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To connect a Google Business Profile that you manage, open Google Ads and go to Campaigns > Assets. Select the + button, choose Location, select Our locations, and link the Business Profile Manager account containing your locations. Choose the account, continue, apply any business-name or label filters, and save.
Google Ads normally needs 24–28 hours to synchronize locations after setup. If locations do not appear, check account permissions, the selected profile account, filters, and the status shown in Location Manager before creating or claiming another profile.
What linking your profile does
A linked Google Business Profile acts as a location-information source for Google Ads. Eligible location assets can show your business address, a map, or an approximate distance in ads. Depending on approval, campaign type, relevance, and other requirements, location assets may be eligible across Search, Display, and video campaigns.
The profile can supply the address, phone number, operating hours, and merchant-uploaded photos or videos associated with the location. Google decides whether an asset appears, which format it uses, and where it is shown. Linking the profile therefore makes location information available to Ads; it does not force a location asset into every impression.
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Think of the connection as a data feed, not a second place to maintain your listing. Google Ads reads eligible information from the profile and evaluates it against the campaign, user context, policy rules, and geographic relevance. If the profile says a store closes at 6 p.m., for example, changing ad copy in Google Ads will not correct that source record; the hours must be corrected in Business Profile or Google Maps.
Before you start
- Use the correct account: You need access to the Business Profile Manager account that contains the locations. If another person or organization owns the profile, you must request access and wait for the owner to approve it.
- Check that a profile already exists: Search Google Maps or Business Profile Manager for the business before creating anything. A duplicate profile can create verification and eligibility problems.
- Confirm regional availability: Google Business Profile is available only in supported countries and regions. Location assets also remain subject to Google Ads policy, approval, and feature requirements.
- Update source information first: Address, phone number, hours, and profile media are maintained in Business Profile or Google Maps, not by editing the location as ordinary ad text in Google Ads.
- Know which locations you own: The “Our locations” option is for locations represented by your business profile. Retailers and other businesses advertising locations they do not own generally need affiliate location assets instead.
- Check the profile’s identity: Make sure the listing represents the real business and the correct physical location. Similar names, old branches, and unofficial listings can lead you to connect the wrong source.
- Plan access for agencies: If an agency runs Ads while a franchisee, owner, or head office controls Business Profile Manager, identify the account that actually contains the locations before starting. Having access to the Google Ads account alone does not automatically grant access to the profile.
Link a Business Profile you manage
- Sign in to the Google Ads account where you want the location assets to be available.
- Open Campaigns and select Assets.
- Select the + button to add an asset, then choose Location.
- Choose Our locations. Google may display an onboarding screen with a detected Business Profile; select it if it is the profile you intend to use.
- Choose the option to link a Business Profile Manager account you know.
- Select the Business Profile Manager account that contains the required locations and choose Continue.
- If the account contains more locations than this campaign needs, use the available business-name or label filters to narrow the selection. Check the spelling and scope of each filter so a branch is not silently excluded.
- Review the selected source and save. Google Ads will begin synchronizing the eligible locations.
The same setup is also described through Google’s Location Manager. Depending on the account and interface version, the entry point may be presented as adding a location source rather than as a separate linking button. The labels still lead to the same choice: a Business Profile Manager account and the locations it contains.
What to review before saving
Look at the account name and the location list, not just the fact that Google detected a profile. A detected profile can be useful when it is the one you expect, but organizations often have separate accounts for corporate offices, franchise groups, or different countries. If the account name is unfamiliar, stop and confirm ownership rather than accepting it because the business name looks similar.
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1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsFilters are optional. Use a business-name or label filter when one Ads account serves several brands or regions; leave the filter broad when you want all eligible locations. Record the filter logic internally so another administrator can understand why a branch is absent later.
When someone else manages the profile
Do not create a second profile merely because the existing listing is controlled by a different Google account. In the location setup flow, choose the option to request access to the relevant Business Profile Manager account. Enter the account details requested by Google and submit the request.
The profile owner must approve the request. Until approval is granted, the locations are not eligible to be used as your location assets. If the owner cannot find the request, ask them to check the Business Profile Manager account that actually contains the locations, rather than a personal account that has no access.
Approval and synchronization are separate events. Even after the owner accepts, allow the normal processing period and then check Location Manager. If a manager, agency, or franchise operator has access but is not the account owner, confirm who has authority to approve the request; forwarding a screenshot or sharing a password is not a substitute for account access.
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How long synchronization takes
Google estimates 24–28 hours for locations to appear as synchronized after the source is connected. Treat that as a normal initial-processing window, not a guarantee that every location will serve in an ad immediately. New or changed profile information can require additional review or processing.
While waiting, correct the source profile in Business Profile or Maps instead of repeatedly unlinking and reconnecting it. Repeated setup attempts can make it harder to identify whether the problem is access, filtering, eligibility, or simple synchronization delay. Note the time the source was saved so you can distinguish a genuinely overdue sync from a setup completed only a few minutes earlier.
