How to Manage Multiple Google My Business Accounts in 2025

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Author: Robert Goldenowl, Publication date: Sep 3, 2025

GMB management. Introduction

Managing multiple Google My Business accounts (officially known as Google Business Profiles) is a crucial skill for social media marketers and local SEO professionals in 2025. With over 80% of consumers using Google to research local businesses, a business with several locations or an agency handling many clients must keep each Google listing optimized and consistent. This comprehensive guide will explain what managing Google My Business (GMB) accounts entails, why it’s important in 2025, who benefits from it, and how to do it effectively – especially by using the right tools. We’ll also include expert tips and an FAQ section to address common questions. Let’s dive in!

How to Manage Multiple Google My Business Accounts

What Is Managing Google My Business Accounts?

“Google My Business” (GMB), now called Google Business Profile (GBP), is a free tool from Google that allows businesses to control how they appear in local search results and on Google Maps. Each business location can have its own profile with information like name, address, phone, hours, photos, reviews, posts, and Q&A. Managing Google My Business accounts means overseeing one or more of these business profiles to ensure they are accurate, updated, and optimized across all locations or clients.
In practice, managing multiple GMB accounts involves maintaining consistent branding and information for each profile, regularly posting updates, responding to customer reviews/questions, and monitoring performance – all across numerous listings. For example, a company with 10 storefronts might have 10 separate Google Business Profiles to manage. This can get complex without a proper system. Google’s platform does let you manage multiple businesses from a single dashboard, which helps ensure your company is represented consistently everywhere. You can even create location groups (business groups) in the Google Business Profile Manager to organize and update multiple locations in bulk. The goal is to save time and keep every listing on-brand.
Managing multiple Google My Business profiles can be streamlined with the right approach. Each profile needs accurate information and consistent branding to build customer trust.
Key tasks involved in managing multiple GMB accounts include: ensuring all profiles have correct contact info (NAP data), uploading new photos, creating Google Posts (updates/offers/events) for each location, answering customer Q&A, and handling reviews on each profile. When done manually for many profiles, these tasks can be time-consuming and error-prone. That’s why businesses often turn to centralized management methods or software tools to handle it. Using a specialized tool, you can simplify everything – from centralizing your management and assets to maintaining brand messaging consistency across multiple locations, scheduling posts, and even improving local SEO performance. In short, managing multiple GMB accounts means having a systematic way to keep every Google listing active, consistent, and fully optimized for local search.

Why Managing Google My Business Accounts Is Important in 2025

Managing your Google Business Profiles diligently is absolutely vital in 2025 due to the high impact of local search on consumer behavior. Local SEO and consumer trust go hand in hand with an optimized Google listing. Consider these facts:
● Virtually everyone uses Google for local search. Recent studies show 99% of people have used the internet to look up a local business in the past year, and 4 out of 5 users conduct searches with local intent. Google Search and Google Maps are by far the most frequently used tools for finding local business information (used by more than half of consumers), vastly outranking other platforms. If your business isn’t fully leveraging Google Business Profile, you’re essentially invisible to a huge segment of potential customers.
● Complete profiles inspire more trust and engagement. Customers are 2.7× more likely to trust a business if they find a complete Business Profile on Google Search/Maps. A listing that has up-to-date info, responses to reviews, and fresh posts signals that the business is active and attentive. It’s no surprise that in a BrightLocal survey, managing Google Business Profiles was rated the #1 most valuable local SEO service (52% of local marketers cited it). An optimized GMB account can directly influence whether a customer chooses your business or a competitor.
Google Search and Google Maps are the most frequently used tools for local business searches, as shown above. This means well-managed Google Business Profile listings are essential for visibility.
● Improved local rankings and performance. Google’s local algorithm takes Business Profile data into account for “Map Pack” rankings. Active management of multiple GMB accounts (adding posts, encouraging reviews, updating info) can improve your chances of appearing in local search results. Verified and optimized profiles receive tens of thousands of views per year on Google, translating to real-world visits and sales. In fact, businesses with optimized Google listings are more likely to be considered reputable and drive 78% of local mobile searches into an offline purchase. Managing your profiles well thus has a direct ROI.
● New AI-driven search experiences rely on Business Profile data. Perhaps one of the biggest reasons management is crucial in 2025 is the rise of AI in search. Google is increasingly integrating generative AI and overview panels that pull information directly from Google Business Profiles. For example, Google’s AI-generated answers (in Search Labs and future updates) pull in data like business hours, locations, and services from GBP listings. “Google Business Profile will only become more integral to optimization for local search,” notes one marketing expert, as Google’s AI features compile profile info into answers. If your multiple locations have incomplete or incorrect data, AI and voice search results might disseminate those errors. Keeping all your Google listings updated ensures Google’s AI presents your business accurately to users.
● Consistency builds trust across locations. For multi-location businesses, managing all GMB accounts uniformly helps maintain a consistent brand image. A customer who sees one branch with outdated info and another with recent posts might feel the brand is disorganized. Consistency in postings, responses, and information across all profiles signals professionalism and builds customer confidence.
In summary, 2025 has raised the stakes for local business visibility. Active GMB account management is no longer optional – it’s a cornerstone of local digital marketing. You’ll reach more customers, earn their trust, and rank higher in search by prioritizing your Google Business Profiles.

