Local SEO & Google

How to Claim or Recover Your Google Business Profile

Robert Cummings — Digital Consultant & zertifizierter BAFA-BeraterPublished on 16 September 20265 min read

Leuchtender Standort-Pin mit Häkchen als Sinnbild für ein gesichertes Google Unternehmensprofil

Whoever controls your Google Business Profile decides which address, opening hours and reviews potential customers see. Legally, the profile belongs in your hands — not those of a former agency, ex-employee or unknown third party. This post explains how to safely claim or recover a new or already managed profile.

Scenario 1: Claiming an unverified profile

Many businesses already have an unverified profile — created by customers, data partners or Google itself. It exists, but no one owns it yet. Here is how to claim it:

Search

Open Google Search or Google Maps and type your exact business name and location.

Select

Click on the matching business. If you see “Own this business?” or “Claim this business”, you are on the right path.

Claim

Click “Manage now” or “Claim this business” to start the ownership flow in your own Google account.

Verify

Choose a verification method: postcard by mail, phone call, SMS, video or document proof. Postcard verification takes the longest but is the most common.

You can find Google's official guide under “Create or claim your Business Profile".

Scenario 2: Someone else already manages the profile

If your profile is already managed by someone else — for example, a former marketing agency or a previous business owner — you cannot simply overwrite their access. Instead, you request it officially:

Request access

via business.google.com/add

up to 72 hours

Wait for response

Current owner is notified

no reply

Verify & take over

Code, video or proof

Select “Primary ownership” as the requested access level. Keep Google's confirmation email safe: it contains the link you need to continue the process later.

Scenario 3: The current owner is not authorized

This becomes especially tricky when a profile has been claimed by an agency, former employee or even a competitor who is not entitled to it. In this case, you need to involve Google Support directly.

Go to the Google Business Profile Support Help Desk and submit an ownership transfer request. Prepare the following documents:

Trade license or commercial register extract with the exact business name.
Lease agreement or recent utility bill showing the business address.
Photos of the premises with clear permanent signage.

Important: run the official ownership request flow in parallel. That gives you the best starting position for a successful transfer.

After recovery: how to keep ownership secure

Once the profile is back in your hands, do two things immediately: keep primary ownership inside a company Google account, and add external service providers only as “Manager” or “Site manager” — never as primary owner.

Also make sure your name, address and phone number in the profile match your website and other directories exactly. This builds Google's trust and strengthens your local visibility — a topic we explore further in our article about NAP consistency.

When does professional help make sense?

The claim process is usually manageable on your own. But if an old owner does not respond, an unauthorized third party is blocking the profile, or you want to build it up strategically, external support pays off. We guide you through verification, align your profile and website, and can take over ongoing management if needed.

Depending on your case, consulting for ownership recovery and profile optimization may be eligible for BAFA funding. The technical implementation is handled through our GBP & Website Synergy Design service or as part of our Google Business Profile Optimization.

Frequently asked questions

How long does Google Business Profile verification take?

Postcard verification usually takes five to fourteen days. Phone or SMS verification often completes within minutes. Video verification and document-based proof can take one to three business days depending on Google's review queue.

Can I claim a Google Business Profile without a storefront?

Yes. Service Area Businesses can create a profile too, but they must not publicly display a physical address. Instead, they define a service area.

What if a former agency refuses to hand over ownership?

Use the official Google ownership request flow at business.google.com/add. If the current owner rejects the request or does not respond, file an official appeal through Google Business Profile Support with proof of business operation such as a trade license, lease or invoices.

Do I need a website before claiming the profile?

No. A website is not required for Google Business Profile. However, a dedicated website aligned with the profile strongly improves your local visibility.