Locations are missing: a diagnostic sequence
If the locations are still absent after the stated synchronization window, inspect the setup in this order.
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1. Confirm the Business Profile Manager account
Return to Campaigns > Assets > Location and review the connected location source. Make sure it is the Business Profile Manager account that actually lists the missing locations. Organizations often have multiple accounts, agencies, or location groups; selecting a different account can produce an apparently successful connection with no useful locations.
2. Check permissions and approval
Verify that the Google Ads user and the Business Profile user have the required access. If the profile belongs to someone else, confirm that the owner approved the access request. A pending request cannot provide eligible locations. If ownership recently changed, verify that the listing moved to the intended Business Profile Manager account rather than merely being visible to a different Google login.
3. Remove or revise filters
Under the location asset setup and in Assets > Location, inspect business-name and label filters. A filter that is too narrow can hide locations even though synchronization is working. Temporarily broaden or remove the filter, save, and allow the account to refresh. Check for spelling, punctuation, and labels that were applied to only some branches.
4. Read Location Manager’s status column
Open Location Manager and examine the status for each location. Disapproval, ineligibility, or other status details identify whether the issue is policy, profile data, verification, or a technical sync problem. Resolve the condition in the source profile when the status points to inaccurate or incomplete business information. A status message on one branch does not necessarily describe every branch in the account, so review the individual rows.
5. Check the profile itself
Confirm that the location is verified, represents a real eligible business, and has a complete address and other required details. Changes made in Business Profile or Google Maps must flow to Ads; editing an ad does not repair an incorrect source listing. Check that a relocated or permanently closed branch has not been left active while the current branch is missing.
6. Check country and feature availability
Business Profile and location-asset availability depends on supported countries and regions. If the business operates across borders, verify that the affected location is in a supported market and that the campaign is using a feature available there. Do not assume that a working connection for one country proves every country in the account is eligible.
7. Allow for ad-level eligibility
A synchronized location can still be absent from a particular impression because Google evaluates campaign type, user context, geographic relevance, approval, and policy compliance. Successful synchronization proves that Ads can access the source; it does not promise that an asset will display in every ad. Test several relevant searches or placements only after the asset status is eligible, and interpret a single absent impression cautiously.
Controlling merchant photos and videos
Business Profile merchant photos and videos can be used as part of location information. If brand or image control is important, open Location Manager > Settings > Google Business Profile merchant photos and opt out of using owner- or manager-uploaded merchant photos in Google Ads.
Opting out preserves the location assets themselves. Organic Google Search results continue to use the photos on the Business Profile, so this setting affects their use in Ads rather than deleting them from the profile. This is useful when a local manager uploads images that are acceptable for Maps but not approved for paid campaigns.
Choosing a location source
Google supports more than one way to provide locations. Choose the source that matches ownership and access rather than selecting a source simply because it contains a similar business name.
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| Source | Best fit | Access or ownership condition | Important limit |
|---|---|---|---|
| Business Profile Manager | Your own verified business locations | You manage the account, or the profile owner approves your access request | Locations remain subject to synchronization, policy, and ad eligibility |
| Chain locations | Businesses operating a recognized chain structure | The advertiser must meet Google’s chain-location requirements | Availability and approval depend on Google’s requirements for the chain |
| Google Maps locations | Locations selected from Maps when a Business Profile source is not the chosen method | You select eligible Maps locations through the location-source setup | Google’s setup instructions state that up to 10 Maps locations can be synchronized at a time |
| Affiliate location assets | Retailers or other advertisers promoting locations they do not own | The locations belong to an eligible third party or retail network | This is not a substitute for linking your own Business Profile |
If you own and manage the locations, Business Profile Manager is usually the most direct source because the address, hours, phone number, and profile media are maintained in one place. If you are advertising another company’s stores, use the affiliate approach documented for that use case instead of requesting control of the store’s profile.
Maps locations can be useful for a small set of places when you are not using a Business Profile source, but Google’s setup instructions limit that synchronization method to up to 10 Maps locations at a time. For a larger owned network, investigate the documented chain or Business Profile route rather than repeatedly adding individual Maps entries.
Keeping location data accurate
Use Business Profile or Google Maps as the source of truth for location details. Update the street address, phone number, opening hours, holiday hours, and profile media there. After saving a change, allow Google’s systems to process it before judging the Ads connection.
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When a business moves, closes, or changes its hours, update the profile promptly. An old address in a location asset can misdirect customers even when the ad campaign settings are correct. If a location is permanently closed, remove or mark it appropriately in the profile and review the corresponding asset status in Google Ads.
Coordinate edits when several people manage the same account. A local manager changing a phone number, a head office changing hours, and an agency filtering labels can produce confusing results if no one records the intended source data. Periodically compare the locations shown in Location Manager with the active branches in the Business Profile account.
Common mistakes and their fixes
Creating a duplicate profile
Symptom: You cannot see the existing listing from the account you are using, so you start a new profile.
Fix: Identify the account that owns or manages the existing listing and request access through the location setup. A new profile introduces a separate verification and data-maintenance problem.