GMB managing process

Who Needs to Manage Multiple Google My Business Accounts?

Managing multiple Google My Business accounts isn’t just for big-box retailers – a variety of businesses and professionals find themselves in this situation:
● Multi-location businesses and franchises. Any company with more than one physical location should have a unique Google listing for each. For example, a fast-food franchise like Burger King or McDonald’s may have hundreds of profiles (one per outlet) that need management. In such cases, the owner or corporate team can centrally manage all the listings from Google’s dashboard, ensuring each location’s info is accurate. This is critical for franchises, hotel chains, retail store chains, restaurant groups, gyms, banks, etc. Each location’s reputation and visibility affect the overall brand, so they all need attention.
● Regional businesses and service providers. Companies that serve multiple service areas or regions often set up a profile for each major area (within Google’s guidelines). For instance, a home services company might have separate GBP listings for different cities it has offices in. Managing multiple profiles lets them target local customers in each area.
● Marketing agencies and SEO professionals. Digital marketing agencies commonly manage dozens or even hundreds of GMB profiles on behalf of clients. Google accommodates this through Organization Accounts: a third-party (like an agency) can be set up as an “organization” in Google Business Profile Manager to oversee many business listings. The agency’s organization account can be granted management access to client profiles, allowing the agency team to update info, publish posts, and respond to reviews for all clients from one interface. This is hugely beneficial for agencies specializing in local SEO or social media – instead of logging into separate accounts for each client, they handle all profiles in bulk. Freelance SEO consultants or social media managers with multiple local business clients also fall in this category.
● Enterprises with multiple brands or departments. Some large companies operate under several brand names or have various divisions, each with their own Google listing. For example, a university might have one listing for admissions, one for each campus, one for the athletics department, etc. These all need managing. Similarly, a corporation with distinct brands (but one parent company) may manage all their brand locations collectively.
● Small business owners with multiple businesses. Even a small business owner might end up with multiple GMB accounts if they own several businesses or franchises. For instance, an entrepreneur who owns three restaurants or a couple of retail shops will have to juggle multiple profiles. Keeping each active and optimized is key to their overall success.
● SaaS platforms or tools servicing local businesses. Sometimes software companies manage GMB listings on behalf of their users (with permission), particularly to aggregate data or run analyses. While not “business owners” per se, they engage in multi-account management in a technical sense.
In essence, anyone who has to maintain more than one Google business listing is in this boat. It could be the owner of a chain, the marketing director handling all locations, or an agency account manager assigned to local SEO. Each of these people needs strategies and tools to make multiple profile management efficient.
Example: A digital agency might manage 50 Google Business Profiles for 50 different dental clinics nationwide. Rather than logging into 50 separate Google accounts, they use Google’s organization structure to have all clinics under one master login, or they utilize third-party software to unify management. This way, they can push an update (like a holiday hour change or a promotional post) to all or some profiles at once, saving massive time.
Crucially, Google has built-in roles to facilitate multi-account management. Owners and Managers can be assigned to each profile. An owner has full control (and can add others), whereas a manager can make updates but not add/remove users or delete the listing. This means a business owner can add store managers or agency staff as managers on each profile. Understanding these roles helps businesses collaborate on profile management without compromising security.
In summary, multi-location brands, franchises, agencies, and multi-business owners are the ones most interested in managing multiple GMB accounts. If you fall into one of these groups, the following sections on software and strategies are especially relevant to you.

How to Find the Best Software for Managing Google My Business Accounts

Managing multiple GMB profiles by hand (i.e. logging into Google for each update) can be inefficient. The good news is that there are many software solutions that streamline multi-account management – from all-in-one social media dashboards to local SEO specialty tools. But how do you choose the best one for your needs? Here are some tips and criteria to consider when looking for the right Google My Business management software:
1. Identify Your Key Needs: First, determine what aspects of GMB management are most important to you. Do you primarily need to schedule posts across multiple profiles simultaneously? Are you looking for help in monitoring and responding to reviews? Do you need team collaboration features (for approvals, notes, assigning tasks)? Different tools have different strengths. For example, if your focus is on content planning and social media posts (including Google posts), an all-in-one social media tool like Planable might be ideal – it lets you compose and schedule posts to multiple Google Business Profiles and other networks in one place. On the other hand, if review management and local SEO analytics are your priority, you might consider a platform like EmbedSocial which specializes in curating reviews and tracking local search performance. Some tools even offer AI-powered content generation and SEO suggestions (e.g. Merchynt’s “Paige” or Birdeye Social). Match the software’s features to your specific pain points.
2. Ensure Multi-Account Support and Bulk Actions: Not all “GMB tools” truly excel at handling multiple profiles. When evaluating options, confirm that the software explicitly supports connecting multiple Google Business accounts and managing them in bulk. Look for features like a unified dashboard listing all your locations, the ability to post to several profiles at once, and bulk upload of information or posts. Google’s own free Business Profile Manager allows bulk management to an extent (you can add up to 100 locations via spreadsheet and use location groups). However, third-party tools can be more convenient. For instance, some tools let you group profiles by region or brand and publish an update to all in that group with one click. This is invaluable for multi-location brands. Caution: Verify the tool’s limitations – for example, Hootsuite’s GMB integration does not currently allow scheduling posts in advance (only immediate posting). If scheduling is a requirement, that limitation would rule Hootsuite out for you. Always check if the tool’s GMB integration is fully featured or somewhat limited.

