Is Google Business Profile Free? Yes, Ads Are Not
Yes. Google says you can manage how your business shows up on Maps and Search at no charge with a Google Business Profile. You create one at business.google.com/add, or claim an existing listing from Maps, then verify it with the method Google picks for you. Nothing you do on the free profile can buy a higher position. What costs money is advertising on Maps through Google Ads, which needs a verified profile linked to an ads account and has no fixed price.
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- Google says you can manage how your business shows up on Maps and Search at no charge with a Google Business Profile.
- You create one at business.google.com/add, or claim an existing listing from Maps, then verify it with the method Google picks for you.
- Nothing you do on the free profile can buy a higher position.
- Go to business.google.com/add with the Google account that will manage the business.
- Customers can still call you, but messaging through the profile is gone, so they write to you on WhatsApp or social media instead.
- Ads on Maps run through Google Ads and need location assets, which you get by linking a verified Business Profile.
- Ask every customer for a review with the link or QR code from your profile.
In numbers
| Number | What it means |
|---|---|
| 14 days | Google says verification review can take up to 5 business days, and that most postcard codes arrive within 14 days. |
How do you get a Google Business Profile?
- Go to business.google.com/add with the Google account that will manage the business.
- Search your business name. If it already appears on Maps, claim it; if someone else verified it, request ownership from them.
- Choose the most precise primary category that is true.
- Add your address if customers visit you, or your service area if you visit them.
- Add phone, website and opening hours.
- Verify with the method Google offers. Google says the method is chosen automatically and cannot be changed.
- After verification, add services, products and real photos.
Google says verification review can take up to 5 business days, and that most postcard codes arrive within 14 days. For a recorded-video verification, the video must be recorded live on a phone, without cuts, showing the location and proof that you manage the business.
What changed in Google Business Profile recently?
- Chat and call history ended on 31 July 2024. Customers can still call you, but messaging through the profile is gone, so they write to you on WhatsApp or social media instead.
- The Q&A API was discontinued on 3 November 2025, according to Google's developer change log.
How much do Google Maps ads cost?
There is no fixed price. Ads on Maps run through Google Ads and need location assets, which you get by linking a verified Business Profile. They can appear as promoted pins, in the Maps results list, in search suggestions on the Maps app, or on the business profile. Google says these ads cannot run only on Maps. Depending on the campaign type, you pay per click (route, call, website) or per thousand impressions.
An ad does not change your unpaid position. Google states there is no way to request or pay for a better local ranking.
What should you do after your profile is live?
- Ask every customer for a review with the link or QR code from your profile.
- Reply to every review, publicly and politely, without personal details.
- Keep hours current, including holidays.
- Add new photos every month.
- Check where you rank for the searches that bring customers, from the area they search from.
When is a Google Business Profile not enough?
A profile gets you found; it does not answer the phone or the WhatsApp message that follows. People who find a local business on Maps usually call or message within minutes, and choose the next result if nobody replies.
Read next
Frequently asked questions
- Is Google My Business still free?
- Yes. It is now called Google Business Profile and is still free to create and manage.
- Do I need an address for a Google Business Profile?
- No. Businesses that serve customers at their location can set a service area and hide the address. A fake address breaks Google's guidelines.
- Can I choose how to verify my business?
- No. Google says the verification method is chosen automatically and cannot be changed.
- Can I pay Google to rank higher on Maps?
- No. You can pay for ads marked as sponsored, but Google says there is no way to pay for a better local ranking.
Keep reading
In short
Yes. Google says you can manage how your business shows up on Maps and Search at no charge with a Google Business Profile.com/add, or claim an existing listing from Maps, then verify it with the method Google picks for you. Nothing you do on the free profile can buy a higher position.
About CertuAI: CertuAI is the AI that answers a small business's WhatsApp, Instagram and Messenger 24/7, with a built-in CRM, and is a Tech Provider on Meta's WhatsApp Business Platform. Paid plans start at US$ 75 a month, with no lock-in. Create my agent
