How to Recover a Suspended Google Business Profile: A Step-By-Step Guide For Home Service Companies
If you get an email or a GBP dashboard alert that your Google Business Profile has been suspended due to a policy violation, the first step is to stop clicking and take a breath.
Potentially losing your Google Business Profile can be a major problem for home service pros. It can represent a major source of leads and years of online review gathering efforts that we know you do not want to lose.
But reacting out of anger and clicking the appeal button fast can potentially trigger an irreversible appeal reinstatement request with a 60-minute timer. Don’t burn through one of your only opportunities to appeal.
Navigating Google Business Profile suspensions can be tricky. Dealing with Google's automated support structure is difficult. And you only get two appeals to reclaim a suspended GBP.
This information is meant to help and serve as a guide - but it VERY EASY to get things wrong.
Dealing with GBP verifications and suspensions is part of our contractor marketing program. Footbridge Media has an over 96% success rate with the GBP listings we manage - but it absolutely requires that our clients still have the right to appeal available.
Instead, protect your GBP investment by taking time to assess the situation, identify the most likely issues for suspension and remedy, gather your supporting documents, and complete your GBP appeal thoroughly to give yourself the best chance of reclaiming your account.
1. Assess Your Google Business Profile Health
While there has been an increase in GBP suspensions in 2025, there are specific guidelines for presenting your business on Google that must be followed to avoid the suspension or loss of your Google Business Profile
When you get a suspension notice email from Google, it will include a general reason for your suspension. You can also see Google’s reason for suspension by visiting the Google Business Profile appeals tool (but make sure you do not click the “Submit appeal” button until you are absolutely ready and you’ve read through this entire walkthrough!)
One of the most common triggers is prohibited content and behavior, which Google breaks up into two major categories, each with its own sub-categories:
Deceptive content & behavior
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Fake engagement
Most commonly, this issue comes about if a company buys fake reviews, offers to pay customers for them, or otherwise incentivizes reviews by providing free services or discounts in exchange for adding a review, OR to get someone to remove a review.
Though less common, it also includes any other attempt at unauthentic engagement or traffic with your Google Business Profile.
Some services promise to increase engagement with your GBP (like clicking on directions and navigating to your GBP location) - if that is done in a method that “mimics genuine engagement,” that also counts as fake engagement.
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Impersonation
Impersonating a person, group, or organization to try to mislead others
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Misinformation
This is about false, inaccurate, or deceptive content - generally meant to mislead to the point of serious harm to an individual, business, or society at large. This can be health or medical-related content, false news stories, etc.
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Misrepresentation
Information that is false or misleading about the goods or services a business profiles, in a way that is ultimately trying to scam people.
It can also include content that is shared when there is a conflict of interest, such as encouraging all your employees to give your business good reviews.
Deceptive content & behavior
Generally speaking, this type of content includes but is not limited to GBP content that includes…
- Harassment
- Hate speech
- Offensive content
- Personal information
- Obscenity & profanity
- Sexually explicit content
- Adult-themed content
- Violence & gore
- Restricted content
- Dangerous content
- Child safety
- Terrorist content
- Off-topic
- Advertising & solicitation
- Unclear and Repetitive Content
- Defacement & Mischief
2. Identify What Has Happened With Your Business GBP
Most business profile suspensions are related to deceptive content or misrepresentation of content.
However, the actual Google account that you connect to your business GBP is also important. If your Google account has been flagged as problematic, you may get an “Account restriction” where Google assumes any GBPs associated with your parent Google account may be compromised.
3. Determine What Policy Violations Need To Be Fixed
The Google Business Profile guidelines by Google are written out plainly.
It’s why we always recommend only using white hat contractor marketing practices. While some other tactics may temporarily ramp up GBP success, they compromise the safety of the entire Google Business Profile. Not following the rules may mean making a very successful GBP that gets cut down.
Even businesses that do everything right still run the risk of suspension because of false flag triggers from Google, false user reports, black-hat duplicate listings, or making too many edits in a short period of time.
Common Policy Violations For Home Service Businesses
There are multiple policy violations that trigger suspensions for Google Business Profiles. For home service companies and contractors in particular, there are a few common violations that trigger suspension.
Address And Service Area Violations
There are special rules in place just for home service companies. If you have a business that exclusively serves other people at their location, you are considered a "Service Area Business" company in Google’s eyes. That means you can use your home address for the sake of Google Business Profile verification and hide the address from public view.
Unless you have staff at your location during business operation hours, you cannot set up your business with a visible address like a traditional GBP listing.
Common address issues that trigger suspension include
- Using a home address and not setting up your business as a Service Area Business
- Using a virtual office, PO BOX, or UPS Store address as your business address
- Using the same address for multiple businesses in the same industry
Given how important proximity is to local search engine optimization and Google Business Profiles, it is tempting to try to use more “ideal” addresses that don’t fit Google’s guidelines for location.
But trying to game the system when it comes to your address puts your Google Business Profile at risk for suspension or deletion.
