This recently came up as a question in the PYB Level 1 community.
If, for instance you business is comparison website, then that is an ineligible business model for a Local business page.
Instead you will need to get a regular Brand Page.
(Thanks Nick Rink for the info)
From this Google Help Page:
Ineligible Business Models
Only businesses that make in-person contact with customers qualify for a local page on Google My Business.
- Businesses that are under construction or that have not yet opened to the public should not be added to Google My Business.
- Rental or for-sale properties, such as vacation homes or vacant apartments, are not eligible to be listed on Google Maps and should not be verified. Instead, verify the business information for your sales or leasing office or offices. If you have a property with an on-site office, you may verify that office location.
- You can’t add business information for stores which you do not own, but which stock your products.
- You also can’t add a local page for an ongoing service, class, or meeting at a location that you don’t own or have the authority to represent. Please coordinate with your host to have your information displayed on the page for their business within their Introduction field.