To connect a Google Business Profile that you manage, open Google Ads and go to Campaigns > Assets. Select the plus (+) button, choose Location, select Our locations, choose the Business Profile Manager account containing your locations, and save. Google estimates that the locations will take 24–28 hours to appear as synced.
If another person or organization controls the profile, use the same setup flow to request access. The profile owner must approve that request before the locations can become eligible for location assets. Do not create a second profile just because the existing one is managed from another account. A successful link makes the profile available as a source; Google still decides whether an asset is approved and shown for a particular campaign or impression.
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What linking a Business Profile does
A linked Business Profile becomes a source of location information for Google Ads. Depending on eligibility, an ad can use the profile’s business address, map information, approximate distance, phone number, operating hours, and merchant-uploaded photos or videos.
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The connection also keeps location details managed in one place. You correct the address, phone number, hours, and other profile information in Business Profile or Google Maps; you do not maintain a separate copy of those details as location data inside Google Ads.
Check these prerequisites first
Use a supported Business Profile
Google Business Profile is available only in supported countries and regions. The profile must also satisfy Google Business Profile and Google Ads requirements before its locations can be used in ads. A profile can exist and be visible in Search or Maps while still being ineligible for a location asset because of verification, policy, or account-status issues.
Confirm which account controls the locations
Identify the Business Profile Manager account that actually lists the businesses. An individual Google login may have access to several manager accounts, so selecting the first account shown in Google Ads can connect the wrong set of locations.
Check for an existing profile before creating one
Search Google Maps and Business Profile Manager for an existing listing that represents the business. Creating a duplicate does not solve an access problem and can create a separate verification and policy issue. If the correct profile already exists under another account, request access to that account instead.
Decide which location source matches your situation
| Situation | Location source to use | Access condition |
|---|---|---|
| You own or manage the business locations | Business Profile Manager account, selected through Our locations | You need access to the manager account, or approval from its owner |
| You operate a chain and maintain a separate chain-location list | Google’s chain-location source, where available in the account | You must meet Google’s chain-location requirements |
| You need to sync locations from Google Maps | Maps locations in the location-source setup | Google’s setup instructions allow up to 10 Maps locations to be synced at a time |
| You advertise a retailer or another business whose locations you do not own | Affiliate location assets | Use the affiliate option rather than linking your own Business Profile |
These sources are not interchangeable. A retailer’s stores, for example, should not be added as if they were locations owned by your Business Profile account. Select the source that reflects both who owns the locations and where the authoritative location records are maintained.
Link your Business Profile in Google Ads
- Sign in to the correct Google Ads account. Use the account that will run the campaigns requiring location assets. If you manage multiple Ads accounts, verify the customer account before changing assets.
- Open the location-asset area. In the left navigation, select Campaigns, then Assets.
- Start a new location asset. Select the plus (+) button and choose Location.
- Choose your own locations. Select Our locations. This tells Google Ads that the source is a business location you own or manage, rather than an affiliate location.
- Select the Business Profile Manager option. Choose the option to link a Business Profile Manager account that you know. Google may also show an onboarding screen with a detected Business Profile; select it only if it represents the business locations you intend to advertise.
- Choose the manager account. Select the Business Profile Manager account containing the required locations. If more than one account is available, compare the account’s location list before continuing.
- Apply filters if necessary. You can filter the locations by business name or by labels. Filters are useful when one manager account contains several brands, branches, or regions. A filter that is too narrow can make a valid location appear to be missing.
- Continue and save. Review the selected source and filters, then save the location asset setup. Google Ads begins processing the locations for synchronization and eligibility checks.
If someone else manages the profile
In the location setup flow, choose the option to request access to the relevant Business Profile Manager account. Enter or select the account that contains the locations and submit the request. The profile owner must approve it; until approval is granted, the locations are not eligible to serve as your location assets.
Ask the owner to approve the request from the account that owns the profile, not from a separate manager account that merely has limited access. If the owner cannot identify the request, verify that you sent it to the correct manager account and that the email address or Google account used in Ads has the intended permissions.
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Access and ownership are separate from campaign access. Someone can be able to work in an Ads account while lacking permission to the Business Profile Manager account that contains the locations. Resolve both sides before troubleshooting a missing location.
