How to Add a Second Business to Google My Business

Adding a second business to your Google account isn't just possible - it's the right way to manage multiple brands or locations without losing your mind. This guide will walk you through the entire process, from understanding Google's rules to efficiently organizing your profiles once they’re live, ensuring each of your businesses gets the visibility it deserves.

Before You Start: Google's Rules for Multiple Business Profiles

Before you jump in and start creating new profiles, you need to understand the rules of the road. Google has strict guidelines to prevent spam and duplicate listings. Getting this right from the start will save you from major headaches, like having your profile suspended or disapproved.

Is Your Second Business Eligible?

The core principle is simple: each distinct business needs its own unique profile. But what makes a business "distinct" in Google's eyes? Here are the non-negotiables:

• A Unique Business Name: Your second business must have its own legally registered name. You can't just add a keyword to your existing name to create a new profile (e.g., "Dave's Downtown Plumbing" and "Dave's Emergency Plumbing" would likely be flagged as duplicates unless they were legally separate entities).
• A Unique Physical Address or Service Area: This is the most important factor.
  • For storefront businesses: The business must have its own physical address and dedicated entrance. Two separate businesses can't operate out of the same single office and have two separate profiles. For example, a law firm and an accounting firm sharing one reception area can't have separate listings.
  • For service-area businesses (SABs): If you don't have a physical storefront (like a plumber or a mobile dog groomer), your business must have a distinct service area from your other business profiles. However, your registered business address must still be unique.
• A Unique Phone Number: Each profile should have its own dedicated phone number that connects directly to that specific business or location. Using the same phone number across multiple profiles is a major red flag for Google and can lead to listings being merged or suspended.
• In-Person Contact: The business must make some form of in-person contact with customers, either at its physical location or by traveling to the customer's location. A P.O. box or virtual office does not qualify as a valid address.

In short, if your second business is a truly separate entity with its own name, location, and phone number, you're good to go.

The Difference Between a New Location and a Separate Brand

The process of adding a second business to Google is the same whether you're adding a new location for your existing brand or a completely different business you own. For Google, the requirements are identical.

• A Second Location: You own a coffee shop downtown and you're opening another one in the suburbs. Both will be called "City Brew Coffee," but they're at different addresses with different phone numbers. Each one gets its own Google Business Profile.
• A Separate Brand: You own that same coffee shop, but you're also opening a yoga studio next door. "City Brew Coffee" and "Urban Zen Yoga" are separate brands with separate addresses, names, and phone numbers. They each get their own profile, and you can manage both from the same Google account.

How to Add a Second Business to Google: A Step-by-Step Walkthrough

Ready to get your new business on the map? The process is straightforward and can be done right from your existing Google Business Profile account. Here's exactly how to do it.

Step 1: Log in to Google Business Profile Manager

First, head over to business.google.com and sign in with the Google account you used to create your first business profile. This keeps all your business listings under one login, making them easier to manage.

Step 2: Find the 'Add Business' Button

Once on your dashboard, you'll see a list or grid of your current business(es). Look for a button that says “Add business” or a similar phrase, often located near the top right or on the main business dashboard. Click it, and from the dropdown menu, select “Add single business.” This action starts the creation process for your new profile.

Step 3: Enter Your New Business's Name and Details

Google will first ask you to type in the business name. As you type, Google will check if a profile with a similar name already exists to prevent duplicates. Enter the full, official name of your second business.

Next, you’ll select a business category. Be as specific as possible. Instead of just "Restaurant," choose "Italian Restaurant" or "Vegan Restaurant." This helps Google understand who your business serves and show you to the right people in search results. You can add more categories later, but your primary category is the most important one.

Step 4: Add Your Location or Service Area

This is where you tell Google where your business operates. The options will depend on your business type:

• If you have a physical location (storefront, office, etc.): You'll be prompted to enter your complete address. Remember, this must be a real address where you conduct face-to-face business. You'll also be asked to place a pin on a map for accuracy.
• If you are a service-area business (you travel to customers): You'll specify the neighborhoods, cities, or zip codes you serve. You won't display a public address, but you'll still need to provide a real mailing address for verification purposes (it won't be shown on your profile).

