Google Business Profile Manager is the web dashboard at business.google.com that Google provides for managing several Business Profiles at once. Google's Get Started guide tells larger businesses with multiple locations to use it to manage their profiles in bulk, while its help pages show a single profile being edited directly on Google Search and in the Google Maps app. The dashboard handles business groups, spreadsheet imports, bulk verification, and agency access. The same phrase is also used for the Manager role on a profile and for the person or agency who does the work. This page covers all three, using Google's own documentation.
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Last reviewed September 9, 2026
People who search for a Google Business Profile manager are looking for one of three things. Knowing which one you need saves a lot of clicking.
Business Profile Manager is Google's dashboard at business.google.com for businesses that manage several profiles. Google's Get Started guide says larger businesses with multiple locations should use it to manage their profiles in bulk. It holds business groups, spreadsheet imports, bulk verification, and the invitations that connect agencies to the profiles they manage.
On every Business Profile, Google grants access as Primary owner, Owner, or Manager. A Manager can edit the profile, respond to reviews, and publish posts, but cannot add or remove users or remove the profile. Business groups and agency organizations have their own owner, manager, and member roles.
In everyday use, a Google Business Profile manager is whoever runs the profile: the owner, an employee, a freelancer, or an agency. Google publishes rules for that relationship. No third party can promise a ranking, only owners control access, and the business has the right to see its own performance data.
One thing the name does not mean: an app. Google's help pages send mobile users to the Google Maps app to edit a profile, and the dashboard for many locations is a website. The app called Business Profile Manager on Google Play is published by a third-party developer, not by Google.
Six jobs, each documented by Google, and each one only worth the dashboard when there is more than one profile to manage.
Google describes business groups as "a more secure way to manage and share access to your Business Profiles with co-workers." The Create group option appears once you have two or more profiles. Google's rules: keep to one business group per business or brand, give each group its own import spreadsheet, and move or remove every profile before deleting a group, because deleting a group cannot be undone.
Download Google's template, fill one row per location, and import it through Add profile, then Import profiles. Every row needs a business code, a business name, a primary phone number or website, and a primary category. Accepted formats are .xls, .xlsx, .ods, and .csv. Reuse the same store codes on every import so Google does not create duplicates, preview the changes before applying them, and download the change details afterwards. Hotel attributes cannot be updated through the spreadsheet.
Chains verify all of their locations in one request instead of one at a time. Google's conditions: the spreadsheet has ten or more profiles from the same business, the business is not a service-area business, the spreadsheet lists every profile you manage, no verified account for the business already exists, and the account has no errors. Duplicate, suspended, or disabled profiles do not count toward the ten. The request lives under Verifications, then Chain, then Start.
An agency registers an organization account, which Google calls "the top level profile that's associated with your agency," and uses Manage invites to request access to a client's profile, to watch the Requests sent tab, and to approve or decline invitations that arrive. Google's advice is that "third party agencies should use a single organization account to manage all of its profile groups."
Group settings, then Manage users, is where a business group's owners and managers are added, changed, and removed. Agencies can also create user groups, which Google describes as teams of people who manage specific locations or location groups, so one change sets a person's access across many locations at once.
Google's posts help page says that to post across multiple Business Profiles you select the profiles where you want to share the post, then select Post. A post can be scheduled for a later date and time with the Schedule this post switch, and the Repeats menu can publish it weekly, monthly, or on a custom schedule.
For organizations on Google Workspace, Business Profile Manager is also a service in the Admin console under Apps, then Additional Google services, where an administrator can turn it on or off for everyone or for an organizational unit. Google notes that when it is off, "your users are still able to access Business Profile via Google Maps and Google Search, unless those services are also turned off."
