Yes — it is completely free. Google Business Profile — known as Google My Business (GMB) until 2022 — lets any business appear on Google Search and Google Maps at no cost. There is no fee to create, verify or manage your profile, and there are no paid “premium” versions of the listing itself.
What is Google Business Profile?
Google Business Profile is a free tool for managing how your business appears on Google — in local search results, the map pack and Google Maps. Your profile shows your name, address, phone number, opening hours, website, photos, reviews, products, services and posts.
Profiles can exist even if the owner has not claimed them — Google may create one from public information, and customers can suggest edits. Claiming and verifying your profile lets you control what people see and reply to reviews.
What you get for free
- A listing on Google Search and Google Maps.
- Your phone number, address, hours, website and directions link.
- Customer reviews — and the ability to reply.
- Photos, videos, products and services.
- Posts for offers, events and updates.
- Calls, messages and booking links (where available).
- Performance insights: searches, views, calls and website clicks.
- Multiple locations managed from one Google account.
How to create your Google Business Profile
- Go to google.com/business and sign in with a Google account (preferably a business email).
- Search for your business — claim it if it already exists, or add it if not.
- Enter your business name exactly as it appears in real life, and choose the most accurate primary category.
- Add your address (or service area if you visit customers), phone number and website.
- Verify your business — by phone, SMS, email, video recording or another method Google offers.
- Complete every section: hours, description, services, products, photos and attributes.
How to optimise your profile for more customers
- Check your current listing – search for your business on Google and Maps; claim and verify it if needed.
- Complete every field – address, phone number, hours (including holiday hours), services and a keyword-rich but natural description.
- Get more reviews – share your review link with happy customers and reply to every review, positive or negative.
- Upload real photos and videos – your premises, team, products and work; update them regularly.
- Post weekly – offers, events and updates keep your profile active (see our 30 post ideas).
- Keep NAP consistent – the same name, address and phone number on your website and directories.
- Add UTM tags to your website link to track profile visits in Google Analytics 4.
Common myths
| Myth | Reality |
|---|---|
| You must pay Google to be listed | The Business Profile is free. Only Google Ads (optional) costs money. |
| Paying an agency guarantees the top spot | Nobody can guarantee rankings; relevance, distance and prominence decide local results. |
| You need a website to have a profile | No — but linking a good website helps customers and your rankings. |
| Adding keywords to your business name helps | It breaks Google’s guidelines and can get your profile suspended. Use your real business name. |
Frequently asked questions
Is Google Business Profile really free?
Yes. Creating, verifying and managing a Google Business Profile is completely free. Be wary of calls claiming you must pay Google to keep your listing.
Is Google My Business the same as Google Business Profile?
Yes. Google renamed Google My Business to Google Business Profile in 2022.
Can I use Google Business Profile if I already have a website?
Yes. Add your website link to your profile — it brings more visibility to your site on Google Search and Maps.
What happened to free Google Business Profile websites?
Google shut down Business Profile websites (business.site) in 2024. Link your profile to your own website or a social media page instead.
How long does verification take?
Phone, SMS or email verification can be instant; video verification or postcards can take a few days to a few weeks.
