5 Common Reasons Your Google Business Profile Won’t Verify (and How to Fix Them)

Getting your business verified on Google should be simple, right? Yet, for many local business owners, the verification process can feel like navigating a maze. You’re ready to grow, eager to bring in potential customers, but you hit a wall when Google refuses to verify your Google Business Profile (GBP). It’s frustrating, confusing, and often feels like a waste of your valuable time.

You’re not alone. Business owners everywhere face these verification issues, whether they’re launching a startup, relocating to a new business location, or expanding into multiple locations. The good news? Most verification requests fail because of a few common mistakes—which means they’re entirely fixable.

I’m Avram Gonzales, and I’ve spent the last decade helping businesses troubleshoot their Google Business Profiles and improve their local SEO performance.

 I’ve seen the same mistakes over and over, and I’m here to walk you through them so you can avoid the hassle. Plus, I’ve developed a free Google Business Verification Toolkit to guide you step by step.

Here, we’ll cover the five most common reasons your Google Business Profile verification might not go through—and, more importantly, how to successfully verify your business.

Why GBP Verification Matters (and Who This Guide Is For)

Google Business Profile verification is more than just ticking a box; it’s the key that unlocks visibility for your business. Here’s why it matters:

• Your business shows up on Google Maps and Google Search when verified.
• You can collect customer reviews, boosting credibility and trust with local customers.
• It allows potential customers to easily find and contact you.

If you don’t verify your business, you’re missing out on local traffic, leads, and the chance to improve your local SEO. Whether you’re running a home-based service, a storefront business, or managing multiple locations, proper verification ensures you maximize your exposure.

Who Needs This Guide?

This guide is designed for business owners in scenarios where business verification often stumbles:

• Startups eager to build visibility on Google Search.
• Relocated businesses updating their business address and details.
• Service area businesses (like plumbers or HVAC techs) operating from home.
• Organizations verifying new locations through bulk verification.

Don’t forget to download our free Google Business Verification Toolkit. . It includes checklists, acceptable business documents, and walkthrough tips for different verification methods.

Mistake #1: Using a Disallowed or Problematic Address

Google has strict guidelines on what qualifies as a legitimate business address. If you’re trying to verify your business with a P.O. box, UPS Store, or virtual mailbox, it won’t work. These don’t meet Google’s requirements for legitimate businesses and will trigger verification issues.

What Works and What Doesn’t

Red Flags:

• P.O. boxes and UPS Store mailboxes
• Virtual office spaces

Acceptable:

• A dedicated office space with permanent signage
• Home addresses (if set up as a Service Area Business)
• Coworking spaces with a proper suite number and relevant street signs

"The first and biggest issue that I see business owners making is trying to verify a bad address... those things just don't fly with Google's terms of service—especially the P.O. boxes and UPS Store and things like that." — Avram Gonzales, Chief Strategist of Digital Harvest

How to Fix It

Always use a legitimate business location that follows Google’s guidelines. If you’re in a coworking space, ensure you have:

• A suite number.
• Permanent signage to prove your business exists at that location.

For more on address requirements, check out this guide on choosing a verifiable address for Google Business Profiles.

Mistake #2: Not Setting Up as a Service Area Business (When You Should)

If you operate a home-based business or don’t have a storefront customers can visit, you must set up as a Service Area Business (SAB). Failing to do this can delay or block the verification process.

What’s the Difference?

• Brick-and-Mortar: Customers visit your physical location, and your business address is visible.
• Service Area Business: You operate from a private location, serve customers at their sites, and hide your address on Google Maps.

I once helped an HVAC contractor trying to verify his home. He didn’t realize he had to mark his GBP as a service area business. Once we switched the business type and hid his address, he got instant verification.

How to Fix It

Update your Google Business Profile settings:

• Check “I deliver goods and services to my customers.”
• Hide your physical address to comply with SAB guidelines.

Mistake #3: Documentation Doesn’t Match Your GBP Info

Google requires proof of management and consistent business information during verification. If your business documents don’t match what’s on your Google Business Profile, you’ll run into trouble.

Common Mismatches

• Business name variations between your GBP and your business license or marketing materials.
• Using a P.O. box on documents but listing a physical address on your profile.
• Old addresses on utility bills or licenses.

What Documents Should You Use?

• Photos of permanent signage or cash register (for storefront businesses)
• Utility bills showing your business address
• Business license
• Lease or fire inspection report
• Secretary of State filings

Pro tip: Always ensure your documents are current and show the exact name and address as listed on your Google Business Profile.

Mistake #4: No Permanent Signage at Your Business Location

Signage matters, especially for video verification or if Google requests a live video call. Google wants to see proof that your business operations are real and visible at the claimed location.

What Counts as Permanent Signage?

• Door or wall signs with your business name
• Window decals
• Listings on building directories

What Doesn’t Count?

• Paper signs taped to doors
• No signage at all

"Basically, what Google's trying to do is just verify that you are real. You’re not just faking this office space for a day to try to get the verification through." — Avram Gonzales

How to Fix It

Invest in signage that fits your brand. It will help during video recording or when following on screen instructions in the verification screen. Check our GBP Verification Toolkit for examples.

Mistake #5: Ignoring Video Verification Guidelines

Many business owners now face the video verification method as part of Google’s newer verification options. Not following the proper steps will lead to rejection.

Common Mistakes

• Narrating during the video recording.
• Showing sensitive or non sensitive business documents unnecessarily.
• Forgetting to show relevant street signs, storefront details, or employee-only areas.

Tips for Success

• Keep the video silent—just follow the on screen instructions.
• Use a mobile device for flexibility.
• Show your signage, business category evidence (like industry specific software or equipment), and storage room if applicable.
• Tap start recording, and complete the walk-through smoothly.

If you’re unsure, Google’s support team or a support representative can guide you through the video verification process. For a complete walkthrough, see our article on how to prepare for Google’s video verification.

What to Do Next: Download the Toolkit or Get Help

Verification requests can feel overwhelming, but they’re solvable. Whether this is your first attempt or you’ve been rejected multiple times, it’s possible to fix errors, win appeals, and get your Google Business Profile fully verified.

Download our Google Business Verification Toolkit for checklists, business document examples, and tips for video upload success. If you need personalized guidance, book a consultation with our experts at Digital Harvest or connect with Avram Gonzales on LinkedIn for tailored solutions.

Start today. Get verified. Start earning reviews, traffic, and leads.