If Google detects a profile during setup
Google Ads can present a detected Business Profile during onboarding. Treat that suggestion as a matching aid, not proof that it is the correct listing. Confirm the business name, address, and locations before selecting it. If the suggested profile is controlled by another account, use the access-request route rather than creating a new listing.
Allow time for synchronization, then verify the result
Google’s stated estimate is 24–28 hours for locations to appear as synced after setup. The estimate is not a guarantee that every location will be approved or that an asset will appear in every ad. During this period, Google may match locations, review profile data, and apply policy and eligibility checks.
Do not repeatedly unlink and relink the account during the waiting period unless you have confirmed that the wrong source was selected. Repeated changes make it harder to tell whether the issue is normal processing, an access problem, or a filter. Keep a note of the account selected, labels used, and time the setup was saved.
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After the waiting period, open the location-asset area again and inspect the locations. Confirm that the expected business names and addresses are present, that the source account is the one you intended, and that no location is marked with an error, disapproval, or ineligibility status.
If you changed the profile’s address, hours, phone number, or media, allow the updated source information to flow through after the profile itself is saved and approved. Editing the information in Google Maps or Business Profile is the authoritative correction; changing campaign text in Ads does not repair a source-profile mismatch.
Why locations are missing and how to fix each cause
The wrong Business Profile Manager account was selected
One of the most common causes is connecting a manager account that does not contain the expected locations. Return to Campaigns > Assets > Location, review the linked source, and compare it with the account shown in Business Profile Manager. If necessary, remove the incorrect source and select the account that owns the location records.
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The access request is still pending
A pending request does not provide immediate eligibility. The profile owner must approve it. Ask the owner to check the access request in Business Profile Manager and confirm that the requesting Google account has the required manager access after approval.
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Filters can exclude locations without disconnecting the account. In the location-asset settings, inspect filters under Assets > Location. Temporarily broaden or remove the business-name and label filters to test whether the location reappears. Once the correct locations are visible, reapply a precise filter if you need to limit the set.
Location Manager reports a status problem
Use Location Manager’s status column to identify disapproval, ineligibility, or other processing details. The status is more useful than assuming that a missing row means the link failed. Resolve the issue named there—for example, a profile-access, verification, policy, or data problem—then allow Google to process the location again.
The profile itself is incomplete, unverified, or restricted
Check the profile in Business Profile or Google Maps. Confirm that it represents a real, eligible business location and that its address and other core details are accurate. A profile that is suspended, not verified, or otherwise restricted can remain unavailable to Ads even when the manager account is correctly linked.
The location is outside supported coverage or fails Ads requirements
Location assets remain subject to country and region availability, Google Ads policies, and approval requirements. A successful account connection does not override those conditions. If the location is in a market where the feature is unavailable or the business type does not meet the applicable requirements, it may not become eligible.
The asset is eligible but does not show in a particular ad
Google selects assets according to relevance, user context, campaign settings, and available formats. A linked location can therefore be approved without appearing on every Search, Display, or video impression. Check campaign targeting, the user’s geographic context, and the asset’s status before treating non-display as a broken connection.
What information the profile can provide
| Profile information | How it can be used |
|---|---|
| Business address | Displayed as an address or used to provide directions and location context |
| Map information | Can support a map presentation or help users find the business |
| Approximate distance | May be shown when geographic context makes distance relevant |
| Phone number | Can supply contact information for an eligible location asset |
| Operating hours | Can inform users when the location is open, subject to Google’s display decisions |
| Merchant-uploaded photos and videos | May appear with eligible assets unless you opt out of merchant photos |
Google determines the final format and whether any of these fields appear. Keep the source profile consistent and current rather than assuming every field will be displayed in every placement.
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Control whether merchant photos are used
Businesses that want to keep owner- or manager-uploaded Business Profile photos out of Google Ads can opt out while retaining the location assets themselves. In Google Ads, open Location Manager > Settings, then find Google Business Profile merchant photos and turn off the use of those photos.
This setting affects the use of merchant photos in location assets. Google says organic Search results continue to use the profile photos, so opting out of Ads usage does not remove them from the Business Profile or from unpaid Search listings.
