How-to · Updated October 11, 2026
Link your Business Profile to Google Ads
Updated October 11, 2026
15 minutes, then 24 to 48 hours
In Google Ads, open Assets, add a Location asset and choose your Business Profile, then approve the request if another login manages the profile. Google then creates local actions conversions for direction and call taps, which show under All conversions. Check which campaigns' goals include them, since only those campaigns bid toward them.
Before you start
- Owner or manager access to the Business Profile, or the email address that controls it, since Google sends the link request there.
- Access to Google Ads that lets you add assets and edit campaign settings.
- A verified, complete profile. Google says unverified locations, and locations with a missing address line or country code, may not appear in Google Ads.
Link the profile
The link is made from the location asset screen, and it works differently for a profile you manage and one you do not.
- In Google Ads, go to Assets within the Campaigns menu.
- Select the plus button, then Location. Select Our locations, then Continue.
- If your Google login manages the profile, select Link to a Business Profile Manager account I know, choose Select a Business Profile that I manage, pick the account and select Continue. Apply name or label filters if you only want some locations, then select Save.
- If another login manages it, let Google find profiles from your domain, check the countries with the pencil icon, pick the one that matches your business, select Save, confirm the preview and select Continue. Google sends the request to the profile's email address; once it is approved, the locations become eligible to show with your ads.
If you do not see Location under Assets, Google also documents the same link from Location manager under Tools, Shared library, where the labels differ slightly and a third route, Request access to another Business Profile Manager account, takes the account email address.
Decide which campaigns bid on local actions
Each campaign's conversion goals decide whether it bids toward the local actions conversions Google creates once the location asset is active and a first local action arrives.
- Click the Goals icon, select Summary, then View all conversion actions, and find the local actions, such as Local actions - Directions and Clicks to call. Google says they are created as Google-hosted goals.
- Know what they count: a tap on directions or call for your location, during or after an ad interaction, in your ad or on a later organic search result, with a default window of 30 days. Google reports them in the All conversions column. A tap on the call button is not a completed call.
- For each campaign meant to bring calls and forms, open Campaigns, the Settings tab, and expand Conversion goals. If it uses account-default goals that include local actions, switch it to campaign-specific goals and leave local actions out. That is a judgment for a lead-focused campaign, and it matches Google's own fix for the Missing Primary Conversion alert in Performance Max and Smart campaigns: pick your primary actions per campaign and exclude the locked local actions.
- Keep local actions in a campaign only when visits or directions are what you want, such as a campaign for a shop that customers come to. Google allows bidding on directions in Search, Performance Max and Shopping, and on call clicks only in Performance Max.
Google says these actions are locked for standard reporting, and its own fix is to choose primary actions in each campaign's goals.
Check it worked
Wait 24 to 48 hours, which is how long Google says the sync can take. Then go to Assets, make sure you are on the Associations tab and select Location at the top of the table: it should show the number of locations brought in from the profile.
After a week of ad traffic, open Campaigns, click Segment, then under Conversions choose Conversion action. Local actions show under All conv. Under Conversions, check that they do not appear for campaigns meant for calls and forms.
Unlinking a profile later
Go to Data Manager within the Tools menu, find Google Business Profile under Connected products and select Manage & link. Select Manage beside the account, then Unlink. If location assets are in use, Google says you may need to remove them first, from Assets, then Location.
Local Services and pay-per-lead campaigns link on their own
Google says choosing a profile for a Performance Max campaign with pay-per-lead goals, where Google is moving Local Services Ads in the United States, creates an account-level link to that profile, which can then feed location assets in other campaigns. Check the campaign goals above after that link appears, too.