The Ultimate Guide To
Google Business Profile
Support Forms & Hidden Tools
The most essential forms, appeals, and tools you’ll actually need to manage your Google Business Profile.
Table of Contents
Common Issues
Profile Management
8 forms
3 forms
5 forms
2 forms
Google Tools & Features
Industry-Specific
Quick Reference Tables
The forms you’ll use most often, organized by category. All links go direct to the Google form or tool.
Suspension & Reinstatement
| Form / Tool | Best For | Direct Link |
|---|---|---|
| Appeals Tool | Suspended profiles | support.google.com/…/13597551 |
| Second Chance Appeal | Appeal after rejection | support.google.com/…/local_appeals |
| Account Restrictions | Check account status | myaccount.google.com/restrictions |
| Submit an Appeal | Appeal workflow tool | support.google.com/…/13569690 |
Review-Related Forms
| Form / Tool | Best For | Direct Link |
|---|---|---|
| Merchant Extortion Form | Review bombing & extortion | support.google.com/…/merchant_extortion |
| Business Redressal Form | Spam & fake listings | support.google.com/…/business_redressal_form |
| Review Restriction Appeal | Lift review restrictions | support.google.com/…/submit_your_business_profile_for_review |
| Missing/Delayed Reviews | Reviews not showing up | support.google.com/…/10313341 |
| Report Fake Reviews | Flag violating reviews | support.google.com/…/4596773 |
| Report Business Conduct | Incentivized/fake reviews | support.google.com/…/14718793 |
| Reviews Workflow | Diagnose review issues | support.google.com/…/9945796 |
Listing & Profile Management
| Form / Tool | Best For | Direct Link |
|---|---|---|
| Request Ownership | Claim someone else’s listing | support.google.com/…/4566671 |
| Transfer Ownership | Transfer to another user | support.google.com/…/3415281 |
| Profile Removal | Delete a listing | support.google.com/…/16043467 |
| Duplicate Resolution | Merge duplicates | support.google.com/…/12756178 |
| Move Reviews | Transfer reviews to new listing | support.google.com/…/3098204 |
Verification
| Form / Tool | Best For | Direct Link |
|---|---|---|
| Video Verification | Verify via video | support.google.com/…/14271705 |
| Verification Workflow | All verification issues | support.google.com/…/12825603 |
Agency, Legal & General
| Form / Tool | Best For | Direct Link |
|---|---|---|
| GBP Agency Dashboard | Register as GBP agency | business.google.com/agencysignup |
| 3P Complaints Form | Report agency abuse | support.google.com/…/gmb_3p_complaints |
| Legal / DMCA | Copyright & trademark | support.google.com/…/1114905 |
| General GBP Support | Any issue | support.google.com/business/gethelp |
Suspension & Reinstatement
When your profile gets suspended or disabled, these are the tools to get it back. Act fast because the appeals process has time-sensitive windows.
Business Profile Appeals Tool
The primary tool for appealing suspended or disabled profiles. After filing, you have a 60-minute window to submit supporting evidence. This is the most important form for any business that has been suspended.
Have all your evidence ready BEFORE you start the appeal. Once you submit, the 60-minute clock starts immediately.
Second Chance Appeal (Local Appeals Form)
If your first suspension appeal was rejected, this form gives you a second shot at reinstatement. Most business owners give up after the first rejection and don’t know this exists.
This is one of the most valuable hidden forms in GBP. Don’t give up after your first appeal is denied. Use this.
Check Account Restrictions
Check whether your Google account has any restrictions applied to it. This is an account-level tool (not GBP-specific) but directly impacts your ability to manage business profiles.
Check this FIRST if you’re having unexplained issues. Account-level restrictions can silently block GBP actions.
Fix Suspended or Disabled Profiles (Guide)
Official Google documentation explaining the full appeals process, common reasons for suspension, and what evidence to gather before filing your appeal.
Submit an Appeal (Workflow Tool)
The workflow-based appeal tool that walks you through submitting appeals on suspended profiles, rejected content, and other enforcement actions.
Review-Related Forms
Tools for dealing with fake reviews, review bombing, extortion, policy violations, and review restrictions.
Appeal Review Restriction (Submit Profile for Review)
When Google restricts your ability to receive or display reviews, this is the form to appeal that restriction. Review restrictions can happen due to policy violations, unusual review activity, or algorithmic flags.
This form is extremely hard to find. If your reviews suddenly stop appearing, check for restrictions and use this form immediately.
Report Inappropriate Reviews
Flag fake, spam, off-topic, or policy-violating reviews for removal. Reviews are typically processed within 3 business days.
