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Google Business Profile Management
The profile detail page (/profiles/:id) is where you spend most of your time per client. It centralizes every Google Business Profile capability.
The tabs
A profile detail page has these tabs (visible ones depend on role, feature flags, and connected integrations):
| Tab | What you do here |
|---|---|
| Overview | At-a-glance status, recent activity, pending items. |
| Edit Info | Business name, address, phone, website, hours, attributes — and categories (primary + additional) are edited here too. |
| Reviews | Read, filter, reply to Google reviews. |
| Posts | Manage GBP posts and the calendar for this profile. |
| Photos | Photos and videos — pending, approved, live on Google. |
| Performance | GBP metrics (impressions, calls, directions, clicks) over time. |
| Library | Per-profile content and asset library, including a backup of the profile's own Google photos (see below). |
| Settings | OAuth credential, monitoring schedule, brand profile. |
| Messages | The platform's case-thread conversation for this profile (internal team chat + client thread on linked cases) — NOT Google's own GBP-side customer messaging. |
| Documents | Intake docs and uploaded files scoped to this profile. |
| Raw Data | The raw JSON the platform last received from Google for this profile, plus a live Listing access card (who can administer the listing — see below). |
| Activity Log | Audit trail of every change made to this profile. |
| Social Accounts (flag-gated) | Connected Facebook / Instagram / LinkedIn / etc. accounts. |
| Directories (flag-gated) | Citation and listing accuracy across directories. |
Edit Info
Updates flow to Google in two ways:
- Direct push — for simple changes (hours, phone), the platform calls Google's API immediately. Most updates appear on the live listing within hours.
- Pending update queue — for changes Google manually reviews (name, address, primary category), the update enters a pending state. The platform polls Google and updates the status as it goes through review (
pending→accepted/rejected).
You'll see "Pending Google review" banners on fields that are in review.
Address visibility (service-area businesses)
A service-area business hides its address on Google. The Hide my address switch in the Address editor controls this. It is the same setting as Google's own "show address" toggle.
Google does not keep an address while the address is hidden. So when you save an address on a profile that hides its address, the platform also turns the address on, in the same update. The editor tells you this before you save, and the Hide my address switch turns off after the save. Your service areas are not changed.
If the Service area field is locked on the profile, the platform does not make this change. Unlock the service area, then save the address again.
Categories
A profile has one primary category (drives most of Google's matching) and up to 9 additional categories. Edit them on the Edit Info tab:
- See current categories.
- Edit either primary or additional with category-search dropdown.
- Get AI-aided suggestions for related categories based on your business's existing content and competitor analysis.
Hours & holiday hours
Standard hours per day of the week, plus:
- Special hours for holidays / closures.
- More hours types: drive-through, kitchen, takeout, etc. (depends on category).
Attributes
Google offers hundreds of yes/no attributes per category — "wheelchair accessible," "good for kids," "dine-in," etc. The platform shows only the attributes relevant to your category and lets you toggle them.
Backing up Google photos
Google can remove photos from a listing without warning, and a suspended listing takes its photos with it. The Library tab keeps your own copy.
- Open the profile's Library tab and click Back up from Google.
- The backup runs in the background — a location can hold hundreds of photos — and the tab reports progress. Every full-resolution photo on the listing that isn't already backed up is added to the library with a Google source tag.
- Backed-up photos land in Needs review. They are not used by AI content (posts, generation) until you approve them — the same approval gate as any other library asset. Running the backup again only adds photos that are new since last time.
Export downloads a ZIP of this profile's own library assets — with the Google source filter active, just the backup — useful when handing a client their photos back or moving a listing.
You need the Manage image libraries permission (libraries:manage). Photos only; videos are not backed up. Storage is included in your plan, as for any other library asset.
Who can administer the listing
Google emails the person it grants access to — it does not tell the agency managing the listing. So an owner or manager being added to a client's profile, the change with the largest blast radius on a Google Business Profile, used to be invisible here.
The platform now checks each profile's admin list on every monitoring cycle and records every change as Admin added, Admin removed, or Admin role changed — with who and which role, e.g. "… was added as an owner on Acme Plumbing" or "… was invited as a manager …" for a pending invitation — in the profile's Activity Log, in Change History, and in the dashboard's Google-updates feed (where someone gaining access is flagged as the alarming direction).
- The first check on a profile records the current list silently; you are not sent a wave of "added" entries for admins who were already there.
- The Raw Data tab's Listing access card shows what Google returns right now — how many owners and managers, and who — so you can confirm the state before or after a change. Role counts are visible to anyone who can view the profile; email addresses are shown only to organization admins and to users assigned to this location's business.
- No email alerts: Google already emails the affected admin. The platform's job is the record.
Multi-location operations
For chains, see the Profile Groups section — bulk-update many profiles at once.