Can You Create a New GBP After Suspension? Google’s Rules Explained

When a Google Business Profile (GBP) is suspended, many business owners panic and consider creating a brand-new listing to get back online as quickly as possible. This article explains what Google’s policies actually say about creating a new GBP after suspension, when it may be allowed, when it is risky, and how the wrong decision can permanently damage your reinstatement chances. We’ll walk through real-world scenarios, common myths, decision paths, and safe next steps so you can avoid repeat suspensions, duplicate listings, or account-level penalties.

Why This Question Matters More Than You Think

A Google Business Profile suspension will typically occur without warning, and at the worst possible time for your business. On one hand, your business appears on Google Maps, people are calling for directions and asking for your business's contact information, and then suddenly it all disappears. Many businesses, particularly service-based businesses or local-first businesses, view this type of disruption as being similar to locking the front door during business hours.

During that time, creating a new Google Business Profile can seem like a viable way to get back up and running quickly. As a business owner, you're concerned about potential lost revenue, missed calls, and other competitors potentially taking advantage of the visibility gap. Unfortunately, under that time constraint, you are more likely to make costly mistakes.

Creating a new Google Business Profile after a suspension does not act as a "reset" for Google. In fact, in many cases, Google views creating a new Google Business Profile as a circumvention of enforcement versus a correction of the original violation. That distinction is key to the difference between a standard suspension and one that can result in multiple suspensions, extended review times or permanent issues with trust relative to the business.

While this decision is rarely simply about getting back up and running quickly, it could determine whether your business can have a temporary suspension, or a long-term issue with visibility.

What Google Says About Creating a New GBP After Suspension

Google's Business Profile Policies are centered around two core principles: accuracy and trust. When a Business Profile is suspended, Google wants the business owner to address the original policy violation and/or appeal the decision, rather than create another Business Profile.

Google specifically prohibits creating duplicate listings and/or circumventing enforcement actions. While the policies don't clearly state this in simple terms, Google's enforcement behaviors demonstrate this. When Google suspends a business, they want that business to correct the original policy violation and/or restore the Business Profile through the reinstatement process.

A Business Profile created immediately after a suspension for the same business, utilizing the same name, address, service area, website, phone number or branding, while the original suspension is unresolved is frequently viewed as circumvention by Google. Even if the new Business Profile is temporarily published, Google can review it at a later time and suspend it again upon discovering the connection between the two listings.

Another key factor regarding Google's evaluation of businesses is that Google evaluates businesses in total. The email address associated with creating the Business Profile is only one piece of information; Google ties together Business Profiles via addresses, phone numbers, websites, categories, ownership patterns and historic information.

When You Are NOT Allowed to Create a New GBP

Most suspension-related cases regarding a Google Business Profile cannot be addressed by creating a new Business Profile and carry significant risk. This is particularly the case when the business itself has not undergone fundamental changes.

When the suspended Business Profile corresponds to the exact same business entity, operating in the same location/service area, providing the same services, and utilizing the same branding, Google expects the business to be reinstated, not replaced. Creating a new Business Profile for this scenario is generally viewed as duplicate.

Minor changes to the business name, category selection or using a different Google Account do not create a new business in Google's eyes. The underlying business entity is still the same, and Google's systems are designed to recognize this over time.

Additionally, businesses cannot create a new Business Profile if Google has explicitly advised them to submit an appeal. Failing to follow this guidance and creating a new Business Profile instead typically worsens the situation.

When Creating a New GBP May Be Allowed

There are limited and specific circumstances in which creating a new Google Business Profile would be acceptable. Each of these scenarios involve a true change in the business itself, and not merely the Business Profile.

Examples include when a business ceases operations permanently and is replaced by a completely new business entity, when a business moves locations and the original Business Profile is correctly marked as moved or closed before creating a new Business Profile for the new location, and in certain cases, Google will explicitly advise a business to create a new Business Profile.

A genuinely new business entity must be documented. Documentation typically consists of proof of new branding, updated registration documents, a distinct website presence, and confirmation that the previous business operation is no longer active. Without such documentation, Google may continue to connect the new Business Profile to the previously suspended Business Profile.

