To claim your Google Business Profile, first determine whether your business already has a profile and whether someone else manages it.
There are three different situations:
| Your situation | What to do |
|---|---|
| Your business does not have a profile yet | Create a Business Profile |
| A profile exists but has not been verified | Claim the profile and complete verification |
| A verified profile is managed by someone else | Request ownership from the current owner |
Google allows eligible businesses to add or claim a Business Profile at no charge (source: Google).
The basic process is:
find the profile → choose the correct ownership path → verify the business → manage the profile
This guide focuses on claiming and ownership. Verification is the step that comes next.
The word claim is often used to describe several different situations, but Google treats them differently.
If your business does not have a Business Profile on Google Search or Maps, you create one.
You are not claiming an existing listing because there is no existing profile to claim.
If an unverified Business Profile already exists for your business, you can claim it and then complete Google’s verification process.
Google’s current instructions allow you to find an unverified profile through Google Maps, select Claim this business, then Manage now, and continue with the verification option Google provides (source: Google).
If the Business Profile already has a verified owner, you cannot simply claim it as if nobody manages it.
Instead, you request access or ownership from the current profile owner.
Google then notifies the current owner, who has three days to respond. If there is no response, you may have the option to claim the profile yourself, depending on the situation (source: Google).
So the important distinction is:
Create ≠ Claim ≠ Request ownership
Knowing which situation you’re in prevents you from creating duplicate profiles or following the wrong ownership process.
Before creating anything, search for your business.
Use either:
Search for your business name + city.
You can also search for your business name while signed in to the Google Account you intend to use to manage the profile.
Google recommends searching Search or Maps to find an existing Business Profile (source: Google).
Determine which of these situations applies:
If you cannot find a Claim this business or Own this business option, you may already be the owner of the profile (source: Google).
Do not immediately create another profile just because you cannot see the claim button.
Not every business qualifies for a Google Business Profile.
Google’s basic requirement is that the business makes in-person contact with customers during its stated hours. This includes storefront businesses and service-area businesses that travel to customers (source: Google).
Examples of businesses that generally do not qualify include:
If your business is not eligible, claiming a Google Business Profile is not the right path.
Check Google’s current eligibility rules before creating a profile.
Once you have searched for your business, use the path that matches your situation.
If no Business Profile exists, create one.
Go to:
business.google.com/add
Then:
Google’s current instructions confirm that businesses without an existing profile can create one through the Business Profile setup flow (source: Google).
If you find an existing profile for your business, do not create another one simply because you cannot access it.
A duplicate profile can create additional ownership and visibility problems.
Instead, determine whether you should claim the existing profile or request ownership.
Claiming gives you control of the profile, but a claimed profile is not automatically complete or accurate. The free 25-Point Google Maps Visibility Checklist walks through primary and additional categories, hours, holiday hours, phone, website, services, and photos — so you catch what’s missing before it costs you visibility.
Get the Free 25-Point Checklist →If you find an existing profile for your business and nobody has verified it, you can claim it.
The current Google Maps process is:
Google determines which verification options are available for your business (source: Google).
This is an important distinction.
Claiming starts the process. Verification confirms that you are authorized to manage the business.
You should therefore think of the process as:
Claim → Verify → Manage
For the full explanation of verification methods, see our guide to verifying your Google Business Profile.
This situation is common when:
If the profile is already verified by someone else, you generally need to request ownership or access rather than creating another profile.
Google’s current process is:
The current profile owner is notified by email (source: Google).
The current owner has three days to respond.
There are three possible outcomes:
| Response | What happens |
|---|---|
| Approved | You can manage the Business Profile |
| Denied | You receive a rejection and may still be able to suggest edits or appeal |
| No response | You may have the option to claim the profile yourself |
The option to claim after three days is not guaranteed in every situation (source: Google).
If the current owner does not respond, follow the instructions in Google’s ownership-request confirmation email.
