Australian businesses with multiple locations manage their Google Business Profile (GBP) presence through Google Business Profile Manager, a centralised platform, or via supported third-party tools that integrate with the Google Business Profile API as of December 2025. This allows control over individual listing details, posts, and performance data from a single interface.
Currently, Google Business Profile Manager allows businesses to link and manage up to 10,000 locations. Access is granted via a Google Account, and permissions can be assigned to team members with varying levels of access – Owner, Manager, or Editor. The platform now includes features like location-based insights reporting, allowing analysis of search queries, customer actions (calls, directions requests, website visits), and photo views for each individual location. In December 2025, the platform supports bulk editing of attributes like opening hours and service areas. Google has announced that in 2027, further API updates will enable more granular control over local posting scheduling. Australian businesses should be aware of Google’s guidelines regarding accurate business information and consistent NAP (Name, Address, Phone number) data across all listings to maintain compliance and visibility.
Essentially, Google Business Profile Manager functions as a central hub for controlling and monitoring the online presence of multiple business locations within the Google ecosystem.
