If that's happened to you, you're not alone. In late April 2026, Google ran a large wave of automated suspensions that pulled thousands of listings off Maps almost overnight. Home-service businesses were among the hardest hit, because that's where Google sees the most spam.
This guide covers why it happens, how to appeal properly under the process Google introduced in July 2026, and what to change so it doesn't happen again.
First: check what kind of suspension you have
There are two types, and the fix is different for each.
Listing suspended. Your profile is removed from Maps and Search. In your Business Profile dashboard you'll usually see a "suspended" or "restricted" notice. You still have access to manage it.
Account restricted. You can't manage the profile at all, and every profile on that Google account is affected. This is more serious, and it usually means Google thinks the person behind the account is the problem, not just the listing.
Either way, do not create a new listing while you wait. Google treats duplicate profiles as a red flag, and it's one of the quickest ways to make a suspension permanent.
Why Google suspends trade listings
Google now uses automated systems to find listings that break its guidelines. Most suspensions in trades come down to a handful of things, and a lot of business owners don't know they're doing anything wrong.
1. Extra keywords in your business name
Your Google name has to match your real-world business name, the one on your van, invoices and paperwork. "Smith Plumbing" is fine. "Smith Plumbing – Emergency Plumber Epsom & Leatherhead 24/7" is not, unless that's genuinely your registered name.
This is the most common trigger, and it's often something a previous marketing company added to "boost rankings".
2. The wrong kind of address
If customers don't visit you, you're a service-area business. You should hide your address and set service areas instead. Problems come from:
- showing a home address that has no signage and no customer visits
- using a virtual office, PO box or mailbox address
- using a shared workspace address you don't really operate from
3. Lots of edits in a short time
Changing your name, category, address and hours all in one go looks like someone taking over a listing. Make big changes one at a time, a few days apart.
4. Duplicate listings
Two profiles for the same business, often an old one someone else set up years ago, can get both suspended.
5. Hours that aren't real
Setting 24/7 hours when nobody actually answers the phone at 3am is now a known trigger. Only list emergency hours if you genuinely take those calls.
6. Review problems
Buying reviews, swapping reviews with other businesses, or offering discounts in exchange for reviews can all lead to suspension. Asking every real customer for a review is fine and encouraged.
How to appeal (the 2026 process)
Google updated its appeal process on 8 July 2026. You now attach your evidence inside the appeal form itself, in one go, instead of rushing to upload it in a separate form afterwards.
Step 1: Fix the problem before you appeal
Read the policy reason Google gives you, then correct the live profile first. If your name had keywords, change it back to your real business name. If you were showing a home address, switch to service areas. If you appeal without fixing anything, the answer will be no.
Step 2: Gather your evidence
Google accepts these types of document:
- business registration (for a limited company, your Companies House documents)
- licences or trade registrations that apply to your trade (for example Gas Safe or NICEIC)
- tax documents for the business
- a recent utility bill (electricity, phone, broadband)
The name and address on every document must match your profile exactly. If your listing says "J Smith Plumbing Ltd" and your bill says "John Smith", that mismatch can sink an otherwise good appeal. Sole traders often struggle here, so get a business bank statement, business insurance certificate or utility bill in the business name if you can.
Photos also help: your van with signage, your shopfront or unit, tools and equipment on a job.
Step 3: Submit one appeal
Go to Google's appeals tool (business.google.com/?p=manage_appeals) while signed in to the account that owns the profile. Pick the profile, read the reason shown, attach everything with the multi-file upload, and submit.
You get one appeal per issue. Sending several appeals for the same suspension doesn't speed things up. It can slow them down.
Step 4: Wait
Google says reviews can take up to five working days. In practice it can take longer, sometimes several weeks for complicated cases. Keep answering your phone and use other channels (your website, Facebook, repeat customers) in the meantime.
If the appeal is rejected
You can ask for help on the Google Business Profile Help Community forum. Product Experts there can sometimes escalate genuine cases. Bring the same evidence and be clear about what you've already fixed.
Will I lose my reviews?
Usually not. When a profile is reinstated, the reviews normally come back with it. That's another reason not to start a fresh listing. A new profile starts with zero reviews, and you'd lose years of reputation.
How to stay safe from now on
A few habits make a suspension much less likely:
- Use your real business name. Nothing extra.
- Hide your address if customers don't come to you, and set realistic service areas.
- Keep your details identical everywhere: website, Facebook, Yell, Checkatrade, Companies House. Same name, same number, same format.
- Make changes slowly, one at a time.
- Keep an evidence folder ready: a current utility bill, registration documents, insurance certificate and a photo of your signed van. If you're ever suspended, you can appeal the same day.
- Know who has access. Check Users in your profile settings and remove anyone you don't recognise, including old marketing companies.
- Earn reviews honestly. Ask every happy customer, but don't incentivise and don't swap.
Where to go from here
A Google Business Profile is free, but it's also the most valuable thing most trades have online, and it needs looking after. It's the first thing we check in every audit.
If you'd like a second pair of eyes on your listing, whether it's been suspended or you just want to make sure it won't be, get a free video audit. We'll go through your Google profile, your website and one local competitor, and tell you the top three things to fix. If you'd rather hand it over completely, our Local SEO plan includes ongoing Google profile management, reviews and listings.