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Managing 10, 50, or 500 Google Business Profiles individually is a time sink. Bulk upload via the Business Profile Manager spreadsheet workflow lets you create, update, and maintain hundreds of locations efficiently. Here's the complete process from setup to verification.
In this guide
1. Bulk upload eligibility
Available for businesses managing 10+ locations. Must use Business Profile Manager (business.google.com/locations). Single-location operators use the standard interface. Franchise operators and chains qualify automatically.
2. Downloading the bulk upload template
From Business Profile Manager: Locations > Add locations > Import locations > Download template. Google provides a CSV with required columns: store code, business name, address line 1, city, state, postal code, country, phone, primary category, website.
3. Required vs. optional fields
Required: store code (your internal ID), name, full address, phone, primary category, website. Optional but recommended: opening hours, special hours, business description, services list, attributes, photos URL.
4. Filling out the template correctly
One row per location. Use Google's exact category names (downloadable from the categories list). Format phone as +1 555-555-5555. Use full state names not abbreviations. Hours format: 'Monday: 9:00 AM - 6:00 PM'.
5. Uploading and validation
Upload your completed CSV. Google validates each row, flagging duplicates, missing fields, invalid categories, address that can't be geocoded. Fix errors and re-upload. Approval takes 24-72 hours.
6. Bulk verification options
For 10-99 locations: standard postcard verification per location. For 100+ locations: apply for bulk verification using the Bulk Verification Form. Requires proof of authority (franchise agreement, parent company verification).
7. Updating locations in bulk
Re-export current data > make changes in CSV > re-upload as 'update.' Common bulk updates: hours changes (holidays, daylight saving), phone changes during system migrations, address corrections after office moves.
8. Common errors and fixes
Duplicate detection: Google sees your location as matching an existing listing, resolve by claiming the existing one instead. Address not found: street address can't be geocoded, verify spelling and add suite/unit numbers. Category mismatch: spelling must exactly match Google's list.