Why Google rejected your appeal
Google's reviewers do not re-investigate a business; they check whether the breach that caused the suspension is still there. A refused appeal almost always means one of five things:
- The breach was never fixed. The appeal asked for the profile back but the keyword is still in the name, the virtual office is still the address, or the duplicate is still live.
- No evidence was attached, or it did not match. Google's evidence form must be completed within 60 minutes of opening it, and documents that show a different name or address from the profile count against you.
- The name on the profile does not match the name on the evidence. A trading name on Google and a limited company name on the utility bill reads as two different businesses.
- A duplicate or older listing exists for the same location, sometimes one you did not create.
- The Google account itself is flagged, so no appeal for a profile under it will pass until the account issue is addressed.
Read the rejection email before you touch anything
The email and the appeals tool usually restate the category of the suspension: quality issues, deceptive content, suspicious activity or a policy violation. That category is your map. Deceptive content points at the name, address or category. Suspicious activity points at edits, logins and duplicates. Quality issues is the broadest, and usually means the business does not look eligible at the address shown.
Screenshot the email, the dashboard banner and the appeals-tool status before changing anything. If you later need to escalate, the timeline of what was said and when is the first thing a reviewer asks for.
Fix the breach, then prove it
The second appeal only works if something has changed. For each likely breach, the fix and the evidence Google accepts for a UK business:
- Name: revert to the exact registered or signed name. Evidence: Companies House record, signage or van photo showing the same name.
- Address: a shop must show a customer-facing address; a service-area business must hide it and set service areas honestly. Evidence: utility bill, lease or council tax letter at the address.
- Virtual office or shared workspace: it cannot be the business location. Move to a genuine address or switch to a service-area setup.
- Duplicate: find it, claim it if you can, and request a merge or removal through Google before appealing again.
- Categories and services: match them to what you actually sell. A plumber listed as an electrician reads as deceptive.
- Consistency: make your website, Companies House entry and main directory listings show the same name, address and phone. Reviewers check.
Submitting the second appeal
Open the appeals tool, select the profile, and write plainly: what the suspension reason was, what you found, what you changed, and what the attached evidence shows. Then open the evidence form and upload within the 60-minute window. One appeal. Do not send a second copy the next day.
Then leave the profile alone. Editing fields while a case is open restarts the review. Google does not publish a timeline for appeals; days is common for a clear fix, weeks is not unusual for a hard suspension.
What not to do
- Do not create a new profile for the same business. Google treats it as an attempt to evade the suspension and typically removes both.
- Do not resubmit the same appeal text. Identical requests are refused faster the second time.
- Do not change the name, address and categories in one sitting after reinstatement; spread edits out.
- Do not pay anyone who guarantees reinstatement. Nobody outside Google can guarantee it.
We can take it from here
Send us the rejection email and your profile link through the form below. Within one working day we tell you what Google objected to, whether it can be fixed, and a fixed quote for fixing it and filing the second appeal. If it cannot be fixed, you get that answer free, with what to do instead.
The full service is described on the reinstatement service page linked below. The suspension guide covers the triggers in more depth if you want to keep going yourself.