It's frightening when your listing disappears, and Google often doesn't say why. Most of the time it can be appealed. This page puts the steps in order, in Google's own words, so you get your one appeal right.
Google says it may suspend or disable Business Profiles that don't follow our guidelines.
A suspension usually means Google thinks something on your profile, or your account, breaks a rule. It is often fixable through Google's appeals tool.
The catch: Google says appeals can only be submitted once. So fix the problem and gather your evidence before you press the button.
Google: Do not create a new Business Profile for the same business.
Google: Note: Appeals can only be submitted once.
Name, address and phone the same everywhere, then appeal.
Owners often search "disabled vs suspended". Google handles both in one help page. An account restriction is different, because it affects every profile on your Google account.
| What you see | What it means | What to do first |
|---|---|---|
| Profile suspended | Google thinks the profile breaks a guideline. It covers this with disabled profiles on its page "Fix suspended or disabled profiles". | Fix what breaks the guidelines, then appeal in the appeals tool. |
| Profile disabled | Also a guideline problem. Google uses the same appeals tool for disabled profiles. | Check the status the appeals tool shows. If it says "Eligible for appeal", follow the same steps. |
| Account restricted | The problem is your Google account, not one listing. Google: If a merchant's account is restricted, all Business Profiles associated with that account will be suspended.A restriction on "another Google product account" can also cause it. | Lift the account restriction first (see step 08), then appeal the profile. |
Many owners say they "changed nothing", or changed one small thing. These are the triggers to check first. Each one links back to a line in Google's guidelines.
Keywords, a city, a tagline or a phone number added to the name, such as "Smith Plumbing, Best Emergency Plumber Dallas".
Including unnecessary information in your business name isn't permitted, and could result in the suspension of your Business Profile.Google, guidelines for representing your business
An address you rent for mail but don't work from.
If your business rents a physical mailing address but doesn't operate out of that location, also known as a virtual office, that location isn't eligible…Google, guidelines for representing your business
You visit customers (plumber, cleaner, mobile groomer) but your home address shows on the map.
Service-area businesses:you should hide your business address from customers.Google, guidelines for representing your business
A tracking number or link that redirects to a page that isn't your business, or an old agency's landing page.
Do not provide phone numbers or URLs that redirect or 'refer' users to landing pages… other than those of the actual business.Google, guidelines for representing your business
Two listings for the same place, often one made by an old developer or a previous owner.
Do not create a new Business Profile for the same business.Google, fix suspended or disabled profiles
Name, address and category changed together, a contractor editing without asking, or a business that just changed hands. Owners report suspensions straight after each of these.
A volunteer Product Expert names two common causes: a name withmarketing phrases, keywords, phone numbers, or location details, and wrong address versus service-area settings.Google Business Profile Help Community
Google says your name should be as used consistently on your storefront, website, stationery, and as known to customers.
If your website says one thing and your profile another, fix that before you appeal. This is the part most guides skip, and the part we look after.
| Detail | Google profile | Website contact page | Website footer |
|---|---|---|---|
| Business name | Smith Plumbing | Smith Plumbing | Smith Plumbing & Heating Ltd, Dallas |
| Address | Hidden (service area) | Home address shown | City only |
| Phone | (214) 555-0100 | (214) 555-0100 | Old agency tracking number |
| Hours | Mon–Fri 8–6 | Mon–Sat 8–5 | Mon–Fri 8–6 |
| Website link | yourdomain.com | yourdomain.com | yourdomain.com |
These steps follow Google's help page "Fix suspended or disabled profiles". Google changes its wording from time to time, so read the live page before you start.
Correct the name, address, category or links that break the guidelines (step 04). Change one thing at a time, and write down what you changed and when.
Google lists the kinds of evidence it accepts:
Google's tip: check that the business name and address match the profile
. Photos of your signage, your van or your premises can help too.
It will show one of: Eligible for appeal, Submitted, Approved, Not Approved or Can't be appealed.
Have your files saved, named and checked before you start, so you can upload them in one go.
Google: Note: Appeals can only be submitted once.
And: Do not submit multiple appeals for the same issue before receiving a decision.
Don't edit the profile while you wait.
Google says: Only if your reinstatement request is denied, we may be able to do an additional review… You can provide additional evidence that wasn't added with your original appeal.
Add evidence you didn't send the first time. A volunteer Product Expert links owners to Google's additional review contact.
Post in the Google Business Profile Help Community. Volunteer Product Experts there can sometimes escalate a case. Their evidence checklist is worth reading.
Go through step 04 again. If the profile or website still doesn't match, new evidence won't fix it.
To be honest: some owners report loops. One says the "Continue" button was greyed out after a denied appeal. Others were suspended again right after passing live video verification, including one owner whose video was denied twice in October 2026. Keep copies of everything you send, and dates.
"Appeal reviews and decisions can take up to 5 business days."Google, Appeal content and profile restrictions
That is Google's own wording on its content-appeals page. Some owners wait longer, especially after an additional review.
We won't promise a timeline, and you should be wary of anyone who does. Only Google decides.
Google: To lift the restriction, you can provide a reason and submit an appeal for your account on your My accounts page.
Once the account is clear, appeal the profile. Google has separate flows for businesses in the UK and the EEA, so UK owners should follow the UK steps on the content-appeals page.
We look at your Google profile and your website side by side, list what doesn't match the guidelines, and tell you what to fix before you appeal. If the problem is on your website, we fix one thing free.
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Don't make a new profile, and don't rush the appeal. Google says appeals can only be submitted once. First fix anything that breaks the guidelines, make your name, address and phone match your website, and gather your evidence. Then appeal through Google's appeals tool.
Google doesn't always say which rule it thinks you broke. Common causes are a business name with extra keywords or locations, a virtual office or mailbox address, a home address showing on a service-area business, duplicate profiles, or several big edits at once. Recent changes, such as a new category, address or owner, are worth checking first.
Nobody outside Google can promise a timeline. On its page about appealing content and profile restrictions, Google says: "Appeal reviews and decisions can take up to 5 business days." It also says not to submit multiple appeals for the same issue before you get a decision.
Google says that only if your reinstatement request is denied, it may be able to do an additional review, and you can add evidence that wasn't in your first appeal. Owners also ask for help in the Google Business Profile Help Community. Some report getting stuck in a loop, so keep copies of everything you send.
No. Google's help page says: "Do not create a new Business Profile for the same business." A second profile can make things worse. Appeal the one you have.
Owners on Reddit report this happening in October 2026, including one whose video was denied twice. If it happens to you, check that nothing on the profile changed, that your name, address and phone match your website, and then use the appeal or additional review route again.
Google says it "may suspend or disable Business Profiles that don't follow our guidelines", and handles both through the same appeals tool. An account restriction is on your Google account, not one profile: "If a merchant's account is restricted, all Business Profiles associated with that account will be suspended." Lift the account restriction first.
No one can promise that, and we won't. Only Google decides. What we do is look at your profile and your website, list what doesn't match the guidelines, and tell you what to fix before you appeal. That first look is free. On Grow at $250 a month we look after your listings and watch your Google profile for changes.