Google Business Profile appeal: what to write

Google says appeals can only be submitted once, so the text and evidence you send matter. This page gives you the evidence Google asks for and a short, factual appeal sentence for each of the common suspension causes listed in Google's guidelines. It is a heuristic guide, not legal advice: nobody but Google can reinstate a profile.

Appeals can only be submitted once per decision. Before you send yours, ProfileRescue checks your listing and website against each guideline, ranks the likely causes for your case and writes the appeal text with the evidence list, in English and Spanish. PDF, €29.
Get the appeal pack – €29 See a sample PDF · how it works

Before you write anything

Find the decision in the Business Profile appeals tool: it shows the date, the reason and whether you can appeal.
Fix the cause first (or undo the edit that triggered it). An appeal for a profile that still breaks the guideline is wasted.
Do not create a new profile for the same business while you wait; Google says so explicitly.
If your whole account is restricted, appeal the account first, then the profile.

Cause → fix → evidence

Likely cause	What the profile must show	Evidence to upload
Extra words in the business name	Name on the profile exactly as on your signage, registration and website.	Business registration or licence showing the legal/trading name; photo of the shop sign.
Ineligible or virtual address	A real address where you meet customers during opening hours (or hide it if you are a service-area business).	Utility bill or lease in the business name at that address; photos of the entrance, signage and premises in use.
Service-area business showing an address	Address hidden, service areas set.	Business registration; photos of branded vehicle or equipment; website page listing service areas.
Duplicate profiles	One profile per location; remove or merge the duplicate.	Screenshot showing the duplicate was removed or reported.
Mismatched name, address or phone	Same NAP on profile, website, signage and documents.	Documents and website screenshot showing the same name, address and phone.
Categories used as keywords	A primary category that describes what you are, few secondaries.	Website services page.
High-scrutiny category (locksmith, plumber, mover…)	Everything above, plus be ready for video verification.	Licence for the trade, insurance, branded vehicle, premises photos; a continuous video if Google asks.

Google lists official business registration, a business licence, tax certificates and utility bills as evidence, and asks that the business name and address on every document match the profile.

How to structure the appeal text

One sentence on who you are: legal name, trading name, address, how long you have operated there.
One sentence on what you changed and when (match it to the cause).
One sentence listing the evidence you attached, in the same order as the uploads.
Stop there. No pleading, no marketing, no threats, no screenshots of reviews.

Copy-ready sentences per cause

Replace the {placeholders}; use only the sentences that are true for you.

Extra words in the business name

The name now matches our registration and signage exactly; we removed the extra words "{removed}" that were added on {date}.

Ineligible or virtual address

We operate from {address}, where customers visit during our posted hours. Attached: utility bill and lease in the business name, and photos of the entrance and signage.

Service-area business showing an address

We serve customers at their location and have now hidden our address and set our service areas. Attached: registration and photos of our branded vehicle.

Duplicate profiles

There was a duplicate profile for the same location, which we have now removed. This is our only profile for {address}.

Mismatched name, address or phone

We corrected the phone number and address so they match our website and documents (attached).

Categories used as keywords

We reduced our categories to the ones that describe our business and removed keyword-style entries.

High-scrutiny category (locksmith, plumber, mover…)

We are a licensed {trade} (licence no. {licence}). Attached: licence, insurance and photos of our branded vehicle and premises.

After you submit

Wait for Google's email; do not keep editing the name, address or categories.
If the appeal is accepted, keep the profile stable for a few weeks.
If it is rejected, read the reason carefully before doing anything else: the next step depends on it.

Start here if you are not sure what happened: Google Business Profile suspended: what to do · en español.

Sources: Google Business Profile Help, "Guidelines for representing your business on Google" (support.google.com/business/answer/3038177) and "Fix suspended or disabled profiles" (support.google.com/business/answer/4569145).

Want it checked and written for you? ProfileRescue ranks the likely causes for your profile against each guideline and writes the appeal with the matching evidence list (EN + ES), as a PDF. Heuristic estimate from public data; nobody can guarantee reinstatement.
Get the appeal pack – €29 Sample PDF

Questions

How do I appeal a Google Business Profile suspension?

Fix the cause first, then open the Business Profile appeals tool, choose the profile and the decision, upload evidence whose name and address match the profile, and add a short factual explanation.

How many times can I appeal?

Google says appeals can only be submitted once per decision, so check the cause and evidence before you send it.

What evidence does Google accept?

Google lists official business registration, a business licence, tax certificates and utility bills. Photos of permanent signage and the premises in use help for address issues.