Misrepresentation Or Deceptive Content
Aside from business address issues, this is the most common reason why Google Business Profiles get flagged for suspension. There are a variety of “misrepresentation” triggers, including:
- Business name “keyword stuffing” - Adding location, descriptors, or keywords to your business name in your Google Business Profile field. It can ONLY contact your legal business name or your legal “doing business as” business name
- NAP mismatches
- Buying reviews / paying for reviews / incentivizing reviews / paying off people for removing reviews
Major Profile Edits
Because most home service industries are considered “high-risk” companies, some simple Google Business Profile field edits can potentially trigger re-verification. That includes changes to…
- Business Name
- Address
- Categories
- Phone Number
- Website URL
Account-Level / Policy Violations
If the Google account related to the Google Business Profile has been linked to Gmail or Google Ad accounts that have been flagged as problematic, it can poison all related Google resources - including Google Business Profile accounts.
Duplicate Listings
Having multiple Google Business Profiles associated with the same business, even if they are old accounts you don’t have access to, can trigger all of the listings to be suspended until duplicates are resolved.
4. Gather Your Supporting Documents For Appeal
Depending on the exact reason for suspension, you’ll need to collect supporting documents and evidence BEFORE you start the appeal process.
General Business Documentation
In fact, even if you don’t actively have a Google Business Profile problem right now, it is a great best practice to maintain digital copies of…
- Official business registration
- Business license
- Tax certificates or EIN paperwork
Proof Of Address Or Location Documentation
When you have an immediate need for documentation, you may also need to put together some paperwork that includes recent statements and paperwork to prove your address or location. That could include…
- Utility bills (electricity, phone, gas, water, sewage, trash, recycling, tv, internet)
- Tax certificates
Business Operation Documentation
If you really do operate a storefront with staff and where you can see clients, you may need to provide proof of your operations at your business address. That could include…
- Exterior signage photos
- Interior business photos
5. Complete Changes & Start Your Appeal
Once you’ve identified the issues, remedied your reasons for suspension, and gathered your evidence, only THEN should you start the reinstatement process.
- Make sure you are on a computer with reliable access to power and internet - once you start this process, it represents one of the ONLY opportunities you get to properly appeal your suspension. Verify you have digital files already saved on your device for uploading into evidence during the appeal.
- Ensure you’re logged into the correct Google Account associated with your Google Business Profile
- Visit Google’s appeals tool and select your suspended profile. As you continue, you’ll again see the reason for your suspension along with the suspension date and current status.
- Confirm you are ready to move forward and click “Submit Appeal” - This starts the 60 minute timer.
- On the next screen, you’ll be able to verify the correct information and upload your supporting documentation. You have the option to upload zip files up to 20MB or to upload individual files.
- You can (and should) provide “additional context” for why your GBP should be reinstated in the provided form. Identify any changes you’ve made to address any policy issues. Be brief and straightforward with your explanation. This isn’t a place for a sob story - it is about presenting facts to the reviewer to consider.
- Complete this by hitting the blue “Submit” button.
It will take time for the appeal process to complete. You can go back to the Manage Appeals dashboard to review your status - but the email address for your Google account should also get an email with the decision results.
What If My Appeal Is Denied?
If your Google Business Profile appeal is not successful, then that means one of two things has happened.
- You didn’t fix the underlying issue, and your GBP is still violating guidelines
- OR your appeal did not include enough verifiable evidence to confirm that your business is GBP eligible.
Unfortunately, Google’s GBP appeal denial message will not tell you which camp you fall into.
It MAY be possible to request one final additional review of a denied appeal through the Local Appeals form - but you should ONLY do so if you have completed a comprehensive review, actually made significant corrections, and obtained more evidence to demonstrate your business's legitimacy.
Your appeal of the appeal should include additional context information that highlights the types of changes you’ve made since the initial appeal attempt.
This is the last official step available to you to resolve your Google Business Profile suspension.
As a last resort, try posting on the Google Business Profile Help Community and hope that you catch the eye of a GBP Product Expert (a vetted volunteer that Google has given limited escalation abilities), but this is definitely a long shot.
The Headache Of Dealing With Google Business Profiles
Dealing with a suspended Google Business Profile can feel overwhelming, but you're not alone.
Footbridge Media has an over 96% success rate with the GBP listings we manage - but for us to be able to help, you must still have the right to appeal available.
We don't charge additional costs or one-time fees to help with your Google Business Profile problems. It is included in our contractor marketing program. It's just one of the many ways we've been able to help thousands of contractors and home service pros since 2004.
At Footbridge Media, GBP troubleshooting and support is included as part of our contractor marketing program. We help home service businesses like yours recover and protect the online tools that keep the leads coming in. If you need help making sure your business stays in good standing with Google, we've got your back.
Frequently Asked Questions
You’ll need business licenses, utility bills, tax certificates, photos, and anything else that proves your legitimacy and matches your GBP info.
It varies, but it can take anywhere from a few days to a couple of weeks. Watch your email for updates.
Possibly. If you can fix major problems and gather better evidence, you can try the Local Appeals form one last time.
About Chris Lonergan
Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
