Most business owners have no clue who controls their Google Business Profile. Seriously. Ask yourself right now: Can you log in? Do you know which email it’s under? Who else has access?
If you’re scrambling to remember, you’re about to learn an expensive lesson. Because the person who controls your Google Business Profile controls whether customers think you’re open or closed. They control your hours, your phone number, your reviews. Hell, they can mark your business as “permanently closed” while you’re standing in your very open store, wondering why nobody’s showing up.
I deal with this disaster weekly. Business owners locked out because their “web guy” disappeared. Marketing agencies holding profiles hostage. Ex-employees with primary ownership who decide to get creative with your business hours. Your nephew, who set it up three years ago, now won’t return your calls.
Your GMB listing access isn’t some boring technical detail. It’s the difference between showing up in “near me” searches and becoming invisible. Between customers finding your real phone number and calling some random disconnected line. Between controlling your online reputation and watching helplessly as someone else speaks for your business.
What is Google Business Profile & Why Access Matters
Google Business Profile (GBP) is that free business page that shows up when someone searches for your business on Google Search, Maps, or Shopping. It’s the box on the right with your hours, reviews, and that “Call” button customers love clicking.
Google killed off “Google My Business” (GMB) in 2021 and renamed it Google Business Profile. Same tool, new name. If your web guy keeps calling it GMB, they’re not necessarily behind the times. Old habits stick around.
Here’s why controlling access to your GBP is like having the keys to your digital storefront:
Visibility: 46% of all Google searches have local intent. Your GBP is often the first thing potential customers see
Customer interaction: People ask questions, leave reviews, and check your hours here
Local SEO juice: A properly managed GBP can put you ahead of competitors who ignore theirs
Real-time data: See how many people called you, asked for directions, or clicked through to your website
You’ll need to manage access when:
- Hiring an SEO agency or marketing freelancer
- An employee who managed it leaves
- Transferring ownership after buying/selling a business
- You mysteriously can’t log in anymore (this happens constantly)
Giving Someone Access to Your Google Business Profile
Time to add your marketing person without accidentally giving away the farm. There’s a difference between adding your nephew who “knows computers” versus adding a professional agency. Here’s how to handle both.
Adding an Individual
- Log in to your Google Business account at business.google.com
- Use the email associated with your profile
- If you see multiple locations, click on the one you want to manage
- Navigate to Users
- Look for “Users” or “People and access” in the left menu
- Some accounts show it under the three-dot menu
- Click “Add users”
- You’ll see a big blue button that says “Add users” or “Invite new users”
- Enter their email address
- Must be a Gmail address or Google account
- Triple-check the spelling. I’ve seen business owners accidentally give access to complete strangers
- Choose their role
- Manager: Can do almost everything except delete the listing or add/remove users
- Owner: Full access, including adding other users
- Primary Owner: The master key. Only one person can have this
- Click “Invite”
- They’ll get an email and need to accept within 7 days
Adding an Agency or Organization
Agencies often use something called an Organization Business Profile Group account. Instead of adding individual emails, you might need their Location Group ID. Ask them for it. Any legitimate agency knows exactly what you’re talking about.
Mobile Instructions
- Open the Google My Business app (the app still uses the old name)
- Tap the three lines (hamburger menu)
- Select “Manage users”
- Tap “Add user”
- Enter email, select role (usually Manager for agencies)
- Confirm and send
Pro tip: The invited person needs to accept the invitation. I’ve seen business owners wonder why their web person can’t access the profile two weeks later. Check if they clicked the invite link.
Transferring Primary Ownership
This is the nuclear option. Once you transfer primary ownership, you’re handing over the master key. The new primary owner can remove YOU if they want.
The 7-Day Rule: Google makes you wait a full week after adding someone as an Owner before you can transfer primary ownership. No exceptions. Plan accordingly.
Steps to transfer (after the 7-day waiting period):
- Go back to Users section
- Click on the person’s name
- Select “Transfer primary ownership”
- Read the scary disclaimer. Seriously, read it
- Click “TRANSFER”
- Realize you just gave someone complete control
Requesting Access to an Existing Google Business Profile
Found out someone else already claimed your business? This happens constantly with previous owners, overzealous employees, or that marketing company from 2019 you forgot about.
