How to Link Google Business Profile to Google Ads

If your business serves customers at a physical location, connecting your Google Business Profile (GBP) to Google Ads can help your advertising campaigns make better use of your business location information.

 

Once connected, eligible location assets can associate your ads with information such as your business address, map location, distance from the customer, and other relevant location details. This can make it easier for potential customers to discover your business and take action.

 

Google has updated the way advertisers set up and manage Business Profile connections in Google Ads. Depending on your account and on-boarding experience, you may now manage these connections through Data Manager or while adding business information during campaign setup.

 

This guide explains the current workflow, how to connect a profile you manage, how to request access to another profile, and how to unlink a Business Profile when necessary.

 

Important: Google Ads interfaces can change over time. Menu names and account workflows may vary depending on your account type, campaign setup, permissions, and Google's latest interface.

 

What is the Connection Between Google Business Profile and Google Ads?

Google Business Profile is Google's platform for managing how a business appears across Google Search and Google Maps.

 

Google Ads allows businesses to pay for advertising across Google's advertising network.

 

Linking the two allows Google Ads to use eligible Business Profile location information for location assets. Depending on the campaign and eligibility, these assets can help show details such as:

• Business address
• Location on Google Maps
• Distance from the customer
• Directions to the business
• Other relevant business location information  

 

This is particularly useful for businesses that want to connect online advertising with visits, calls, directions, or other local actions.

 

Why Link Google Business Profile to Google Ads?

Connecting your profiles can help you:

1. Improve local visibility by associating eligible ads with business locations.
2. Make it easier for customers to find you through location and map information.
3. Support local customer actions, such as requesting directions or visiting your location.
4. Manage business locations more efficiently from Google Ads.
5. Connect your paid search strategy with your physical business presence.

 

However, linking the accounts alone does not guarantee that a location asset will appear with every ad. Google determines when and where eligible assets are shown based on factors such as campaign configuration, user context, and ad eligibility.

 

Before You Link Google Business Profile to Google Ads

Before starting, make sure you have access to the appropriate Google Ads account and Business Profile.

1. Have access to Google Ads: You need access to the Google Ads account where you want to use the Business Profile's location information.

  

2. Have access to the Business Profile: If you manage the Business Profile yourself, make sure you can access the relevant Business Profile Manager account. If another person, agency, or organization manages the profile, you may need to request access.

 

3. Keep your Business Profile information accurate: Review important information such as:

• Business name
• Address
• Phone number
• Business hours
• Website
• Business locations

 

Accurate information is important because eligible location assets can use information associated with your Business Profile.

 

4. Determine which locations should be used: Businesses with multiple locations should review which locations are appropriate for their advertising campaigns. Avoid assuming that every location should automatically be associated with every campaign.

 

How to Link Google Business Profile to Google Ads

 

There are several ways the connection can appear in the current Google Ads experience. The exact workflow can depend on whether Google identifies your Business Profile automatically and whether you manage the profile yourself.

 

Link an Identified Business Profile During On-boarding

During a new Google Ads on-boarding experience, Google may identify Business Profiles associated with the information provided during setup.

 

Step 1: Open Add Business Information

During the on-boarding process, navigate to Add business information and select Linked accounts. If Google identifies Business Profile accounts, they may appear as available accounts to connect.

 

Step 2: Select Link

Select Link, then select the search box. A drop-down may display identified accounts.

You can either:

• Select an identified account, or
• Search for an account.

 

Step 3: Select Your Business Profile

• Choose the Business Profile you want to connect.
• Select Next, review your selection, and then select Link.
• Select Done when the connection is complete.
• You'll return to the Link Accounts section, where you can add additional accounts if required.

 

Tip: If Google identifies more than five properties for a product, additional properties may become visible after you select the search box.

 

How to Link a Business Profile That Google Doesn't Identify

If your Business Profile isn't automatically identified during on-boarding, Google Ads may allow you to add other accounts manually. Under About the Business, look for Optional: Connect other apps and accounts.

 

Select Add and enter the appropriate identifying information. Depending on the Google product, this can include information such as a channel URL, account ID, app ID, or phone number. Follow Google's prompts and select Done when finished.

 

How to Link a Google Business Profile You Manage

If you already manage the Business Profile you want to connect, you can initiate the connection from the Google Ads Assets area.

• Step 1: Open Google Ads: Sign in to your Google Ads account.

• Step 2: Open Assets: From the Campaigns section, navigate to Assets. Select the plus (+) button and choose Location.

• Step 3: Select Our Locations: Choose Our locations and select Continue.

