For any local business, the Google Business Profile (GBP) is far more than just a listing. It is the primary source of key information, and a critical tool for local search engine optimization (SEO). Given its importance, maintaining control and accurate management is essential.

Whether you’ve sold your business, outsourced your marketing, or simply had a key employee leave, you need to know how to transfer ownership in Google Business Profile safely and efficiently. Getting this wrong can lead to a business profile being locked, suspended, or worse, hijacked by unauthorized parties.

This guide breaks down the process into clear, manageable steps, revealing the critical ‘7-day rule’ that many guides overlook, and shows how leveraging expert management can protect your most valuable local SEO asset.

The Step-by-Step Process for Transferring Primary Ownership

Transferring primary ownership is a multi-step process that demands patience and precision. Only the current Primary Owner can initiate and complete this transfer.

Phase 1: Preparation and Adding the New User

Before starting, ensure the recipient has an active Google Account (Gmail address) that they will use to manage the profile.

• Access the Profile: Log in to the Google Account that is currently the Primary Owner of the business profile.
• Navigate to Settings: From the profile dashboard on Google Search or Maps, click the three-dot menu and go to Business Profile settings (or Settings).
• Find Access Controls: Select People and access (or Users) from the menu.
• Invite the New Owner: Click Add user, enter the recipient’s email address, and select the Owner role from the dropdown menu. Click Invite.
• Accept the Invitation: The new owner must check their email and accept the invitation within seven days.

Phase 2: The Mandatory 7-Day Cooldown Period

This is the most crucial part of the transfer process, often referred to as the 7-day rule.

• Wait 7 Full Days: Google enforces a mandatory waiting period of seven full days after a new user accepts an “Owner” role before they can be assigned the “Primary Owner” role.
• Why the Wait? This cooling-off period is a security measure designed to protect businesses from unauthorized, hurried, or fraudulent takeovers.
• What Not to Do: Attempting to assign the primary owner role before the seven-day period is over will result in an error message. Do not panic; just wait.

Phase 3: Executing the Primary Ownership Transfer

Once the seven days have passed, the Primary Owner can finalize the transition.

• Return to Access Settings: Log back in as the original Primary Owner and navigate to People and access again.
• Change the Role: Click on the name of the new owner (who should now be listed as an Owner).
• Assign Primary Ownership: Change their role from “Owner” to Primary owner. Confirm the change when prompted.
• Final Cleanup (Optional): The original Primary Owner is now a regular Owner. If they are no longer involved with the business, the new Primary Owner can log in and remove the former owner’s access entirely.

Timpson Marketing: Expert Execution of Your GBP Strategy

Navigating these steps can be complex, especially during a business transition or when dealing with multiple locations. This is where professional management becomes invaluable.

At Timpson Marketing, we specialize in ensuring seamless digital continuity. Our structured approach to Google Business Profile management goes beyond simple data entry; we execute a plan to leverage your profile for maximum local visibility.

Our 3-Phase Plan for Seamless GBP Management

We treat the transfer of ownership and ongoing management as a strategic operation to safeguard your local ranking performance.

Phase 1: Secure Onboarding and Transfer

• Access Audit and Documentation: We first identify the current primary owner and secure all necessary login credentials and documentation, including verifying the 7-day transfer timeline.
• Smooth Ownership Transition: We meticulously handle the technical transfer process, ensuring the new primary owner is correctly added, the cooldown period is observed, and the transfer is executed flawlessly.
• Backup and Data Verification: Before any change is finalized, we take backups and perform a Name, Address, Phone (NAP) consistency check across all major online directories.

Phase 2: Full Profile Optimization and Compliance

• Category Optimization: We review and update your primary and secondary business categories to ensure they accurately reflect your services for optimal search matching.
• Content and Photo Refresh: We upload new, high-quality, geo-tagged photos and update all text descriptions to be rich in relevant keywords and customer-focused language.
• Services/Products Section Buildout: We fully detail your service offerings, a critical ranking signal that tells Google exactly what you do and where.

Phase 3: Ongoing Performance and Review Management

• Weekly GBP Posting: We create and schedule weekly Google Posts (Offers, Updates, Events) to keep your profile active, signaling to Google that your business is relevant and current.
• Review Monitoring and Response: We monitor all incoming reviews and questions, drafting and posting professional, SEO-friendly responses within a 24-hour window to boost your reputation score.
• Insights Reporting: We provide regular reports detailing profile views, customer actions (calls, website clicks), and ranking trends, so you always know the direct ROI of your local presence.

Your Next Step: Secure and Optimize Your Digital Front Door

Your Google Business Profile is a living asset that requires continuous, expert attention to generate leads and drive local revenue. Navigating ownership transfers, adhering to Google’s policies, and executing an effective local SEO strategy are time-consuming tasks that can easily overwhelm a business owner.

Stop Worrying About Access and Start Driving Revenue.

Ready to hand off the stress of GBP management and secure a dominant position in local search results? Click here or call Timpson Marketing now to book your complimentary, in-depth consultation.

Frequently Asked Questions

1. What is the minimum waiting period to change the primary owner of a Google Business Profile?

There is a mandatory security waiting period of seven full days after a new user accepts an “Owner” invitation before they can be made the primary owner. This cooldown period is implemented by Google to protect the business profile from fraudulent or impulsive transfers. Trying to bypass this seven-day rule will simply result in an error message when attempting to transfer primary ownership.

