Google is testing Google Business Home, a single dashboard that combines a company’s Merchant Center, Business Profile, YouTube, and Ads accounts. Search Engine Roundtable’s Barry Schwartz received a beta invitation by email and published screenshots on October 22 showing sections for posts, reviews, performance reports, locations, a brand kit, and connected tools.
Google’s help documentation calls it a closed beta, limited to chosen categories of business in the US and UK, and says it was built with Gemini models. Schwartz noted that the rollout appears to have been gradual over recent months. He also observed that Google previously moved away from a standalone management portal in favor of editing directly in Search.
For agencies, the multi-location tooling is the part to test. The material Schwartz quoted does not explain how permissions work across the four account types, or whether managers receive the same reach as owners. Until Google documents that, record who owns each linked account before anyone connects them.
Teams in eligible categories should request access now and compare it against current client workflows before moving any profile over.
Based on reporting by Barry Schwartz at Search Engine Roundtable, published October 22, 2026.
