Documents Needed for a Successful GBP Appeal

We know the panic that sets in when that suspension notification hits your inbox.

Your phone stops ringing.

New leads dry up overnight.

We have helped hundreds of business owners reverse these suspensions through our GBP appeals service, and we have learned that the difference between rejection and reinstatement usually comes down to the paperwork. Google does not simply want to know you exist. The support team needs irrefutable proof that your business operates exactly where you say it does.

This guide outlines the specific documents required to clear your name.

Primary Documents: The Foundation of Your Appeal

We categorize evidence into two buckets: primary and secondary.

Your appeal must include at least one strong primary document to be taken seriously. The goal is to establish a legal entity that matches your Google Business Profile (GBP) data letter-for-letter.

Business License or Registration

We consistently see appeals fail because of minor name discrepancies.

If your GBP says “Smith Plumbing & Heating” but your Secretary of State filing says “Smith Plumbing LLC,” you have a problem. The verification team looks for an exact match.

What Google wants:

• Official state-level registration (e.g., Secretary of State filing).
• Active status (expired licenses are immediate rejections).
• Business name matching your GBP exactly.
• Address matching your listed location.

Acceptable formats:

• PDF download directly from your Secretary of State’s portal.
• Scanned copy of your physical Articles of Incorporation.
• Official screenshot from a government verification site (must show the URL).

Utility Bill: The “Location” Proof

This is the single most important document for proving you occupy the space.

We advise against using mobile phone bills or insurance statements for this specific requirement. Google prefers “piped” or fixed utilities that are physically tied to the building structure.

The “Gold Standard” Utilities:

• Electricity (e.g., Duke Energy, PG&E).
• Gas.
• Water/Sewer.
• Hardwired Internet/Cable service.

Requirements:

• Recency: Must be dated within the last 90 days.
• Address Match: The “Service Address” on the bill must match your GBP address (ignore the “Mailing Address” section).
• Entity Name: Ideally, the bill is in the business name, not a personal name.

Tax Documents

Federal documents carry immense weight because they are difficult to forge.

We frequently use IRS letters to break a stalemate if Google rejects local licenses.

Best Options:

• IRS CP 575: This is the confirmation letter you received when you got your EIN.
• IRS 147C Letter: If you lost your CP 575, you can request this replacement letter from the IRS.
• Sales Tax Permit: State-issued permits often show the physical business location clearly.

Pro Tip: Do not submit your entire tax return. The first page of your Schedule C or Form 1120 is sufficient if it shows the business name and address clearly.

Secondary Documents: Supporting Evidence

We use these documents to build a “preponderance of evidence” case.

If your primary documents are slightly ambiguous (like a home-based business with older utility bills), these secondary items fill the gaps.

Professional Licenses

Regulated industries face higher scrutiny.

A plumber, lawyer, or contractor must prove they are legally allowed to work in their area.

Examples:

• State Bar Association card (for attorneys).
• General Contractor license.
• Medical Board certification.
• Health Department inspection grade (for restaurants).

Insurance Documents

Legitimate businesses carry liability coverage.

We find that a Certificate of Insurance (COI) is particularly persuasive because it is a third-party verification of your operations.

What to include:

• General Liability policy declaration page.
• Worker’s Compensation certificate.
• Professional Liability (E&O) proof.

Signage and Storefront Photos

We cannot overstate the importance of permanent signage for storefront businesses.

A printed banner zip-tied to a pole will likely cause a rejection. The support team looks for permanent branding affixed to the building or a permanent pylon sign.

Photo Checklist:

• Wide Shot: Show the neighboring businesses to provide context.
• Entrance: Show the suite number on the door if applicable.
• Interior: Photos of the reception area or workspace.
• Street View: A view from the curb looking at the building.

Document Formatting Tips

We have seen valid appeals rejected simply because the support agent could not read the file.

Humans review these appeals, but they move quickly. Your goal is to make the verification effortless for them.

Quality Requirements

• Resolution: Ensure text is sharp at 100% zoom (aim for 300 DPI).
• Format: PDF is best for documents; JPG/PNG is best for photos.
• Size: Keep individual files under 5MB to prevent upload errors.
• Orientation: Rotate all images so they are right-side up.

Information Visibility

The “Corners Rule” is vital here.

We recommend ensuring all four corners of a physical document are visible in the photo. Cropped images look suspicious to fraud detection teams.

Redaction Guidelines

You should protect sensitive personal data while keeping business data visible.

You may redact:

• Bank account numbers.
• Social Security Numbers (leave the last 4 digits if possible).
• Specific financial values (revenue amounts).

Do NOT redact:

• Business Name.
• Service Address.
• Statement Dates.
• Transaction descriptions that prove business activity (e.g., payment for software or inventory).

Comparative: Good vs. Bad Evidence

Document Type	Strong Evidence (Accepted)	Weak Evidence (Likely Rejected)
Utility Bill	Piped gas/water bill from last 30 days	Mobile phone bill or disconnection notice
Business Reg	Secretary of State filing with seal	generic “Business License” from town hall
Photo Proof	Permanent metal/wood sign on building	Vinyl banner or printed paper in window
Tax Doc	IRS CP 575 Letter (EIN assignment)	TurboTax screenshot

Situation-Specific Documentation

Different business models require different proof.

We tailor the documentation package based on whether the client is a Service Area Business (SAB) or a brick-and-mortar location.

Service Area Businesses (SABs)

You hide your address on Google, but you still must prove to Google that you live there.

Additional documents needed:

• Vehicle Registration: Proves the work truck belongs to the business owner.
• Service Software Screenshots: Images from Housecall Pro or Jobber showing recent jobs in your stated territory.
• Invoices: copies of bills sent to customers within your service area.

Home-Based Businesses

We know these are the hardest to reinstate.

You must prove this is a legitimate enterprise, not just a side hustle.

Required:

• Home Occupation Permit: Many cities require this for legal home operation.
• Business Registration: Must explicitly link the home address to the business entity.

Franchise Locations

The relationship between the local owner and the corporate brand must be clear.

Include:

• Franchise Agreement: The summary page showing the authorized territory.
• Corporate Letter: A letter from headquarters authorizing you to manage this specific location.

Common Documentation Mistakes

We review dozens of failed appeals every month, and the same errors appear constantly.

• Name Mismatches: A document says “John’s LLC,” but the GBP title is “John’s Roofing Services.”
• Address Variations: Inconsistent use of “Suite,” “Unit,” or “Ste.”
• Expired Documents: Submitting a 2024 license in 2026.
• Poor Image Quality: Glare, shadows, or blurry text make the doc unreadable.
• Wrong Document Type: Submitting a personal credit card bill instead of a business bank statement.

Documentation Checklist

Before we submit any appeal, we run the file through this final pass.

The “Ready to Send” Check:

• Business license is active and matches the GBP name exactly.
• Utility bill is dated within the last 90 days.
• Utility bill shows the service address, not just a P.O. Box.
• All four corners of physical documents are visible in photos.
• Files are named clearly (e.g., “Business_License_2026.pdf”).
• Personal financial data is redacted, but business info is clear.
• Address format is consistent across every single file.

Proper documentation is the only way to get your phone ringing again. Take the time to gather the right files, scan them clearly, and present a case that Google cannot refuse. Not sure if your documents meet Google’s standards? Our free audit can review your evidence before you submit.