2. Can a manager role be changed directly to a primary owner role?

No, a manager’s role must first be elevated to a standard owner role before they can be considered for primary ownership. Once they have accepted the standard owner role, the mandatory seven-day waiting period begins. After this period, the current primary owner can change the new owner’s access level to primary owner.

3. What steps should the new owner take immediately after the transfer is complete?

The new owner should immediately verify that all crucial business information, including the Name, Address, and Phone number (NAP), is correct and consistent across the profile. They should also update all linked services, products, and operating hours as necessary to reflect the current business details.

4. What happens to the old primary owner after the transfer is executed?

When primary ownership is successfully transferred, the old primary owner’s role automatically changes to that of a standard owner or manager. They do not automatically lose all access and can still perform most management functions, such as updating details or posting content.

5. What documentation is required if a current owner is unresponsive to a transfer request?

If the current profile owner is unresponsive to a formal ownership request, you will need to submit a claim directly to Google Support, backed by verifiable documentation. Necessary documents typically include official proof of business ownership, such as business registration documents, utility bills in the business name, or tax filings.

6. Will the business reviews and photos be deleted after the transfer of ownership?

Absolutely not; the transfer of ownership is a change of access credentials, not a deletion of the listing data itself. All established information, including every customer review, posted photo, and past performance insights, remains intact and linked to the business profile. This ensures continuity and protects the historical integrity of your business’s digital reputation throughout the transition.

7. Is it possible to lose access to the profile if the transfer is done incorrectly?

Yes, if the transfer is not executed correctly, such as by rushing the 7-day waiting period or by the current primary owner deleting their own account prematurely, access can be temporarily lost. If the current owner removes their role before correctly elevating the new owner to the primary position, the listing may become orphaned or unmanageable.

8. What is the difference between an Owner and a Manager role in the Business Profile?

The key difference lies in the level of control and permissions granted within the profile settings. An Owner has full control over the business information, can add and remove users, and is responsible for overall management. A Manager can edit business information, respond to reviews, and post updates, but they cannot delete the profile or transfer primary ownership to another user.

9. Can I transfer ownership to an unverified Google account?

You can invite any active Google account to be an Owner, but the transfer process may be smoother if the recipient has a verified Google account. The process fundamentally relies on the new owner accepting an email invitation linked to a secure Google identity. It is best practice to transfer primary ownership to a trusted individual with a well-established and secure Google account to prevent delays or complications.

10. How long does the new owner have to accept the ownership invitation?

The new owner has a period of seven days to accept the invitation to become an Owner of the Google Business Profile. If the invitation is not accepted within this one-week timeframe, it will expire, and the current primary owner will have to send a new invitation. Timely communication is essential to ensure the new user accepts the role before the expiration date.

11. Does transferring ownership affect my local search rankings?

The act of simply transferring ownership between verified users does not directly impact your existing local search rankings. However, a failure to transfer ownership promptly and correctly can lead to outdated information or neglect of the profile, which will negatively affect rankings over time.

12. Can a former owner be completely removed from the Google Business Profile?

Yes, once the new primary owner has successfully taken control of the profile, they have the authority to completely remove the former primary owner. This action is taken via the “People and access” settings by selecting the former owner’s name and choosing the “Remove user” option.

13. What should I do if the ownership transfer button is not appearing?

If the “Transfer Primary Ownership” button is missing, the most likely cause is that the mandatory seven-day waiting period has not yet fully expired since the new owner accepted the initial invitation. Another possibility is that the user attempting the transfer is not currently the Primary Owner.

14. Can a business have multiple primary owners on the Business Profile?

No, a Google Business Profile can only have one designated Primary Owner at any given time. However, a business can and often should have multiple standard Owners or Managers. Having several Owners provides necessary backup and ensures that a single point of contact’s departure will not lead to the business losing control of the critical profile.

15. What are the risks of using a personal email for business ownership of the GBP?

The primary risk of using a personal email is the potential loss of access if the individual leaves the company or their personal account is compromised. It is strongly recommended to use a dedicated business email address for the Primary Owner role to ensure institutional control and security.

16. What is the recommended role to give a marketing agency for profile management?

Most experts recommend assigning a marketing agency the Manager role, rather than the Owner or Primary Owner role. The Manager role grants all necessary permissions to fully manage the profile, including posting, responding to reviews, and updating information.

17. Can an ownership request be escalated if the current owner denies access?

Yes, if a formal ownership request is submitted and the current owner explicitly denies access or remains unresponsive for an extended period, you can escalate the request to Google Support. This process requires providing concrete proof of current business ownership.

18. Does transferring ownership affect any connected Google Ads campaigns?

Transferring ownership of the Google Business Profile itself does not automatically transfer management of any linked Google Ads campaigns. Access to the Ads account is separate and must be transferred manually through the Google Ads user management settings. Ensure that the new Primary Owner is also granted appropriate access to the Google Ads account to maintain campaign continuity.

19. How do I know if the transfer of primary ownership was successful?

You will know the transfer was successful when you receive a confirmation email from Google stating that the primary owner role has been successfully changed. Additionally, when you navigate to the “People and access” section of the profile dashboard, you will see the new user listed with the “Primary owner” designation.

20. Should I delete the Business Profile instead of transferring ownership if I sell the business?

No, you should never delete the Business Profile when selling a business; it should always be transferred to the new owner. Deleting the profile erases all valuable data, including reviews and SEO history, forcing the new owner to start from scratch. Transferring the profile preserves this essential digital equity and ensures continuous local search presence.