Google does not support small businesses
Why Doesn’t Google Support Small Businesses in the UK?
I have written a formal letter of complaint to Google UK. I do not expect a response or action, but I need to highlight this issue.
They insist on a “Business Registration” as part of verification. UK sole traders do not have one. There are more than four million sole traders in the UK. Google will not accept alternative evidence. Their policy is unclear and appears to make this mandatory.
This disadvantages UK small businesses and favours larger limited companies and overseas firms. It conflicts with Google’s public image of supporting small business.
The validation process is also inaccessible for many neurodivergent people. It is complex, uses inconsistent language, and relies on poor communication and clunky technology. It took me four months to reach this point.
Google is also willing to turn down advertising revenue from sole traders. That seems to be small change for them.
I have since registered as a limited company for other reasons, so this may stop being my personal problem. My ADHD sense of justice will not let it drop for others.
I am posting this publicly to raise awareness and in the hope that someone at Google reads it.
How to appeal or challenge a Google Business Profile rejection
If you’ve been refused verification as a UK sole trader, don’t give up straight away. You can appeal — but Google does not make this easy. Here’s a short checklist to help.
- Take clear photos or scans of your proof of business (e.g., tax return, invoice header, business bank card, HMRC correspondence).
- Go to the official appeal form and select “My Business Profile was suspended or not verified”.
- Describe your business type as “UK sole trader” and explain that no Companies House number exists for your business model.
- Upload your evidence and submit — note the case number you receive.
- If you get no reply within 14 days, reply to that case email asking for escalation or contact the UK support channel through Google Business Support.
For context, I’ve documented my own attempt in the linked letter below. It shows how inaccessible and inconsistent the process can be for small business owners.
Share your experience in the comments or email info@adhdaptive.org.