More than 500 branch profiles, run as one estate

More than 500 branches and service points kept accurate on Google Search and Maps, run as one estate: claiming, verification, standard business information, duplicates, ownership problems, and the cases that have to go to Google Support.

500+: Google Business Profiles under management
Google Business Profile Management: Discipline
Banking and Financial Services: Industry

Case file · A National Bank (Confidential) Write-up reviewed September 2026

Challenges

One of the national banks in Indonesia runs more than 500 branches and service points across the country. At that number, keeping business information accurate and consistent on Google Search and Google Maps stops being an admin job and becomes an operations problem. Every profile has to be watched, and there are far too many to handle one at a time by hand.

The account came with the problems a network this size usually carries. Some profiles were already held by accounts nobody could identify or reach. Some locations needed extra verification before they could be managed at all. Duplicates were putting two different answers in front of the same customer. And Google does not always show a change the moment it is made: some edits trigger re-verification, and some trigger a suspension.

Branch information also had to be standardised across the whole network, and the harder cases could not be solved in the dashboard at all. Those had to be documented and escalated to Google Support.

Our Strategy

We run the whole network through one central workflow rather than treating each branch as its own small project.

Our work included:

Mapping and claiming. Every location Google already knows about is mapped, then sorted into managed, unclaimed, duplicate, or held by an account nobody can identify. Anything that needs access goes through the ownership and verification route Google provides
Verification handled location by location, using whichever method Google offers for that branch. Where a location gets stuck, the case is documented and escalated through Google Business Profile Support
One standard for business information across the network: business name, address, category, opening hours, website and official contact details, so every branch says the same thing in the same format
Duplicates and ownership problems worked case by case, which can mean an ownership request, a verification, resolving a duplicate, or an escalation, depending on what that location needs
Regular monitoring for changes nobody asked for, wrong information, ownership and verification problems, new duplicates, and anything else that changes how the bank appears on Google
Escalation to Google Support for what the dashboard cannot fix, documented case by case, covering ownership, verification, duplicates, wrong business information and technical faults

Results Achieved

More than 500 branch and service point profiles managed as one estate rather than as separate locations
National coverage, with bank locations across Indonesia running through the same workflow
Hundreds of profiles monitored and updated from one central system instead of branch by branch
One format for business name, address, category, hours, website and contact details on Search and Maps
A defined route for the things that go wrong: verification, ownership, duplicates, information changes, and escalation to Google Support

Work at this scale is not really about editing one location at a time. It is the workflow behind it: what happens when a profile is held by an account nobody can reach, when a change triggers re-verification, or when a duplicate puts two answers in front of the same customer. Branch level data stays with the client.

Client data shared in the call, not on the internet.

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