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How to appeal a Google Business Profile suspension

By CED Solutions, LLC · Based on Google's help pages, checked October 27, 2026

Google gives you one route for a suspended or disabled profile: the Business Profile appeals tool. Google also says "appeals can only be submitted once," so the work that matters happens before you press submit.

Before you open the tool

Google's first instruction under "Before you submit an appeal" is: "Make sure your profile follows all the guidelines." One wrinkle: Google's policy overview says suspended profiles "must be reinstated first before content can be successfully contributed," so edits to a suspended profile may not publish. Spend the time on what you control instead: your signage, your website, your documents, and your listings elsewhere. Make the real world consistent first.

• Eligibility: would you pass Google's test, "make in-person contact with customers during its stated hours"? If not, see the reason finder before spending your appeal.
• Account: if all your profiles are down, read Account restricted first. The account appeal comes before the profile appeal.
• Verification: Google's appeals page suggests checking your verification status before you appeal.

Evidence Google lists

Evidence is optional in the tool, but Google names what "can help strengthen your appeal":

• Official business registration
• A business license
• Tax certificates
• Utility bills for the business (electricity, phone, water, internet)

Google adds one tip that decides many appeals: check that the business name and address on each document match the profile you are appealing. A registration under one name, a utility bill at another address, and a profile under a third name is three different identities. Line them up in a simple table before you upload anything.

The steps in the appeals tool

1. Open the Business Profile appeals tool.
2. If you're signed in to the account tied to the profile, select Confirm. Otherwise select Switch account.
3. Select the profile, then Continue.
4. Select the decision you want to appeal, then Continue. The tool shows the decision date, the reason, a link to the violated policy, whether it can be appealed, and its status. Record all five.
5. Optionally, upload evidence with Choose file. You can attach multiple files.
6. Optionally, type your explanation in the text box.
7. Check the box that says "I'm ready to submit this appeal and confirm that all optional supporting evidence is attached," then select Submit appeal.
8. Screenshot the confirmation and note the date and time. Google sends the decision by email.

Button labels change. If your screen differs from this list, follow what the tool shows.

What to put in the explanation box

This part is our advice, not a Google rule. A reviewer needs to quickly confirm three things: the business is real, it is where you say, and the profile now follows the guidelines. A structure that works: who you are and how you serve customers; what you changed; what you attached; one polite request. Keep it factual and calm, and don't claim anything your documents can't show.

Write it in a document first and paste it in. Don't paste keyword lists, and don't argue about lost revenue.

After you submit

Google lists these statuses in the tool: Submitted, Approved, Not Approved, Can't be appealed, and Eligible for appeal. Google says reviews "can take up to 5 business days." While you wait:

• Don't submit another appeal for the same issue. Google asks you not to.
• Don't create a new profile.
• Avoid sweeping name, address, or category changes while you wait unless they correct a real problem. Google treats significant identity changes with suspicion (see the reason finder). This is our advice.
• Check the inbox, and the spam folder, of the account that owns the profile.

If you are denied, the next step is covered in Appeal denied: the additional review form.

Special cases

10 or more locations

If you manage more than 10 profiles, the tool asks whether you're "requesting bulk reinstatement for 10 or more suspended locations." Answer yes to attach a spreadsheet of Business Profile IDs plus supporting documents. Google notes only the profile you selected shows a status change in the tool, and you get one email.

Account restricted

Google says to appeal the account on your "My accounts" page first. After that restriction is lifted, you appeal the profile. See Account restricted.

UK and EEA

Google's appeals page handles some things differently in the UK and EEA, including rejected edits and media restrictions, which go through the appeals tool there. It also says EEA businesses "may have additional redress options."

Frequently asked questions

Can I appeal a Google Business Profile suspension more than once?

Google says appeals can only be submitted once. If the appeal is denied, Google says it may be able to do an additional review, which has its own form.

Do I need to upload documents?

Evidence is optional in the appeals tool, but Google lists registration, a license, tax certificates, and utility bills as evidence that can help, and advises that the name and address match the profile.

How long does the appeal take?

Google says appeal reviews and decisions can take up to 5 business days.

Should I make a new profile instead?

No. Google's page says not to create a new Business Profile for the same business.

Keep reading

• Why was my Google Business Profile suspended?
• Appeal denied: the additional review form
• Google Account restricted: what to do first
• Suspended over a virtual office or mailbox address

Sources (Google's own pages)

1. Fix suspended or disabled profiles
2. Appeal Business Profile content & profile restrictions
3. Overview of Google Business Profile policies
4. Google Business Profile appeals tool

Checked October 27, 2026. Google changes its pages and tools, so confirm against the current page before you act.