Report Negative Review Extortion Scams
Dedicated form for reporting review bombing attacks linked to extortion demands. If scammers are demanding payment to remove fake reviews, use this form.
Merchant Extortion Form
The original extortion reporting form. Use this when someone is threatening to post negative reviews unless you pay them.
Use BOTH this form AND the review extortion scams form above for maximum coverage.
About Missing or Delayed Reviews
Google’s official page explaining why reviews disappear, don’t show up, or are delayed. Has a ‘Contact Us’ option at the bottom.
If reviews are being left but not appearing, start here. Scroll to the bottom for the contact option.
Manage Your Google Business Reviews (Workflow Tool)
A diagnostic workflow tool that walks you through managing reviews, checking review status, and troubleshooting review-related issues step by step.
Report Business Conduct (Incentivized Reviews)
Report businesses that are pressuring customers to leave reviews, offering incentives, or using manipulative review tactics.
Use this when a competitor is buying reviews or offering discounts for 5-star ratings. It’s more effective than just flagging individual reviews.
Report Inappropriate Photos/Videos
Flag customer-uploaded photos or videos that violate Google’s policies. Reviewed within 3–5 business days.
The Review Freeze After an Extortion Report
One of the most frustrating GBP issues: you report an extortion review, Google removes it, but then ALL reviews get frozen. You’ll see the message: “We temporarily disabled some user-generated content features.” This is a known security hold that Google applies after extortion reports.
- Submit the Appeal Review Restriction form (submit_your_business_profile_for_review)
- File through the Business Profile Appeals Tool with evidence of the extortion
- Check the “About Missing or Delayed Reviews” page and use the Contact Us at the bottom
- Post in the GBP Community Forum with a public Google Doc containing your business details, listing URL, and case ID for Product Expert escalation
- If all else fails, use the Second Chance Appeal form (local_appeals)
Listing & Profile Management
Forms for managing ownership, removing duplicates, reporting spam, and fixing listing problems.
Business Redressal Complaint Form
One of the most powerful and least-known forms. Use it to report competitors with fake listings, keyword-stuffed business names, fake addresses, or lead generation schemes.
This is your best weapon against competitors gaming GBP with name spam or fake addresses. Use it generously.
Request Ownership of a Business Profile
When someone else has claimed your business profile, use this to request ownership. The current owner gets 3 days to respond, then you have a 7-day appeal window.
Transfer Primary Ownership
Transfer your profile ownership to another Google account. Note: 7-day waiting period before the new owner gets full access.
Request Removal of Business Profile
Request permanent removal of a listing from Google Search and Maps. Google reviews within 3–5 business days.
Resolve Duplicate Profiles
When multiple profiles exist for the same business, or when duplicates are incorrectly flagged, use this tool to merge or resolve them.
Move Your Reviews Across Business Profiles
Official Google guidance on transferring reviews between profiles during merges or ownership changes.
If your reviews were transferred to the wrong listing after a merge, this page plus a support contact is your path to getting them back.
Edit Your Business Information (Workflow Tool)
Google’s guided workflow for editing business information and troubleshooting when your profile edits keep getting rejected.
Business Profile Restrictions & Policy Violations
Understand why your profile has restricted attributes or partial restrictions and how to resolve them.
Mark Your Business as Reopened
If your business was temporarily or permanently closed and is now open again, use this to update your status. Essential when a new owner takes over a previously closed location and needs to signal to Google that the business is active.
If the previous business was permanently closed and a new owner is reopening at the same address, you may need to request ownership of the old listing first before you can reopen it. Google will not let you create a duplicate listing at the same address.
Incorrectly Merged or Split Profiles
Google sometimes incorrectly merges two completely separate businesses into one listing. This can cause reviews and photos to transfer to the wrong listing, and may even trigger a suspension. Critical warning: Google merges cannot be undone automatically. There is no “unmerge” button.
- Use the Resolve Duplicate Profiles tool (answer/12756178) to report the incorrect merge
- Contact GBP support through the Help Center. Type “Merge duplicate profiles” to get the right support path
- Provide both Business Profile IDs and evidence they are separate businesses
- If the merge caused a suspension, file an appeal through the Appeals Tool
- If reviews/photos went to the wrong listing, use the Move Reviews page (answer/3098204)
- Post in the GBP Community Forum for Product Expert escalation
Verification
Tools for verifying your business and appealing rejected verifications.
Video Verification Upload Tool
Verify your business through video showing your storefront, signage, or service area. Reviewed within 5 business days.
Show your business name, address signage, and prove you’re physically at the location. Walk through the front door in the video.
