How To Assign Permissions In Google My Business

Google My Business or GMB for short is one of the most important elements of modern business marketing. If you have a physical location and meet clients face-to-face then your business should have a listing.

Assign Permissions In Google My Business

Google My Business or GMB for short is one of the most important elements of modern business marketing. If you have a physical location and meet clients face-to-face then your business should have a listing. Chances are, you already do. Google My Business listings are the same thing as listing for Google Maps. If you are on the map, you have a listing and you might have a listing even if you haven't already created one - anyone can add an address and pin-point a business to be claimed later by the owner.

So you have a GMB account and have updated a few details, but now you need to manage it. No ad campaign is an island and your Google My Business account is an essential part of that campaign. How do you give other users access to manage or even take over the GMB listing? Fortunately, the process is quick and easy provided you have the right account and target email address.

What You Need to Assign GMB User Permissions

  • A Google My Business Account Under Your Control
  • An Account with Role of Manager or Owner
  • The Email Address of the User You'd Like to Promote

First, you will need a GMB account, an existing listing that you have already taken control over. If it's still an unclaimed property, be sure to claim your business and any local addresses to take control of your Google My Business listing.

To start assigning manager and above permissions to users of any level, your account will need similar power. You will need to be an 'owner' level account (there can be more than one) to assign manager or owner roles.

How to Assign Permissions to Google My Business Users

Now for the information you came here for: the quick and easy way to assign new permissions to the users. Whether you're dealing with a new user and a fresh account or incorporating a long-standing user to join in the new project, the next step is to assign those permissions with the email address of your target user. Here's the play-by-play on how to get it done:

1. Log Into Your Google My Business Account

The first step is to access your GMB dashboard. This should be a page you're familiar with but if you are not, start with a quick Google search for Google My Business. It should be the first option. Click through and log yourself in with your primary or work email address. This should take you to the GMB dashboard.

2. Find and Open Your Business Page

If you have more than one business account on your email address, you may need to search for the business in question. Find your company's name on the list or search for it specifically from the website. Select your business and you will find yourself on your specific company's GMB dashboard. Now you are in a position of control and ready to start managing your users.

3. Navigate to "Users" and Select "Add Users"

Find the 'Users' section of your dashboard and select it. A smaller window will appear listing the users who have access to the listing and their current access-level roles. You don't need to worry about this list except to watch it. At the top of your smaller window is a blue button that says "Add Users". Click this button as well and it will open yet another, smaller window on top to enter an email address.

4. Type the Target's Email Address

Now take the email address of the person you plan to promote. Enter their email into the provided box. Type it out if you have it memorized or, even more safely, copy-paste the email address from another place it is printed. This is the best way to eliminate typos and accidentally giving marketing access to the wrong person.

5. Assign the Role as Manager or Owner

Now you are ready to assign power through the website. Assign the correct role for this email address. If you are giving power to the strategy founder, 'Owner' is a useful and shared title. If you are providing management powers to a fellow marketer or coworker, 'Manager' is likely the correct role to assign.

6. Send the Invitation

When you're done, click the "Invite" button to send an email invitation. The person you just promoted will receive an email letting them know that new permissions are available.

7. Accepted Invitations Updates Account Permissions

Finally, your user will need to open the invitation email and accept the invite. This will finalize the permission settings change and upgrade their account role. Your user will now be able to act as a Manager or Owner of your GMB account as you chose to assign it.

What the User Access-Level Roles Mean

The final question when assigning permissions is always which access-level to choose. All GMB accounts can have multiple owners and managers, but only one primary owner. However, if you have a team managing your GMB account, what is the right role to give each user?

Let's take a closer look at the access-level roles and just how much access they grant.

Site Manager

In GMB, there are no standard users. The lowest level of user is Site Manager. This is someone who has access to the details of your account and can manage the customer-facing content. They might upload photos, change your hours, or update the business description. They can create posts and respond to reviews. However, they will not have the ability to change anything structural like your business name or category.


The manager accounts of your GMB listing can control most of the listing. They can change the company's phone number, location, services, and edit every element of your back-end and front-end content. However, managers cannot add or remove other users or remove business profiles. This ensures that the core powers of management remain with those granted full ownership of the account.


The owner accounts of a GMB are those who can change ever element of the account, including deleting users and deleting the company entirely. Be very careful who you grant the title of Owner to, though there can be more than one. These accounts have full control over the GMB listing and all the power it holds for your marketing campaign.

Primary Owner

Finally, the primary owner should be the main business owner, the person who is most permanently connected to the company Marketing teams may come and go, but the business owner and their GMB listing should remain permanently paired. The primary owner is also usually the account that first delegates to other managers and owners.

Mastering Your Google My Business Listing

Ready to make the most of your GMB to draw local clients and provide useful information? We can help! Contact us today to begin mastering your GMB listing with new skills and a team to back up your plans.


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