How to Get More Google Reviews (Without Breaking Google's Rules)

Why reviews matter for local businesses

Reviews are one of the first things people check before calling a local business. They affect how you appear in Google Maps, and they are a major ranking factor for Local Services Ads. They also make every other marketing channel work better, because people who click your ads often check your reviews before they call.

What Google's rules prohibit

• Incentives: you cannot offer discounts, gifts, entries into draws or payment in exchange for reviews.
• Review gating: you cannot filter customers, for example by asking "were you happy?" and only sending the review link to those who say yes.
• Fake or employee reviews: reviews must come from genuine customers, not staff, family or paid services.
• Bulk requests from one location: asking customers to leave reviews on a shared tablet in your office can get reviews filtered out.

Breaking these rules can lead to reviews being removed or restrictions on your profile.

A simple review system that works

1. Get your direct review link. In your Google Business Profile, choose "Ask for reviews" to copy a short link that opens the review form.
2. Ask at the right moment. Right after the job is finished and the customer is happy, often in person.
3. Follow up by text the same day. A short, personal message with the link.
4. Send one reminder a few days later if they have not left one. Do not send more than that.
5. Make it routine. Automate the text in your CRM so every customer gets it, not just the ones someone remembers.
6. Reply to every review within a few days.

Templates you can copy

Text message:

Hi [Name], thanks for choosing [Business] today. If you have a minute, a Google review really helps a local business like ours: [link]. Thank you! – [Your name]

Reply to a positive review:

Thanks, [Name]! We're glad the [service] went smoothly. We appreciate you trusting us with your home.

Reply to a negative review:

Hi [Name], thank you for the feedback. We're sorry the [issue] didn't meet your expectations. Please call us at [number] so we can make it right.

Keep replies short, polite and specific. Never share private customer details in a reply.

Regulated professions

Some professions, including lawyers, dentists, physiotherapists and chiropractors, have college or Law Society rules about testimonials in advertising. Asking for Google reviews is generally allowed, but using reviews in ads or on your website may be restricted. Check your regulator's advertising rules before featuring reviews.