3. Look for Collaboration and Workflow Features: If you have a team (or clients) involved in managing listings, consider software that offers multi-user collaboration, approval workflows, and role-based permissions. Planable, for example, is built with team collaboration in mind – you can invite team members or clients to approve posts before they go live, comment with feedback, etc., across all your social channels including Google. This can save you from email chains and ensure every Google post is on-brand and approved. Other tools like Sprout Social and Hootsuite also offer team features (assigning messages to team members, internal notes, etc.). Choose a platform that matches your team’s workflow complexity.
4. Check Analytics and Reporting: Data is key. Good management software should pull in Google Business Profile insights (views, searches, calls, direction requests, etc.) for each location and let you report on them collectively. Some tools integrate Google’s native insights; others add their own metrics. For example, Planable provides basic analytics for social posts, whereas EmbedSocial provides localized SEO performance metrics and even alerts for unauthorized changes on your profiles. Determine how much data you need. Agencies often prefer robust reporting to show clients improvements in profile performance.
5. Consider Review Management Capabilities: One big aspect of GMB management is handling Google reviews and Q&A. Some tools double as reputation management platforms, letting you read and respond to reviews from within the app. Hootsuite’s GMB app, for instance, lets you monitor and reply to Google reviews and questions alongside your social media streams. Birdeye and Yext are known for multi-site review management at scale. If maintaining a positive reputation is high priority, ensure your chosen software supports review notifications and responding without having to log into Google separately.
6. Evaluate Price vs. Value: Prices for GMB management solutions vary wildly – from free options to enterprise-level subscriptions. It’s important to find a tool that meets your needs without breaking the budget. Google’s native management is free, but lacks advanced features. Some affordable social schedulers like Buffer charge only around $6 per month per social channel (and it does support Google Business Profile scheduling), which might be sufficient for small operations. Mid-tier tools like SocialPilot start around $25–30/month. High-end tools like Sprout Social start at about $199 per user/month, and enterprise platforms or all-in-one local marketing suites (Birdeye, Yext) can cost hundreds or be custom-priced based on number of locations. Be realistic: if you manage 5 locations, you might not need an expensive enterprise system; a smaller tool could do the job. Conversely, if you manage 500 locations, investing in a proven enterprise platform may pay off in efficiency. Most tools offer a free trial – take advantage of that to test if it saves you enough time to justify the cost.
7. Check for API Reliability and Google Partnership: This is a subtle point – tools that are official Google partners or use the Google Business Profile API reliably are preferable. Google’s API allows posting content, fetching insights, etc. A well-established tool will likely have fewer bugs or outages when it comes to posting to Google. You might see mentions like “Google My Business API integration” or “Google Featured Partner.” For example, Hootsuite in 2018 announced a partnership and a dedicated GMB app. While not a strict requirement, this can indicate the tool is keeping up with Google’s changes.
8. Read Reviews and Compare Top Tools: Finally, do some comparison research. Look at recent “best Google Business Profile management tools 2025” lists from reputable sources. Common top-rated options include Planable, Hootsuite, Buffer, Sprout Social, SocialPilot, BrightLocal, Birdeye, and others. Pay attention to pros/cons others highlight. For instance, one tool might be praised for an intuitive interface but knocked for limited features; another might be powerful but criticized for its cost or learning curve. Since needs differ, the “best” tool is the one that fits your specific scenario. Below, we’ll review some of the leading options and how they compare.
In summary, finding the best GMB management software involves balancing features, ease of use, and cost. It’s important to select the right GBP management software for multiple accounts because it can greatly streamline your work and even mitigate risks (like missed updates or inconsistent info). The right tool will save you time, keep your listings polished, and ultimately help you gain more local customers.

The team manage GMB profiles

How to Manage Multiple Google My Business Accounts (Use the Right Software)

The primary strategy for efficiently managing multiple GMB accounts is to leverage specialized software. While Google’s Business Profile Manager provides basic multi-location features, using third-party management tools can supercharge your productivity by centralizing everything in one place. Below, we highlight five of the best solutions – with Planable being our top recommendation – and compare their features, pros, cons, target users, and pricing.

