Short answer
Open Google’s Business Profile appeals tool, sign in with the Google account that manages the profile and select it: the tool shows why it was restricted and which policy applies. Fix the issue first — name, address, category or ownership — then submit the appeal with evidence such as a business licence, a utility bill and photos of your signage. If the tool asks for evidence, upload it within 60 minutes. Don’t create a new profile while the old one is suspended.
Why profiles get suspended
- A business name with extra keywords, cities or slogans.
- An address that isn’t a real staffed location — virtual offices, mailboxes, co-working desks.
- A service-area business showing a home address publicly.
- Categories that don’t match what the business does.
- Ownership changes, many edits at once, or duplicate profiles.
Google’s guidelines for representing your business are the yardstick; the appeals tool names the one it applied.
How to appeal
- Open the appeals tool and sign in with the account that manages the profile.
- Select the profile: you’ll see the restriction, the reason and a link to the policy.
- Correct the profile so it follows the guidelines.
- Select Submit appeal, and add evidence when prompted — within 60 minutes.
- Check the status in the same tool: submitted, approved, not approved or can’t be appealed.
Evidence that works
- A business licence or registration showing the same name and address.
- A utility bill or lease for the address.
- Photos of permanent signage, the entrance and the street.
- A website and phone number that match the profile.
Mistakes that keep it down
- Creating a new profile for the same business while the old one is suspended — duplicates make it worse.
- Appealing without changing anything.
- Paying someone who promises a guaranteed reinstatement or a “Google contact”.
If the profile was edited by someone else, or another party claims to own it, the case is about ownership as well as guidelines — part of our Google result removal and Business Profile work.
Frequently asked questions
How long does a Business Profile appeal take?
It varies from days to a few weeks. The appeals tool shows the current status.
Can I create a new profile instead?
No. A second profile for the same business is a duplicate and can lead to further suspensions.
What if the appeal is not approved?
Read the reason again, fix what is still wrong and make sure the evidence matches the profile exactly. Some restrictions can’t be appealed.
Do I lose my reviews?
Reviews are attached to the profile; when a suspended profile is reinstated they usually return with it.
Sources: Google Business Profile Help — fix suspended profiles, Google Business Profile Help — appeal restrictions