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Symptom: The connection completes, but no expected locations appear.
Fix: Reopen the location source, select the Business Profile Manager account that contains the locations, and verify that no name or label filter excludes them.
Expecting immediate display
Symptom: You assume the connection failed because the asset is not visible within minutes.
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Fix: Allow the stated 24–28-hour synchronization period, then check Location Manager and the asset status before changing the setup.
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Symptom: You change ad settings while the address or hours remain wrong.
Fix: Correct the information in Business Profile or Google Maps, then wait for it to flow into the linked Ads account.
Confusing synchronization with serving
Symptom: A location is synchronized but never appears in a particular ad.
Fix: Check campaign eligibility, policy approval, geographic relevance, and the asset’s status. Google selects when and how a location asset is shown.
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Using affiliate assets for owned stores
Symptom: You select an affiliate source even though your business owns and manages the locations.
Fix: Use Business Profile Manager and the “Our locations” path for your own listings. Affiliate assets are intended for eligible third-party locations.
Assuming access is the same as ownership
Symptom: An agency user can see a profile but cannot complete the link or approve a request.
Fix: Identify the profile owner and have that account approve access. Do not ask staff to share credentials; use the account-access process provided in the setup flow.
Practical examples
One local business
A single-location business with its own verified profile can select “Our locations,” choose the Business Profile Manager account, and save without applying a filter. After 24–28 hours, the owner should check the location status and confirm that address and hours match the source profile.
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Several branches in one account
A regional company may have dozens of branches in the same Business Profile Manager account. The Ads administrator can use business-name or label filters to select only the branches relevant to a campaign. If one expected branch is missing, temporarily remove the filter before investigating more complex causes.
An agency managing Ads for a franchise
The agency can start the location setup in its Google Ads account, but the franchise or brand owner must approve access when the agency does not manage the Business Profile account. The agency should wait for approval and synchronization instead of creating a second listing for the franchise location.
A retailer advertising someone else’s stores
A retailer that does not own the stores should not request control of each store’s Business Profile merely to obtain location information. The appropriate documented option is affiliate location assets, subject to Google’s eligibility rules.
Final verification checklist
- The Google Ads account is the one intended to use the locations.
- The selected Business Profile Manager account contains the expected locations.
- Any access request has been approved by the profile owner.
- Business-name and label filters include the required locations.
- At least 24–28 hours have passed since the source was connected.
- Location Manager shows no disapproval or ineligibility that needs correction.
- The profile’s address, phone number, hours, and media are accurate.
- The business and location are in a supported region and meet applicable policy requirements.
- You have selected the source that matches ownership: Business Profile, chain, Maps, or affiliate.
- You understand that synchronization makes an asset eligible for consideration but does not guarantee display in every ad.
Frequently Asked Questions
How do I link a Google Business Profile to Google Ads?
In Google Ads, open Campaigns > Assets, select +, choose Location, select Our locations, and link the Business Profile Manager account containing your locations. Choose the account, apply optional name or label filters, and save.
Why are my Business Profile locations not showing in Google Ads?
First confirm that you selected the correct Business Profile Manager account and that any access request was approved. Then check business-name or label filters, allow 24–28 hours for synchronization, and review each location’s status in Location Manager.
How long does it take for locations to sync?
Google estimates 24–28 hours after the location source is connected. Synchronization does not guarantee that an asset will appear in every ad impression.
Can I link a profile managed by someone else?
Yes. Use the location setup flow to request access to the relevant Business Profile Manager account. The profile owner must approve the request before those locations can be eligible as your location assets.
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Should I create a new Business Profile if I cannot find the old one?
No. Identify the account that owns or manages the existing listing and request access. A duplicate profile can create separate verification, eligibility, and data-maintenance problems.
Where do I change the address, phone number, or hours used by Ads?
Update those details in Business Profile or Google Maps, which are the source systems. Google Ads receives the information after processing; editing ad text does not repair an incorrect profile.
Can I stop merchant photos from appearing in my ads?
Yes. In Location Manager, open Settings > Google Business Profile merchant photos and opt out of owner- or manager-uploaded merchant photos. The location assets remain, and organic Search results continue using the profile photos.
What should a retailer do when it does not own the locations it advertises?
Use affiliate location assets when the stores belong to an eligible third party or retail network. Do not confuse affiliate assets with linking your own Business Profile through Our locations.
Does a linked profile guarantee a location asset will show?
No. Google determines eligibility, format, and serving based on campaign type, approval, policy, geographic relevance, user context, and other requirements.
The Bottom Line
Link your own locations through Google Ads > Campaigns > Assets > Location > Our locations, select the Business Profile Manager account that contains them, and save. If another organization owns the profile, request access and wait for owner approval. Allow 24–28 hours for synchronization, then troubleshoot the account, permissions, filters, and Location Manager status. Keep addresses, hours, phone numbers, and media accurate in Business Profile or Google Maps, and remember that synchronization makes a location eligible for consideration—not guaranteed to appear in every ad.
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