1. Planable (Best Overall for Collaboration and Scheduling)

Planable for GMB managing

Planable is a robust social media management and planning tool that has excellent support for Google Business Profile accounts. It allows you to connect multiple Google listings and manage them alongside your other social media channels (Facebook, Instagram, TikTok, LinkedIn, etc.) all in one dashboard. Planable is great for marketing teams, agencies, and large businesses that need to coordinate content across many profiles.
Using Planable, you can easily schedule Google My Business posts to multiple locations at once. For example, you can compose a post (with images, links, CTAs) and with a single click publish it to, say, 10 different Google Business Profiles – a huge time-saver compared to posting manually one by one. In fact, Planable lets you manage several GMB accounts and schedule posts for all your listings with only a few clicks. It provides a visual content calendar where you can see all upcoming posts for all platforms (including Google) in one place, color-coded and organized by campaign. This unified calendar view makes it easy to ensure each location is getting attention and that your content strategy is consistent.
Planable also shines in collaboration and workflow. You can invite team members or clients to your workspace and establish multi-level approval workflows. That means a post to your Google Business Profile can require, say, a manager’s approval and then the director’s approval before it goes live. These approvals happen within the app – no more emailing screenshots of GMB posts for sign-off. Planable’s commenting feature lets collaborators discuss post content in context. This is extremely useful for agencies managing client GMB accounts, as it keeps feedback and approvals organized.
Other notable features include real-time preview of how posts will look on Google, an asset media library for storing photos/videos, and integration of AI assistance for generating post copy (introduced recently). Planable offers analytics as well, though mostly focused on social engagement; Google-specific insights in Planable are more basic (e.g., it might track clicks or views, but for in-depth local SEO stats you’d use Google’s native insights).
Pros: All-in-one platform supporting Google Business Profiles and other social channels in one hub. Excellent collaboration features – comments, multi-step approvals, user roles/permissions – to streamline team workflows. Content calendar with drag-and-drop scheduling makes it easy to plan across multiple profiles at once. Cross-posting is simple, and you can tailor each post per platform if needed. Planable’s interface is very visual and client-friendly, which agencies appreciate. It basically centralizes multi-location content management and saves a ton of time on coordination.
Cons: Planable is somewhat specialized in content planning, so it lacks some local SEO and review management tools that other platforms offer. For example, you cannot respond to Google reviews through Planable, and it doesn’t monitor GMB Q&A – you’d still handle those in Google or another tool. Its analytics, while improving, are not as deep as some competitors (it provides engagement metrics, but not advanced Google search impressions or map ranking data). Another consideration is pricing: Planable is not the cheapest, especially as you add many users or workspaces. It’s positioned as a premium collaboration tool, so small businesses with tight budgets might find it pricey (though agencies often find the ROI worth it).
Ideal For: Social media managers, agencies, and brands that manage content for multiple locations and want a seamless way to plan and approve posts. If your priority is workflow efficiency and multi-platform coordination, Planable is ideal. Less ideal if you only care about reviews or if you’re a tiny business with one location (overkill in that case).
Pricing: Planable has a free tier (allows up to 50 total scheduled posts for trial) and paid plans. Paid plans start at about $33 per user per month (billed annually) for the base package. The cost scales based on number of users and workspaces (a workspace could be a client or brand). For a team managing many profiles, you might need multiple user seats. There are also add-ons (like advanced analytics) at extra cost. Overall, it’s a moderate to high-end investment. Tip: Planable sometimes offers discounts for nonprofits or small businesses and has a free trial – so you can test it out.

2. Hootsuite (Well-Known Social Suite with GMB Integration)

Hootsuite for GMB managing

Hootsuite is one of the oldest and most popular social media management platforms, widely used by organizations to handle Facebook, Twitter, Instagram, LinkedIn, and more. Hootsuite can also be extended to Google Business Profile via a built-in app integration. If you’re already using Hootsuite for social media, adding your GMB accounts to it can bring them into your existing workflow.
Hootsuite’s Google My Business app (available in the Hootsuite App Directory) enables you to manage certain aspects of your Google listings right from the Hootsuite dashboard. Once set up, you can add multiple GMB streams in Hootsuite – for example, a stream for “Posts,” “Reviews,” and “Questions” for each location. This allows you to monitor and engage with customer reviews and Q&A across your locations within Hootsuite. You can also make basic updates to your business info (like hours or address) through Hootsuite, though some edits will redirect you to Google for verification.
Pros: Hootsuite provides a single unified interface to monitor all your social channels and now your Google profiles too. You can view and reply to Google reviews or questions alongside, say, Facebook comments – convenient for community managers. It’s helpful that Hootsuite supports multiple GMB locations: you can add a separate stream for each location’s content. This is good for agencies or enterprise users who already use Hootsuite extensively. Hootsuite is also a robust platform for analytics and team collaboration (in higher-tier plans): you can have multiple team members assigned to different streams, and use features like message assignments and content approval for social posts. Many users appreciate Hootsuite’s reporting capabilities for social media, though its Google integration is more about engagement than analytics.
Cons: The biggest drawback is that Hootsuite’s integration is somewhat limited for Google Business Profiles. Notably, you cannot schedule Google posts in advance through Hootsuite – you can only publish posts immediately (“Post Now”). This is a significant limitation if scheduling content is a priority. Additionally, the GMB app in Hootsuite (as of early 2025) doesn’t support creating events/offers with all details as seamlessly as Google’s interface or other specialized tools do. It also does not aggregate Google Insights metrics in Hootsuite’s analytics; you’d still check those on Google. Essentially, Hootsuite is great for monitoring and reactive management (reviews, Q&A, and on-the-fly posts), but not as strong for proactive scheduling or bulk posting across many profiles. Another consideration is cost: Hootsuite can be expensive, especially if you need multiple users. Their Professional plan (1 user, up to 10 social profiles) is around $99/month, and multi-user Team plans are more. There is no longer a free plan. For a small business with just a couple of profiles, Hootsuite might be overkill purely for GMB.
Ideal For: Organizations that already use Hootsuite for social media and want to incorporate basic Google Business Profile engagement into the same workflow. Also, teams that place high importance on consolidating social and Google interactions in one dashboard. If you primarily need to respond to reviews and questions across multiple locations quickly, Hootsuite is handy. However, if scheduling content to GMB is your main goal, you’ll be frustrated by Hootsuite’s lack of that feature.
Pricing: As mentioned, Hootsuite starts at $99/month (annual) for a single user Professional plan. That includes up to 10 social profiles – which could include your various Google listings as profiles via the app. For 3 users (Team plan) it jumps to around $249/month, and Enterprise plans are custom (often $500+). The GMB integration app itself is free with any plan, but you must be on a paid Hootsuite plan to use external apps. Given the price, Hootsuite makes sense if you’re leveraging it for multiple channels beyond Google. They do offer a 30-day free trial, which you could use to see if the GMB app meets your needs.