Verification Status Workflow Tool
Google’s dedicated workflow tool for ALL verification issues including postcard not arriving, phone verification failing, video verification rejected, or stuck in “pending” status.
This is the go-to tool for any verification problem. Start here before filing a manual appeal.
Verification Appeal
If your video verification was rejected, use the appeals tool to submit additional evidence. You have 60 minutes after filing to upload supporting documentation.
Agency & Multi-Location Tools
Tools for agencies, franchises, and businesses with multiple locations.
Get a GBP Agency Dashboard
Register your agency as a Google Business Profile partner to manage client listings. This gives your agency official standing and access to bulk management tools.
Most small agencies don’t know this exists. It legitimizes your agency in Google’s eyes.
Bulk Verification (Multi-Location)
Businesses with 10+ locations can request bulk verification instead of verifying each location individually via postcard.
GBP API Access Request
Developers and agencies can request access to the Google Business Profile API for programmatic management of listings. Approval takes up to 2 weeks.
Legal & Abuse Reporting
Forms for trademark issues, copyright claims, and reporting policy-violating third parties.
Legal Content Removal / DMCA
Google’s legal troubleshooter for reporting copyright infringement, trademark violations, counterfeit products, defamation, and court-ordered removals.
Third-Party Policies Page
Google’s official third-party policies page outlining all rules for agencies and vendors managing Business Profiles.
Third-Party Complaints Direct Form (3P)
The direct contact form for reporting agency abuse like unauthorized profile claims, misleading Google affiliations, or demanding payment for free GBP services.
If an agency is holding your listing hostage or claiming to be affiliated with Google, file here immediately.
Overview of ALL GBP Policies (Master Page)
The single master page that links to every Google Business Profile policy document. Essential reading before filing any appeal.
Bookmark this page. When filing any appeal, cite the specific policy that was violated to make your case stronger.
Business Eligibility & Ownership Guidelines
Google’s official guidelines defining which businesses are eligible for a Business Profile and the rules around ownership.
General Support & Contact
When none of the specific forms above fit your situation.
Google Business Profile Help Center
The main support hub. Requires sign-in. From here you can access email support, live chat (when available), or request a callback.
Google Business Profile Community Forum
Get help from Google Product Experts and the local SEO community. Some cases get escalated directly to Google Support.
Google Maps Tools
Tools for correcting map data, reporting fake businesses, and fixing directions.
Report Data Errors on Maps
Report incorrect map data including fake businesses, wrong addresses, missing locations, or road errors.
Report a Fake Business on Maps
Specifically for reporting fraudulent, spam, or fake business listings on Google Maps.
Local Services Ads (LSA)
A separate but related set of forms for businesses using Google’s Local Services Ads (the ‘Google Guaranteed’ badge).
Local Services Ads Help Center
The separate support center for Local Services Ads. Businesses with the Google Guaranteed badge have their own support forms here.
Insurance & License Verification Upload
Upload proof of insurance, licenses, and bonding documents required for Local Services Ads.
Other Hidden Tools
Additional resources that most business owners don’t know about.
Manage Online Ordering Links
Control which third-party delivery services appear on your listing. Providers must remove links within 5 days of your request.
Many restaurants don’t know they can remove unwanted delivery service links.
Download Business Profile Data
Export all your business profile information to a spreadsheet for bulk editing.
Performance Insights Report
Download detailed performance metrics: search queries, Maps interactions, website clicks, call clicks, and direction requests.
Business Profile Category Change Request
When the right business category doesn’t exist in Google’s standard list, you can request a new one.
Business Profile Manager (Multi-Location Dashboard)
The central dashboard for managing multiple business locations. Supports bulk CSV import, editing, and performance tracking.
Set Up Bookings Through a Provider
Connect third-party booking providers to your Business Profile to enable the “Book” button.
Manage Social Media Links on Your Profile
Add or edit social media links that appear on your Business Profile.
Google Hotel Center
A completely separate platform from standard GBP for hotels to manage rates, availability, and booking links.
Create a New Business Profile
The direct URL to create a new Google Business Profile from scratch. Bypasses the standard search-and-claim flow.
Product Editor & Catalog
Upload and manage products on your Business Profile with images, descriptions, prices, and call-to-action buttons.
Menu Editor (Food & Drink Businesses)
Add, edit, and manage your restaurant menu with sections, items, descriptions, and prices directly on your Business Profile.
Services Editor
Add and organize the services your business offers with descriptions, pricing, and categories.
Photo & Video Size Requirements
Official specs for all GBP images and videos. Photos: JPG or PNG, between 10 KB and 5 MB, minimum 720×720 px resolution. Videos: up to 30 seconds, max 75 MB, minimum 720p resolution.
