The Australian evidence pack, five documents, nothing else.

Step 2 · Build the pack

Tick each document once you have it in hand, in the right format, matching the profile. Progress saves in this browser.

• 01 ASIC business name registration Required

  The headline document on every Australian appeal. It proves the business is legally registered and that the name on the profile is the name you actually trade under.

  Format, matching rule and the trap +

  Format Google accepts

  Download the current "Record of Registration" certificate as the official PDF from ASIC Connect. Not a photo of a screen, not a screenshot, not a search-results extract.

  What has to match the profile

  The registered name and the registered address have to match the profile exactly, including how the street type is written.

  The trap

  An ASIC extract is not the same document as a Record of Registration certificate, and the extract is one Google explicitly does not want.

• 02 Recent utility bill at the listed address Required

  Proof the business operates from the address on the profile. Electricity, water, gas or internet all count.

  Format, matching rule and the trap +

  Format Google accepts

  Dated within the last 90 days. A full-page PDF from the retailer beats a photo of a paper bill.

  What has to match the profile

  The account has to be in the business name, at the address on the profile. A bill in the owner’s personal name at the same address is a weaker document, not an equivalent one.

  The trap

  Bills older than 90 days get treated as stale. Check the issue date, not the due date.

• 03 Industry licence If applicable

  Regulator-issued licences carry real weight in the trades and the professions: electrical, plumbing, gas, security, real estate, medical, legal, AHPRA registration.

  Format, matching rule and the trap +

  Format Google accepts

  The current licence document or the regulator’s public register entry showing the licence is active.

  What has to match the profile

  The licence holder or the licensed entity has to tie back to the business name on the profile.

  The trap

  Skip this one entirely if your industry has no licensing regime. An irrelevant certificate is noise, and noise costs you.

• 04 Commercial lease If applicable

  Proof you hold the premises, for businesses operating from a fixed storefront or office.

  Format, matching rule and the trap +

  Format Google accepts

  The signed lease, or the pages carrying the tenant name, the premises address and the term.

  What has to match the profile

  Tenant name and premises address have to match the profile.

  The trap

  This is not a service-area business document. If customers never come to you, a lease for the address you are hiding from the listing works against the story you are telling.

• 05 Photos of signage, premises and branded assets Required

  The evidence a human reviewer actually looks at. Permanent signage, the exterior and interior of the premises, branded equipment or vehicles.

  Format, matching rule and the trap +

  Format Google accepts

  Shot in daylight, unedited, no filters. Get the building or unit number in frame where you can.

  What has to match the profile

  The signage in the photo has to read as the same business name that is on the profile.

  The trap

  Temporary signage, a magnetic car sign or a banner propped against a wall reads as staged. Permanent is the word Google’s reviewers are working to.

Questions we get asked about the pack

How many documents should I actually attach?

Two or three strong ones beat a folder of seven weak ones. Reviewers move through Australian cases quickly, and every extra document is another chance for a name, an address or a date to disagree with the profile. Attach what proves legal registration, address of operation, and active trading. Nothing else.

Is an ABN extract enough on its own?

No, and it is not asked for at all. The ASIC business name registration covers the same ground properly, showing the registered trading name and address. An ABN extract or an ABR screenshot is redundant next to it.

Do I need to send photo ID?

No. This is a business verification, not an identity check. Government-issued photo ID is not on the list and should not be uploaded. The same goes for tax invoices and BAS statements.

My utility bill is in my personal name. Does it still work?

It is weaker, not equivalent. Google is looking for the business trading at the address. A bill in the business name is materially stronger. If only a personal-name bill exists, lean harder on the ASIC registration and the signage photos, and consider whether a lease or a licence can carry the address instead.

I am a service-area business with no storefront. What replaces the lease?

Nothing replaces it, because it does not apply to you. Service-area businesses prove trading through the ASIC registration, a utility bill at the registered address, any industry licence, and photos of branded vehicles, equipment and permanent signage. A lease for an address you deliberately hide from the listing works against the story you are telling.

How recent does the utility bill need to be?

Within the last 90 days, measured from the issue date rather than the due date. Older bills get treated as stale.

Will a better evidence pack fix an appeal that was already denied?

Sometimes, but the sequence matters. Work out precisely why it was denied, fix that specific gap, then use the separate request-additional-review form. Do not resubmit the same appeal, and never create a replacement profile, which Google treats as circumvention and can act on permanently.

Can you just handle the appeal for me?

Yes. Our done-for-you reinstatement is $550 including GST, paid upfront, and it is reinstated or refunded: if we do not get the profile back, you are refunded in full. We have reinstated 295 of 300 Australian profiles since early 2025, and Dorian supervises every case personally.