How many appeals do I get?

Two through the standard route. After a second denial the Appeal button disappears from the dashboard and the case moves to manual escalation. That is why appealing before the underlying violation is fixed is so expensive: it spends an attempt for nothing.

How long does a first appeal take?

Commonly 1 to 3 days, sometimes up to 7 business days. High-risk categories such as locksmiths, legal and home services regularly take two weeks or more. When we submit on a client’s behalf, reinstatement typically lands 24 to 72 hours after submission.

What is the additional-review form?

A separate form that only appears after a denial. It is not the same as resubmitting the original appeal, and resubmitting the same case unchanged is the most common wasted move we see.

What happens after two denials?

Three escalation paths, run in parallel rather than in sequence: the Google Business Profile Help Community, where volunteer Product Experts can flag stuck cases for internal review; the Google Ads support team raising an internal ticket if you advertise; and the EU Digital Services Act framework in Europe. Escalation typically runs 1.5 to 2 weeks.

Can I phone Google to sort it out?

No. There is no phone line that can reinstate a suspended profile, and front-line support has no authority to override a suspension. The decision sits with the review team behind the appeals tool, which is why a well-documented appeal beats trying to reach a person.

My profile has been suspended for months. Is it too late?

Often not, but the path changes. Long-suspended profiles sometimes show a "Cannot Appeal" status, and anything past six months is scoped individually because it runs through escalation rather than the standard form. Profiles that have vanished entirely have a tighter window, roughly 30 days in our experience.

Why does a toxic Gmail add so much time?

Because Google’s own owner-transfer wait is seven days and cannot be shortened. The sequence is: create a clean Gmail, season it, add it as a manager, upgrade it to owner after 7 days, then remove the toxic account. That adds 7 to 10 days minimum, and it is the single largest legitimate delay in a reinstatement.

What does it cost to have you run all four stages?

$550 including GST, paid upfront, covering all four stages including any manual escalation. It is reinstated or refunded: if we do not get the profile back you are refunded in full. If you come to us after both of your own appeals have already been denied, escalation-only work starts from $650.

Four stages, two appeals, and one shot at getting the order right.

A suspension appeal is not one submission, it is a sequence, and each stage has a different form, a different audience and a different way of failing. Track where your case actually is, see the realistic wait, and keep the dated record that escalation will ask you for.

Built and maintained by Dorian Menard. SEO since 2013, 295 of 300 Australian profiles reinstated since early 2025.

Track my case First, build the evidence pack

The case log saves to this browser. No sign-up, no email required.

4 stages

Diagnosis to manual escalation
2 appeals

Then the appeal button disappears
295 of 300

Australian profiles reinstated since early 2025

Where is your case right now?

Pick the stage you are at and the tracker opens it, with the two lists that decide the outcome and an honest wait. Your selection and your case log save in this browser.

Diagnosis

Before you touch the appeal button

Work out what actually triggered the suspension and fix it on the profile. An appeal submitted while the violation is still live is an automatic denial, and it spends one of a small number of attempts.

Do this

Read the suspension email and note the category it names.
Check the appeals tool dashboard for the current status of the profile.
Audit the name, address, category, description, website URL and media against Google’s guidelines, honestly.
Check the ASIC and ABN registration details match the profile exactly.
Audit manager access and remove any account whose standing you cannot vouch for.
Search Maps for duplicate listings of the same business.

Not this

Do not appeal first and investigate afterwards.
Do not make a burst of edits across name, address and category at once.
Do not create a second profile while the first one is down.

Realistic wait

However long it takes to be certain. This is the only stage with no clock on it, and the only one you fully control.

The initial appeal

Profile compliant, documents in hand

Submit through the official Google Business Profile appeals tool, the only legitimate channel. Evidence now attaches inside the appeal form for most accounts, though some still see the older separate upload window, so have everything ready either way.

Do this

Attach the Australian evidence pack, and nothing beyond it.
Keep the description factual: what was wrong, what you fixed, what is attached.
Submit once, from a clean owner account.

Not this

Do not include revenue figures, complaints about the suspension, or anything emotional.
Do not submit several appeals at the same time.
Do not keep editing the profile after submitting.

Realistic wait

Commonly 1 to 3 days, sometimes up to 7 business days. High-risk categories such as locksmiths, legal and home services can take two weeks or more.

The additional-review submission

Only after a denial

A denial usually means the case file was not strong enough, or a document did not match the profile precisely. The request-additional-review form is a separate form that only appears once you have been denied.

Do this

Work out exactly why it was denied before touching anything.
Fix that specific gap, then re-audit the whole profile again.
Submit stronger evidence through the additional-review form.

Not this

Do not resubmit the same appeal unchanged.
Do not create a replacement profile. Google treats it as circumvention and can restrict the account permanently.

Realistic wait

Similar to the first appeal, and slower where the case has already been through a denial cycle.

Full manual escalation

After two denials, when the appeal button is gone

Once two appeals have been denied the Appeal button disappears and the standard route is closed. What remains is manual escalation through three separate paths, run in parallel rather than in sequence.

