Steps to Appeal Google Business Profile Suspension

Last Updated on 25 September 2025 by Dorian Menard

Lost your Google Business Profile? Follow these steps to appeal fast and correctly. Do not leave this page during your evidence upload window.

If your profile is suspended, it disappears from Google Maps and search results, affecting visibility, customer trust, and lead generation. Fixing this requires understanding the suspension reasons, preparing the right documents, and submitting a strong appeal.

Quick Steps to Restore Your Profile:

1. Confirm it is a profile suspension, not an account restriction. If your Google account is restricted, resolve it first at My Account > Restrictions. Only then appeal the profile.
2. Audit your listing against Google’s guidelines. Fix name, address, categories, hours, URL redirects, and media.
3. Gather evidence that matches the live profile. Use official documents dated in the last 90 days.
4. Open the Google Business Profile appeals tool. Select the suspended profile. Do not create a new profile while under review.
5. Upload evidence within 60 minutes. Use clear filenames: BPID_docType_date.pdf.
6. If denied, use the “Additional review” path. Add more proof than the first appeal.
7. For 10+ profiles, use the bulk appeal flow with a spreadsheet and Business Profile IDs. Statuses you may see: Submitted, Approved, Not Approved, Can’t be appealed, Eligible for appeal. (Authority: Google Help)
8. Wait for Review: Appeals are reviewed in 5-7 business days, but it may take up to two weeks.

To avoid future suspensions, regularly check your profile for accuracy and stay updated on Google’s policies. Professional help can also simplify the process for businesses managing multiple locations.

How to Use the Google Business Profile Appeal Tool

1. Use the appeals tool while signed into the account that owns the profile. The tool shows the restriction reason and policy link. Do not create a new profile during review.
2. Evidence upload is time-limited to 60 minutes per appeal. Prepare files before you start.
3. If your account is restricted, fix that first via My Account > Restrictions. Then appeal the profile.
4. The tool can show these statuses: Submitted, Approved, Not Approved, Can’t be appealed, Eligible for appeal.

Understanding Google Business Profile Suspension

A Google Business Profile suspension can happen without warning and can seriously affect your business’s online visibility. Knowing the causes and consequences is essential to successfully appeal and avoid future issues.

Since 2023, there has been a sharp increase of Google Business Profile suspension related requests in the official support forum:

Reasons for Suspension

Google has strict rules to keep business listings accurate and reliable. Some common reasons for suspensions include:

Understanding these reasons helps address the suspension effectively and avoid similar problems in the future.

Effects of Suspension

Hard suspension: profile is offline in Search and Maps. Owners and managers lose public visibility until reinstated.
Soft/moderation: specific content or edits are limited or rejected, but the profile may still be visible.
Action differs. Hard suspensions require reinstatement via appeal. Content rejections need compliant edits and, where eligible, an appeal of the decision.

Reviewing Policy Guidelines

To keep your profile in line with Google’s rules, follow these steps:

• Read their public guidelines (snooze fest guaranteed) and understand how they want you to represent your business on Google https://support.google.com/business/answer/3038177?hl=en
• Make sure all profile information matches your actual business details.
• Use accurate categories and avoid adding promotional terms to your business name.
• Ensure consistent information across all platforms where your business is listed (GBP, website, web directory listings, social media profiles,…).

"Accurate and consistent business information is crucial in preventing suspensions. Businesses should ensure that their profile information matches their real-world business details and is consistent across all platforms".

Google will not tell you what is the cause of the suspension. It is your responsibility to find the violations that have led to the profile suspension!

For extra support, consider working with agencies like Search Scope to ensure compliance and improve your profile’s visibility. Once you’re confident your profile meets the Google guidelines, start gathering the necessary documentation to file a strong appeal.

We provide a Google Business Profile suspension and reinstatement service to help you along the way!

Preparing for the Appeal

Getting ready for an appeal requires careful planning. A clear and complete case that aligns with Google’s policies improves your chances of success. Staying organised will streamline the process and make your case stronger.

Here is a pre-appeal audit checklist you can follow:

• Business name matches legal/trading name. No keywords.
• Address eligibility is correct. No P.O. boxes, virtual offices, or co‑working as primary addresses.
• SAB vs Storefront is set correctly. SAB hides address and shows service areas within 2 hours max driving distance radius. Storefront welcomes customers and shows signage.
• Categories match what you actually do.
• Hours and phone are consistent with your website and citations.
• URL points to a relevant page. No redirects to other domains or social profiles.
• Official docs no older than 90 days.
• Business registration document from ASIC
• Storefronts: exterior signage, interior photos, lease or utility bill matching the profile address.
• SABs: branded vehicle photos, invoices, licensing, service proofs.
• File naming: Use Business Profile ID + type + date. Example: 1234567890_ASIC_2025‑08‑21.pdf.

Collecting Required Documents

Start by gathering the necessary documents to support your appeal. Here’s what you’ll need:

"Accurate, current documentation is key to a successful appeal."

Make sure your files are clear, recent (no older than 90 days), in PDF or image format, and match the details in your profile.

