Australian businesses with multiple locations manage their Google Business Profile (GBP) presence through Google Business Profile Manager, which as of December 2025, allows centralised control of individual location profiles from a single account. This operates via a hub-and-spoke system, where the main business account (the ‘hub’) links to and manages individual location accounts (the ‘spokes’).
Currently, GBP Manager supports managing 10,000 locations per account. Access is granted via user permissions, allowing administrators to assign roles with varying levels of access to specific locations or the entire organisation. Key features now include automated location updates via data feeds – particularly useful for franchises or businesses with frequently changing information. Google’s Local Services Ads integration, available in select Australian regions in December 2025, can be managed centrally through GBP Manager for eligible service categories. The platform also provides aggregated reporting across all locations, showing key metrics like searches, views, and actions. In 2026, Google has announced enhanced API functionality for GBP Manager, allowing for deeper integration with existing CRM and location data management systems used by Australian businesses. Compliance with Australian privacy laws regarding data collection and display remains the responsibility of the business owner.
Essentially, Google Business Profile Manager functions as a centralised dashboard for overseeing and updating the online presence of multiple business locations across Google Search and Maps.