Next, you’ll be asked to add your contact information. Input the unique phone number for this business and, if you have one, your website URL. Every piece of information should be specific to this business, not any others you own.

Step 5: Complete the Verification Process

Verification is Google’s way of confirming that your business is legitimate and that you are authorized to manage its profile. You can’t fully manage your profile until it's verified. Here are the most common verification methods:

• Postcard by Mail: This is the most traditional method. Google will mail a postcard with a verification code to your business address. It usually takes 5-7 business days to arrive. Once you get it, you log back in and enter the code to complete verification.
• Phone Call or SMS: Some businesses are eligible for verification by phone. Google will call or text the business phone number you provided and give you a code over the phone.
• Email: If your website domain is already trusted by Google Search Console, you may be able to verify via an email address associated with that domain (e.g., yourname@yourbusiness.com).
• Video Recording: This is becoming more common. You may be asked to record a short video showing your business location (signage, tools of the trade), proof of business (like a business license), and proving you're the manager.
• Live Video Call: Similar to a recording, you might do a live call with a Google representative to show them the same proofs in real time.

Once your verification is complete, your new Google Business Profile will go live, and you can start adding photos, posts, services, and engaging with customers.

Organizing Your Empire: Using Business Groups to Manage Multiple Locations

Once you have two, three, or even a dozen profiles under your account, keeping them organized is the next step. This is where Google’s “Business Groups” feature comes in handy.

What is a Business Group?

A Business Group (formerly known as a Location Group) is like a folder for your business profiles. It lets you bundle multiple listings together for easier management. If you manage different brands or multiple locations for an agency's clients, Business Groups are a must-use feature.

Using groups allows you to:

• Manage user access to multiple locations at once.
• Filter your view to only see businesses within a certain group.
• Share management access with team members or agencies without giving them access to every single profile you own.

How to Create and Use a Business Group

1. From your main Business Profile Manager dashboard, find and click the “Create group” button.
2. Give your group a descriptive name, like "My Coffee Shops" or "Client SEO Accounts.”
3. Once the group is created, you can select existing individual business profiles and transfer them into the group. For new profiles, you can add them directly to a group during the setup process.

Best Practices for Juggling Multiple Google Business Profiles

Just having the profiles isn't enough. To make them truly effective marketing tools, you need to manage each one actively and thoughtfully.

Maintain Unique & Accurate Information for Each Listing

Accuracy and consistency across the board are vital. Regularly check each profile to make sure the NAP (Name, Address, Phone Number), hours, and website are correct. Any inconsistency can confuse both customers and Google's algorithm.

Post Localized Content

Don't just copy and paste the same Google Posts, offers, and photos to every profile. While the core message might be the same, the content should feel relevant to each specific location. Showcase the local team, mention neighborhood events, or run promotions valid only at that location. This demonstrates to Google that each profile represents a unique entity and shows customers that you're an active part of their community.

Engage with Reviews and Questions Across All Profiles

Customer engagement shouldn't fall through the cracks. Make it a habit to check every profile for new reviews, questions, and messages. Responding promptly shows that you value customer feedback and improves your local SEO ranking signals. Thank positive reviewers and address negative feedback professionally for each location. Each business profile has its own reputation to build and maintain.

Final Thoughts

Adding and managing a second business on Google is a straightforward process once you understand the simple ground rules: keep information unique, complete the verification process, and actively maintain each profile. By using features like Business Groups and committing to localized engagement, you can effectively manage a whole portfolio of brands and locations from a single dashboard.

We know that juggling multiple profiles, whether on Google or social media, requires serious organization. For our social content, we wanted a tool that would let us plan, schedule, and engage with everything in one place, which is why we built Postbase. Being able to see our entire content calendar across every brand and platform streamlines our workflow and keeps our social media marketing just as organized as our local business listings.