Due to the nuances of these scenarios, a business should seek professional guidance to determine if a new Business Profile is justified.

Risks of Creating a New GBP After Suspension

Creating a new Google Business Profile too early or without a valid reason can result in a variety of escalating consequences. The most common consequence is immediate or delayed re-suspension of the new Business Profile. In certain cases, a business may have multiple suspended Business Profiles connected to the same entity, making the reinstatement process much more complicated.

In addition to the creation of multiple suspended Business Profiles, repeated suspensions can impact a business' overall level of trust with Google. When Google identifies a recurring pattern of policy violations or circumvention of enforcement actions, it will scrutinize any subsequent appeal more extensively, and/or deny the appeal. This can increase the timeframe required for the business to achieve reinstatement, from weeks to months.

Certain industries are inherently at a greater risk. Examples include locksmiths, contractors, legal services, real estate professionals, and storage facilities. For businesses within these industries, creating a new Business Profile after a suspension is more likely to prompt quick detection.

Reinstatement vs. Creating a New GBP: Which Is Better?

For the overwhelming majority of businesses experiencing a suspension, reinstatement is the more conservative and sustainable approach. When a Business Profile is successfully reinstated, the business typically regains its historical listing information, authority, and in many cases, its reviews. Additionally, successful reinstatement demonstrates to Google that the business is compliant and transparent, restoring trust.

Although creating a new Business Profile may provide a quicker resolution to a suspension, speed is misleading in this context. A decision that appears to be expedient may ultimately become a more drawn-out and complicated recovery process.

Common Myths About Creating a New GBP After Suspension

One frequent misconception is that using a new email address to create a Business Profile establishes a clean slate with Google. However, Google examines the business itself, not merely the account managing it. Another misconception is that slight modifications to a business name establish a new business. Minor alterations are considered duplicates if the underlying business has not changed.

Some believe that "Everyone does this and it works." Although some Business Profiles may temporarily remain live, many are re-suspended during subsequent reviews. Temporarily appearing live does not equate to long-term compliance.

What You Should Do Instead of Creating a New GBP

If your Google Business Profile becomes suspended, the best course of action is to pause and diagnose the issue. This entails determining the specific policy violation(s), correcting the issue(s) entirely, and collecting relevant documentation prior to submitting a reinstatement appeal.

This process may take longer, but it protects your business from future enforcement and preserves your long-term visibility. Avoid creating duplicate listings during the review process, as this may impede your ability to successfully appeal your suspension.

What If You Already Created a New GBP?

If a new Business Profile has already been established, the situation is not necessarily dire, but it does necessitate careful management. Avoid increasing optimization/promotion of the new Business Profile, as heightened activity can attract Google's attention during the review process.

Collect documentation of what was created, what information was utilized, and how it correlates to the suspended Business Profile. In some instances, corrective actions taken can forestall additional penalties; however, timing and strategy are paramount.

How Reinstate Labs Helps Businesses Avoid Costly Mistakes

Reinstate Labs provides specialized assistance to businesses encountering Google Business Profile suspensions, reinstatements, and compliance strategies. We assist businesses in identifying reasons for suspension, in determining whether reinstatement or a new Business Profile is warranted, and in preventing future policy violations.

With our knowledge of high-risk industries and complex cases, we can assist businesses in avoiding choices that may irreparably harm their local visibility.

Final Decision Checklist: New GBP or Reinstatement?

Prior to establishing a new Google Business Profile, assess whether the business has undergone a genuine change, whether the original suspension has been corrected, and whether Google has explicitly authorized a new Business Profile. If there exists any doubt, reinstatement is typically the safer choice.

Frequently Asked Questions

Can I create a new GBP if my old one is suspended?
In most cases, no. Google expects suspended businesses to pursue reinstatement first.

Will Google suspend my new GBP if I try again?
Yes, especially if it is linked to the same business entity.

Does using a new email or account help?
No. Google evaluates the business, not just the account.

When is it safe to create a new Google Business Profile?
Only when the business is genuinely new or Google explicitly approves it.

What should I do if I already created a new GBP?
Pause, document everything, and seek expert guidance to avoid further penalties.