The dashboard is one of several places a profile can be managed. Which one applies depends on how many profiles you hold and whether you hold them for yourself or for clients.
| Your situation | Where to manage it | What Google says |
|---|---|---|
| One profile | Google Search or the Google Maps app | Search for your business name and city, or the phrase my business, while signed in, then select Edit profile. On a phone, open the Google Maps app and tap Edit profile. |
| One profile, conversationally | The Gemini web app | Available only to an owner or manager of exactly one verified profile, aged 18 or over, on a personal Google Account with Keep Activity on. Not offered in the European Economic Area or the United Kingdom. |
| Two or more profiles | Business Profile Manager with a business group | The Create group option appears with two or more profiles. For anyone new to Business Profile who needs to manage multiple businesses, Google recommends creating a group first and using it to add, verify, and manage the profiles. |
| Ten or more locations | Business Profile Manager with spreadsheet import and bulk verification | Add, verify, and manage the locations in bulk. Bulk verification needs ten or more profiles from the same business and excludes service-area businesses. |
| An agency managing clients | An organization account inside Business Profile Manager | Register at business.google.com/agencysignup with a company email account that does not already own or manage any profiles, and keep every client's profile group under one organization. |
| A software platform | The Business Profile APIs | Applicants must have a valid Google Account, a valid business reason, a valid Google Cloud project, and a valid business website. |
Google uses the same three role names on a single profile and on a business group, with slightly different powers in each place. Both tables come from Google's help pages.
| Can they | Primary owner | Owner | Manager |
|---|---|---|---|
| Edit business information, photos, and posts, and reply to reviews | Yes | Yes | Yes |
| Add or remove users | Yes | Yes | No |
| Remove the profile | Yes | Yes | No |
| Leave the profile without first transferring primary ownership | No | Yes | Yes |
| How many a profile can have | One | Several | Several |
Google's wording: managers "have mostly the same access to the profile as owners. The only exception is they can't add or remove users or remove the profile." Managers were formerly called site managers. Only owners can remove other owners and managers, and when someone is removed, their replies to reviews, posts, and comments stay on the profile.
| Can they | Primary owner | Owner | Manager |
|---|---|---|---|
| Add, edit, and delete every profile in the group | Yes | Yes | Yes |
| Transfer a profile to a different group | Yes | Yes | Yes |
| Add or remove the group's owners and managers | Yes | Yes | No |
| Delete the business group | Yes | Yes | No |
| Leave the group without first transferring primary ownership | No | Yes | Yes |
Agencies get two more layers. An organization account has owners and members, and inside it, user groups have their own owners and members. Google describes user groups as a way to "create teams of people to manage specific locations or location groups."
An agency, an employee, or a piece of software can do everything a manager can do. Primary ownership is the one thing that should stay with the business itself, because it is the role Google requires to be transferred deliberately rather than dropped. Google's third-party guidance puts it plainly: "Only profile owners can control who has access."
The three procedures that come up most, in Google's own steps, and the four rights Google says every business keeps when someone else manages the profile.
To remove someone, an owner opens the same People and access page and selects Remove person. Only owners can remove other owners and managers.
The client can also invite the agency directly: "The profile owner can invite a business group" or "the business group owner can invite your organization."
For a single profile, the organization requests access, picks a group for it, and the personal account accepts.
Google's own sequence for a business with ten or more locations, with the details that decide whether an import goes through cleanly.
Use an email address on the business domain if you have one.
Google previously called this a business account. One group per business or brand.
One row per location, with every location you manage on it.
Preview the changes before you apply them.
Work through the import summary until every row is clean.
Under Verifications, then Chain, then Start. If the Verifications tab is missing, you may not have enough eligible profiles.
Use the same spreadsheet and store codes for every later update.
Software that manages profiles at scale, GBPcentral included, works through the Google Business Profile APIs rather than the dashboard. Google publishes nine of them.
Google requires applicants for API access to have a valid Google Account, a valid business reason, a valid Google Cloud project, and a valid business website. Agencies and platforms sign up through Google's partner page, which gives agencies an organization account and a dashboard for agency use, and lets platforms integrate Business Profile features into their products.
Google's APIs use four account types to manage users and locations. A personal account is the one every Google Account has. An organization account "represents your agency." A location group is "used to manage a group of individual locations" and to "perform bulk tasks to multiple locations," which is what the dashboard calls a business group. A user group grants management access to multiple location groups in the organization.
