Multiple GMB Profiles at the Same Address: When It's Allowed (and When It's Not)

The Question That Keeps Coming Up

A doctor on your team just created a new Google Business Profile using your clinic's address—the same address your existing profile already uses. Both profiles serve the same patient base, use the same marketing materials, and offer overlapping services. Is this a problem? The short answer: yes, and it could get both listings suspended.

Google's guidelines on multiple business profiles at the same address are clear in principle but nuanced in practice. Understanding when you can have multiple listings—and when you absolutely cannot—is critical to avoiding penalties that can tank your local search visibility overnight. For comprehensive Google Business Profile strategies, see our Google Business Profile Optimization guide and Multi-Location GMB Strategy post.

Google's Core Rule: One Profile Per Business

Google's official guidelines state: "There should only be one profile per business, as this can cause problems with how your information displays on Google Maps and Search." This rule exists to prevent spam, reduce confusion for users, and maintain the integrity of local search results.

However, Google does recognize that multiple legitimate businesses can operate from the same physical location. The key question is whether your businesses are truly distinct or simply different brands for the same operation.

When Multiple GMB Profiles ARE Allowed

According to Joy Hawkins from Sterling Sky, a leading local SEO expert who consulted directly with Google on this issue, multiple business profiles at the same address are permitted when the businesses meet all of the following criteria:

• Operate in completely different industries
• Have different primary categories in Google Business Profile
• Offer different services that target different customer intents
• Are legally distinct entities (separate Tax IDs, business registrations)
• Have unique phone numbers for each business
• Serve customers independently of each other

Examples of ALLOWED co-located businesses:

• A plumbing company and a house cleaning service at the same address
• A landscaping business and a cleaning business
• A dentist office and a physical therapy clinic

These businesses serve fundamentally different customer needs. If a potential customer searches for "plumber near me," they're not looking for house cleaning services—and vice versa. Google recognizes this distinction and allows separate listings.

When Multiple GMB Profiles Are NOT Allowed

The line gets crossed when your second business feels like it could just be another page on your existing website. If your businesses are in the same industry, serve the same customer base, or offer overlapping services, you're violating Google's guidelines.

Examples of PROHIBITED co-located businesses:

• Landscape construction company + landscape design business
• HVAC repair + HVAC installation (these should be one business)
• General dentistry + cosmetic dentistry at the same clinic
• Two roofing companies with slightly different brand names

In these cases, the businesses are not truly distinct. They're simply different service lines or brands under the same umbrella. Google views this as an attempt to game the system by occupying multiple spots in local search results.

The Medical/Healthcare Exception

Google's guidelines do include a specific exception for healthcare: "Individual practitioners and departments within businesses, universities, hospitals, and government buildings may have separate pages."

However, this exception comes with strict requirements:

• Distinct specialties: A cardiologist and a pediatrician can have separate profiles; two general practitioners cannot.
• Unique phone numbers: Each practitioner must have a direct line, not just extensions.
• Independent patient relationships: Patients must be able to book and see each practitioner independently.
• Different categories: Use specific practitioner categories (e.g., "Cardiologist" vs. "Pediatrician"), not generic ones like "Medical Clinic."

In your scenario—where a doctor created a profile at the same address, in the same service category, using the same marketing materials—this does not qualify for the exception. The new profile should be merged into the main clinic profile or removed entirely.

What About Service Area Businesses (SABs)?

Service area businesses—those that travel to customers rather than serving them at a fixed location—face even stricter scrutiny. While there's no explicit rule forbidding co-located SABs, Google has a history of rejecting or suspending such listings.

If you operate two service area businesses from the same address (e.g., a plumbing business and a fence-building business), you may be able to create separate listings—but be prepared for Google to challenge them. Many local SEO experts recommend getting a different physical location for one of the businesses to avoid complications.

Penalties for Violating the Rules

Creating duplicate or ineligible listings isn't a victimless shortcut. Google can impose severe penalties:

• Hard suspension: Google removes your listing and all associated reviews permanently.
• Account-level suspension: If Google suspects serious spamming, your entire account can be banned, affecting all your listings.
• Filtering: One or both listings may be hidden from search results, making them invisible to potential customers.
• Review dilution: Your reviews get split across multiple profiles, weakening social proof for both.
• Ranking penalties: Duplicate signals confuse Google's algorithm, causing both listings to rank lower.

These penalties can happen at any time—even if your duplicate listings have been live for months or years. Google's spam detection algorithms are constantly improving, and what slipped through yesterday might get flagged tomorrow.

What Doesn't Help (Don't Waste Your Time)

Some business owners try to game the system with tactics that Google explicitly ignores or penalizes:

• Suite numbers: Adding "Suite A" and "Suite B" to the same address doesn't fool Google. The algorithm ignores suite numbers when detecting duplicates.
• Slight name variations: Changing "ABC Plumbing" to "ABC Plumbing Services" won't help if both businesses offer the same services.
• Different hours: Operating at different times doesn't make two businesses distinct if they serve the same customers.
• Different descriptions: Unique marketing copy doesn't override the fundamental issue of duplicate businesses.

The Right Way to Handle Your Situation

If someone on your team has already created a duplicate listing, here's how to fix it:

1. Assess eligibility: Does the new profile meet all the criteria for a separate listing (different industry, unique phone number, distinct services)? If not, proceed to step 2.
2. Request a merge: Log into Google Business Profile, navigate to the duplicate listing, and request to merge it with your main profile. Google will combine the reviews and data.
3. Update the main profile: If the doctor wanted their own presence, add them as a practitioner within the main clinic profile instead of creating a separate listing.
4. Use department profiles (if applicable): If your clinic has truly distinct departments (e.g., "ABC Clinic - Cardiology" vs. "ABC Clinic - Pediatrics"), you can create separate profiles—but only if each has unique phone numbers and serves patients independently.

Best Practices for Multi-Location or Multi-Practitioner Businesses

If you're managing a business with multiple locations or practitioners, follow these guidelines to stay compliant:

• One profile per physical location: Each address gets one main profile, even if multiple practitioners work there.
• Add practitioners to the main profile: Use Google's practitioner feature to list individual doctors, lawyers, or service providers within the main business profile.
• Use unique phone numbers: If you must create separate profiles (e.g., for distinct departments), ensure each has a direct phone line.
• Avoid keyword stuffing: Don't add service keywords to your business name (e.g., "ABC Clinic - Best Cardiologist in Boston"). Use the categories and description fields for this.
• Monitor for duplicates: Regularly check Google Maps for unauthorized duplicate listings created by competitors, former employees, or automated systems.

Final Takeaway

Multiple GMB profiles at the same address are only allowed when the businesses operate in completely different industries and meet strict eligibility criteria. If your second profile is in the same niche, uses the same marketing materials, and serves the same customer base, it violates Google's guidelines—and you risk losing both listings.

The safest approach is to consolidate your presence into one strong, well-optimized profile. If you need to highlight individual practitioners or departments, use Google's built-in features for that purpose rather than creating separate listings. When in doubt, ask yourself: "Would a customer searching for my services see these as two completely different businesses?" If the answer is no, you need one profile, not two.