• Step 4: Connect Your Business Profile Manager Account: Select - Link to a Business Profile Manager account I know Then choose: Select a Business Profile that I manage. Select the relevant Business Profile account from the drop-down.

• Step 5: Select Your Locations: Select Continue. If necessary, use business name or label filters to identify the locations you want to use. Select Save.

 

 Your selected Business Profile locations can then become eligible for use as location assets, subject to Google's requirements and approval.

 

How to Link to a Business Profile You Don't Manage

You don't necessarily need to personally manage a Business Profile to request a connection. For example, a marketing agency may manage Google Ads for a client while the client retains control of the Business Profile.

 

In this situation, Google Ads can provide a workflow for identifying the appropriate Business Profile and sending a request to the email address associated with the profile.

 

The basic process is:

• Go to Campaigns > Assets.
• Select +.
• Choose Location.
• Select Our locations.
• Select Continue.
• Search for the appropriate Business Profile.
• Select the profile that best matches the business.
• Select Save.
• Review the Business Profile shown in the preview.
• Select Continue.

 

Google sends the request to the email address associated with the selected Business Profile. The request must be approved before the locations become eligible to appear as location assets.

 

How to Set Up Google Ads Location Assets

Linking a Business Profile and using its locations in advertising are related but distinct steps. After connecting the Business Profile, check your Location assets in Google Ads.

 

Step 1: Open Assets

In Google Ads, go to: Campaigns → Assets

 

Step 2: Select Location:  

Choose Location from the asset options.

 

Step 3: Select Your Business Locations

Choose the appropriate Business Profile and locations. You may be able to apply business name or location labels to control which locations are associated with your advertising activity.

 

Step 4: Review Campaign Eligibility

Check your campaign settings and asset configuration to ensure the appropriate location information is available to the campaigns you want to use.

 

Important: Google Ads does not guarantee that location assets will appear every time an ad is served. Asset eligibility and serving depend on Google's systems and campaign circumstances.

 

How to Manage a Linked Google Business Profile in Google Ads

Once a Business Profile is connected, you can review and manage the relationship through Data Manager.

 

Follow these steps:

• Open Google Ads.
• Go to Tools.
• Select Data Manager.
• Under Connected products, find Google Business Profile.
• Select Manage & link.

 

Here you can review linked Business Profiles and pending invitations. If locations are being used in active location assets, Google Ads may also display a View Location Assets option.

 

What if some locations are missing?

Google notes that unlinking and re-linking your Business Profile can remove applied filters and allow you to view all associated location assets. This process does not mean you should routinely unlink accounts. Use it when appropriate and review the resulting location configuration carefully afterward.

 

How to Unlink Google Business Profile From Google Ads

If you no longer want a Business Profile connected to Google Ads, you can remove the connection.

 

Step 1: Open Data Manager

In Google Ads, go to:

Tools → Data Manager

 

Step 2: Find Google Business Profile

Under Connected products, find Google Business Profile.

Select Manage & link.

 

Step 3: Choose the Account

Find the Business Profile you want to disconnect and select Manage in the Action column.

 

Step 4: Select Unlink

Choose Unlink and follow Google's instructions.

 

If the Business Profile is currently being used by active location assets, you may need to remove those assets before Google allows the Business Profile connection to be disconnected.

 

How to Remove a Google Ads Location Asset

If you need to remove a location asset before unlinking your Business Profile:

• Go to Campaigns → Assets.
• Select Location.
• Select the checkbox next to the location asset you want to remove.
• Select Remove.
• Review the warning explaining where the asset is currently used.
• Select Confirm.

 

Before removing an asset, make sure you understand which campaigns or ad groups may be affected.

 

Google Business Profile vs. Google Ads: What's the Difference?

It's useful to understand what each platform does.

 

Platform	Primary purpose
Google Business Profile	Manage your business's presence on Google Search and Google Maps
Google Ads	Create and manage paid advertising campaigns
Location assets	Connect eligible business location information with Google Ads

 

A Business Profile is not required to run every type of Google Ads campaign. However, businesses with physical locations may benefit from connecting their Business Profile to Google Ads because location information can support local advertising experiences.

 

Common Problems When Linking Google Business Profile to Google Ads

 

1. The Business Profile Doesn't Appear

If your profile isn't appearing, check:

• Whether you're signed into the correct Google account.
• Whether you have appropriate access to the Business Profile.
• Whether you're using the correct Google Ads account.
• Whether the business information matches.
• Whether the Business Profile is eligible and available for linking.

  

You can also try searching for the Business Profile using the available account or domain discovery options.

