Transfer primary ownership of a Business Profile

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Important: If you sell your business, make sure 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 you want to manage.
  3. In the left menu, click Users.
  4. Select the user 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 an 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 2 types of roles for Business Profiles: Owners and 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.

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

The summary chart below outlines the different capabilities of each type of user.

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

Edit some main business info, like hours and 

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

Important: You can no longer add new site managers, and we've upgraded all previous site managers to managers. Learn how to add more owners or managers.

Understand new owner & manager limitations

When a new owner or manager is added to an existing Business Profile, they must wait for 7 days before they can manage all the features of the profile. During this 7 day period, the new owner or manager gets an error if they try any of the following:
  • Delete or undelete a profile.
  • Remove other owners or managers from a profile.
  • Transfer primary ownership of a profile to themselves or a third user.
  • An existing owner or manager tries to transfer primary ownership of the profile to a new owner or manager still in their first 7 days.

If the new owner or manager deletes their account within the first 7 days, they’re removed from the profile. If they undelete their account, they must be added to the profile again.

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Get help from Small Business Advisors

Want to receive one-on-one guidance and tailored recommendations on how to make the most out of your Business Profile? Try booking an appointment with Small Business Advisors.

Important: This service cannot troubleshoot issues, including Business Profile verification or suspension, or Google Ads billing.

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