Google Business Home: who gets the invite

Google is testing a new home for your Business Profile. It's called Business Home, and it's a closed beta in the US and the UK. You can't sign up for it. If your business qualifies, Google sends an invite by email to an owner or manager of the profile. So check who that person is.

What Google is testing

Barry Schwartz wrote about it on Search Engine Roundtable on October 22, 2026, after he got an invite by email. Google's email says the beta "brings together your Business Profile, Merchant Center, YouTube, and Ads accounts all in one place". He thinks Google has been sending it out slowly to some businesses over the past couple of months.

Google's help page says Business Home is "available only to select business categories in the US and the UK". For now it lets you make posts and photos with AI tools. You can also update your hours, reply to reviews and get tips on what to do next.

Who can get in

The help page lists the rules. Your business has to be based in the US or the UK. You must be the owner or manager of a verified Business Profile with fewer than 10 locations. You can run only one type of business, so someone who owns both a restaurant and a shop is left out for now. You can link at most one YouTube channel, one Google Ads account and one Merchant Center account.

There is no form to fill out. If you qualify, the email comes to you, with a button that says "View your business home."

A second test the next day

On October 23, Search Engine Roundtable showed a different test. Google is trying a new performance report inside Business Profiles. It has tabs for engagement, reviews, search trends and audience, plus a list of top tips. Barry says he can't see it himself yet. Two people sent him screenshots.

In one of those screenshots, a box sits right under the review score. It says "It's easy to advertise in minutes," with a "Start now" button. Reading your numbers and buying ads are two separate choices.

What we don't know

Google hasn't said when Business Home will open to more businesses, or which business types are in the beta. It also hasn't said if the new performance report will reach every profile. Both are still tests.

What I would check today

The invite goes to an owner or manager of the profile. If that is a past employee or an old agency, they get the email and you don't.

So I would open the profile and look at who has access. Google's help page on owners and managers says the list is under Business Profile settings, in People and access. An owner has full control and can add or remove people. A manager can edit the profile but can't add or remove people. If you are not an owner on your own profile, ask a current owner to add you. If someone on the list no longer works with you, an owner can remove them.

Google has been testing other changes to profiles this month too, like ID photos to verify a business. Each one lands with whoever has access.

What to do next

Some owners find out the profile sits under someone else's login. Get Seen is how Gman Creations helps a business set up or improve an eligible Google Business Profile, with a website to match. At the end you get the access and a handoff that explains what was set up. It does not promise rankings. Book a discovery call when you want a human look at what you have: cal.com/shohgman/discovery.

If Google sent your invite this week, whose inbox would it land in?

FAQ

Can I sign up for Google Business Home?

No. Google's help page says businesses that qualify get an email invite. There is no sign-up form.

Who can get the Business Home beta?

You must own or manage a verified Business Profile in the US or the UK. It needs fewer than 10 locations and one type of business. Only select business categories are in the beta.

Is the new performance report part of Business Home?

No. Search Engine Roundtable says it is a separate test inside Business Profiles, even though some of it overlaps with Business Home.

How do I see who manages my profile?

Go to your Business Profile, open Business Profile settings, then People and access. Only owners can add or remove people.