Stop Sharing Passwords: The Safe Way to Grant Google Business

By [Getcito]
Let’s be real: managing a Google Business Profile (GBP) in 2025 is vital, but doing it all by yourself is a recipe for burnout. Whether you’ve hired a marketing agency, a new social media manager, or just need your business partner to reply to a review, you need to share access.
But here’s the scary part: How do you give them access without handing over your personal Gmail password or accidentally letting them delete your business?
Don't worry. This guide cuts through the tech-speak and shows you exactly how to delegate safely using Google's latest "New Merchant Experience" dashboard.

1. The Hierarchy: Who Gets Which Keys?
Think of your Google Profile like your physical office building. You wouldn't give the cleaning crew the deed to the property, right? Google works the same way. Pick the role that matches the trust level.
The Primary Owner (That’s You)
The Vibe: The Big Boss.
What they can do: Literally everything. You can delete the business, kick everyone else out, and transfer ownership.
The Rule: Keep this for yourself. There can only be one "Primary" owner. Never transfer this unless you just sold your company.
The Owner (The Co-Pilot)
The Vibe: Your business partner or co-founder.
What they can do: Almost everything you can do (edit info, add staff), but they cannot kick you out or transfer the Primary role.
The Rule: Only give this to someone whose name is on the legal paperwork of the business.
The Manager ( The Safe Zone)
The Vibe: Employees, SEO agencies, freelancers.
What they can do: The day-to-day stuff. They can post updates, reply to reviews, upload photos, and check stats.
What they CAN’T do: They can’t delete your business or hijack your listing.
The Rule: 99% of the people you invite should be Managers. It’s the safest bet.

2. How to Add a User (Without Getting a Headache)
Note: You need to be an Owner to do this.
Since Google killed the old app, everything happens right in Google Search now. Here is the foolproof workflow:
Log in: Make sure you’re signed into the Google account that owns the business.
Find yourself: Search for your business name (or just type "my business") into Google.
Open the hood: You’ll see a dashboard with a bunch of icons. Look for the three dots (⋮) usually near the top right, or find the Business Profile settings button.
Find the people: Click on People and access.
Send the invite: Click the Add button (look for the little person icon or 'plus' sign).
Type it in: Enter their email address. Heads up: It has to be a Google-linked email (Gmail or a Google Workspace email).
Pick the role: Select Manager (again, highly recommended) or Owner.
Hit Invite: You’re done!
Tell them what to do next:
They will get an email instantly. They have to open it and click "Accept." If they ignore it, they never get access.

3. A Special Note for Agencies (Do It Pro Style)
If you run an agency, please stop asking clients to add SteveMarketingGuy123@gmail.com to their business. It looks unprofessional.
In 2025, you should be using the Agency Dashboard.
Go to business.google.com/agencysignup and register with your professional domain.
Once you’re set up, you don't wait for an invite. You initiate a "Request Access" from your dashboard.
Pro Tip: Always request "Manager" access. It puts clients at ease because they know you aren't trying to take over their asset—you're just there to help.

4. Help! It’s Not Working!(Troubleshooting)
Technology is great until it isn't. Here are the common hiccups we see in 2025 and how to fix them.
They never got the email.
The Fix: It’s almost always in the Spam or "Promotions" tab in Gmail. If it’s truly lost, go back to "People and access," cancel the invite, and send a fresh one.
I just added an Owner, but they can't change anything yet.
The "Cooling Off" Period: Google is paranoid about security (which is good). If you add a new Owner, they sit in a "7-Day Waiting Period" before they can do big things like transfer ownership or delete the profile. You just have to wait it out.
I can't find the 'Add User' button.
The Fix: You are probably logged in as a Manager, not an Owner. Managers can't hire other Managers. You need to ask the Primary Owner to do it.
It says 'Pending' forever.
The Fix: Sometimes the email link glitches. Tell the new user to just go to business.google.com while logged in. Often, the invite is sitting right there on the dashboard waiting for a click.

Final Thoughts
Managing access doesn't have to be stressful. Just remember the golden rule of GBP security: Limit the Owners, empower the Managers.
Keep your list clean (remove that employee who quit last year!), stay patient with the 7-day delays, and you’ll keep your digital storefront secure and buzzing with activity.
You’ve got this!

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