Why Trust This Article
This case study is written by Alex Zagoumenov, a Local SEO practitioner with over 20 years of experience building, optimizing, and maintaining Google Business Profiles (GBPs), formerly known as Google My Business. Alex has audited over 100 GBPs, planned and executed on as many strategies to help local businesses shine. Alex has coached business owners on requesting reviews, responding to positive and negative reviews, as well as reporting inappropriate reviews to Google Business Profile support. The steps outlined below is a direct application of his deep expertise in Local SEO, demonstrating the practical, real-world approach needed to solve urgent problems like the malicious review attack detailed in this case study.
You run a successful business that doesn’t rely on local search, and you barely think about your Google Business Profile (GBP). Then, one morning, you find yourself at the center of a politically motivated online attack. Your neglected profile has become a new frontline for harassment.
Your first thought isn’t “how do I get more reviews?” It’s “how do I make this entire thing disappear?“. Both the 1-star review and the whole profile, for that matter.
This is a real case we handled for a Calgary-based business owner. They were targeted not for their services, but for their associations. Here’s exactly how we did it, from the initial frantic email to a completely clean slate on Google—all within a single business day.
Phase 1: Immediate Triage – Removing the Malicious Review
The attack started with a single, detailed 1-star review. It was filled with personal accusations and clearly violated Google’s terms of service against harassment and personal attacks.
Our first move wasn’t to delete the profile but to stop the immediate bleeding.
- The Strategy: We immediately flagged the review for removal from multiple Google profiles not associated with the business’s GBP (all real people). Because the review wasn’t about a customer experience and was a clear personal attack, we had a strong case.
- The Result: Within an hour, the review was removed from the profile.
This was a quick win, but we knew it was temporary. The attackers would likely be back. Since the client didn’t need their GBP for business, we moved to the permanent solution.
Before we did that we needed to be verified owners of the account. So we requested the client to invite us as managers following this simple process we outlined in this 23-second video.
The only additional comment to the client was to “provide us with the owner’s access rather than the manager’s”. Once we had the access, we could move to the next phase.
Phase 2: The Permanent Solution – Complete Profile Removal
You can’t just click a single “delete” button to remove a Google Business Profile. It’s a multi-step process that requires proving to Google you have the authority to do so and giving them a valid reason.
Here are the exact steps we took:
Step 1: Mark the Business as “Permanently Closed”
As the profile owner, the first official step is to signal that the business is no longer in operation at that location. This changes the profile’s public status and is a prerequisite for asking Google to remove the listing from Google Maps and Google Results entirely.
Please note that there are two options. We needed to choose the first option (highlighted in red box below):
Choosing the second option would remove all content (posts, photos/videos, etc.) and managers we added, but it will actually keep the profile on Google. The second option will just remove our ability to manage this profile in the future. We needed to retain the ability to manage it.
Step 2: Troubleshoot and Complete Profile Verification
Sometimes, you hit a roadblock. At first we didn’t see the first option (on the image above). The reason was the the Google Business Profile account required further account verification.
We triggered the verification process and had the client send us the 5-digit code that Google emailed them. This step was crucial. It unlocked the full administrative privileges needed for the final takedown.
Note that we were lucky to be able to verify the account using email on the client’s business domain. The other option was to conduct a video verification of the business, which is usually a bit trickier.
Step 3: Escalate Directly to Google Support
With the profile marked as closed and fully verified, we contacted Google Support directly on the client’s behalf. We didn’t just ask for removal; we provided a compelling reason.
Google Support Escalation Copy-and-Paste Template
Here is the type of message we send in these situations:
“Hello, we are requesting the complete removal of the business profile for [Your Business Name], ID [Your Business Profile ID]. The business has been marked as ‘Permanently Closed’. This profile is not used to generate business and has become the target of a coordinated spam and harassment attack due to off-platform issues. To prevent further abuse and misinformation, we request its expedited and complete removal from Google Search and Maps.”
Here’s how to find your Google Business Profile ID.
The Result: A Clean Slate in Under 8 Hours
The initial request came in the morning. By following these precise steps, the malicious review was gone within a couple of hours. By the afternoon, we had navigated the verification process and escalated the case to Google support.
The final result: The entire Google Business Profile was removed from Google Search and Maps that same day. This process can often take days or even weeks, but having a clear, evidence-based strategy made all the difference.
Key Takeaways
- For unused profiles, removal is a valid strategy: If your GBP isn’t a customer acquisition channel and has become a liability, removing it is the strongest possible defence.
- Follow the sequence: The order of operations matters. Mark the profile as “Permanently Closed” before escalating to Google Support.
- Verification is non-negotiable: You must have full, verified ownership to perform sensitive actions. Be prepared to complete a verification step if needed.
Frequently Asked Questions (FAQ)
Can I just delete my Google Business Profile with one click?
No, it’s a process. You must first take steps like marking the business as permanently closed to signal to Google that the listing should be removed. In cases of harassment, you can then escalate to Google Support to expedite the process.
What if I’m the owner but can’t access all the profile settings?
This almost always means your profile isn’t fully verified. You’ll need to go through Google’s verification process, which usually involves receiving a code via email, phone, or postcard, to unlock full administrative privileges.
I marked my business as ‘closed’, but it still shows up on Google. Why?
Marking a business as “closed” only changes its status. Google keeps the listing visible for a period to inform the public. To achieve complete removal, especially quickly, you often need to contact Google Support directly with a valid reason, like a spam attack.
Take Control of Your Reputation
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