3. Buffer (Budget-Friendly Scheduling for Posts)

Buffer for GMB managing

Buffer is a popular social media scheduler known for its simplicity and affordability, especially for individuals and small teams. Buffer introduced Google Business Profile integration, allowing users to compose and schedule posts to their Google listings just as they would to Facebook or Twitter. If your primary need is to consistently publish updates/news/offers to multiple Google My Business accounts, Buffer is a great, budget-conscious choice.
With Buffer, you can connect each Google Business Profile as a “channel”. The interface then lets you craft a post (including images) and choose which profiles to post it to. Buffer supports the different post types (What’s New, Event, Offer) with fields for things like event times or offer expiration. Importantly, you can schedule GMB posts ahead of time and maintain a posting calendar. This is something that, as noted, not all tools (or even Google’s site) support easily. Buffer also has a feature for “crossposting” – you can write a message and in one go share it to Google and other social networks, which is convenient when you want a unified message across platforms.
Buffer recently added an AI Assistant to help generate post ideas or copy, which could assist in writing Google posts if you need inspiration. Additionally, Buffer’s publishing queue and analytics are simple but effective: you can set each profile to have certain posting times, and Buffer will queue content to publish at those optimal times.
Pros: Ease of use and affordability are Buffer’s hallmarks. The interface is clean and non-intimidating for beginners. You can manage multiple locations’ posts without a steep learning curve. Scheduling and cross-posting to multiple profiles is Buffer’s core strength – it was literally built to schedule content in advance, so it works very well for planning a content calendar for each location. It also supports collaboration (you can have team members with different access levels on higher plans) and has a mobile app for on-the-go updates. Buffer’s free plan is a nice perk: you can connect up to 3 social channels (could be 3 different Google listings, for example) and schedule a limited number of posts per month at no cost. Paid plans are very reasonably priced compared to competitors, making Buffer a top choice for small businesses or solo marketers.
Cons: Buffer is primarily a publishing tool – it does not handle review management or Google Q&A. There’s no inbox for responding to reviews. You’ll still need to monitor and respond to those directly on Google or via another tool. Buffer’s analytics for Google posts are also basic; you might see how many posts published and maybe clicks if UTM tracking is used, but it won’t give you the rich Google My Business Insights data (views, searches, etc.). Another limitation is that Buffer’s focus on simplicity means fewer advanced features. For instance, there are no approval workflows (unless you’re on their enterprise plan with “Buffer for Business” which has some content approval). For a small team this is fine, but larger teams might outgrow Buffer’s feature set and require more robust tools.
Ideal For: Small businesses, startups, or individual marketers who want a no-fuss way to schedule posts to multiple Google profiles (and other social media) without spending a lot. If you manage, say, 5 restaurant locations and need to post weekly specials to each Google listing, Buffer can do that elegantly. It’s also great for those who don’t need all the bells and whistles, just reliable scheduling and maybe some basic insights.
Pricing: Buffer’s Free plan covers 3 profiles and up to 10 scheduled posts per profile at a time – a good test for tiny needs. The Essentials plan is around $6 per month per social channel (so if you have 5 Google profiles, it’s $30/month). That plan unlocks unlimited scheduling and some analytics. There’s also a Team plan (~$12 per channel) with more collaboration features. Even at scale, Buffer tends to be cheaper than most others, because you’re paying per channel instead of per user (and Google profiles count as channels). They also offer a 14-day free trial of paid features. The cost-effectiveness of Buffer is hard to beat for the value it provides in scheduling.

