How to Transfer Primary Ownership of Google My Business

Handing over the keys to your Google Business Profile is a common task, but one that can feel surprisingly stressful if you've never done it before. Whether you're selling a business, delegating marketing tasks, or switching agencies, managing this transition smoothly is important. This guide breaks down exactly how to transfer primary ownership, covering every scenario from a simple handover to reclaiming a profile from an inactive owner.

First, Let's Understand the Different User Roles

Before you transfer anything, it's helpful to know what the different access levels are within a Google Business Profile (GBP). Think of these as job titles with specific permissions. Understanding them prevents confusion and helps you assign the right level of access to the right people on your team.

Primary Owner: The Keyholder

There can only be one Primary Owner for any given Business Profile. This role has the highest level of control and is the ultimate decision-maker for the profile.

• Full Control: The Primary Owner can do everything - edit business information, post updates, respond to reviews, add and remove photos, view insights, and manage campaigns.
• User Management: They can add or remove other users (Owners and Managers) at will.
• Ownership Transfer: Crucially, the Primary Owner is the only user who can transfer primary ownership to someone else.
• Profile Deletion: They are also the only one who can delete the Business Profile entirely.

This role should be held by the actual business owner or a deeply trusted C-level executive. It’s the master key to your digital front door.

Owner: The Co-Manager

You can have multiple Owners on a single Business Profile. They have almost all the same powers as the Primary Owner, with two major exceptions: they cannot anoint a new Primary Owner, and they cannot delete the Business Profile.

• Edit and Manage: Owners can edit all business info, respond to reviews, post updates, and do everything else a Primary Owner can do in the day-to-day management of the profile.
• Add/Remove Users: They can add or remove other Owners and Managers. They can even remove themselves.

This role is perfect for a business partner, marketing director, or a trusted agency contact who needs high-level access to manage the account effectively without having the ultimate power to delete or transfer the profile away.

Manager: The Day-to-Day Operator

Managers are the hands-on users responsible for the daily activities of the profile. They have permissions to a lot of features, but their access is limited when it comes to fundamental profile settings and user management.

• What they CAN do: Managers can edit business information (like hours and services), upload photos and videos, create posts and offers, respond to reviews, and answer questions from customers via messaging.
• What they CANNOT do: Managers cannot edit the core business name, delete the profile, or manage user access. They can't add or remove other Owners or Managers.

The Manager role is ideal for social media coordinators, local store managers, or junior agency staff who handle content and community engagement but shouldn't have permissions to make significant changes to the profile's structure or user list.

The Easiest Way: Transferring Primary Ownership to an Existing User

This is the most common scenario. You want to transfer ownership to someone who already has access as an Owner or Manager. The process is simple and takes just a few clicks.

First, a quick prerequisite: The person you are transferring ownership to must already be an Owner or a Manager on the profile for at least 7 days before you can make them the Primary Owner. If they're a brand new user, this waiting period is a security measure from Google to prevent unauthorized takeovers.

Here are the steps:

1. Sign In to Google Business Profile Manager: Head to business.google.com/locations and log in with the account that is currently the Primary Owner.
2. Select Your Business: If you manage multiple profiles, select the correct one from the list.
3. Go to 'Users' Settings: In the left-hand navigation menu, click on the three vertical dots (kebab menu) icon next to your business name and select "Business Profile settings." From there, click on "People and access."
4. Find the Person: You'll see a list of everyone who has access to your profile. Find the person you want to anoint as the new Primary Owner and click on their name or the arrow next to their current role.
5. Change Their Role: In the pop-up menu, you'll see a list of roles. Select Primary Owner from the options.
6. Confirm the Transfer: A confirmation window will appear, explaining what this change means. It's a "point of no return" prompt. Read it, and if you're sure, click "Transfer" to complete the process.

That's it! The ownership transfer is initiated instantly. The user you selected is now the Primary Owner, and your role will automatically downgrade to an Owner. If you no longer need access, you can now remove yourself from the profile.

How to Transfer Ownership to Someone New

What if the person you need to transfer ownership to doesn't have any access yet? You'll just need to add them as a user first. Here’s how you do it.

