How to Set Up a Google Business Profile and Get on Google Maps (Australia)
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To get your business on Google Maps, create a free Google Business Profile at business.google.com/add, enter your details, and verify that you run the business (Google Business Profile Help). Once verified, your business can appear on Google Search and Maps. If you visit customers rather than having them come to you, set it up as a service-area business and hide your address. When completing the profile, choosing your primary category accurately helps describe the business.
Here is the process step by step, with the Australian details that trip people up.
Before you start: check you're eligible
Google's guidelines say a business must be able to be contacted at its verified location during its stated hours (Google guidelines). A few rules to know:
PO boxes and virtual offices aren't eligible locations
A business should have only one profile
Service-area businesses should hide their address
Your business name must be your real-world name, without extra keywords or taglines
Also search Google Maps for your business first. If a profile already exists, perhaps created by a previous owner or automatically, claim it rather than creating a duplicate.
Does your business already have a profile?
Search for your business name and suburb in Google Maps before you create anything. If an unverified profile exists, claim it: on desktop, select "Claim this business", then "Manage now". If a verified profile already exists and you are authorised to manage the business, request ownership from the current owner instead.
Do not create a second profile. Google allows one profile per business, and duplicates cause display problems.
Step 1: create your profile
Go to business.google.com/add.
Select the option to add your business to Google.
Enter your business name exactly as it appears on your signage, vehicles and invoices.
Choose your primary category: the most specific one that describes your core business, such as "Electrician" rather than "Contractor".
Choose your business name carefully
Use your real-world name, as it appears on your signage, website and stationery. Google does not allow extra information in the name, such as taglines, phone numbers, opening hours or location keywords.
"Smith Plumbing" (a made-up example) should not become "Smith Plumbing Best Plumber Melbourne 24/7". The longer name can lead to a suspension, which is a far bigger problem than missing keywords.
Step 2: add your location or service area
Customers come to you (shop, clinic, office with signage): enter your address.
You go to customers (most tradies, cleaners, mobile services): remove your address from the profile and add the suburbs, postcodes or regions you serve. Google allows up to 20 service areas and says the overall area should generally stay within about two hours' drive of your base (Google Business Profile Help).
Both: keep your address and add service areas.
Step 3: add contact details
Add your phone number and website. Use the same business name, phone number and address or service area that appear on your website and other listings.
Step 4: verify your business
Google chooses which verification methods to offer you. They can include a video recording, a live video call, a phone or text code, email or a postcard. Google says it reviews submissions within up to five business days, and that postcards usually arrive within 14 days (Google verification help).
For a live video call, Google says to be ready to show your location (such as signage or a nearby street sign), your products, branded equipment or tools, and proof that you manage the business, such as keys to the premises.
If Google sends a postcard, do not edit your business name, address or category while you wait, and do not request a new code: both can invalidate the code you are waiting for. Google will never ask you for your verification code, so do not share it with anyone who calls or emails asking for it.
Step 5: complete the profile
A verified profile with empty fields gives Google and customers little to go on. Add:
Services, with a short description of each
Accurate opening hours, including public holiday changes
A plain-English description of what you do and where
Photos of real work, your team and your vehicle or premises
Step 6: ask for your first reviews
Send your review link to your first customers soon after each job. Ask everyone, and never offer incentives, which Google's policies prohibit (Google Maps content policy).
Common problems
Problem | Likely cause | What to do |
Verification keeps failing | Details don't match what Google can confirm | Check your name, address and category; try another method Google offers |
Profile not showing for your service | Thin details or wrong category | Complete services and description; check your primary category |
A profile already exists | Created earlier by someone else | Claim it rather than creating a new one |
Profile suspended | A guideline issue, such as name or address | Fix the issue, then appeal through Google |
Next step
If you would rather have your profile set up and verified for you, see Morphic's Google Business Profile set-up and management. New businesses can also see Morphic's websites for new businesses, which include help setting up your Google Business Profile, or get a free quote.
Related services: Google Business Profile optimisation in Caroline Springs and website design and development in Caroline Springs.
Related reading: Google Business Profile for Service-Area Businesses: Hide Your Address, Show Your Suburbs and Why Isn't My Business Showing on Google Maps? 12 Causes and Fixes.
Key Takeaways
Create a free Google Business Profile at business.google.com/add and verify it to appear on Google Maps.
Search Google Maps first, and claim an existing profile rather than creating a duplicate.
If customers don't come to you, hide your address and set up to 20 service areas.
Google says it reviews verification within up to five business days; postcards usually arrive within 14 days.
Complete every field and start asking customers for reviews, without offering anything in return.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
