Google Business Profile (formerly Google My Business) is the most visible online presence for local businesses, appearing in Google Search and Google Maps for millions of queries every day. But this visibility has attracted fraudsters who create fake business listings — complete with stolen photos — to scam customers, collect payments for nonexistent services, and damage the reputation of legitimate businesses. Can you find someone on Google Business Profile by photo to verify that a business owner is real? Yes. A reverse face search engine like facesearching lets you upload a business owner's photo from a Google Business Profile and see where that face appears across the web, confirming or exposing the identity behind the listing. This guide covers how to detect fake Google Business Profiles, verify business owners, and protect yourself from business listing fraud. For a foundational overview, see our complete guide to reverse face search.
How Google Business Profile Verification Works
Google requires businesses to verify their profile through methods including postcard verification, phone verification, email verification, and video verification. The postcard method — where Google sends a physical postcard with a verification code to the business address — is the most common and the most secure. However, fraudsters have found ways to bypass these checks. They may use virtual offices, rent temporary addresses, or intercept verification postcards to create fake listings. Once verified, a fake Google Business Profile looks indistinguishable from a legitimate one to the average consumer. The profile includes a business name, address, phone number, hours, photos, and reviews — all of which can be fabricated. This is where a face search engine becomes a powerful consumer protection tool. By checking the photos on a Google Business Profile, you can independently verify whether the people behind the business are real.
How to Verify a Google Business Profile Using Reverse Face Search
To verify a Google Business Profile, download or screenshot any photo that includes a person's face — typically the business owner's photo, team photos, or customer interaction photos. Upload the image to facesearching. The reverse face search engine scans its index of public web pages to find where that face appears. If the face belongs to a real business owner, you should see results consistent with their business identity — LinkedIn profile, local chamber of commerce listings, news articles, or industry awards. If the face appears on stock image sites, as a stock photo model, or under a completely different identity, the business listing is likely fraudulent. This check is especially important before hiring a service provider you found on Google Maps, such as a locksmith, plumber, electrician, or contractor. These industries are disproportionately targeted by fake listing fraud. For more on business verification, see our guide on using face search for business purposes.
Common Types of Google Business Profile Fraud
- Fake service area businesses: Fraudsters create listings for locksmiths, plumbers, and electricians with fake addresses, collecting payments for services they never deliver.
- Lead generation scams: A fake listing collects customer inquiries and sells them to real businesses at inflated prices, misleading customers about who they are contacting.
- Review hijacking: Fraudsters take over a legitimate business listing to redirect customers to a different business, often using stolen owner photos to pass verification.
- Competitor impersonation: A fake listing uses a competitor's name and photos to divert customers, damage the competitor's reputation, or collect negative reviews against the real business.
- Rental and real estate scams: Fake real estate agent profiles use stolen photos to list properties they do not own, collecting deposits and disappearing.
- Healthcare provider fraud: Fake listings for doctors, dentists, and therapists use stock photos to attract patients, potentially putting health at risk.
What to Do If You Find a Fake Google Business Profile
If a face search reveals that a Google Business Profile is using fake photos, take action to protect yourself and other consumers. First, do not engage with the business — do not call, message, or provide any personal information. Report the listing to Google through the "Suggest an edit" feature on the Google Maps listing, then select "Remove this place" or "It's spam or fake." Provide as much detail as possible, including your face search evidence. Google's moderation team reviews reports and may remove fraudulent listings. If you have already paid the business and suspect fraud, contact your bank or credit card company to dispute the charge. If the fraud involves a regulated profession, such as a healthcare provider or contractor, report it to the relevant licensing board. For more on detecting business fraud, visit the facesearching home page.
Protecting Your Own Google Business Profile from Impersonation
If you own a legitimate business, your Google Business Profile is a valuable asset that fraudsters may attempt to hijack or impersonate. Protect it by regularly auditing your profile for unauthorized changes, enabling two-factor authentication on the Google account that manages the profile, and monitoring for duplicate listings that use your business name or photos. If you discover that someone is impersonating your business, report it to Google immediately. You can also use reverse face search proactively: periodically search your own business photos to see if they appear on other profiles or websites without your permission. This is also a good way to find someone by photo who may be misusing your business identity. If you find your photos on fraudulent listings, document the evidence and submit it to Google's redressal team. For more on protecting your business identity, see our guide on detecting fake business reviews.
A Google Business Profile is the digital storefront of your business. A reverse face search ensures that the person behind the profile is real — protecting both consumers who rely on Google to find trustworthy services, and business owners whose identities are at risk of being stolen.