Method 1: Individual Account Request
- Sign in to your Google account
- Go to business.google.com
- Search for your business name
- Google will show “This business profile is already claimed”
- Click “Request Access”
- Fill out the form explaining why you need access
- Be specific: “I’m the owner as of [date]” works better than “I need access”
Method 2: Agency/Organization Request
If you’re an agency reading this (or a business owner whose agency sent you this link):
- Sign in to your Organization Business Profile Manager account
- Find “Manage invitations” or similar
- Click “Request access”
- Select your Organization and Business Group
- Search for the business
- Provide agency details when prompted
- Submit request
The current owner gets an email and has 3-7 days to respond. Check your spam folder. These requests love hiding there.
What If Your Access Request Is Rejected or Ignored?
If the current owner ghosts you or clicks “Deny,” Google offers a backup plan: verification.
Google might let you verify through:
- Text message to the business phone
- Automated phone call
- Video verification (yes, really)
- Traditional postcard
- Email to a matching domain
You don’t get to pick. Google decides based on its mysterious algorithm. Video verification is becoming more common, so make sure your storefront signage is visible.
Taking Over an Unclaimed Business Profile
Best case scenario: You search for your business and find it exists, but nobody owns it. Jackpot.
Google will walk you through verification. Once verified, you’re the owner. No waiting, no drama, no angry emails from former business partners.
Removing Someone’s Access
Time to clean house? Here’s how to revoke access:
- Go to Users/People and access
- Find the person you want to remove
- Click their name
- Hit “Remove”
- Confirm (no take-backs)
Do this IMMEDIATELY when someone leaves your company. I’ve seen too many horror stories of disgruntled ex-employees messing with business hours, uploading terrible photos, or responding rudely to reviews.
Understanding User Roles
Here’s who can do what:
Primary Owner (only one allowed):
- Delete the entire listing
- Transfer primary ownership
- Add/remove anyone
- Complete control
Owner (multiple allowed):
- Add/remove other users (except Primary Owner)
- Edit all business info
- Respond to reviews
- Create posts
Manager (unlimited):
- Edit most business info
- Respond to reviews
- Create posts
- Can’t mess with user access
For most situations, give agencies and employees Manager access. Save Owner roles for partners or your most trusted team member.
Benefits of Having and Managing Your Google Business Profile
Once you’ve secured access, here’s what you’re fighting for:
“Near me” domination: Show up when someone searches “coffee shop near me”
Direct customer pipeline: They can call, get directions, or visit your website with one tap
Review management: Respond to that one-star review from someone angry you were closed on Christmas
Free advertising: Posts, photos, updates. All free
Q&A control: Answer questions before customers ask weird stuff
You can have a GBP without a physical storefront. Service area businesses, online-only shops. Google’s got options. Just need to verify you’re real.
Tips for Optimizing Your Google Business Profile
Now that you’ve got the keys, don’t let your profile collect dust.
The Non-Negotiables:
- Accurate Name, Address, Phone (NAP). Consistency matters
- Business description that describes what you do
- Recent photos that look professional
- Complete list of services/products
- Accessibility info (customers care about this)
The Money Makers:
- FAQ section to answer common questions
- Special offers and events
- Regular posts (Google likes active profiles)
- Review responses to all reviews
Follow Google’s guidelines or risk suspension. No keyword stuffing your business name. “Joe’s Pizza” not “Joe’s Pizza Best Pizza in Chicago Pizza Delivery Pizza Restaurant.”
Control Your Profile, Control Your Business
Your Google Business Profile is too valuable to leave unsecured. Whether you’re adding your first marketing helper or wrestling control back from a ghost of business past, now you know how to handle it.
Take five minutes today to audit who has access. Remove anyone who shouldn’t be there. Add anyone who needs it. Future you will thank present you when you’re not locked out of your own digital presence.
Related Resources/Further Reading
Want to dive deeper? Check out:
- How to respond to reviews without sounding like a robot
- Creating posts that drive foot traffic
- Why your GBP photos matter more than your website
For gym owners: PushPress integrates with GBP management. For agencies: Leadsie streamlines access requests. Not endorsements, just tools I’ve seen work in the wild.
Remember: Your Google Business Profile is often the first impression customers get. Don’t let someone else control your narrative.