For the last few weeks, I have been tracking a new lead-generation spam network. Spammers have identified a way to make and verify Google Business Profiles (GBPs) for locksmiths. The Locksmith category is known for spam and abuse. Google has locked down the ability for locksmith GBPs to get created or reinstated at least twice in the past few years. Google has implemented additional security measures to curtail fraud and abuse. If this is true, then why is there an uptick in fake GBPs?
The lead-generation network is based in and around Toronto, Canada. The GBPs are brand new, as the photos being uploaded have been posted in November and December 2025. The spammers are verifying service area businesses (SABs) and businesses showing the address. A SAB is a business that hides its address.
To show your address on Google, the business must have an office staffed during posted hours. The business needs to have permanent signage. If a business uses its home address and has no signage, it needs to hide the address. The businesses showing the address have uploaded fake images showing their storefronts. All business profiles must complete a video verification to be verified.
According to various forums I am in, Google has been suspending GBPs shortly after they became verified. If these locksmith GBPs did get suspended after being verified, how did they get reinstated? If the businesses are uploading fake storefront photos, are they falsifying the documentation used to apply for reinstatement?
In March 2025, Google suspended 10,000 GBPs and sued scammers tied to lead-generation networks. Google initiated this investigation after a locksmith reported an issue. It doesn’t appear that much has changed in eight months. This is the first time that Google has indentified scammers faking GBPs. Google dealth with a large scale lead-generation of lawyer GBPs in 2019. Google seems to struggle protecting consumers and keeping fake listings off of maps.
Joy Hawkins today posted the followig blog post talking about the decline in calls from GBP. If it is getting harder for businesses to generate phone calls from GBP, then how much more damage is being caused by lead-generation networks?
I evaluated the locksmith industry in Toronto. Out of 259 GBPs located in and around Toronto, 66% are either fake or violating some of Google’s TOS. I was only to verify that 10% were legitimate. 8% are key duplication kiosks. 5% claim to be located inside another business, yet I was unable to confirm this. 9% are SABs. Of the SABs, 18 ouf of 25 I am unable to find that they are registered via OpenCorporates. This means 12% of the locksmith GBPs are adhering to Google’s TOS.
If a business owner is playng by the rules, they are severly outnumbered. There is no way to compete in their market. This where the scammers thrive. They dominate the markets in sheer number of fake GBPs and they set the prices to sell the leads.
Business owners and marketing agencies can report these GBPS using the redressal form. Sadly, there are countless complaints about the lack of action being taken from the redressal form. You can post on the help forum, but A. you have to wait for 30 days, and B. even through a private escalation, Googlers don’t remove all of the GBPs.
What will it take for Google to enforce the TOS and protect businesses owners and consumers? If spammers are able to spam locksmiths, they can easily create spam for other service industries.
Please let me know if you are seeing an uptick in spam GBPS in your market.
