Transferring Google Business Profile ownership is a common need when selling a business, changing agency relationships, or reorganising business accounts. Done correctly, it is straightforward. Done incorrectly, it can leave a profile in limbo.
Why This Matters in 2026
Businesses that rank in the top 3 of Google Maps for their primary search terms receive the majority of local search traffic. Whether you are dealing with a specific GBP challenge or building your local search presence from the ground up, having the right information and the right tools makes the difference between growing through Google and being invisible to the customers who need you.
Understanding User Roles
| Role | What They Can Do |
|---|---|
| Primary Owner | Full control; can add/remove all users including other owners; cannot be removed by others |
| Owner | Same permissions as Primary Owner except cannot remove Primary Owner |
| Manager | Can edit all profile information but cannot add/remove users |
| Site Manager | Limited edit access — can only update hours, posts, and photos |
How to Transfer Primary Ownership
Add the new owner as an Owner first
Go to Business Profile settings > Managers > Add users > enter their email > assign Owner role
Wait for them to accept the invitation
They will receive an email invitation; they must accept before you can proceed
Ask the new owner to assign you or themselves as Primary Owner
Only the current Primary Owner can designate a new Primary Owner
Remove your own access if required
Once the new Primary Owner is confirmed, the previous Primary Owner can remove themselves
Data Preservation During Transfer
All profile data — reviews, photos, posts, insights history, verification status — is tied to the profile itself, not the owner account. Transferring ownership preserves everything. The new owner inherits the complete profile history, which is one reason why selling a business with an established GBP (and good reviews) is significantly more valuable than starting fresh.
Next Steps and How Ampli5 Pulse Helps
The information in this guide gives you the strategy. Ampli5 Pulse gives you the platform to execute it — performance tracking, AI review management, post scheduling, competitor intelligence, and automated reporting all in one place, designed for local businesses managing from 1 to 100+ locations.