list of any businesses already associated with your account, or prompt you to add a new business if this is your first time setting up a profile.

This method works best when you're managing multiple locations or need to access advanced features like bulk editing, detailed analytics, or user permissions. The web interface gives you the most screen space to work with complex tasks like uploading dozens of photos at once or reviewing performance data across different time periods.

Step 2. Add a new business or claim an existing one

Once you're signed into the google business profile manager, you'll encounter two different scenarios depending on whether your business already has a listing in Google's system. The platform will either show you an existing profile that needs claiming, or prompt you to create a new listing from scratch. Google maintains a massive database of businesses, so there's a good chance someone already created a basic entry for your company, even if you never set it up yourself.

Adding a brand new business listing

Click the "Add business" button or link that appears in your Business Profile Manager dashboard. Google will immediately ask for your business name, so type it exactly as you want customers to see it (avoid keyword stuffing or adding unnecessary descriptors). After entering the name, the system searches its database to check if a similar listing already exists.

Follow these steps to complete your new listing:

1. Select your business category from the dropdown menu (choose the option that best matches your primary service)

2. Enter your location type (physical location customers can visit, or service area business that goes to customers)

3. Add your complete address if you have a storefront, or define your service area by city or ZIP code

4. Provide your contact information (phone number and website URL)

5. Confirm your business details before submitting

Google uses your business category and location to determine when your listing appears in local search results, so accuracy matters more than creativity here.

The platform will create your profile immediately after you submit these details, but you won't have full control until you complete verification in the next step.

Claiming a listing that already exists

When you search for your business during the setup process, Google might show you a listing that already exists in their system. This happens frequently because Google automatically generates basic profiles using data from public sources, directories, and user submissions. You'll see a profile with some information already filled in, possibly including photos that customers uploaded.

Click the "Claim this business" button on the existing profile. Google will ask you to confirm you're authorized to manage this business by verifying your relationship to the company. You might need to provide additional documentation if the listing has conflicting information or if another user previously attempted to claim it.

Review the existing information carefully before proceeding. Sometimes the address, phone number, or business name contains errors that you'll need to correct after claiming. The system lets you edit these details once you complete the verification process, but you should note any obvious mistakes now so you remember to fix them immediately after gaining access.

Step 3. Verify your Business Profile

Google won't let you fully control your listing until you verify ownership of your business. This security step prevents random people from editing business information they don't own. The verification process takes anywhere from a few minutes to two weeks, depending on which method Google offers you and how quickly you complete the required steps.

Available verification methods

Google determines which verification options you qualify for based on your business type, location, and the information already in their system. Most businesses receive postcard verification as the primary option, but you might get instant alternatives if Google has high confidence in your ownership claim.

The platform typically offers these verification methods:

• Postcard by mail (most common, takes 5 to 14 business days)

• Phone call or text message (instant, available for select businesses)

• Email verification (instant, if Google has your business email on file)

• Video verification (newer option requiring you to record a walkthrough of your location)

• Bulk verification (for businesses with 10+ locations)

Postcard verification walkthrough

When you select postcard verification in the google business profile manager, Google mails a physical postcard to the address you provided. The postcard contains a five-digit verification code that you'll enter in your dashboard to confirm you receive mail at that location. This method proves you have physical access to the business address.

Wait 5 to 14 business days for the postcard to arrive (delivery times vary by location). Check your mail daily and look for an envelope from Google with no return address. Once it arrives, sign back into your Business Profile Manager, navigate to the verification section, and enter the five-digit code exactly as it appears on the postcard. Google activates your full management access immediately after you submit the correct code.

The verification code expires after 30 days, so enter it promptly after receiving your postcard to avoid requesting a new one.

If the postcard doesn't arrive within two weeks, you can request a new one through your dashboard. Google limits you to three postcard requests within a certain timeframe to prevent abuse.