4. Sprout Social (Enterprise Power with High Price Tag)

Sprout Social for GMB managing

Sprout Social is a premium social media management platform targeted at mid-size and enterprise organizations. It supports integration with Google Business Profile (as well as all major social networks). Sprout offers a comprehensive set of features – publishing, engagement, analytics, teamwork – and is known for a slick interface and strong reports. If you have the budget and desire an enterprise-grade solution, Sprout Social can certainly help manage multiple GMB accounts effectively.
In Sprout, you can add your Google Business Profiles and then schedule and publish posts to them similar to other networks. A nice benefit is Sprout’s optimal send times feature, which can suggest when to post based on engagement trends (though primarily for social networks, it may apply to Google posts as well). Sprout’s platform also has a unified Smart Inbox that aggregates incoming messages from different channels – and it does include Google reviews and Q&A in that inbox feed. Using Sprout, a team could thus respond to reviews for multiple Google listings within the app, assign tasks (e.g., assign a particular review to a specific team member to handle), and mark items as complete. This is great for companies that get a high volume of reviews across many locations.
Sprout’s analytics are quite robust. For social networks, it provides beautiful, customizable reports. For Google Business Profile, Sprout can pull basic metrics and also track things like link clicks from posts if you’ve set up tracking. It may not cover every Google Insight metric, but it will consolidate key performance indicators in one dashboard. Additionally, Sprout has collaboration features (user roles, approval workflows for content, and even asset libraries).
Pros: Comprehensive “all-in-one” solution – Sprout does everything from scheduling to engagement to analytics at a high level of quality. It’s a professional tool that can replace several single-purpose tools. For managing multiple Google accounts, Sprout offers convenience: you can handle posts, reviews, and even Google Messaging (if enabled on profiles) in one system. Its team collaboration and CRM-like features (tagging customers, saving message history, etc.) stand out, which can be beneficial if multiple support agents are managing inquiries on Google. Sprout is also continuously updated and reliable, with good customer support. Large organizations will appreciate the ability to integrate Sprout with other systems and the data export options for reports.
Cons: The primary con is cost. Sprout Social is one of the most expensive mainstream tools in this space. Plans start around $199 per user per month (billed annually) for the Standard plan – and that’s per user, not per location. If you have a team of 3 people managing your profiles, that could be nearly $600/month, which is steep for many. Higher-tier plans cost more and unlock features like automation or advanced analytics. Sprout also has a learning curve; while its interface is nice, it’s dense with features, and small businesses might find it more than they need. Another minor con: Sprout’s focus has traditionally been social networks; its Google Business Profile integration, while present, may not be as exhaustive in features as specialist local tools (for example, it might not handle Google’s bulk location uploads or some very specific GBP fields). But it covers the major functions well.
Ideal For: Enterprises, multi-location brands with a dedicated social media/customer care team, and agencies with large clients – especially those who want one solution for all social and local channels. If you manage, say, 100 retail locations and need to coordinate posts and reputation management across all, Sprout can handle that at scale (and you likely have the budget for it). It’s also ideal if you value high-end reporting for demonstrating the impact of your efforts to stakeholders.
Pricing: As noted, Sprout Social starts at $199 per user/month and goes up from there (the Professional and Advanced plans are even pricier but add more features and profiles). Each plan has a limit on the number of social profiles – you may need to upgrade if you manage a very large number of Google listings. There is a 30-day free trial which is helpful to see if it’s worth the cost. In many cases, only larger companies find the ROI worthwhile, whereas small businesses usually opt for cheaper tools.

5. Birdeye (All-in-One Reputation and Local Marketing Platform)

Birdeye for GMB managing

Birdeye is a bit different from the above tools; it’s an all-in-one customer experience and reputation management platform designed for multi-location businesses. Birdeye’s suite includes reviews management, listings management, messaging, surveys, and a module known as Birdeye Social. The Social module (often now infused with AI, labeled “Birdeye Social AI”) allows scheduling and managing posts across social platforms including Google Business Profiles. Birdeye is particularly powerful if you want to manage both your Google listings and other local directories in tandem, plus leverage customer reviews in your marketing.
With Birdeye Social, you get a central dashboard to create and schedule posts for multiple locations at once. The platform is tailored to scenarios like franchisors who want to push approved content to franchisee locations. It allows you to create personalized social posts for each location from a single dashboard – for example, you might have a template post that automatically inserts each location’s name or unique info, so it looks hyper-localized . Birdeye’s AI capabilities can even automatically generate post content (captions, suggested images) and optimize them for different channels. This can be useful if you have too many locations to manually craft unique posts for each. Birdeye also supports bulk uploading of content via spreadsheets, so you could plan a month of posts for 50 locations in Excel and import it in one go.
A standout feature is Birdeye’s focus on multi-location insights. You get a comprehensive calendar view of scheduled posts across all locations, and you can ensure consistent branding by curating a library of pre-approved posts that local managers can use. Birdeye additionally provides guidance on best times to post (using GenAI to analyze engagement) and can even manage posting to other local platforms (e.g., Apple Maps listings, Facebook pages, etc.), giving a one-stop solution for local presence management.
Pros: Purpose-built for multi-location scale. Birdeye excels at letting one central team manage content for dozens or hundreds of business profiles efficiently. The ability to automatically generate and tailor posts per location is a big plus for maintaining local relevance at scale. It also doubles as a reputation management tool – since Birdeye started as a review platform, it integrates review monitoring and responding. This means while you’re posting content, you’re also keeping an eye on incoming Google reviews in the same platform. Birdeye provides alerts for changes or issues (e.g., if someone suggests an edit to your Google listing, or if a listing goes down, Birdeye can notify you – very useful to maintain data accuracy). Another pro is Birdeye’s mobile app, enabling on-the-go management for busy owners who want to check in on multiple locations’ performance or post something quickly. Overall, Birdeye is like a swiss army knife for local marketing – you handle listings, reviews, and social posts together, which gives a holistic view of each location’s online presence.
Cons: With so many features, Birdeye can have a learning curve. The AI content suggestions, bulk operations, etc., may require some training to use effectively, and you’ll still want human oversight to ensure the AI posts are on-brand. Birdeye’s interface might feel overwhelming if you only care about a small aspect of it. It is likely overkill for small businesses or single-location businesses – those users won’t utilize 80% of Birdeye’s functionality. Additionally, Birdeye’s pricing is not transparent on the website and usually is custom-quoted. It often scales with the number of locations, which can become expensive for very large chains (though presumably if you have hundreds of locations, you have a marketing budget to match). Small businesses with just a few profiles might find Birdeye cost-prohibitive. Finally, if you only want social posting, Birdeye might be more than you need – it’s strongest as a combined solution (social + reviews + listings).
Ideal For: Large multi-location companies (think franchises, healthcare groups, retail chains) that want an integrated platform for managing their entire online reputation and presence. It’s especially handy if you have one central marketing team but also local managers – Birdeye can empower local agents to use approved content while HQ still controls branding. Also ideal for businesses that want to utilize AI to scale up content creation across many profiles without hiring a massive social team.
Pricing: Birdeye doesn’t publish fixed prices – it typically charges based on the number of locations and the modules you use. Reports from users and review sites indicate it’s in the hundreds of dollars per month range for multi-location packages, and can go into four figures monthly for enterprise accounts with many locations. Birdeye often provides custom quotes. They do offer a 30-day free trial, which is great to test how it works with your data. If you’re a smaller operation, Birdeye might pitch you a lower tier plan focusing on just a couple modules. Planable’s own blog listed Birdeye Social AI as “best for generating social posts” and noted that it varies based on number of locations – expect to speak with a sales rep to get a concrete price.