Google's deprecation schedule lists the My Business Q&A API as discontinued on November 3, 2025, after support ended on September 15, 2025. Any tool that still promises question and answer management through the API is describing something Google no longer provides.
None of these is a flaw in the dashboard. They are the edges of what Google has built, and they decide when a business needs something alongside it.
Google's performance report covers interactions, searches, views, directions, calls, website clicks, messages, bookings, booking clicks, products, menus, and offers. None of those is a position on the map. To know where a profile ranks for a search from a given street, you need a rank tracker that scans the results from points around the location.
Google defines three roles per profile and no finer permissions. A manager can change the primary category just as easily as reply to a review. If one person should only answer reviews, or only see reports, that distinction has to live in the software your team uses.
Google's conversational management through the Gemini web app is limited to people who are an owner or manager of only one verified Business Profile, and it is not offered in the European Economic Area or the United Kingdom.
Ten locations of the same business, and no service-area businesses. Google's bulk verification page states that agencies with more than one business in one account cannot bulk verify, so a service-area business with twelve territories or an agency with twelve unrelated clients verifies each profile on its own.
GBPcentral does not replace Google's dashboard, and ownership, verification, and roles stay with Google. It connects to the same account through the official APIs and adds the work that a team with many locations does every day.
Sign in with Google once. GBPcentral reads the accounts, business groups, and locations you already own or manage through the Account Management and Business Information APIs. You need Owner or Manager access on Google's side first.
PublishingDraft, schedule, and auto-publish posts across every profile, with recurring series and a calendar that shows every queued post.
Post schedulingScans the local pack across a grid around each location on a daily or weekly schedule, the ranking view the performance report does not give you.
Rank trackingEvery review from every location in one inbox, synced from Google, with alerts and sentiment tracked over time.
Review managementA daily health score for each profile and a prioritized to-do list built from rank, review, health, and analytics signals.
Profile healthOwner, Admin, Member, and Viewer roles for the people who do the work, account groups for the locations, and on the Agency plan, your own logo, palette, and domain on what clients see.
Teams and white labelEvery core feature is included on every plan; plans differ by volume and capacity. GBPcentral starts at $49 per month, and new customers get a 7-day free trial on Starter. See the plans, or run a free GBP audit on any profile first, no account needed.
Connect the profiles you already manage, schedule the first month of posts, and see the health score and ranking grid for every location.
7-day free trial on Starter for new customers. Card collected at signup, not charged until the trial ends. Cancel anytime.
Straight answers on the dashboard, the roles, access, bulk verification, and where GBPcentral fits.
Google Business Profile Manager is the web dashboard at business.google.com that Google provides for managing several Business Profiles at once. Google's Get Started guide tells larger businesses with multiple locations to use it to manage their profiles in bulk, while a single profile is edited directly on Google Search or in the Google Maps app. Inside the dashboard you can create business groups, add or update locations from a spreadsheet, request bulk verification for chains with ten or more locations, and handle the access requests that connect agencies to the profiles they manage. The same phrase is also used for the Manager role on a profile and for the person or agency who does the work.
Google Business Profile is the current name of the product, and Google My Business is its earlier name, which Google's developer documentation still uses for the Google My Business API. Business Profile Manager is the dashboard inside the product for managing many profiles. In Google's current help pages a single profile is edited on Google Search or in the Google Maps app, and Business Profile Manager is the tool for businesses and agencies that manage several profiles.
Go to business.google.com in a web browser and sign in with the Google Account that owns or manages the profiles. The dashboard is a website, so open it in a browser rather than looking for an app to download. If you manage one location you do not need the dashboard: search for your business name and city, or the phrase my business, on Google Search while signed in, or open the Google Maps app, and select Edit profile. In an organization that uses Google Workspace, an administrator can switch the Google Business Profile Manager service on or off, and when it is off people can still reach their profile through Google Maps and Google Search.