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Chain locations
If your organization maintains a qualifying chain and Google provides the chain-location option in your account, that source may be more practical than manually managing every branch through a Business Profile link. Eligibility and setup requirements still apply.
Maps locations
Maps can be used as a location source when that workflow fits your account and ownership situation. Google’s setup guidance specifies a maximum of 10 Maps locations at a time in its location-source instructions. This is a setup limit for that workflow, not a promise that all other location-source types have the same limit.
Affiliate locations
Use affiliate location assets when you advertise products available at locations owned by another business, such as a retailer. Affiliate assets are designed for third-party locations and should not replace a Business Profile link for stores your organization owns.
Keep the connection healthy
- Maintain the address, phone number, hours, and other core details in the Business Profile or Google Maps source.
- Review Business Profile Manager permissions when staff, agencies, or ownership changes.
- Use labels and business-name filters deliberately, and document which locations each filter is intended to include.
- Check Location Manager status after major profile edits, ownership changes, or policy notices.
- Do not create duplicate profiles to work around an access or synchronization delay.
- Remember that synchronization and serving are separate: a location can be synced yet still await approval or fail to appear in a particular ad context.
Final checklist
- The business already has the correct, eligible Business Profile.
- You selected the Google Ads account that will use the location asset.
- You opened Campaigns > Assets, selected Location, and chose Our locations.
- You linked the Business Profile Manager account containing the intended locations.
- If another party owns the profile, the owner approved your access request.
- You checked business-name and label filters.
- You waited up to 24–28 hours for the initial sync.
- You reviewed Location Manager’s status and corrected any profile, permission, policy, or eligibility issue it reports.
- You manage source details in Business Profile or Google Maps, not as a separate set of location data in Ads.
Frequently Asked Questions
How long does it take for a Business Profile location to appear in Google Ads?
Google estimates 24–28 hours for locations to appear as synced after you save the connection. That timing does not guarantee approval or delivery in every ad. After the window, check the source account, filters, permissions, and Location Manager status.
Can I link a profile that someone else manages?
Yes. Start the location setup flow and request access to the Business Profile Manager account containing the locations. The profile owner must approve the request before those locations are eligible as your location assets.
Should I create a new Business Profile if the existing one is under another email address?
No. Search Google Maps and Business Profile Manager first. Request access to the existing profile instead; a duplicate creates a separate verification and policy issue and does not fix account access.
Why are some locations missing after I linked the account?
First confirm that you selected the manager account containing those locations. Then inspect business-name and label filters under Assets > Location, verify permissions, and read Location Manager’s status column for disapproval or ineligibility details.
Will a linked location asset appear in every ad?
No. Google decides whether to show a location asset, its format, and the information displayed based on relevance, user context, campaign settings, geographic availability, approval, and policy requirements.
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Where do I correct an address, phone number, or opening hours?
Update the authoritative Business Profile or Google Maps listing. Google Ads uses that profile as the location-information source; editing campaign text does not correct a mismatch in the source listing.
Can I stop Business Profile photos from appearing in my ads?
Yes. In Google Ads, open Location Manager, select Settings, and turn off Google Business Profile merchant photos. Location assets remain available, while the profile photos can still appear in organic Search results.
What should I use for stores owned by another company?
Use affiliate location assets when you advertise products available at a retailer or other third-party locations. Do not link those stores as Our locations through your own Business Profile unless your organization actually owns or manages them.
How many Maps locations can be synced at once?
Google’s location-source setup instructions specify up to 10 Maps locations at a time. That limit applies to the Maps workflow and should not be assumed for Business Profile, chain, or affiliate sources.
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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteWhat if Google shows a detected profile during setup?
Verify the business name, address, and locations before selecting it. A detected listing is only a matching suggestion. If another account controls it, request access from the owner rather than creating another profile.
The Bottom Line
In Google Ads, go to Campaigns > Assets > plus (+) > Location, choose Our locations, and link the Business Profile Manager account that contains your locations. Request owner approval when another account manages the profile, allow 24–28 hours for synchronization, then check filters, permissions, and Location Manager status. Keep the source profile accurate, and remember that a link makes locations eligible for review—it does not guarantee an asset will show in every ad.
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