If you’ve ever felt like you’re shouting into a digital void, you aren’t alone. You’ve set up your Google Business Profile (the thing that makes you pop up on Google Maps), you’ve added your phone number, and you’ve even uploaded a nice photo of your work van or your latest cake creation. And yet… crickets. Maybe you aren’t showing up in local searches. Maybe your profile says “Suspended” in a scary red box. Or maybe you’re just languishing on page four while your competitor: who doesn’t even have a website: is raking in the clicks.
At Escape the Village, we work with hundreds of businesses across a variety of industries, helping people who are brilliant at what they do but find the “Google Gods” a bit temperamental. It’s frustrating, isn’t it? You just want to do your job, not spend your weekends deciphering search engine algorithms. The good news is that Google isn’t usually trying to be mean; it’s just very, very picky. Here are 10 common reasons your Google Business Profile (GBP) might be ghosting you, and exactly how to fix it without losing your sanity.
1. You’re Stuck in Verification Limbo
The most common reason a profile “isn’t working” is that it isn’t actually live yet. Google needs to be 100% sure you are who you say you are. It used to be a fairly simple postcard arriving in the mail with a code, but now, for the majority of businesses, verification means recording a video: even if you’re only updating your details or moving premises. Google looks for very specific things in these videos, and the footage has to be completely unedited from start to finish.
The Fix: Log into your dashboard. If it says “Verification Required” or “Pending Review,” you’ve got to follow their steps to the letter. If Google asks for a video, make sure you capture exactly what they ask for in one continuous take, without trimming or stitching clips together. If you’re still stuck, reach out to support.
2. The Service Area Shambles
If you’re a tradesperson like a gardener or a plumber, you probably don’t have a shopfront where customers visit you. If you’ve listed your home address as a “Storefront,” Google might hide your profile because you don’t have permanent signage out front.
The Fix: Set your profile as a “Service Area Business.” Hide your home address from the public and instead select the specific towns or radii you actually cover. This tells Google exactly where to show you to potential customers.
3. The Dreaded “Suspended” Notice
Seeing a suspension notice is enough to make any business owner want to throw their laptop into a pond. Usually, this happens because something in your profile looks “suspicious” to Google’s AI. This could be using a PO Box, a virtual office address, or even just changing your business name too many times in one week.
The Fix: Don’t panic. First, check if your business name matches your real-world signage and legal documents. Second, ensure you aren’t using a “virtual office” address. If you’re suspended, you’ll need to submit a reinstatement appeal with proof of business (like a utility bill or a business license). If you need a hand navigating this, our marketing consultancy services are designed to take the weight off your shoulders.
4. You’ve Picked the Wrong “Category”
Google uses your primary category to decide which searches you should show up for. If you’re a “Specialty Food Store” but you really only do “Wedding Cakes,” you might be missing out on your most valuable customers.
The Fix: Audit your categories. Your Primary Category should be the most specific description of what you do. You can add secondary categories for your other services, but don’t go overboard: keep it relevant.
5. Your Profile is a “Ghost Town”
In 2026, Google rewards activity. If the last thing you posted was a photo of your Christmas tree in 2023, Google might assume your business is no longer active. A “quiet” profile is a sinking profile.
The Fix: Try to post an update at least once a month. It doesn’t have to be a masterpiece. A quick photo of a project you’re working on or a “Happy Bank Holiday” message is enough to show Google you’re still alive and kicking.
6. Your “NAP” is All Over the Place
“NAP” stands for Name, Address, and Phone number. Google is a bit of a detective; if your phone number is different on Facebook than it is on your website and your Google Profile, Google gets confused. When Google gets confused, it stops recommending you.
The Fix: Do a quick “digital spring clean.” Make sure your business name, address, and phone number are identical across your website, social media, and Google. Even small things like “Street” vs “St.” can sometimes muddy the waters.
7. You’re Ignoring the Reviews (Even the Good Ones!)
Reviews are the lifeblood of a local business. If you have no reviews, or if you have a string of 1-star reviews you haven’t replied to, Google will deprioritize you. Even worse, if you haven’t replied to the good reviews, you’re missing out on a massive “trust signal” for both Google and your customers.
The Fix: Make it a habit to ask happy customers for a quick review. When they leave one, reply! A simple “Thanks so much, it was a pleasure working with you!” goes a long way. If you get a negative one, stay professional, offer to take the conversation offline, and show potential customers that you care.
8. Low-Quality or Stock Photos
Google: and your customers: can spot a stock photo from a mile away. If your profile is filled with generic images of “people shaking hands in suits,” it feels impersonal and untrustworthy.
The Fix: Take real photos! They don’t need to be professional (unless you’re a photographer like our very own camera-shy Izzy!). Natural lighting and authentic moments are what people want to see. Show your tools, your workspace, or the finished result of your hard work.
Side note: Both Liz and Izzy here at Escape the Village are notoriously camera shy, so we totally get the “I don’t want my face on the internet” vibe. You don’t have to be in the photos: just show the heart of your business.
9. Strangers are Answering Your Questions
Did you know that anyone can answer the questions in your “Q&A” section on Google? If a customer asks, “Do you do emergency call-outs?” and a random person replies “I don’t think so,” you’ve just lost a lead.
The Fix: Check your Q&A section regularly. You can even post your own Frequently Asked Questions and answer them yourself! It’s a great way to provide helpful info before a customer even picks up the phone.
10. The “Too Many Cooks” Problem
If you have multiple people with “Owner” access to your profile, and they are all making changes at once, Google’s security filters might get triggered. Similarly, if you’ve given access to an old marketing agency you no longer work with, they might still have control over your data.
The Fix: Keep your user list lean. Have one “Primary Owner” (you!) and give “Manager” access to anyone else who needs to help. It keeps things tidy and much more secure.
Need a Little Extra Help?
We know that managing a business while trying to stay on top of Google’s ever-changing rules can feel like a full-time job in itself. Whether you’re a cake maker in the city or a mechanic in a quiet village, the struggle to be seen online is real.
If you’d rather spend your time doing what you love and leave the “techy bits” to someone else, we’re here to help. From business coaching and training to full-blown marketing support, we can help you get your profile working as hard as you do.
Running a small business is a juggling act, but your Google Business Profile shouldn’t be the ball you drop. Start with one fix today: maybe just replying to that one review or adding a fresh photo: and watch the “Google Gods” start to smile your way.
Over the last thirty years Elizabeth has start up and run a number of successful businesses in a variety of industries including events management, restaurant, webdesign, business training and gardening! This has led to extensive knowledge of business startup, management and marketing.
She is also a qualified and experienced business and life coach with a passion for supporting small business owners. In addition to all of this she is an experienced and qualified further education lecturer, having taught face to face courses and workshops across England, as well as a range of online courses in a range of business and marketing topics .