Google Suspended Your HVAC (GBP) Business Profile — Now What?

Why Was My GBP Suspended?

Google doesn’t usually send a friendly note explaining what went wrong. Instead, you get the vague (and terrifying) label: “Suspended due to deceptive content or practices.” Helpful, right?

Here are the most common triggers we see:

• Business Name Changes: If a third-party tool like Yext (used by Marketing Pro from ServiceTitan, for example) pushes out an automatic name update, it can trip Google’s wires. One of our clients had nearly 3,000 reviews and still got suspended because of a name change they didn’t even initiate.
• Address Updates: Another client moved to a new space, but the landlord messed up the suite number in the lease. Google flagged the location as potentially fake. Boom. Suspension.
• Category or Service Area Edits: Google monitors every change closely, especially in high-risk sectors. Don’t let your GBP(s) overlap in service areas. Don’t worry, you can still be visible and rank outside your service areas listed on Google.
• Mismatch Between Online Info and Docs: Google may cross-reference your GBP with info on your website, Secretary of State filings, or utility bills. If anything feels off, you’re at risk.
• Too Many Suspensions in Your Area: Sometimes it’s not you, it’s your neighbors. If other bad actors in your region have gotten busted, Google tightens scrutiny on everyone nearby.

Step-by-Step: How to Recover Your Suspended Google Business Profile

1. Diagnose the Issue

You won’t get an exact reason from Google, so you have to play detective. Ask:

• Did you or someone else recently make edits?
• Did you move?
• Is your profile info (hours, phone number, address, etc.) 100% consistent with what’s on your website and official documents?

2. Collect Your Documents

Google wants proof. The more you give them, the better. At minimum:

• Two documents showing the business name and address. Think: utility bills, business licenses, secretary of state filing, tax documents.

Bonus documents and evidence would be:

• Photos of your signage. Permanent signs with your business name.
• Photos of the building exterior. Include neighboring businesses to prove the location.
• Interior photos. Office, front desk, warehouse—do your best to keep people’s faces out of them to avoid privacy concerns, yes, even if they do work there.

3. Submit the Appeal Form

Go to the Google Business Profile reinstatement form and fill it out thoroughly.

Pro Tips for Your Appeal:

• Be polite, factual, and concise.
• Use clear language. E.g., “We moved to 123 Main St. and updated our profile. Lease agreement attached.”
• Don’t rant. Don’t blame Google. Although it may feel good to give Google a piece of your mind, that gets you nowhere.
• You only have space to upload 2 files. If you have more than two, just add the other to a Zip file and upload that as your file. They will look through all the files in the folder.

4. Wait (and Watch Your Email)

Reinstatement can take anywhere from a few days to several weeks, depending on Google’s backlog. You may get follow-up questions or a request for more info. Respond fast and with clarity. But when a profile is reinstated, it is simply returned to visible in the search with an automated email from Google.

Usually, we see a response in as little as 72 hours, BUT here’s the unfortunate news. Most appeals are denied. In fact, even when we follow these guidelines precisely with all our experience and expertise, we still have to forward our case and supporting documents on to a Google Product Expert to escalate the case. Why? Because you only get 2 appeals before you’re done. Why risk it?

5. If Your Appeal Is Denied: Contact a Google Product Expert

If your appeal is denied, don’t lose hope. We have recovered every suspended profile with the help of a Google Product Expert. These are the people you see answering questions on the Google Help Community. Now, a quick warning, Google does not vet these people for being professional or courteous. They simply rise to that status because of the help they provide to the community and the points they earn from that help.

Reach out to them. Set the cost for their submitting your case for escalation, and provide them with the same explanation and evidence you did for Google. This can take another few days, depending on how long it takes Google to respond to their escalation. But with the Google Product expert we work with, we see the profiles usually restored in 72 hours to 1 week.

6. Start Slow: You Are On Google’s Radar Now

Once your Google Business Profile is reinstated, don’t rush to make a bunch of updates or resume aggressive optimization. You’re effectively on probation. Whether the suspension was justified or not, Google flagged you for a policy violation and is now keeping a closer eye on your activity. Sudden changes—like adjusting your business name, service areas, or hours—can trigger another review. Play it safe: let your profile “settle” for a few weeks, focus on customer service and review generation, and ease back into any adjustments with extreme caution. You’ve just recovered from a hit—don’t give Google a reason to swing again.

Again, Don’t Trust Just Anyone with This

We’ve seen too many contractors panic and hire someone off Craigslist or Fiverr to “fix” their profile. Some of these folks use shady tactics that can permanently damage your listing or even get you blacklisted for good.

Instead, work with someone who understands how Google thinks. Someone who can build a rock-solid case for reinstatement, backed by the right documents and clear explanations: a Google Product Expert. They range from Bronze up to Diamond. The higher the better, but also the more cost. Again, be careful who you reach out to. Feel them out when you chat with them to determine if they give you the right feeling. Ask how many times they have submitted escalation cases for appeal to Google to get a sense of their experience doing what they are about to do for you.

Final Thoughts: Your GBP Is Your Online Storefront

Google isn’t trying to ruin your business. They’re actually trying to protect you by working to clean up spam and scams. But unfortunately, real businesses like yours get caught in the crossfire.

If your profile gets suspended, take a deep breath, gather your evidence, and follow the steps above. Rest assured, those steps above have been followed dozens of times by us to recover clients’ suspended GBPs for a wide variety of reasons. You can get your profile back in a matter of days, if not a couple of weeks. Don’t sleep on it, though, and only use someone you trust. Good luck, we are rooting for you.