After 20 years of working in local SEO, I’m still seeing businesses get the most basic part of their online presence wrong – their Google Business Profile account setup. It’s not their fault, but it’s time we put on the due diligence hat and stop the endless mess of lost access, hijacked profiles, dodgy agency setups, and duplicated listings.
Every business is set up differently behind the scenes, so I’ve pulled together a range of account management setups based on what I’ve seen over the years.
Golden Rule (When Possible)
This one’s an “if possible” – I understand every business has its quirks. But if you follow this from the outset, it’ll save you a lot of pain down the road. And if you’re a new business, this setup can even make your verification process easier.
Use a domain-based email like info@yourdomain.com and make sure this email is connected to your Google Analytics and Google Search Console accounts.
Search Console is beneficial here. When that email is verified in GSC, Google knows that it’s connected to your domain. That gives this account weight – and more importantly, keeps ownership with the business, not a staff member or agency who might vanish one day.
This domain email should be the Primary Owner of your Google Business Profile. It stays with the business. Your developer likely has a record of it, even if everyone else forgets the login.
It’s also harder to hijack ownership if it’s connected across all other Google assets tied to the site.
Second Golden Rule (Strict)
No matter the size of the business, never add anyone else as an Owner.
Staff, agencies, freelancers, your cousin who built the site – they’re all added as Managers, not Owners. And when the project ends or they leave the company? Remove them. Don’t delay.
Now let’s break this down based on business structure:
Single Owner Business
You don’t absolutely need a domain email here, but it’s best practice. If your current account isn’t linked to GA or GSC, it’s worth doing. That way, Google recognises the link between the account and the website.
If you want to keep your inbox clean, you can add your GA/GSC account as a secondary Owner, giving you backup access if anything goes wrong.
Ideal setup:
- Primary Owner: Your main Google account (ideally a domain email)
- Backup Owner: GA/GSC-linked account
- Managers: Any third parties (if needed)
Single Owner with Staff
Here’s where structure starts to matter more. You want a setup that gives you control but allows for day-to-day management.
Ideal setup:
- Primary Owner: Domain email tied to GA/GSC
- Owner: Your own user account
- Managers: Staff accounts or marketing support
Partner Owners with Staff
When multiple people have equity or decision-making authority, things can get messy unless you set clear boundaries.
Ideal setup:
- Primary Owner: Domain email tied to GA/GSC
- Owners: Both partners’ accounts
- Managers: Staff, marketing team, etc.
Multi-Location Business
Larger businesses often don’t have one clear owner – the company is its own entity. This is where structured access becomes essential.
Ideal setup:
- Primary Owner: Domain email tied to GA/GSC (controlled by HQ or IT)
- Owner: Optional (could be a director or department lead)
- Managers: Location-level staff, marketing teams, or local reps
Agency Account Setup
If you’re using, or have used, an agency to set up your Google Business Profile, there’s a strong chance they didn’t follow best practice. In many cases, the agency adds its own account as the Owner. That’s a problem.
If any other profile in their account gets flagged – maybe it’s spammy, uses shady tactics, or breaches Google’s terms – it can trigger a mass suspension across all profiles tied to that account. That includes yours, even if you’ve done nothing wrong.
Worse still, some agencies hold profiles hostage when the contract ends, refusing to hand over access. If this happens, report them using Google’s 3rd party complaint form.
If you’re still working with the agency and the relationship is solid, ask them to transfer ownership to your domain-based email, or at the very least, to your own Google account.
Once you’ve accepted the ownership transfer, wait seven days, then you can:
- Downgrade them to Manager (if they’re still actively managing your listing), or
- Remove them completely if their contract has ended
The profile should always belong to the business, not the agency. It’s your reputation, your reviews, your traffic – protect it.
Why The Account Matters
The goal here is simple: the business retains control. Always.
That primary owner account is connected to your domain, your web analytics, and your search console. It acts as the central hub. No matter how many staff come and go, that account will always hold the keys to your profile.
It’s boring, yes. But this kind of boring admin is what protects your visibility online.
If everything has gone tits up with your profiles account, Online Ownership provides Google Business Profile Consulting. Feels free to give us a call or email for no obligation chat about your account.
Related Articles
- How to Transfer Ownership of a Google Business Page
- Check Your Google My Business Verification Status
- How to Claim Ownership of a Verified Google Business Profile
- Google Business Profile Suspended for Deceptive Content
- How to Report & Remove Duplicate Google Business Profile
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