Running Multiple Businesses with One Phone Number? It Can Hurt Your Branding!

If you run more than one business — especially from your home — this post may save you from an awkward (and credibility-damaging) moment.

I learned this lesson the hard way.

Recently, I called a client, and he informed me of something I was unpleasantly surprised to hear:

“Just so you know, when your number came up on my phone, it showed up as a bed-and-breakfast.”

He wasn’t wrong.

My real-world scenario

I operate Innovast Digital Marketing out of my home. I also own an Airbnb in Griswold, Connecticut, which, due to local regulations, is registered as a bed-and-breakfast. For simplicity, I had been using my cell phone number for both businesses.

Google, however, doesn’t like simplicity when it comes to phone numbers.

Instead of recognizing Innovast as the primary business associated with my number, Google decided the bed-and-breakfast listing was the “owner” of that phone number — and that’s what surfaced to my client.

That single moment made it clear: shared phone numbers create brand confusion, and Google will always choose one identity over the others.

Why This Happens (and Why It Matters)

Google builds business identities based on:

• Phone numbers

• Business categories

• Website associations

• Citations across the web

When a phone number is tied to multiple businesses, Google assigns it to the listing it believes is most dominant. Unfortunately, that choice isn’t always the one you want clients to see.

For service-based businesses like consultants, or professional services, this can:

• Undermine credibility

• Confuse prospects

• Cost you trust before the conversation even starts

The Best Way to Fix This (What I Recommend)

 Give each business its own phone number

This is the only 100% reliable solution.

You do not need a second phone — just a second number.

Options include:

• Google Voice

• OpenPhone

• Grasshopper

• A second number through your mobile carrier

Once each business has its own number:

• Update each Google Business Profile

• Use the correct number consistently on websites, directories, and social profiles

• Forward both numbers to your main phone so you never miss a call

This immediately prevents Google from “guessing” which business you are.

If You’re Not Ready for a Second Number (Temporary Fix)

While not ideal, here’s how to reduce the damage:

1. Clean up your Google Business Profiles

• Make sure each business has the correct primary category

• Remove overlapping language between listings

• Ensure your marketing business is clearly categorized

2. Strengthen your primary brand online

For your main business:

• Display the phone number prominently on your website header and footer

• Ensure the business name and number match everywhere online

• Update LinkedIn, Facebook, Yelp, and any directories

Consistency matters more than volume.

3. Request a correction from Google

• Search your phone number in Google

• If the wrong business appears, click “Suggest an edit”

• Explain that the number belongs primarily to your main business

This sometimes works — but it’s not guaranteed.

What I Changed After This Experience

This experience reinforced something I already advise clients:

Your phone number is part of your brand identity.

At Innovast Digital Marketing, we prioritize:

• Clean business separation

• Dedicated contact points

• Clear signals to Google and customers alike

It’s a small operational change that prevents big perception problems.

If you run multiple businesses and share one phone number, Google will eventually choose which one represents you — and it may not be the one you want.

If your reputation, professionalism, and inbound leads matter:

• Separate your phone numbers

• Clarify your Google listings

• Take control of how your business appears before Google decides for you