A Google Business Profile is one of the best free tools a small business owner has to be found online. It puts your business on Google Search and Google Maps, where it shows your hours, location, phone number, photos, and reviews to people looking for what you offer. Set it up well and it brings in new customers at no cost. This guide walks you through it step by step.

You might know this tool by its old name, Google My Business. Google renamed it to Google Business Profile back in 2021, and a few things have changed since then. The biggest one: you no longer need a separate dashboard to manage it. For a single-location business, you now do everything right inside Google Search and Maps. We covered the bigger picture in our post on getting found with Google.

Step 1: Create or claim your profile

Start by signing in to the Google account you want to use for your business. Then go to google.com/business and click to add your business. You can also just search your business name on Google. If a profile already exists, you’ll see an option to claim it.

From there, Google walks you through the basics:

1. Enter your business name and category.
2. Add your location, or set a service area if you go to your customers.
3. Add your phone number and website.

Take your time getting this right. The details you enter here are what customers see first, so accuracy matters.

Step 2: Verify your business

Verification is how Google confirms you actually run the business. You can’t show up in full until it’s done, so this step is worth doing carefully.

In 2026, Google usually asks for video verification first. You record a short video on your phone, through your profile, that shows your storefront or signage, your location, and proof that you manage the place. The video needs to be unedited and at least 30 seconds long. After you upload it, Google reviews it, which can take up to five business days.

Depending on your business, Google may also offer other options:

1. Phone or text verification with a code.
2. Email verification.
3. A verification postcard mailed to your address.
4. Instant verification, if your site is already verified in Google Search Console.

Google decides which methods you’re eligible for, so you may not see all of them.

Step 3: Fill out and manage your profile

Once you’re verified, the rest happens right in Google Search and Maps. Search your business name while signed in, and the editing controls appear above the results. No dashboard, no extra login.

Now fill it out properly. Add photos of your work, your products, and your team. Keep your hours current. Post updates, specials, and news so the profile stays active. You can also respond to customer reviews here, which builds trust with anyone checking you out before they call.

A quick tip: profiles that add fresh photos and posts regularly tend to show up more often. So treat this like a living page, not a one-time setup.

Why a Google Business Profile is worth it

Your profile is a home base for your business on Google. People searching for your product or service nearby will see it, often before they see anyone else. That’s free exposure in the exact moment someone’s ready to buy.

It also gives you a Performance tab. This shows you how customers find you, what they search to get there, and what they do next, like calling you or asking for directions. You can update everything from a desktop, laptop, or phone, anytime, from anywhere. For more on tracking your traffic, read our beginner’s guide to Google Analytics.

Need a hand getting set up?

Setting up a Google Business Profile is straightforward, but it’s one more thing on a long list. If you’d rather have it handled, helping local businesses get found online is part of what we do at Cowlick Studios. Take a look at our digital marketing services, or reach out and we’ll walk you through it.

For the official documentation, Google keeps a full help centre at Google Business Profile Help.