Google Business Profile suspended? What to do, in order

First: what not to do

• Do not create a replacement profile. Google treats it as a duplicate, and it can sink the appeal.
• Do not appeal straight away. If the cause is still there, the appeal will be refused.
• Do not make lots of edits in a panic. Bursts of changes are themselves a trigger.

Why profiles get suspended

Google does not always say which rule was broken, so you have to check against its guidelines. The usual causes:

• Extra words in the business name, a town, a service, “best” or “24 hour”.
• An address the business does not really operate from, a virtual office, a mailbox or a shared space with nobody there.
• A home-based business showing its address when it does not serve customers there.
• Duplicate profiles for the same business or location.
• Major changes made together, name, address and category at once, which can trigger a re-check.
• A trade Google scrutinises closely, such as locksmiths and other emergency services.
• A report from someone else, often a competitor, that Google has upheld.

Fix it, then gather evidence

Correct whatever was wrong: put the name back to the real one, remove the address if you are a service-area business, deal with duplicates. Then collect proof that the business is real and located where the profile says.

• Business registration or licence showing the name and address.
• A utility bill or tenancy agreement for the premises.
• Photographs of permanent signage and the inside of the premises.
• For service-area businesses: a branded vehicle, tools and paperwork.
• Your website and other listings showing the same details.

Appeal once, properly

Google provides an appeals tool for suspended profiles. Have your evidence ready before you open it, because the window for attaching documents after starting an appeal is short.

Explain briefly and factually what was wrong and what you have changed. Then wait. Decisions vary from a few days to several weeks, and chasing does not speed them up.

While you wait

• Your reviews are not lost. They normally return when the profile does.
• Make sure your website and other listings are accurate; customers will be finding you through those.
• Consider advertising to cover the gap if the map was a major source of enquiries.