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Transfer primary ownership of a Business Profile

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Important: If you sell your business, make sure that you transfer primary ownership of your Business Profile to the new owner. That way the history of the profile, which includes reviews, is maintained.
In some cases, you may want to transfer primary ownership of a Business Profile to an existing Owner or Manager. If you’re the only user associated with your profile, you can add more owners and managers.  

Transfer primary ownership

  1. On your computer, sign in to manage your Business Profile..
  2. If you have multiple profiles, open the profile that you want to manage.
  3. In the left menu, click Users.
  4. Select the user that you want to be the new Primary owner. To the right of their name, click the box.
  5. Select 'Primary owner'.
    • This option only displays if you're the Primary owner of the Business Profile.
  6. Click Transfer and then Done. Primary ownership transfers to the new owner immediately.
Understand profile owner & manager roles
There are three types of roles for Business Profiles: Owners, managers and site managers. When owners add users, they share management of a profile with multiple people but can use different passwords. Google Groups can’t be added as managers or owners of profiles.
Important: You can no longer add new 'site managers'. Instead, learn how to add more owners or managers.

About Business Profile roles


Each Business Profile can have multiple owners but only one Primary owner

Primary owners and Owners:

  • Can add other users to share management of a profile
  • Have the same capabilities, except: 
    • A Primary owner can’t remove themselves from a Business Profile until they transfer primary ownership to another user.


  • Have most of the capabilities of an Owner, except for more sensitive functions
  • Can’t remove the Business Profile 
  • Can’t manage users

Site managers

  • Have most of the capabilities of a Manager.
  • Can only edit some business information. 
  • Can submit a request to upgrade their role. To submit a request, a Site manager must:
    1. Sign in to manage your Business Profile.
    2. Submit the request to a Manager or Owner of a verified Business Profile.
      • Any owner can then approve or deny the request.

The chart below details the capabilities of each type of user.

To see a summary of the different capabilities of each type of user, view the chart below:

Capability Owner Manager Site manager
Add and remove users tick    
Remove Business Profiles tick    
Edit all URLs tick tick  
Accept all Google updates tick tick  
Opt in or out of Bookings tick tick  
Update certain location settings
  • Edit the name, category or website on
    a location
  • Close a location
  • Create location groups
tick tick  
Manage Business Profile directly on Search and Maps tick tick  
Manage Google Ads account links tick tick  
Use Messaging tick tick  
Add custom labels to make it easy to find
particular groups of locations
tick tick  
Edit attributes tick tick tick
Edit food delivery link tick tick tick

Edit some main business info, like hours and 

tick tick tick
Edit phone number tick tick  
Edit services tick tick  
Create, manage and publish posts tick tick tick
Add, delete and edit cover photos and additional photos tick tick tick
Add, delete and edit logos tick tick  
Add, delete and edit product tick tick tick
Respond to reviews tick tick tick
Download insights tick tick tick
Respond to Q&A tick tick  

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