How to structure GBP user access for multi-location businesses and franchises — the role types, what each can do, and how to maintain security while enabling local management.
Why This Matters in 2026
Local search drives more customer decisions than any other channel for local businesses. Getting the right management infrastructure in place is the foundation of sustainable local visibility.
Google's GBP Role Types
| Role | Access Level | Best Assigned To |
|---|---|---|
| Primary Owner | Full control | Business owner; brand HQ |
| Owner | Same except cannot remove Primary Owner | Senior trusted team; full-responsibility agency |
| Manager | Edit all profile; cannot manage users | Agency; marketing team; location managers |
| Site Manager | Hours, posts, photos only | Reception; junior staff; social media assistant |
Recommended Access Structure for Franchise Networks
Primary Owner: Brand HQ — ultimate control.
Regional Manager: Owner access for their region — full management without HQ oversight for every change.
Location Operator: Manager access for their specific location.
Agency: Manager access — can manage without ability to delete or add users.
Security Best Practices
Audit access quarterly
Remove team members who have left or changed roles
Use work emails only
Access tied to work email is revocable when someone leaves
Enable 2-factor on Primary Owner account
Single most important security measure
Configure Ampli5 change alerts
Immediate notification of any profile change — verify it was authorised
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