Should each location have its own Google Business Profile?
Yes, for every location that meets Google's guidelines, which in short means a real address where customers are served in person during stated hours. A single profile cannot represent several addresses accurately. Google uses location-specific profiles for local results, so one profile per eligible location gives each branch the best chance of appearing when nearby customers search.
One address, one profile: why this matters in local search
If you run a business with more than one location, you may wonder whether managing separate Google Business Profiles is worth the effort. The short answer is yes, and the reason is straightforward. Google matches search results to the physical location of the person searching. When someone types "accountant near me" or "hair salon open now", Google looks for a verified, location-specific profile that matches that area. A single shared profile tied to your head office is unlikely to show up for searches near your other branches.
What happens if you skip individual profiles?
Without a dedicated profile, a branch is missing from Google Maps and the local pack. Customers nearby will not see your address, opening hours, photos or reviews in Google Maps or the local pack. They may find a competitor instead. For chains, franchises or buying groups, this is a missed opportunity at every branch where no profile exists. Each location is a separate touchpoint, and local visibility at that touchpoint requires a local profile.
How to set up multiple profiles correctly
Google allows you to create and manage multiple Business Profiles from a single account. For businesses with ten or more locations, a bulk upload option simplifies the process. Each profile needs a unique, verified address, a local phone number where possible, accurate opening hours and a consistent business name. Categories and descriptions can be adapted per location to reflect local services or services. Consistency in your core information across all profiles helps Google trust the data.
Reviews, photos and posts belong to each location
One profile per location also means each branch builds its own review history. Customers leaving a review for your Ghent branch are not helping your Brussels branch rank locally. This can feel like extra work, but it also means each team can showcase their own results and respond to feedback directly. Encouraging reviews at the location level is a practical habit that compounds over time.
Managing multiple profiles without losing overview
The management overhead is real but manageable. Using a Google Business Profile manager account lets you oversee all locations from one dashboard. For larger networks, such as a franchise with dozens of sites, a structured approach to profile ownership, posting and review management saves time and prevents inconsistencies. If you are unsure whether your current setup is complete and correct, a structured audit is the logical first step. A Stimpy Scan reviews your local visibility across all locations and gives you a concrete action plan.
Follow-up questions
No. Google's guidelines call for one profile per eligible location, each with its own verified address. Sharing one profile across addresses leads to incorrect information in search results and goes against those guidelines.
Create the profile and verify the address as soon as the location is open to customers. A new profile with accurate information and a few recent photos already gives Google enough to work with. Reviews will build over time as customers interact with that specific branch.
No. You can manage multiple Google Business Profiles from a single Google account. You can also grant access to team members at specific locations without giving them control over all profiles, which keeps oversight centralized while allowing local management.