Fixing Violations

Once your documents are ready, the next step is to ensure your profile follows Google’s policies. Fixing these issues is crucial and typically takes a couple of hours.

Here are common problems and how to address them:

Pay close attention to these areas:

• Business name formatting
• Address representation
• Accurate operating hours
• Correct category selection
• Compliance of photo content
• Management of reviews and responses

Once you’ve resolved all violations and your documentation is complete, you can confidently submit your appeal to Google.

You want to make all pending violations have been addressed before lodging your appeal, otherwise Google will refuse, without giving you any reason!

Most Common Mistakes That Get Your GBP Appeal Denied

• Submitting fuzzy, outdated, incomplete or mismatched documents.
  (Example: Address on your utility bill doesn’t match profile or is not consistent on all your documents)
• Failing to update the profile before appealing—Google checks the live listing. This is THE perfect time to do as many edits as you want on it. We highly recommend you fully optimise it!
• Ignoring Google’s initial suspension email or missing the “Upload Documents” deadline.
• Not providing a concise explanation on what was fixed—rambling appeals are ignored.
• Trying to “trick” the system with altered docs—instant ban.
• Re-appealing too quickly after denial without fixing anything.
• Using P.O. boxes, virtual offices, or co-working spaces as a primary address.

“According to local SEO forums, over 65% of appeals are denied due to incomplete or mismatched documentation.”
(Source: Local Search Forum, 2024, GBP Appeals Megathread)

Submitting an Appeal

Finding the Appeal Form

Log in to the Google Account associated with your suspended Business Profile.

Head to the Google Business Profile appeals tool. This tool will show your suspended profile, the reason for suspension, and the relevant policy details.

Before starting your appeal, make sure you’ve fixed any listed violations. Ignoring this step could lead to an automatic rejection.

Use the Google Business Profile appeal tool while signed into the correct account. Select the suspended profile.

Providing Evidence

You’ll need to upload all supporting documents within 60 minutes after starting the appeal. Focus on submitting materials that directly address why your profile was suspended.

"Be concise and provide relevant details that support your appeal. Ensure that your explanation is easy to understand and directly addresses the issue at hand"

The documents they want to see are the following:

• ASIC or business registration
• Business lease or building related document (for storefronts)
• Business insurance
• Accounting documents or proof
• Invoices and utility bills (internet, telecom, power)
• Branding related documents (brochures, invoices you send clients,..)
• Photos or videos of your vehicles, premises, staff with branded clothing

In essence, anything that makes your business legitimate!

Make sure your documents are recent, clear, and match the details on your profile. Include location proof and valid identity verification. Once everything is ready, attach the files and move forward with your appeal.

Completing the Appeal

Before hitting submit, double-check that you’ve selected the correct suspended profile, your documents are clear and easy to read, and you’re using the email tied to the suspended profile.

If you cannot upload all your documents, zip them into a .zip file and upload it or upload them into a Google Drive, make it public, and share the link with the Google team inside the text field.

Google usually reviews appeals within 1-7 business days, though it can take up to 2 weeks. If your appeal is denied, you can request another review, which typically gets a response within 24-72 hours.

For businesses with more than 10 suspended profiles, Google offers a bulk appeal option using a spreadsheet to simplify the process. Staying organised is key when dealing with multiple suspensions.

Do not create a new profile during review. Full reinstatement timelines vary by case and region. If denied, request an additional review and submit stronger evidence.

Recent Examples: Successful Google Business Profile Appeals

• Example 1:
  A Perth electrician we recently worked with was suspended for address verification. Submitted recent utility bill + company ASIC registration + signage photo at location. GBP reinstated in 4 days.
• Example 2:
  A Melbourne cafe we have helped a few month back had “best” and “#1” in business title. Cleaned name, uploaded updated lease and council license. Initial denial, resubmitted with clear cover letter—approved in 8 days.

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Managing Multiple Suspensions

For businesses handling several profiles, tackling suspensions in an organised way helps ensure smoother operations and reduces disruptions.

Addressing multiple suspended Google Business Profiles requires a clear system. Google provides tools like bulk appeals to simplify the reinstatement process for businesses managing numerous profiles.

Using Spreadsheets for Bulk Appeals

If you’re dealing with more than 10 suspended profiles, Google’s bulk appeal process can save you time and effort.

To make the process efficient, gather and organise all necessary documents before starting. Keep in mind there’s a 60-minute time limit for uploading everything.

"The Google Business Profile appeals tool allows you to check the status of your appeals. You will receive an email notification with the appeal decision for the profile you selected"

For better tracking, maintain a master spreadsheet that includes:

• Status updates for each appeal
• Submission dates
• Deadlines for follow-ups
• Notes on additional review requests

If managing multiple locations feels overwhelming, agencies like Search Scope can assist with bulk appeals. Their knowledge can be especially helpful in ensuring all profiles comply with Google’s policies.

To avoid confusion or delays, label each document with its corresponding Business Profile ID.

Once you’ve resolved these suspensions, focus on strategies to prevent similar issues in the future.