Do this

Take the case to the Google Business Profile Help Community, where volunteer Product Experts can flag genuinely stuck cases for internal review.
If you run Google Ads, use the Ads support team to raise an internal ticket noting the profile issue is affecting campaigns.
In Europe, use the EU Digital Services Act framework, which carries a statutory obligation to review.

Not this

Do not expect a phone line to fix it. Front-line support cannot override a suspension, the decision sits with the review team behind the appeals tool.
Do not let the case sit. Profiles that vanish entirely have a recovery window of roughly 30 days in our experience.

Realistic wait

Typically 1.5 to 2 weeks after submission. Cases older than six months get scoped individually, because the path back runs through escalation rather than the standard form.

What actually adds time

Three things stretch a case, and only one of them is Google.

A toxic Gmail on the profile

Adds 7 to 10 days, minimum

When a compromised or flagged Gmail is attached, the fix is to create a clean Gmail, season it, add it as a manager, upgrade it to owner after 7 days, which is Google’s own owner-transfer wait, and only then remove the toxic account. There is no way to compress that wait.
A profile that has been down for months

Scoped case by case

Long-suspended profiles sometimes show a "Cannot Appeal" status, and anything past six months goes through escalation rather than the standard form.
Waiting on you

The biggest variable, and the one nobody counts

There is no honest end-to-end median for a reinstatement, because the clock depends on how fast the documents get gathered and the recommendations get actioned. The two things that are genuinely controllable are a same-business-day diagnosis and 24 to 72 hours from submission.

Your case log

Nobody has this by the time a case reaches escalation, and it is the first thing a Product Expert asks for. Record each submission as you make it. It stays in this browser, and you can copy the whole log out at any point.

Stage 1, Diagnosis

Outcome

Note (what you submitted, or the reason given)

Stage 2, The initial appeal

Outcome

Note (what you submitted, or the reason given)

Stage 3, The additional-review submission

Outcome

Note (what you submitted, or the reason given)

Stage 4, Full manual escalation

Outcome

Note (what you submitted, or the reason given)

Questions about the appeal sequence

How many appeals do I get?: Two through the standard route. After a second denial the Appeal button disappears from the dashboard and the case moves to manual escalation. That is why appealing before the underlying violation is fixed is so expensive: it spends an attempt for nothing.
How long does a first appeal take?: Commonly 1 to 3 days, sometimes up to 7 business days. High-risk categories such as locksmiths, legal and home services regularly take two weeks or more. When we submit on a client’s behalf, reinstatement typically lands 24 to 72 hours after submission.
What is the additional-review form?: A separate form that only appears after a denial. It is not the same as resubmitting the original appeal, and resubmitting the same case unchanged is the most common wasted move we see.
What happens after two denials?: Three escalation paths, run in parallel rather than in sequence: the Google Business Profile Help Community, where volunteer Product Experts can flag stuck cases for internal review; the Google Ads support team raising an internal ticket if you advertise; and the EU Digital Services Act framework in Europe. Escalation typically runs 1.5 to 2 weeks.
Can I phone Google to sort it out?: No. There is no phone line that can reinstate a suspended profile, and front-line support has no authority to override a suspension. The decision sits with the review team behind the appeals tool, which is why a well-documented appeal beats trying to reach a person.
My profile has been suspended for months. Is it too late?: Often not, but the path changes. Long-suspended profiles sometimes show a "Cannot Appeal" status, and anything past six months is scoped individually because it runs through escalation rather than the standard form. Profiles that have vanished entirely have a tighter window, roughly 30 days in our experience.
Why does a toxic Gmail add so much time?: Because Google’s own owner-transfer wait is seven days and cannot be shortened. The sequence is: create a clean Gmail, season it, add it as a manager, upgrade it to owner after 7 days, then remove the toxic account. That adds 7 to 10 days minimum, and it is the single largest legitimate delay in a reinstatement.
What does it cost to have you run all four stages?: $550 including GST, paid upfront, covering all four stages including any manual escalation. It is reinstated or refunded: if we do not get the profile back you are refunded in full. If you come to us after both of your own appeals have already been denied, escalation-only work starts from $650.

Founder

Dorian Menard

Search Scope · Australia

SEO since

2013

The founder

Meet your senior SEO consultant, Dorian Menard

Founder. SEO only, since 2013.

Specialising in SEO since 2013. Founder of Search Scope. I work directly with every client on strategy and execution. No account managers, no offshore teams, no templated retainers.

My work covers organic and national SEO, local SEO, Google Maps, GBP and GMC reinstatement, ecommerce SEO, technical audits, and AI search visibility. I work with established Australian businesses that want a senior specialist, not a service package.

2013

In SEO since

200+

Engagements

98%

Reinstatement

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A genuine 30-minute conversation with the specialist who will do the work, not a salesperson. You leave with a clear view of what is broken, what it would cost to fix, and whether we are the right team for it.

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No lock-in contracts Specialising in SEO since 2013 Founder-led from first call