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GBP Group Creation and Verification

Google Business Profile Group Creation and Group Verification

Kate avatar
Written by Kate
Updated over a week ago

This guide explains how to properly create a Location Group in Google Business Profile (GBP) and how to obtain Group Verification, which allows all current and future locations to be automatically verified.

What is a GBP Location Group?

A location group (previously “Business Account”) is a dedicated container inside Google Business Profile; it's used to manage multiple locations under a single brand or corporate entity. A location group provides:

  • Centralized ownership and permission control

  • Bulk edits and bulk data updates

  • Brand-level consistency

  • A single place where Google can verify the full network

We encourage you to learn more about it in the Google help center artcile.

How to Create a Location Group in Google Business Profile

  1. Sign in to Google Business Profile Manager at https://business.google.com/.

  2. In the left menu, open Businesses (Manage Businesses).

  3. Select Create group (or “Create business group”).

  4. Enter a clear corporate name, for example: BrandName – US / BrandName – Franchise Network / BrandName – QLD

  5. Click Create.

  6. Open the new group from the list.

  7. Add managers and owners with appropriate access:

    • Primary Owner (corporate)

    • Owners (corporate marketing or operations)

    • Managers (regional teams or approved partners)

  8. Add locations to the group:

    • Use Add location for individual entries

    • Or use Import locations for bulk upload (CSV template)

For additional details, please refer to the Google documentation for bulk uploads.

How to Add Locations to the Group

Before adding any location to the newly created group, ensure the following fields are accurate.

Mandatory for verification

  • Location name

  • Full address

  • Local phone number

  • Primary business category

  • Consistent brand naming

  • Working hours

  • Website or store locator URL

Recommended for higher approval rates

  • Location photos (logo/exterior/interior)

  • Store code (unique identifier)

  • Attributes and services

  • Category consistency across all locations

In this Google help centre guide, you can learn about the CSV template and rules.

What Is Group Verification And Why Do You Need It?

Group Verification is Google’s method for verifying all locations inside a Location Group at once, instead of verifying each location individually with postcards or phone calls. This eliminates postcard delays, strengthens brand credibility, and ensures consistent data across Search and Maps. When approved, the following happens:

  • All current locations get verified

  • All future locations added to the group become automatically verified 👈

  • No postcard verification required

  • Lower risk of suspension

  • Faster onboarding

  • Consistent visibility across Google Search and Maps

Here you can find out more about the verification process.

Why New Locations Auto-Verify

Once Google approves a Location Group, it becomes a trusted entity. Google recognises all locations inside the group as belonging to the same real-world corporate organisation.

When new locations are added and meet naming/branding rules, Google verifies them automatically without any manual steps. ☝️This is critical for scaling multi-location brands.

Requirements for Group Verification

Google will not approve a group unless the following conditions are met.

Minimum Requirements

  • At least 10 physical locations.

  • All locations share the same brand name (or consistent variations).

  • Locations operate under the same legal or franchise structure.

  • Ownership of the profile is centralized inside the Location Group.

  • Data accuracy and naming consistency.

Data Quality Requirements

  • No duplicates in the group.

  • No suspended listings.

  • Addresses must follow Google's formatting rules.

  • Phone numbers must be local and active.

  • Categories must be unified or intentionally structured.

Website Requirements

  • A store locator.

  • Consistent domain structure.

  • Location-specific pages, when possible.

How to Request Group Verification

Google does not offer a self-service button. You must request it via Google Support. Here is a short guide on how:

  1. Go to GBP Support at https://support.google.com/business/gethelp.

  2. Select: Verification → Bulk verification → Email support.

  3. Submit the required information:

    • Brand name

    • Number of locations

    • Explanation of the business structure (corporate or franchise)

    • Confirmation that all locations belong to the same brand/entity

    • A link to the store locator

    • CSV or spreadsheet of all locations with:

      • Name

      • Address

      • Phone

      • Category

      • Store code

      • Website URL

☝️Review normally takes 4 to 12 weeks. Note that Google may request additional documentation. For additional details, refer to our help centre article and to Google’s bulk verification guidelines.

Maintaining Group Verification

Once approved, the group remains verified as long as all locations stay compliant.

So we strongly suggest maintaining:

  • Accurate business hours

  • Consistent naming

  • Unified categories

  • No duplicates

  • Accurate website URLs

  • Correct store codes

If Google detects inconsistencies, group verification may be paused or revoked.

​If you have any further questions, please contact us at
​[email protected].

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