Most rejected uploads fail because of resolution or file size. Check these specs before uploading, especially logos, which need to be square.
Accessibility Attributes Editor
Set accessibility attributes on your listing including wheelchair access, hearing loop devices, elevator availability, accessible parking, and more.
Report Content on Google (Master Reporting Tool)
Google’s central hub for reporting content across all Google products.
Automotive
Forms and tools specifically for car dealerships, auto repair shops, and automotive service businesses.
Vehicle Ads Setup (Google Merchant Center)
Activate Vehicle Ads to display your dealership inventory across Google Shopping, Search, and Maps.
Vehicle Ads Overview & Requirements
Complete overview of the Vehicle Ads program including requirements, supported vehicle types, availability by region, and how ads are displayed.
Dealership License Verification
Verification form for dealership licenses required in certain markets. Review takes up to 7 days.
Vehicle Ads Policies
Official policies for Vehicle Ads campaigns, including vehicle type requirements and feed specifications.
Hotels & Lodging
Forms and tools specifically for hotels, motels, B&Bs, and vacation rentals.
Hotel Center Platform
The primary management platform for Hotel Ads, pricing, and reporting.
This is separate from the Hotel Center help pages. This is the actual platform where you manage everything.
Hotel Owner Getting Started Guide
Step-by-step onboarding guide for hotel owners new to Hotel Center.
Hotel Free Booking Links
Enable free booking links so travelers can book directly from Google Search, Maps, and YouTube. No commission fees.
Many hotels don’t know they can get direct bookings through Google for free. Set this up immediately.
Hotel Class / Star Rating Corrections
Information about how Google determines hotel class ratings and how to request corrections.
Hotel Amenities Management
Manage the amenities displayed on your hotel listing like pool, spa, fitness center, restaurant, free WiFi, parking, and more.
Hotel Sustainability Practices
Add sustainability and eco-friendly practices to your Hotel Center listing.
Vacation Rentals Partners List
Official list of Google’s approved vacation rental partners.
Get Started with a Hotel Business Profile
Initial setup guide for creating and verifying a hotel-specific Google Business Profile.
Manage Your Hotel’s Details
Comprehensive guide for managing hotel-specific details on your Business Profile.
Restaurants & Food
Forms and tools specifically for restaurants, cafes, bars, bakeries, and food trucks.
Get Started with a Restaurant Business Profile
Comprehensive onboarding guide specifically for restaurant owners.
Google Restaurant Solutions Hub
Google’s official resource hub for restaurant businesses.
Find and Edit Popular Dishes
Manage the popular dishes that appear on your restaurant listing.
This is a hidden gem. Most restaurants don’t know they can curate their popular dishes.
Order with Google (Food Ordering Setup)
Enable food ordering directly through Google Search, Maps, and Assistant.
Reserve with Google (Booking Integration Directory)
Directory of all approved third-party booking providers you can integrate with your Business Profile.
Waitlist / Reserve with Google
Let customers join your waitlist directly from Google Maps and Search.
Google Merchant Center & Product Listings
Tools for managing product listings through Google Merchant Center that display on your Business Profile, Google Shopping, and Maps.
Google Merchant Center (Dashboard)
The main Merchant Center dashboard where businesses manage product feeds, local inventory, and shopping listings.
If you sell products, this is how they show up on your GBP listing. Many local businesses don’t realize Merchant Center feeds directly into their profile.
Get Started with Merchant Center
Step-by-step onboarding guide for setting up Google Merchant Center for the first time.
Upload Local Inventory Data
How to submit your local in-store inventory to Merchant Center so products show up on your Google Business Profile.
This is the key form for getting your in-store products to show on your GBP.
Local Inventory Ads & Free Local Listings
Overview of how local inventory data powers both paid Local Inventory Ads and free local product listings on Google.
Add Store Locations to Merchant Center
Connect your physical store locations to Merchant Center so Google can match your inventory to the right Business Profile.
Tips for Using These Forms
Always be logged into the Google account that owns/manages the business profile before accessing these forms.
Take screenshots of everything before submitting. Some forms have time limits (like the 60-minute evidence window on appeals).
Be specific and factual in your descriptions. Include dates, names, and direct links to the offending content.
Google support response times vary: review reports take ~3 days, appeals take 1–2 weeks, and legal requests may take up to 8 weeks.
If one form doesn’t work, try a different approach. The Business Redressal form often catches issues that individual review reports miss.
Bookmark this guide! Google frequently changes URLs and moves forms around. Visit learnlocalseo.com for the latest updates.