SMM Expert Quotes on Managing Multiple Google My Business Accounts

“One of the best ways to boost your local presence is by setting up and optimizing a Google Business Profile for each of your business locations. A complete profile – with address, phone, hours, and more – provides valuable context about each location and increases your chance of appearing in the Local Pack map results.”

Neil Patel, Co-founder of NP Digital

Neil Patel, a well-known digital marketing expert, highlights that every location you operate should have its own GBP listing. He stresses that filling out each profile thoroughly is key to dominating local search. This approach ensures each branch of your business can be found in its local area and can attract customers nearby.

“As Google continues to integrate AI into local search, your Google Business Profile data (hours, location, reviews, etc.) is increasingly feeding into search answers. That makes it more vital than ever to keep those profiles consistent and up-to-date across the board.”

Tyler Phillips, Creative Marketing Manager

Tyler Phillips, who has written about GBP management, notes that the future of local search (with AI-driven summaries and voice search) will rely heavily on the information in your Google listings. If you manage multiple profiles, you must ensure all of them have accurate info – one neglected listing could mean customers get wrong answers from Google’s AI. He suggests using the right software and protocols to handle all locations efficiently and securely.
These expert perspectives underscore an important theme: managing multiple GMB accounts isn’t just an operational task, but a strategic advantage if done well. Ensuring each profile is optimized can significantly boost local visibility and customer trust, especially as technology evolves.

FAQ: How to Manage Multiple Google My Business Accounts

Finally, let’s address some frequently asked questions about handling multiple Google My Business (Google Business Profile) accounts:

1. How can I manage several Google Business Profiles under one account?

Google provides a tool called Business Profile Manager (formerly Google My Business dashboard) that lets you manage multiple locations from one Google account. The best practice is to use the “Businesses” tab in that dashboard to create a location group (business group) and add all your ocations to it. This way, you log in once and see all your profiles listed. From there, you can make updates to each or even some updates in bulk. For example, if you want to change holiday hours for all 10 of your locations, you can do it in one session. Additionally, larger organizations can use an Organization Account (for agencies or franchise systems) where an umbrella account has access to many profiles without owning them. This is useful if different people or teams need to collaboratively manage the profiles. In summary, you do not need separate Google logins for each location – one account can own or manage multiple profiles. Use location groups and the Google dashboard to keep them organized. It’s also worth noting that within Business Profile Manager, you can utilize features for bulk management if you have a lot of locations (see next question).

2. Is there a way to verify or add a lot of locations at once (bulk verification)?

Yes. Google offers a bulk verification process for businesses with 10 or more locations. Instead of verifying each listing one by one (via postcard or phone), you can submit a bulk verification request to Google. Typically, you need to be the business owner or franchisor and fill out a form with details of all locations (often via spreadsheet). Google will then verify all listings in bulk once they approve your request, saving you time. To do this, you must first create all the location profiles (you can add them via a spreadsheet upload in Business Profile Manager). After that, you apply for bulk verification by providing proof that you manage all those locations (like business documents or a letter). Once approved, all the profiles become verified at once. This process is immensely helpful for, say, a retail chain opening 50 new stores – you don’t want to receive 50 postcards! Bulk verification bypasses that. Keep in mind it can take a bit of time for Google to review and approve bulk requests, and they may contact you for additional information. But overall, it’s the best way to handle verifying a large number of profiles simultaneously. If you have fewer than 10 profiles, you’ll need to verify each individually (or gradually as you add them).