Depending on the situation, Google may give you an option to verify and claim the profile after the three-day response period (source: Google).
For a service-area business without a physical storefront or office, Google provides a separate support route for ownership requests.
When dealing with an agency, the best solution is usually to have the agency transfer or release the appropriate access rather than creating a second Business Profile.
Service-area businesses can have Business Profiles even when customers do not visit a storefront.
Examples include:
A service-area business visits or delivers to customers directly rather than serving them at its business address (source: Google).
If you operate a service-area business and another person already controls the profile, do not create another listing just to regain control.
Use Google’s ownership process instead.
This is especially important when a previous owner, employee, or agency created the original profile.
Claiming and verification are closely connected, but they are not the same step.
Google automatically determines which verification methods are available for a particular Business Profile. The available options can depend on factors such as the business type, public information, region, and business hours (source: Google).
Possible verification methods can include options such as:
You cannot simply choose whichever method you prefer. Google determines the available options.
For that reason, don’t assume that every business will receive a postcard, phone call, or video option.
Your next step: if your profile is claimed but not yet verified, verification comes next and determines how you'll finish setting up the profile.
| Problem | What to do |
|---|---|
| I can’t find my business on Google | Search Google Search and Maps first. If no profile exists, create one |
| I found my business but there is no Claim button | You may already be the owner, or the profile may have another ownership status |
| Someone else already manages the profile | Request access or ownership from the current owner |
| The previous owner won’t respond | Follow Google’s ownership-request process and check the confirmation email after the three-day response period |
| I accidentally created a duplicate profile | Don’t continue creating more profiles; resolve the existing profile and ownership situation |
| I don’t qualify for a Business Profile | Check Google’s eligibility requirements |
| My verification option is different from what I expected | Google automatically determines the available verification methods |
| My profile is verified but still doesn’t show properly | Check profile completeness and investigate the specific visibility problem |
If the profile is verified but still does not appear where you expect it to, see why your business may not be showing on Google Maps.
Claiming your Google Business Profile is only the first step. If you already have a profile but aren’t sure what needs attention next, the free audit looks at your profile, website, reviews, and conversion signals and identifies five priority fixes.
Run Free Audit →Yes. Google allows eligible businesses to add or claim a Business Profile at no charge.
Claiming starts the process of taking control of an existing unverified profile. Verification confirms that you are authorized to represent the business and is required to manage the profile fully. They are related steps, but they are not the same thing.
You should only claim or request ownership if you are authorized to represent or manage the business. Google’s ownership process is designed to prevent unauthorized people from taking control of a business’s profile.
Create a new Business Profile instead of claiming an existing one. Start at business.google.com/add.
Request access or ownership from the current profile owner. The owner has three days to respond to the request. If there is no response, Google may give you an option to claim the profile, depending on the situation.
Do not create another profile. Use Google’s ownership process to request access to the existing profile.
Yes. Service-area businesses can qualify when they make in-person contact with customers during their stated hours. They can serve customers at their locations without operating a customer-facing storefront.
There is no single verification time that applies to every business. The process depends on the verification method Google provides for your profile. Google also notes that verification methods are automatically determined and cannot be changed by the business.
Check the rejection message and follow Google’s available appeal or support process. Do not create another Business Profile simply because verification failed.
An authorized agency or representative can help manage a Business Profile, but the business should maintain appropriate ownership and access. If an agency currently controls your profile and you need to regain access, use the ownership process rather than creating a duplicate listing.
Claiming a Business Profile does not automatically make it rank highly in Google Maps. Claiming and verification establish the foundation for managing the profile. Local visibility also depends on factors such as the relevance of the profile to the search and accurate business information. For the broader picture, see how to rank higher on Google Maps.
Once you own your profile, the work shifts to getting it complete and accurate. Start with our guide to Google Business Profile Optimization: what to check first.
Or, if you’re not sure which part of your local presence needs attention first, run the free local business audit.