Google Business Profile Manager: How to Access, Add Users, and Manage Your Listing

Google Business Profile Manager (previously Google My Business Manager) is the dashboard where you control your Google Maps listing — editing business information, responding to reviews, publishing posts, adding photos, and managing who has access to your profile.

Here is a complete guide to accessing it, managing user roles, and handling common situations.

How to access Google Business Profile Manager

Via the dashboard:

1. Go to business.google.com
2. Sign in with the Google account that manages your business
3. If you manage multiple locations, your dashboard shows them all with their status

Via Google Search (the faster way):

1. Search your business name on Google while signed in
2. If you're an owner or manager, a panel appears with "Edit your Business Profile" or "Your Business on Google"
3. Click this to manage most profile elements directly from search

Via Google Maps: Open Google Maps while signed in → tap your profile icon → "Your Business Profiles" → select the business you want to manage.

Understanding user roles

Google Business Profile has three user roles, each with different levels of access:

Primary Owner

• Full access to all features
• Can add and remove all users (owners and managers)
• Can delete the business profile
• Cannot be removed without transferring Primary Owner status first
• Should be the business owner or most trusted administrator

Owner

• Full access to all features
• Can add and remove managers (but not other owners)
• Cannot remove Primary Owner or other Owners
• Can be assigned to trusted partners (agencies, staff) who need full access

Manager

• Can edit profile information, respond to reviews, add photos, publish posts, answer Q&A
• Cannot add or remove users
• Cannot delete the profile
• Appropriate for staff, agencies, or anyone managing day-to-day GBP activity without needing account control

How to add a manager to your GBP

1. Go to business.google.com and select your business
2. Click "Business Profile settings" (gear icon or in the left menu)
3. Click "Managers"
4. Click "Add managers" (the person+ icon)
5. Enter the person's Google account email address
6. Select their role: Owner or Manager
7. Click "Invite"

The person receives an email invitation. They must accept it to gain access. Until accepted, they appear as "Pending" in your managers list.

Important: The person must have a Google account (Gmail or a Google-linked account). You cannot add someone without a Google account.

How to remove a manager

1. Go to business.google.com → Business Profile settings → Managers
2. Find the person you want to remove
3. Click the three dots next to their name
4. Click "Remove"
5. Confirm the removal

Managers can be removed by any Owner. The Primary Owner can only be removed after transferring Primary Owner status to another Owner.

How to transfer Primary Ownership

Transferring ownership is necessary when a business is sold, when an agency has set up a GBP and needs to hand it to the actual business owner, or when the original Google account is being retired.

1. Go to Managers list (as above)
2. Find the person you want to make Primary Owner (they must already be an Owner)
3. Click the three dots → "Transfer primary ownership"
4. Confirm

Once transferred, the original Primary Owner becomes a regular Owner. They can then be demoted to Manager or removed entirely if needed.

Managing multiple locations

For businesses with multiple locations, Google Business Profile Manager provides a consolidated dashboard at business.google.com showing all locations with their status.

Business Group (formerly Location Group): If you manage 10+ locations, Google allows you to organize them into a Business Group — a shared management structure where access can be granted at the group level rather than location by location.

To add a location to an existing Business Group: from the dashboard → select the Business Group → "Add location."

For large multi-location businesses (franchises, chains), Google also provides a bulk verification process and API access for programmatic GBP management.

Common access problems and how to fix them

"I can't find my business in the manager dashboard" The business may be managed by a different Google account than the one you're using. Try other Google accounts you have access to. If you've lost access entirely, use the "Own this business?" link that appears in Google Maps on the business listing and follow the recovery process.

"My agency added me but I don't have access" Check your email (including spam) for the invitation email from Google. You must accept the invitation before access is granted.

"The profile was created by a former employee" If you cannot contact the previous owner to transfer access: in Google Maps, find your business listing → "Claim this business" → follow the verification steps. Google will verify your ownership through address, phone, or email verification and can transfer or grant access.

Get a free local SEO audit that reviews your GBP setup and identifies any access or configuration issues affecting your ranking.

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Related: Google Business Profile Optimization Guide | Google Business Profile Verification | Google My Business Optimization