Avoiding Future Suspensions

Fixing suspensions is important, but preventing them from happening in the first place keeps your Google Business Profile and blood pressure stable over time. Regular checks and careful management are key to staying compliant and avoiding future problems.

Staying Compliant with Google Policies

Make it a habit to review Google’s policy updates every quarter. Staying on top of these changes helps you catch any potential issues before they lead to suspensions.

Here’s a simple guide to help you stay compliant:

Set up a routine to review your profile regularly. This will help you spot unauthorised changes or unusual activity. You can also enable notifications for profile updates through the Google Business Profile dashboard to stay informed.

We recently started advising clients to stop doing heavy edits from the backend of their GBP profile, and instead push edits as suggestions on the frontend. Sound weird? Yes that’s because it is. We explain everything in this article.

Getting Professional Help

If you’re managing multiple locations or have complex needs, professional support can make a big difference. Experts can help with:

• Interpreting and applying Google’s policies
• Conducting regular profile audits
• Monitoring compliance
• Developing strategies to avoid suspensions

Agencies specialising in Google Business Profiles can handle these tasks, ensuring your profile meets Google’s standards and stays active.

Taking these steps not only helps you avoid suspensions but also boosts your business’s credibility and improves local search visibility. By focusing on compliance and seeking expert help when necessary, you can protect your profile and maintain a strong online presence.

Product Experts in the GBP Community are your only realistic escalation option if you’re stonewalled by Google.

Industry Data (2025):

• First-time, clean appeals have a 95% success rate if all required docs match and all violations are addressed.
• 60% of denials come from inconsistent NAP (Name, Address, Phone) info on the documents provided or failure to update the live profile before appealing.
• Businesses using professional help see a 20-30% faster resolution (based on Search Engine Land and Joy Hawkins, 2024 GBP Appeal Survey).

Hard Data & Updates for 2024-2025

• As of June 2024, Google has automated more suspension triggers (address changes, rapid NAP updates, multiple user edits).
• Appeals tool now requires all uploads within 60 minutes—no exceptions.
• Bulk appeals are only for businesses with 10+ suspended profiles and are closely scrutinized.
• Phone and chat support for suspensions is basically dead—everything runs through the appeal tool or the GBP Community.
• Social media escalation (Twitter/Facebook) is now almost useless. GBP Product Experts in the official community are the only effective escalation channel.

Conclusion

Getting a Google Business Profile suspension lifted requires a well-organised approach and experience.

Typically, the process takes around two weeks, with first-time appeals often reviewed in 5-7 business days. To improve your chances, keep essential documents like licenses, tax certificates, and utility bills ready to support your case.

Once reinstated, focus on keeping your profile stable and compliant. Consider setting up a system to monitor your profile’s performance and quickly address any potential issues. This approach works whether you manage a single location or multiple business locations.

For ongoing stability, consider working with local SEO professionals. They can help you navigate complex compliance rules and implement effective management strategies – especially valuable in competitive markets where a strong Google Business Profile can boost visibility and attract more customers.

Every review and interaction with your profile helps reinforce compliance. A strong appeal is built on clear evidence and directly addressing the suspension’s cause. After reinstatement, focus on proactive management, staying compliant, and leveraging expert support to keep your profile visible and stable in search results.

FAQs

How many times can you appeal a Google Business Profile suspension?

You can submit two formal appeals through the official Google Business Profile reinstatement form. After both appeals are reviewed and refused, additional direct appeals are generally not possible.

In some cases, you may try limited follow-up emails to Google support (one or two attempts), but the likelihood of success drops significantly once the system marks your case as closed. At that point, the practical path forward is to have a Google Business Profile Product Expert escalate your case to Google’s human support team.

This escalation is the only recognised method to reopen a case after the maximum number of appeals has been reached.

How do I unsuspend my Google Business Profile?

To get your Google Business Profile reinstated, log in to your account, select the suspended profile, and fill out the appeal form.

Make sure to upload any required documents, clearly explain why your profile should be restored, and submit the form. Double-check that all details are accurate, as incomplete appeals may delay the process. You’ll need to complete this within 60 minutes.

Google usually reviews first-time appeals within 5-7 business days. For step-by-step instructions, check out the ‘Submitting an Appeal’ section earlier in this guide.

Why would Google suspend my business account?

Google may suspend accounts for reasons like mismatched business names, conflicting location details, or sudden updates to key information. For a full list of possible reasons, see the ‘Reasons for Suspension’ section mentioned earlier.

To reduce the risk of suspension, keep your business details consistent and accurate across all platforms.

How do I get my business back on Google Maps?

Restoring your business on Google Maps involves two main steps:

• First, submit an appeal via your My Accounts page to resolve any account restrictions.
• After that, appeal the suspension of your Business Profile by providing the necessary evidence.

For more information on what documents to include and how to submit them, refer to the ‘Submitting an Appeal’ section earlier in this article.

Related Blog Posts

• Steps to Recover from Local Search Penalties
• How Local Search Penalties Affect Rankings
• How To Use Google Business Profile Insights
• Why Your Google Business Profile Got Suspended and How You Can Fix It