Step 1: Invite the New User

1. Follow steps 1-3 from the section above to navigate to the "People and access" screen.
2. In the top left corner of the users' list, click the blue "Add" button with a person-plus icon.
3. An "Add user" window will pop up. Enter the new person's email address (make sure it's a Google account). You must get this email exactly right - no typos!
4. Under "Access," choose their initial role. It's best practice to add them as an Owner. As we discussed, they'll still have to wait 7 days before you can promote them to Primary Owner, but giving them Owner access from the start streamlines the process.
5. Click "Invite."

An email invitation is now on its way to them. Their status in your user list will show as "Invited" until they accept.

Step 2: Have Them Accept the Invitation

The person you invited must open the invitation email and click the "Accept" button. Once they do, their status will change from "Invited" to "Owner." Now, the 7-day waiting period officially begins.

Step 3: Promote Them to Primary Owner

After a full seven days have passed, you can go back into the "People and access" settings, click on their name, and change their role from Owner to Primary Owner, just as described in the previous section. Once confirmed, the transfer is complete.

What If the Primary Owner is Gone? Requesting Ownership

This is the messy situation nobody wants but many people find themselves in. Perhaps the Primary Owner was an employee who left the company without a proper offboarding, or an agency you're no longer in contact with. Don't worry, you're not locked out forever. You can request ownership directly from Google.

Here’s the process for reclaiming an "abandoned" profile:

1. Find Your Business Profile on Google: Go to Google Search or Google Maps and search for your business name and location. Find your public-facing Business Profile.
2. Look for the "Own this business?" Link: Somewhere on the profile, usually near the business details, you should see a link or button that says “Own this business?” Click it.
3. Initiate the Request: You'll be guided through a series of steps to request ownership. Google will show you a partially redacted email address of the current Primary Owner. This helps you figure out who might have control. If you don't recognize it at all, proceed with the request.
4. Fill Out the Access Request Form: You'll need to fill out a short form with your name, phone number, relationship to the business, and the level of access you're requesting (select Ownership). As part of this process, Google will ask you to become a Manager immediately while your ownership request is pending. This grants you temporary, limited access.

What Happens Next?

Once you submit your request, Google sends an automated email to the current Primary Owner, notifying them that someone is trying to claim the profile. Here’s how it usually plays out:

• The Owner has 3 days to respond. This used to be 7 days, but Google has shortened the window.
• Scenario 1: They Approve. If the current owner is still around and cooperative, they can approve your request directly from the email. You will then be granted ownership, and the problem is solved.
• Scenario 2: They Deny. If they deny the request, you’ll get a notification. At this point, you can file an appeal. The appeal process requires you to provide evidence that you are the legitimate owner of the business (e.g., business license, utility bill, pictures of your storefront).
• Scenario 3: They Don't Respond. If 3 days pass with no response, you get a new option. Google may allow you to claim the business by verifying it again. You may receive an email with a "Verify" or "Get Verified" button. You’ll have to go through a verification process (usually a video verification, phone call, or postcard by mail) to prove to Google you're physically located at the business address. Once verified, Google will grant you Primary Ownership of the account.

This path takes a bit of patience, but it’s a necessary process to prevent people from hijacking listings they don’t actually own.

A Quick Tip Before You Transfer: As the outgoing Primary Owner, communicate clearly with the person you are transferring the profile to. Tell them the transfer is coming, make sure they know what email address you're sending it to, and briefly explain their new responsibilities. Proactive communication prevents misunderstandings and makes the entire process feel professional and seamless.

Final Thoughts

Transferring primary ownership of a Google Business Profile is a straightforward process once you understand the user roles and the official steps. Whether you're making a simple handover to a teammate or requesting ownership of an inactive profile, following the right procedure secures your business's presence on Google and puts control in the right hands.

Once the new owner takes the reins, streamlining your online presence is the next big step. Managing social media can feel like inheriting another set of complicated responsibilities, which is why we built Postbase. Our visual calendar and unified inbox make it simple to plan your content and engage with your community across all platforms, taking the complexity out of social media so you can focus on running the business.