New name or new owner: keep the profile or start again
Google separates a rebrand of the same business from a new business. The first is an edit; the second is a new profile.
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When an edit is enough
Google allows a name edit when:
- it is a minor change: proper nouns, services and category stay the same, or
- a multi-location business renames all its locations.
Otherwise Google treats it as a new business: mark the old profile closed and create a new one (Guidelines, "Rebranding"). Google can review a name edit before it shows (edit not approved).
Closed for a name change? Do not reopen it
If the old profile was marked permanently closed as part of the name change, Google says to add the new business, verify it, and contact support to have reviews moved (Reopen your business on Google).
Bought the business
- Ask the previous owner to add you as an owner (owners and managers).
- They then transfer primary ownership to you: Business Profile settings, People and access, select you, Access, Edit, Primary owner. Google says transferring primary ownership keeps business info such as reviews (Transfer primary ownership of a Business Profile).
- A new owner must wait 7 days before managing all features, such as removing other owners.
- Previous owner unreachable: request ownership (lost access guide).
Then update the name, if the business really changed, in one edit that matches your new signage and documents.
FAQ
Do I lose my reviews if I rename?
A minor rename is an edit to the same profile. If the change makes it a new business and the old profile is closed, Google says to contact support to have reviews moved.
The previous owner won't transfer the profile. What now?
Google has a request ownership flow for profiles someone else controls.
Why can't I remove the old owner?
Google says new owners must wait 7 days before they can remove other owners or managers.
Sources
- Google, Guidelines for representing your business on Google
- Google, Reopen your business on Google
- Google, Manage your Business Profile owners & managers
- Google, Transfer primary ownership of a Business Profile
- Google, Request ownership of a Business Profile
Read on 24 Oct 2026. Google changes these pages; if something here disagrees with Google's current text, Google wins. Revunda is not affiliated with Google.
All ProfileRescue fix guides
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Suspended: by cause: Suspended: the full guide · Keywords in the name · Address problems · Virtual office · Service-area business · Duplicate listings · Suspended after an edit · Phone number · Categories · What to write in the appeal
Other profile problems: Appeal rejected · Reviews disappeared · Video verification failed · Not showing on Maps · Disabled vs suspended · Verification pending · Not eligible · Owner access lost · Fake reviews warning · Reviews restricted · Google changed my info · Edit not approved · Account restricted · Moved location · Remove a Google review · Review report rejected · Review extortion · Competitor fake reviews · Marked permanently closed · Practitioner profiles
Suspended: by trade: Locksmith · Garage door company · Plumber · HVAC company · Electrician · Moving company · Water damage restoration company · Pest control company · Roofing company · Law firm or lawyer