How do I fix a suspended Google Business Profile?

What does a suspended Business Profile actually mean?

Google suspends or disables profiles it believes don't follow its guidelines for representing your business. When that happens, the public can't see the profile and you can't manage it. For a local service business, that usually means the map listing and the calls that came from it disappear overnight.

There's a second, wider version: a restricted account. If the Google Account that owns the profile is restricted, every profile it manages is suspended and it can't claim new ones. Google's own page on fixing suspended or disabled profiles says to appeal the account restriction first, then the profile.

Why do Business Profiles get suspended?

Google rarely tells you the exact reason, but small service businesses usually trip over the same few rules:

• Extra words in the business name, such as "Smith Plumbing - Emergency Plumber Leeds". The name should be your real-world business name and nothing else.
• An address that isn't eligible, such as a virtual office or a PO box.
• A home address left on show when you visit customers rather than them visiting you. Service-area businesses are meant to hide their address and show the areas they cover.
• A service area stretching too far. Google's guideline is roughly two hours' drive from where you're based.
• A phone number or website that redirects somewhere else, or a number you don't directly control.
• More than one profile for the same business, sometimes created by accident years ago.

Sudden big changes can also trigger a review, such as changing the name, address and category all at once.

What should I fix before I appeal?

Everything that breaks the guidelines, because you only get one appeal. Go through the profile as if you were Google: is the name exactly what's on your van, invoices and Companies House record? Is the address one where you actually operate, or hidden if you're a service-area business? Are the categories the fewest that describe what you are? Does the phone number ring you?

Fix the website at the same time. Your business name, phone number and areas should match the profile exactly. Inconsistent details make it harder for Google to trust that the business is real.

How do I appeal a suspension?

Through Google's Business Profile appeals tool, signed in with the Google Account that owns the profile. You select the profile and the decision you're appealing, then submit. Google's help page says evidence is optional, but in practice a suspension is far more likely to be lifted with it.

Good evidence shows your business name and address exactly as they appear on the profile:

• Business registration, such as your Companies House certificate if you're a limited company.
• A recent utility bill or business bank statement in the business name.
• Photos of your signage, van livery or premises, if you have them.
• Any licence or registration relevant to your trade.

Google says it reviews the appeal and emails you the decision. It doesn't publish a timeframe.

What makes a suspension worse?

Creating a new profile for the same business. Google's help page is explicit that you shouldn't, and a duplicate can land you in a bigger mess than the one you started with. Submitting a rushed appeal before fixing the problem is the other big one, because appeals can only be submitted once. If a reinstatement request is denied, additional review is only available with new evidence.

How do I stop it happening again?

Keep the profile boring and accurate. Real name, real details, sensible service area, categories that describe what you are, and changes made one at a time. My Google Business Profile checklist walks through every field, and if you'd rather hand it over, I set up, fix and look after profiles, including working through suspensions with you. Nobody can promise Google will reinstate a profile, and you should be wary of anyone who does.