3. How do I allow other people (or an agency) to help manage my Google Business Profiles?

Google Business Profile allows you to add additional users to each listing with specified roles. There are two main roles besides the Primary Owner: Owner (can do everything, including adding more users) and Manager (can do most edits but cannot add users or remove the listing). To add someone, you’d go to the Users section of the profile in Business Profile Manager and invite them by email. For example, if you hired a social media manager to update your profiles, you can add them as a Manager to each of your location profiles. They will then see those listings in their account and can help update info, publish posts, reply to reviews, etc. If you’re working with a marketing agency, the recommended approach is to use an Organization account for the agency. Agencies can create an Organization in Google (essentially an ID for their company) and you can grant that organization access to your profiles. This way, multiple people from the agency can manage the listings without each needing to be added individually. It’s more secure and scalable. As the business owner, you would remain the Primary Owner of all profiles, and you can revoke access to others at any time. Bottom line: you don’t need to share your Google account login. Use the built-in user management to give proper access. That ensures accountability (actions are logged under each user) and safety (you can remove a user if they no longer work for you or if the agency contract ends).

4. What’s the difference between a “Manager” and an “Owner” in Google Business Profile roles?

This can be confusing – basically, an Owner (or Primary Owner) has full control: they can edit all info, respond to reviews, add other users, and even remove the profile or transfer ownership. A Manager can do almost everything except sensitive actions like adding/removing users or deleting the profile. Managers can post updates, edit business information, upload photos, and respond to reviews just like an owner would. The idea is to give employees or agencies Manager access so they can handle day-to-day management, while you (the business owner) retain Owner status to control who else can manage the listing. There is also a Site Manager role with very limited capabilities (mostly obsolete now). In summary, use Owner for the primary person in charge, and Manager for team members or partners who help run the profile.

5. Are Google My Business accounts free?

Yes – creating and managing a Google Business Profile is completely free of charge. Google does not charge businesses to claim their location and use the Business Profile features. You can update your info, post updates, and respond to reviews all for free. (The only thing Google might charge for are paid services like Google Ads or certain promotional features, but the core profile management is free.) Keep in mind, however, that while Google’s platform is free, third-party software tools (like the ones we discussed above) are usually paid if you choose to use them for convenience. But you are not required to use any paid tool – you can manage multiple listings through Google’s own interface without any fees. Many businesses find that the efficiency gained from paid tools is worth it, but it’s not a necessity if your budget is zero. Even agencies: they do not pay Google to manage clients’ profiles, they just use their agency accounts or tools to do so. So yes, Google My Business (Google Business Profile) is a free tool by Google for everyone.

6. Can I have more than one Google My Business profile?

Yes. Google allows businesses to create and manage multiple Business Profile listings, typically one for each physical location or distinct business. In fact, many multi-location businesses have dozens of profiles – for example, one for every store or franchise outlet. There isn’t an upper limit on the number of profiles you can have; Google’s guidelines simply say each location should have its own profile, and you shouldn’t create multiple profiles for the same exact location. If you run completely separate businesses, those can each have a profile as well. The key is that each profile needs to represent a unique business entity or location.

7. What can I do to make managing multiple profiles easier (any tips)?

Aside from using management software, there are a few best practices:
● Keep a master spreadsheet of key info● Use Google’s bulk features● Leverage templates● Monitor notifications● Rotate focus if you have many profiles● Maintain brand consistency● Use Google’s API if tech-savvy

8. Can I schedule posts for multiple Google My Business accounts at once?

Yes. While Google’s own dashboard doesn’t allow post scheduling, many third-party tools (like Planable, Buffer, or Birdeye) let you schedule posts in advance across multiple profiles simultaneously. This ensures consistent publishing without needing to log in and update each profile manually.

9. What happens if my Google Business Profile gets suspended?

A suspension means your listing is temporarily removed from Google Search and Maps. This often happens if your profile violates Google’s guidelines (e.g., incorrect business categories, keyword stuffing, or duplicate listings). To resolve it, review the suspension notice, correct any issues, and file a reinstatement request. If you manage multiple accounts, regularly auditing all profiles helps prevent widespread suspensions.

Conclusion: Defining the Path to Effective Google My Business Management

● Definition 1 – Strategic EfficiencyManaging multiple Google My Business accounts in 2025 is not just about updating business hours or posting announcements. It is the systematic coordination of brand information, customer engagement, and local SEO signals across numerous profiles. By using the right tools—like Planable and other specialized platforms—businesses and agencies can centralize their workflows, maintain consistency, and save significant time while ensuring no location is overlooked. Strategic efficiency means transforming profile management from a repetitive task into a streamlined process that directly supports visibility and growth.
● Definition 2 – Digital TrustbuildingEqually important, effective management is about building and sustaining digital trust. Every accurate listing, timely post, and thoughtful review response contributes to how customers perceive a brand’s reliability. In the AI-driven search landscape of 2025, Google’s algorithms increasingly rely on Business Profile data to inform users. Therefore, keeping multiple accounts optimized is no longer optional—it is the foundation for ensuring that both search engines and potential customers encounter a credible, consistent, and trustworthy business presence.

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About the Author:

Robert Goldenowl: Experienced marketing professional with a proven track record in conducting comprehensive marketing research and implementing strategic project promotion systems.

With a deep understanding of how search engines and language models interpret, prioritize, and present information, Robert specializes in optimizing content and brand positioning across both traditional and AI-powered platforms like Google AI Overviews, ChatGPT, Perplexity, and more.