No. Google's help pages show a single profile being edited directly on Google Search and in the Google Maps app: search for your business name and city or the phrase my business on Google Search, or open the Google Maps app, then select Edit profile. Business Profile Manager is what Google recommends for larger businesses with multiple locations. A single-location owner can also connect the profile to the Gemini web app, which Google restricts to people who are an owner or manager of only one verified Business Profile.
A business group is a set of Business Profiles managed together under one account inside Business Profile Manager. Google describes business groups as a more secure way to manage and share access to your profiles with co-workers, and the option to create one appears once you have two or more profiles. Google's guidance is to limit business groups to one account per business or brand, and each group needs its own spreadsheet when you import locations. Business groups were previously called business accounts, and in the Business Profile APIs they appear as location group accounts.
Ten. Google's bulk verification is available when your spreadsheet has ten or more profiles from the same business, the business is not a service-area business, the spreadsheet lists every profile you manage, no verified account already exists for the business, and the account has no errors. Duplicate, suspended, or disabled profiles do not count toward the ten. You submit the request in Business Profile Manager under Verifications, then Chain, then Start.
An owner has full control of the profile and can add or remove users, manage the profile information, and even delete the profile. A manager has mostly the same access as an owner, with one exception: managers cannot add or remove users or remove the profile. Every profile has exactly one primary owner, who must transfer primary ownership to someone else before leaving the profile. Google notes that managers were formerly called site managers.
Open your profile on Google Search while signed in as an owner, select Business Profile settings, then People and access, then Add, enter the person's email address, and under Access choose Owner or Manager. Invited users can accept the invite and become users right away. To remove someone, open the same People and access page and select Remove person. Only owners can remove other owners and managers. When someone is removed they get an email, and their replies to reviews, posts, and comments stay on the profile.
Google's route for agencies is an organization account, created at business.google.com/agencysignup with a Google Account tied to the agency's own email that does not already own or manage any profiles. Google recommends a single organization account for all of an agency's profile groups. From Business Profile Manager the agency selects Manage invites, then Request access, searches for the client's business, chooses which business group the profile should join, and continues through the prompts. The request then appears under the Requests sent tab until it is answered. The alternative is for the business to add the agency's account as a manager directly. In every case the business itself should stay the primary owner.
Google's help pages direct mobile users to the Google Maps app, where you open your profile and select Edit profile, and the dashboard for multiple locations is a website you open in a browser. An app named Business Profile Manager exists on Google Play, but it is published by a third-party developer, not by Google, so treat it as you would any other third-party tool and never sign in to your Google Account through an app you have not checked.
No. Google describes the Business Profile as free, and it publishes no price for Business Profile Manager, business groups, spreadsheet import, bulk verification, or an agency organization account. Google also states that there is no way to request or pay for a better local ranking. What costs money is the work: the time to keep every location accurate and active, and any software or agency you pay to do it. GBP management software such as GBPcentral starts at $49 per month, and new customers get a 7-day free trial on the Starter plan.
No, and it is not meant to. GBPcentral connects to the same Google Account through Google's official Business Profile APIs, reads the profiles and business groups that account already has access to, and adds what it is built for: one calendar for posts across every location, a shared review inbox, geo-grid rank tracking, a daily health score, team roles, and your own branding on the Agency plan. Ownership, verification, roles, and bulk verification stay with Google, and you need to be an owner or manager of a profile on Google's side before GBPcentral can manage it.
Yes, within limits Google sets. Google's help page says that once you connect your Business Profile to the Gemini web app, Gemini can update details such as business hours, contact information, and action links, draft replies to reviews, create posts, summarize customer feedback from reviews, and show performance metrics and search keywords. To use it you must be an owner or manager of only one verified Business Profile, be 18 or over, sign in with a personal Google Account associated with the profile, and keep the Keep Activity setting on. It is not available in the European Economic Area or the United Kingdom, and it supports twelve languages. Businesses with more than one profile still use Business Profile Manager or third-party software.
