If you’ve tried to set up a new Google Business Profile (GBP) lately and felt like you hit a brick wall, you’re not alone. Google quietly rolled out some major changes in 2024 that have made the approval process stricter—and a little more frustrating. But don’t worry, we’ve got your back. Here’s what’s new, what Google now expects, and how to increase your chances of getting your profile verified the first time around.
What Changed With Google Business Profile Approvals?
Historically, setting up a Google Business Profile was pretty straightforward: enter your business info, verify via postcard or phone, and BOOM! You were live on Google Maps.
But thanks to a surge in spam listings and fake profiles (especially in service-based industries), Google tightened the reins.
Here are the big changes:
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Video verification is now common: Instead of just a postcard, you may be required to submit a short video showing your business signage, workspace, equipment, and address.
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More documentation required: Google may ask for official business documents (utility bills, tax docs, business licenses, etc.) to confirm your legitimacy.
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Suspensions are more frequent: If your business category is often targeted by spammers (like law firms, locksmiths, or marketing agencies) expect more scrutiny.
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New profiles take longer to go live: What used to take a few days might now take a couple of weeks (or longer) depending on your industry and location.
It make take some time to get it sorted out.
What Google Now Requires for a New Business Profile
To set yourself up for success, here’s what you should prepare when creating a new GBP in 2025:
1. A Legitimate Business Address
Google requires a real, verifiable location, even for service-area businesses (SABs). If you work from home, that’s fine, but don’t use a PO Box or virtual office like Regus or WeWork. Those will get flagged fast..
2. High-Quality Photos and/or Video
Google wants to see that your business exists. You’ll often need to:
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Record a short video that shows your storefront or interior
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Walk through your workspace and show any branded materials
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Display signage with your business name (even a window decal helps)
Pro tip: Keep the video steady and under 1 minute. Google will give you instructions, but be as neat and clean as you can with the video.
3. Supporting Documents
Google might request:
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Business license
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Utility bill with your business name and address
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Tax letter from the IRS or your local tax authority
Have these ready before you start the process. You can upload them during the appeal process if you’re denied.
4. Matching Online Info
Your business name, address, and phone number (NAP) should be consistent across the web (on your website, social media, Yelp, and anywhere else you’re listed). They scan EVERYTHING to make sure it’s all the same.
How to Improve Your Odds of Approval
Getting your Google Business Profile approved in 2025 takes a bit more finesse than it used to. Here’s a checklist that increases your chances of success:
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Use a real address and avoid virtual offices
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Add photos of your business interior/exterior, team, signage
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Be ready for video verification
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Prepare official documents
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Ensure your website and social listings match your GBP info
Also, be strategic with your categories. Don’t list yourself as 10 different things just because you offer multiple services. Pick one primary category and stick with it.
What to Do If You Get Denied
If your GBP is suspended or denied during verification, don’t panic. You can request a reinstatement or appeal the decision by providing video and document proof.
What now?
Yes, Google has made it tougher to get a business profile approved—but that’s a good thing if you’re running a legit operation. It means less spam, more trust from customers, and a stronger local presence for your business once you’re verified.
Need help? Let’s chat. We’ve helped dozens of businesses get verified the right way.
Ethan Priest is a cofounder of Foxtown Marketing and the creative force behind everything visual. From digital ads and video to full brand refreshes, Ethan makes sure every piece of content looks sharp and fits the bigger marketing picture.
But Ethan’s not just a designer. He brings serious analytical chops to the table, with deep expertise in SEO, PPC, website optimization, and the data that ties it all together. He’s the guy who can build you a beautiful landing page and then tell you exactly why it’s converting (or not).
More recently, Ethan has become one of the team’s go-to specialists in AI marketing and Generative Engine Optimization (GEO), helping clients show up not just in traditional search results but in AI-generated answers and recommendations. As the way people find businesses continues to shift, Ethan is already ahead of the curve, making sure Foxtown’s clients don’t get left behind.
His background spans graphic design, motion graphics, and multimedia production, and he’s known for turning complex ideas into visuals that actually land. He works closely with the entire Foxtown team to make sure every project hits the mark and looks great doing it.
While many dream of being digital nomads, Ethan proudly calls himself a “digital slow-mad,” taking his time as he explores the world one country (and coffee shop) at a time, currently based in Lisbon. When he needs to recharge, you’ll find him nose-deep in a fantasy novel, chasing mountain trails with his camera, hunting for local art scenes, or experimenting with new animation techniques just for the fun of it.
Ethan lives by the belief that creativity isn’t just a job. It’s a way of life, and every adventure feeds the next project.
