What is the Google Verified badge?
The blue Google Verified badge confirms that a local trade business has passed Google's background, insurance, and licensing checks for Local Services Ads (LSAs).
Businesses carrying this badge appear at the top of search results — above standard text ads and the local map pack — commanding the most visible position on the page. It acts as a trust signal to homeowners that your business is licensed, insured, and has passed Google's screening process.
Who can get the badge in Melbourne right now?
Google has been rolling out Local Services Ads and the Verified badge across specific trade categories in Australia. Currently, eligible categories include:
- Plumbers & Gasfitters
- Electricians
- Locksmiths
If your business falls into one of these categories, you can apply now. Google has been expanding eligible categories over time, so if you're in construction, roofing, or painting, it's worth checking back periodically to see if your trade has been added.
Best for: Melbourne plumbers, electricians, and locksmiths who want to stand out in local search results and build instant trust with homeowners.
The verification requirements breakdown
| Trade Niche | Licensing Database Cross-Check | Background Screen Severity | Additional Visual Proof |
|---|---|---|---|
| Plumbers & Gasfitters | Must hold an active, valid registration with the Victorian Building Authority (VBA). | Clear record check for the business owner via Pinkerton. | Up-to-date Certificate of Currency for Public Liability Insurance. |
| Electricians | Must hold an active Registered Electrical Contractor (REC) licence from Energy Safe Victoria (ESV). | Clear record check for the business owner. | Up-to-date Certificate of Currency for Public Liability Insurance. |
| Locksmiths | Must hold a valid Private Security Business Licence issued by the Licensing and Regulation Division of Victoria Police. | Full screening checks for the business owner AND all field technicians. | Unedited video evidence of branded vehicle graphics and physical inventory. |
Step-by-step: how to get verified (plumbers & electricians)
- Submit your business details — Register your business via the Local Services Ads backend using your active Australian Business Number (ABN).
- Upload trade credentials — Provide your current Victorian Building Authority (VBA) or Energy Safe Victoria (ESV) licence documents.
- Provide insurance verification — Upload a valid Certificate of Currency for your public liability insurance.
- Complete background checks — Business owners and field technicians complete Google's screening process as part of its verification standards.
Locksmiths: additional requirements
Locksmiths face a few extra steps due to the nature of mobile, service-area-based work:
- Victorian Private Security Business Licence — Required by the Licensing and Regulation Division of Victoria Police. Google cross-checks this directly.
- Background screening via Pinkerton — Google's background check partner runs this at no cost to the business owner, verifying a clean criminal history.
- Public liability insurance — A Certificate of Currency showing $1–2 million in coverage is typically required.
- Vehicle verification — Since most locksmiths don't have a fixed storefront, Google often requires a video walkthrough of your work vehicle showing permanent business signage, decals, and tools.
Why a badge isn't enough on its own
Getting verified puts your business name at the top of the page — but your website is what closes the deal.
When a homeowner clicks your listing expecting a licensed, insured professional, and lands on a slow, generic, or outdated website, that trust evaporates instantly. Your blue checkmark needs to point to a site that looks and performs like the business it represents: fast, mobile-friendly, and built to convert.
Best for: Tradies who already have — or are applying for — the Verified badge and want their website to match that level of trust.
How ForgeWeb can help
Juggling licensing portals, insurance documents, and Google's verification process is one more thing on your plate when you're busy running jobs.
At ForgeWeb, we build high-performance, custom websites designed for speed and mobile conversion. We can also help guide you through the Google Verified application — managing the paperwork and submission process so you can focus on the tools, not the admin.
If you'd like help getting set up — website, Local Services Ads, or both — get in touch here. I'll give you a fixed price before anything starts.