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Important Alert: Google Business Listing Suspensions Are on the Rise – What You Need to Know

Over the past 6–8 months, we’ve been monitoring a serious issue affecting local businesses across the country: a dramatic increase in suspensions of Google Business Profiles (formerly Google My Business).

This trend appears to be tied to Google’s rollout of AI-driven verification systems. As a result, many legitimate businesses are being flagged, suspended, and left with few options for support or recovery.

The Problem: More Suspensions, Less Support

Google has quietly overhauled how it handles support for suspended listings. What used to be a straightforward process—submitting a support ticket or speaking with a representative—has now turned into a long, frustrating waiting game. Google’s own documentation claims you’ll hear back in “five business days,” but in reality, we’ve seen timelines stretch to five weeks—or even five months depending on the complexity of the issue.

This is affecting thousands of small businesses and service providers, including plumbing companies like yours.

Why Is This Happening?

It’s widely believed that Google is using AI to crack down on fake listings and enforce stricter compliance with its Terms of Service. While this effort helps clean up spammy and misleading profiles, it also means real businesses are being caught in the crossfire—especially when their profile data doesn’t match perfectly across documents.

Name Changes Are the #1 Risk

One of the most sensitive triggers for suspension right now is changing the name of your business listing. This is especially important for our clients undergoing a branding update or considering a name tweak.

If a name change is submitted, Google may immediately require documentation—such as utility bills, insurance papers, business licenses, or state registrations. These documents must match exactly across your business name, address, and phone number. Even small inconsistencies—like an “LLC” on one document and not another—can result in verification failure and suspension.

Because of this, we will not make any name changes to your listing without your explicit approval, and only after confirming we have all the proper documentation on file.

Using Residential or Virtual Addresses

One of the most common—and costly—mistakes we’re seeing right now is business owners repeatedly trying to get a residential, virtual, or shared office address verified on Google. This not only violates Google’s terms of service, but it also erodes the trust their system has in your account.

Google doesn’t want to send its users to someone’s home; they want business listings tied to real, physical storefronts where customers can walk in and receive service. If a customer shows up at your house expecting an office, it’s a bad experience for that user—and Google takes that seriously as they protect the retention of that user to come back to Google for good information.

Repeated attempts to verify an unqualified address can result in suspensions, denials, or worse: delayed suspensions after being temporarily approved. This is all part of Google’s larger effort to crack down on shady SEO tactics and enforce a fairer, more trustworthy platform. This one of the many reasons why SEO itself has become harder, because Google is forcing everyone to play the same game.

At Mammoth, we strongly recommend staying within Google’s guidelines and avoiding any attempt to “game the system.” Your listing is too important to risk—stick to legitimate methods so your business can keep showing up, earning reviews, and getting calls.

What You Need to Do

To reduce your risk and prepare for any future issues:

      • ✅ Gather your documentation now: Utility bills, business licenses, insurance docs, and any other official materials that may prove your address and ownership of the business. 

      • ✅ Ensure all information is consistent across every document (business name, address, phone).

      • ✅ Avoid unnecessary changes to your listing—especially name or address changes—unless absolutely required.

    Prepare for the Worst, Just in Case

    It’s no longer a matter of if your listing might get suspended, but when. The more organized you are ahead of time, the faster we can help you get reverified if it happens.

    We understand how critical your Google listing is to your business. It may be the source of dozens—or hundreds—of calls each month. That’s why we’re proceeding with extreme caution, especially when it comes to making changes.

    If you’re planning a rebrand or believe a name change is necessary, please contact us first so we can walk you through the risks and make sure you’re protected.

    Your Document Checklist

    For Google Business Profiles

    These are the documents you MAY be asked by Google to provide.

    Proof of Business Address (MUST BE A PHYSICAL BUSINESS CUSTOMERS CAN ENTER)

    • Utility bills (electricity, water, gas)
    • Lease agreement or rental contract
    • Business license with address
    • Official mail from government agencies
    • Property tax receipt


    Other Items Google May Ask For:

    • Recent bank statements with business name and address
    • Invoices or receipts with business name and address
    • Website shows the business location
    • Photos of the storefront with signage
    • Tax documents or permits


    Additionally, Google may ask for a Business Verification through video. Try to incorporate the following: 

    • Exterior of the building with permanent signage.
    • Street number and business name on door or window
    • Walkthough of inside of the business (reception area, products, staff, more signage etc.)
    • Your branded vehicle

    Have questions or need help with your Google Business listing?

    We’re here to guide you every step of the way—just reach out to your Account Manager and they’ll raise your questions to the team.

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