Phone or email verification options

Phone verification happens instantly when Google offers it as an option. Click the phone verification button in your dashboard, then wait for an automated call or text message with your verification code. Answer the phone or check your messages, write down the code, and enter it in the verification field that appears on your screen.

Email verification works similarly if Google has your business email address in their records. Check the inbox for the email you used when setting up your profile. Google sends a message with a verification link that you click to confirm ownership. The system activates your profile within seconds of clicking that link.

Step 4. Complete and optimize your core profile info

After verification, the google business profile manager gives you full editing access to every field in your listing. You'll notice some information already filled in from the setup process, but you need to complete the remaining sections and optimize what's there for maximum visibility. Google uses this data to match your business with relevant searches, so accuracy and completeness directly impact how often customers find you.

Business name, category, and description

Your business name should match exactly what appears on your storefront, business license, and other official documents. Don't add keywords like "Best Plumber in Austin" or descriptors that aren't part of your legal name, as Google penalizes keyword stuffing. Save the marketing language for your business description, which gives you 750 characters to explain what you do and what makes you different.

Select your primary business category carefully because Google weighs this heavily in search rankings. You can add up to nine additional categories that describe other services you offer, but the primary category should match your core business activity. A law firm might choose "Law Firm" as primary and add "Personal Injury Attorney" and "Family Law Attorney" as secondary categories.

Choose categories based on what customers actually search for, not what sounds most impressive or comprehensive.

Write your business description in clear, direct language that answers the question "What does this business do?" Focus on your services, specialties, and location rather than generic statements about quality or customer service. Include your target keywords naturally without forcing them into awkward sentences.

Hours, phone, and website details

Update your business hours for every day of the week, including special hours for holidays. You can set different hours for different times of year or mark yourself as temporarily closed during vacations or renovations. Google displays these hours prominently in search results, and inaccurate information drives customers away before they ever contact you.

Add your primary phone number that customers should call, not a forwarding number or personal cell phone that might change. Include your website URL if you have one, as this link appears in your profile and drives traffic to your site. Verify these details match what appears on your actual website to maintain consistency across all platforms.

Service areas and attributes

If you serve customers at their location instead of requiring them to visit your business, enable service area settings in your profile. You can define your coverage by city, ZIP code, or radius from your location. Service area businesses shouldn't list a physical address that customers can visit, as this violates Google's guidelines.

Add relevant business attributes that describe your offerings and policies. These appear as icons and text in your profile, helping customers quickly understand what to expect. Common attributes include:

• Accessibility features (wheelchair accessible entrance, parking, restroom)

• Amenities (free Wi-Fi, outdoor seating, restrooms)

• Payment methods (credit cards, digital wallets, cash only)

• Services (online appointments, online estimates, on-site services)

• Dining options (dine-in, takeout, delivery, curbside pickup)

• Health and safety (staff wear masks, appointment required)

Step 5. Manage reviews, messages, photos, and posts

The google business profile manager gives you daily tasks that keep your listing active and engaging for potential customers. Managing these interactive elements separates a basic listing from one that actually drives conversions. You'll find all of these features in the main dashboard menu under their respective sections, and each one requires regular attention to maintain your profile's effectiveness.

Responding to customer reviews

Navigate to the "Reviews" section in your dashboard to see all customer feedback sorted by date. You should respond to every review, positive or negative, within 24 to 48 hours to show customers you're engaged. Click the "Reply" button under any review to type your response, which appears publicly under the customer's original comment.

When responding to reviews, follow this approach:

• Thank the customer by name if they provided one

• Address specific points they mentioned in their review

• Keep responses brief (50 to 100 words maximum)

• Never argue with negative reviewers or get defensive

• Offer offline resolution for complaints (provide a phone number or email)

• Include a call to action in positive reviews (visit again, try another service)

Responding to reviews signals to both Google and potential customers that you actively manage your business and care about feedback.

