Google Business Profile adds post scheduling and multi-location publishing

Google announced two major updates to its Google Business Profile that will help businesses save time and increase customer engagement during busy periods. These include the ability to schedule posts in advance and publish a single post to multiple locations at once. The updates are designed to simplify your experience with Google Posts and ensure a more consistent and relevant presence for businesses on Google Search and Maps.

New features: scheduling and multi-publishing

Post scheduling

Companies can now create posts ahead of time and set them to publish automatically at a specified time. This is especially useful during holidays, sales periods, or busy seasons when maintaining regular communication with customers is crucial.

Multi-location publishing

Google has also added an option that allows publishing the same post across multiple business profiles with just one click. This significantly simplifies the workflow for businesses with a wide network of locations that previously had to create posts separately for each one.

Both features ensure more efficient content management and help businesses maintain the activity and relevance of their profiles.

Creating and managing posts

Google Posts allow businesses to share any important updates — from news and promotions to events. Posts can include text, photos, videos, and action buttons.
They appear in various sections of the Business Profile:

• the Updates or Overview tab in the mobile version,
• the From the owner section on desktop.

Google may also automatically generate featured posts using content from social media or existing business posts.
Currently, this feature is available in English for food and beverage businesses in the U.S., the U.K., Canada, Australia, and New Zealand.

On mobile devices, such posts may temporarily replace reviews, but users can still view the Reviews section separately.

Types of posts in Google Business Profile

1. Updates

Used for general information and may include text, photos, videos, and action buttons (e.g., “Book,” “Order”).

2. Offers

Suitable for promotions or special deals. Required elements:

• title,
• start and end dates and times.

You may also include a description, images, promo codes, links, and terms.

3. Events

Used to promote any type of event. They require:

• name,
• start and end dates,
• time.

If no time is provided, Google automatically sets the event duration to 24 hours.

Posts remain visible for 6 months and are then archived unless they include a specific date range.

Read more about why your event isn’t showing up on Google — and how to fix it.

Creating, editing, and deleting posts

To create a post:

1. Go to Google Business Profile.
2. Select Posts → Add post.
3. Choose the post type.
4. Add necessary details (buttons, images, coupon code).
5. Set a publication date if you want to schedule the post.
6. If needed, select multiple profiles to publish the post simultaneously.

Posts can be edited or deleted through the More options menu after publication.

Post statuses

• Live — the post is published and visible in Search and Maps.
• Pending — the post is not yet visible (due to processing or an unverified profile).
• Not approved — the post failed moderation and won’t be displayed.

Recommendations for high-quality posts

Google provides several guidelines:

• maintain a professional tone, avoid errors and irrelevant text;
• do not use offensive or unsafe language;
• include only safe links without malware;
• exclude content related to regulated goods or services;
• avoid sexually explicit or adult content;
• provide clear descriptions, accurate titles, and exact event times.

Additional rules and advertising opportunities

Google also reminds users about policies for photos, videos, content, and managing social media links. Businesses can seek help from the Google Help Community or contact support.

Additionally, Smart campaigns are available, enabling businesses to run local ads in search. Payment is made only for clicks, helping increase visibility alongside organic Google Posts.

Conclusion

The updates to Google Business Profile make working with Google Posts significantly more convenient. Post scheduling and publishing across multiple locations help businesses save time, manage content systematically, and maintain stable communication with customers. This is especially important during peak periods when user activity and competition increase.

These tools help companies maintain the relevance of their profiles in Google Search and Google Maps and effectively communicate information to their audience. And if you need comprehensive support — setting up Google Business Profile, auditing your current setup, creating content, or running advertising in Google — our agency UAMASTER can help implement these updates into your marketing system and strengthen your business’s presence in search.

Read this article in Ukrainian.