 

2. You Manage the Profile but Can't Connect It

Check the account permissions and make sure you're selecting the correct Business Profile Manager account. If an agency is handling Google Ads for you, coordinate with the person who controls the Business Profile so the appropriate request can be approved.

 

3. A Location Asset Isn't Showing

A successful account connection doesn't mean the location asset will appear with every ad. Review:

• Location asset configuration
• Campaign eligibility
• Location targeting
• Business Profile information
• Asset status
• Campaign performance and serving conditions

 

4. You Can't Unlink the Business Profile

If active location assets depend on the Business Profile connection, remove the relevant location assets first and then try unlinking the account again.

 

Best Practices for Google Business Profile and Google Ads: Connecting the accounts is only the first step. For stronger local advertising management, follow these best practices.

 

Keep Business Information Consistent: Make sure your business name, address, phone number, hours, and website information are accurate and up to date.

 

Use Location Targeting Strategically: Don't automatically target an entire city or region if your customers primarily come from a smaller service area. Align your geographic targeting with your actual customer base and business operations.

 

Monitor Local Performance: Review relevant Google Ads performance data and determine whether your campaigns are generating meaningful actions. Depending on your campaign configuration, useful metrics may include:

• Clicks
• Impressions
• Conversions
• Calls
• Direction-related actions
• Location-related interactions

 

Don't Promise Results From Linking Alone: Linking Google Business Profile to Google Ads can improve the information available to eligible ads, but it isn't a guarantee of higher rankings, more clicks, more store visits, or a specific return on ad spend.

 

Performance depends on many factors, including targeting, budget, competition, ad quality, offers, landing pages, and customer demand.

 

Does Linking Google Business Profile to Google Ads Improve SEO?

Not directly.

Google Ads and organic SEO are separate systems. Linking your Business Profile to Google Ads is primarily an advertising and location-asset configuration rather than a direct organic ranking tactic.

 

That said, a strong local marketing strategy can involve several complementary channels:

• Google Business Profile optimization
• Local SEO
• Google Search Ads
• Location assets
• Conversion tracking
• High-quality landing pages
• Customer reviews and reputation management

 

The goal should be to create a consistent customer experience across your organic and paid search presence rather than treating account linking as an SEO shortcut.

 

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Frequently Asked Questions

How do I link my Google Business Profile to Google Ads?

Sign in to Google Ads and navigate to Campaigns → Assets → Location. Choose Our locations, then select the option to connect or select a Business Profile you manage. Depending on your account, you may also manage the connection through Tools → Data Manager → Google Business Profile.

 

Do I need a Google Business Profile to run Google Ads?

No. You can run many Google Ads campaigns without a Google Business Profile. However, businesses with physical locations can use a Business Profile connection to make eligible location information available to Google Ads through location assets.

 

What are Google Ads location assets?

Location assets are Google Ads assets that can provide eligible users with information about a business location, such as its address, distance, or map-related information.

 

Is Google My Business the same as Google Business Profile?

Yes, in the sense that Google Business Profile is the current name for what was previously known as Google My Business (GMB). You may still see older articles, tutorials, or interfaces referring to "Google My Business."

 

Can an agency link a client's Google Business Profile to Google Ads?

Yes, an agency can work with a client's Business Profile connection. If the agency doesn't manage the client's Business Profile directly, the client or authorized profile manager may need to approve Google's connection request.

 

Can I unlink Google Business Profile from Google Ads?

Yes. Go to Tools → Data Manager → Connected products → Google Business Profile → Manage & link, select the relevant account, and choose Unlink. If active location assets depend on the connection, you may need to remove them first.

 

Does linking Google Business Profile guarantee my address will appear in every ad?

No. Location assets are eligible to appear in relevant circumstances, but Google determines when assets are served based on its advertising systems and eligibility requirements.

 

Conclusion

Linking Google Business Profile to Google Ads is an important setup step for businesses that want to connect paid search advertising with their physical locations.

 

The current Google Ads experience provides several ways to establish and manage the connection, including Campaigns → Assets → Location and Tools → Data Manager → Google Business Profile, depending on your account and on-boarding experience.

 

Once connected, eligible location assets can help customers discover useful business information such as your location, address, distance, and directions. For the best results, don't stop at account linking. Keep your Business Profile accurate, configure location assets carefully, use appropriate geographic targeting, and measure meaningful conversions.

 

Note: This article is based on Google's documented Google Ads and Business Profile workflows. Because Google frequently updates its interface and advertising features, verify the exact menu labels and account options in your Google Ads account before following the steps.