Managing photos and videos

Click the "Photos" section to upload images that showcase your business, products, services, and team. Google recommends uploading new photos monthly to keep your listing fresh and engaging. You can add photos in several categories: exterior, interior, at work, team, products, and videos.

Upload high-quality images (at least 720 pixels wide, preferably 1080 pixels or larger) in JPG or PNG format. Each photo should be well-lit, in focus, and representative of what customers will actually see when they visit or work with you. Delete outdated photos or images that no longer reflect your current offerings to avoid confusing customers.

Creating posts and updates

Access the "Posts" feature to share [timely updates](https://www.wilcowebservices.com/post/content-marketing-for-local-businesses) that appear directly in your Business Profile on Search and Maps. You can create four types of posts: offers (with coupon codes or discounts), events (with specific dates and times), product showcases, and general updates. Each post stays visible for seven days before expiring automatically.

Write your post content in the text field, add a photo or video, and include a call to action button (Learn more, Call now, Sign up, Get offer). Keep your text under 150 words and focus on one specific message per post rather than cramming multiple announcements together.

Step 6. Add users and set owner or manager roles

You'll eventually need to grant access to team members, marketing agencies, or contractors who help manage your online presence. The google business profile manager lets you add multiple users with different permission levels, so you can control exactly what each person can edit or view. This feature prevents giving everyone full control while still allowing collaboration on reviews, posts, and profile updates.

Available user roles and what they control

Google offers three distinct permission levels that determine what actions each user can take in your Business Profile Manager. You assign these roles when adding someone new, and you can change them later if responsibilities shift or someone needs more or less access.

Each role grants these specific permissions:

Role	Can Edit Info	Respond to Reviews	Create Posts	Add Users	Remove Business
Owner	Yes	Yes	Yes	Yes	Yes
Manager	Yes	Yes	Yes	No	No
Site Manager	No	No	No	No	No

Owners have complete control over the listing and can perform destructive actions like deleting the business or removing other users. You can have multiple owners, but the primary owner (who verified the listing) maintains ultimate control. Managers handle daily operations like updating hours and responding to reviews but can't add users or delete the profile. Site managers only see performance data and insights without any editing ability, making this role useful for analysts or executives who need reporting access.

Assign the minimum permission level each person needs to do their job, following the principle of least privilege for better security.

How to add a new user to your profile

Click "Users and access" or "Settings" in your Business Profile Manager dashboard menu. Look for the button labeled "Add users" or the plus icon that lets you invite someone new. Enter the email address of the Google account you want to grant access to (this must be a Gmail address or Google Workspace email).

Select the role you want to assign from the dropdown menu (Owner, Manager, or Site Manager). Click "Invite" to send the access request. Google emails that person an invitation link they must click to accept the role before they can access your profile. The invitation expires after seven days if they don't respond.

Removing users or changing permissions

Navigate back to the "Users and access" section in your dashboard to see everyone who currently has permissions. Click the three-dot menu next to any user's name to reveal options for editing their role or removing their access entirely. Select "Change role" to upgrade or downgrade their permissions, or click "Remove access" to revoke their ability to manage your profile.

Review your user list quarterly to remove people who no longer need access. Former employees, previous marketing agencies, or contractors who finished their projects should be deleted immediately to prevent unauthorized changes to your listing.

Next steps

You now know how to access the google business profile manager, verify your listing, and manage every feature that affects your local search visibility. The platform requires regular attention to stay effective, not a one-time setup you forget about. Schedule weekly check-ins to respond to new reviews, upload fresh photos, and create posts that keep your profile active in front of potential customers.

Your Business Profile works best as part of a complete local SEO strategy that includes a conversion-focused website, accurate directory citations, and strategic content creation. Managing your profile yourself takes time and expertise that could go toward running your business instead.

If you'd rather have experts handle your local search presence while you focus on serving customers, Wilco Web Services manages Google Business Profiles as part of our local SEO services for businesses across Texas. We handle the daily updates, review responses, and optimization that drive more calls and direction requests to your door.