Written by Stephen Leahy · Last updated 2 November 2026
Quick answer: don’t create a new profile and don’t start editing in a panic. First, open Google’s appeals tool to see the reason and the policy Google links to. Then fix the real problem, gather documents whose name and address match your profile exactly, and submit one calm, factual appeal. Google says an appeal can only be submitted once, so preparation matters more than speed.
A suspended Google Business Profile is one of the most stressful things that can happen to a local business online. Your listing disappears from Google Search and Maps, the phone goes quiet, and Google rarely explains clearly what went wrong. The good news is that many suspensions can be fixed. The bad news is that the first hour is when most owners make it worse.
First, what not to do
- Don’t create a new profile for the same business. Google’s own appeal instructions say not to, and a second profile for the same business breaks the one-profile-per-business guideline.
- Don’t start changing things at random. Panic edits muddy the picture. Diagnose first, then make deliberate changes you can explain.
- Don’t rush the appeal. Google’s help page notes that appeals can only be submitted once. A thin, rushed appeal wastes your best chance.
- Don’t pay anyone who guarantees reinstatement. Only Google decides, and Google says it never charges to reinstate a profile.
Step 1: find out what Google actually restricted
Open the Google Business Profile appeals tool (linked from Google’s help page Fix suspended or disabled profiles) and sign in with the account that manages the profile. Choose the profile and the decision. Google shows the date of the decision, the reason, a link to the policy it says was broken, and whether the decision can be appealed. Write all of that down. The policy link is the most useful clue you’ll get.
Check whether it’s just this profile or your whole Google account. If every profile you manage is suspended and you can’t create new ones, your account has probably been restricted. In that case you appeal the account first, on your Google Account restrictions page, and only then the profile.
Step 2: work out the real cause
Google’s reasons are often vague, so compare your profile against the Guidelines for representing your business on Google. The most common problems are:
- Business name: keywords, locations or taglines added to your real name.
- Address: a virtual office, mailbox or co-working desk that doesn’t meet Google’s rules (more on that in our guide to address rules).
- Service area: a home address showing when it should be hidden, or a service area far larger than you really cover.
- Duplicates: an old profile created by a previous owner or agency.
- Phone and website: call-tracking or redirect numbers, or links you don’t control.
- Categories: categories used as keywords rather than describing what the business is.
Step 3: fix it before you appeal
An appeal that says “we did nothing wrong” while the problem is still visible is the quickest way to be refused. Correct the issue on your profile, and make the same correction everywhere else your business appears: your website footer, social profiles and directories. Screenshot each change with the date. Then stop editing until you hear back.
Step 4: gather evidence that matches exactly
Google’s help page lists the kinds of evidence that can strengthen an appeal: official business registration, a business licence, tax certificates, and utility bills for the business. Its key tip is that the business name and address on every document should match the profile you’re appealing.
For Irish businesses that might mean a CRO certificate or RBN1 business name registration, a Revenue or VAT registration certificate, and a recent electricity or broadband bill in the business name. In the UK, think Companies House, HMRC VAT certificates and utility bills. Photos of permanent signage help back these up, but photos alone don’t prove a business is real.
Step 5: write a short, factual appeal
Use four parts: who you are, what was wrong, what you fixed (with dates), and what you’ve attached. Keep it under about 150 words. Leave out lost revenue, frustration and blame. The reviewer is checking facts against policy.
What happens next
Google says it reviews most requests within 3 to 5 days. If your appeal is refused, Google may allow an additional review where you can add evidence you didn’t include the first time. If you’re in Ireland or elsewhere in the EU, Google also notes you may have additional redress options under the Digital Services Act, including independent out-of-court dispute settlement bodies.
While you wait, keep customers finding you: update your website, check Bing Places and Apple Business Connect, and tell regular customers you’re open as normal. Don’t create a “temporary” Google profile.
Want the full step-by-step version?
I’ve turned this process into the Google Business Profile Suspension Rescue Kit: a 21-page guide with worksheets, Irish and UK evidence examples, six fill-in appeal templates by cause, and a prevention routine. It’s written for Ireland, the UK and the EU, and it costs less than an hour of most agencies’ time.
Frequently asked questions
How long does a Google Business Profile suspension last?
There’s no fixed length. A suspension usually stays in place until you appeal and Google approves it. Google says most appeals are reviewed within 3 to 5 days.
Will I lose my reviews if my profile is suspended?
Your reviews aren’t shown while the profile is suspended. If the profile is reinstated, check that your reviews, photos and details have come back, and contact Google Business Profile support if anything is missing.
Can I appeal more than once?
Google says an appeal can only be submitted once. If it’s refused, you may be able to request an additional review with new evidence, so it’s worth getting the first appeal right.
Should I create a new Google Business Profile?
No. Google specifically says not to create a new profile for the same business, and it can make the situation worse.
