How to Get More Google Reviews as a Contractor

Two rules Google doesn't bend

Before any tips, here's what Google's own policy says. Google prohibits paid or incentivized reviews, and it prohibits review gating (asking only the customers you think are happy). Both rules are in Google's Maps user-generated content policy, "Prohibited & restricted content", under "Fake Engagement" and "Rating Manipulation." The quotes below are Google's exact wording.

1. No paid or incentivized reviews. Google says fake engagement "is not allowed and will be removed," and that includes "Reviews or ratings that have been paid for, directly or in kind." Google also says "Rating Manipulation includes Incentivized or Biased Reviews, which are not allowed and will be removed from Maps." Under that policy, businesses may not (source):

"Offer incentives – such as payment, discounts, free goods and/or services - in exchange for posting any review or revision or removal of a negative review."

So no "$20 off your next service for a review," and no free filter change for a 5-star rating.

2. No review gating. Google says businesses may not (source):

"Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers"

That means you can't ask only the customers you think are happy, or send unhappy ones somewhere else first. Everything below follows both rules.

Why reviews matter for trades

When Google decides which businesses to show on the map, one of the main factors is prominence: how well-known your business is. Google says that's based partly on how many reviews you have, and that "More reviews and positive ratings can help your business's local ranking" (source). Reviews also show right next to your profile in Maps and Search (source), so they're part of what a homeowner reads before deciding who to call.

If you do good work but your review count is low, the gap is often the ask. The job wraps up, the customer says "thanks, man," and nobody brings up Google. Here's how to fix that without breaking Google's rules.

Step 1: Get your official review link and QR code

Google lets you create a link (and a QR code) that takes customers straight to leaving a review for your business. Google's steps (source):

1. On a computer, go to your Business Profile.
2. Select Read reviews, then Get more reviews.
3. Select Copy to copy the link. To save the QR code, right-click it and choose Save image as.

Google says the review QR code can only be made from a computer browser, not a phone (source), so do it once at the desk. Then save the link where you and your techs can paste it fast, like a text shortcut on everyone's phone or the "job complete" message in your scheduling app. Test it on your own phone first.

Step 2: Ask every customer, the same way

This is the no-gating rule from above, in practice (source):

• Ask the easy jobs and the tough ones.
• Don't send a "Happy? Review us on Google. Not happy? Call us first" message, or anything else that only steers happy customers to Google.
• If a job went sideways, fix it by phone, and still don't treat that customer differently when it comes to the review ask.

Google also notes that a mix of positive and negative feedback "often feels more trustworthy" (source).

Step 3: Ask at the right moment

Google doesn't set a timing rule, so this part is just practical advice. Ask when the customer can see the job is done:

• Electrician: once the power's back on and you've shown them what you fixed.
• Plumber: once the water's back on and the drain runs clear.
• HVAC: once they can feel cold air coming out of the vents.
• Roofer: after the final walk-around and the yard's cleaned up.
• Auto or diesel shop: when they pick up the truck and it's running right.

Ask in person, then text the link the same day so they can do it later, on their own time. Google says businesses shouldn't "require or pressure users to leave ratings or write reviews while on the premises" (source). Don't stand there holding your phone out. A friendly ask and a text is plenty.

Step 4: Keep the message short and neutral

Ask for an honest review, not a 5-star one. Google says businesses shouldn't "request that specific content be included" (source). Something like this works:

"Thanks for having us out today. If you've got a minute, an honest Google review really helps a small local business. Here's the link: [your review link]"

One friendly reminder a few days later is fine. After that, let it go.

One more thing: customers need to be signed in to a Google Account to leave a review, and Google says they can set one up with a non-Gmail email address (source). If a customer says "I don't have Google," let them know any email address works.

Step 5: Put the link everywhere the job ends

Google suggests putting your review link or QR code on receipts and in thank-you emails, and says you can send requests by email, WhatsApp or Facebook post (source). For trades, that can mean:

• The bottom of your invoice or receipt.
• Your "job complete" text or email.
• A leave-behind card with the QR code.
• A sticker on the water heater or panel you installed, next to your phone number.

Step 6: Reply to every review

Google says replying to reviews "shows that you value their feedback" (source). You need a verified profile to reply. Go to your Business Profile, select Read reviews, then Reply (source). A few things Google says happen after you hit send (source):

• Google checks your reply first. It usually takes up to 10 minutes, but sometimes up to 30 days.
• It posts as your business, not your personal name.
• The customer gets notified and can still change their review.

Google's tips for good replies: keep them short, be specific instead of pasting the same "thank you" everywhere, and don't use replies to push deals (source). For bad reviews, Google says never share the customer's private info, apologize when it's fair, explain what you can and can't do, and offer to sort it out by phone or email (source). If a review breaks Google's content policies, you can flag it (source).

Step 7: Keep your services list filled in

Google says that when a customer reviews a service business, they may be asked to pick the specific service, from your list or from common jobs for similar businesses (source). One more reason to list every service you do on your profile.

What gets reviews removed, or worse

All of these come from Google's policy on fake engagement and rating manipulation (source), unless noted:

• Incentives or paid reviews, and gating. Covered above. Google's review-link help page also calls incentives "strictly prohibited" (source).
• Reviews from your own people. Google lists conflicts of interest, including current or former employees and family members.
• Review quotas for your crew. Businesses can't ask staff to get a certain number of reviews, or to get reviews that name a staff member. So don't ask customers to "mention [your tech's name] by name."
• Big bursts. Google flags "unusual volumes or patterns" of reviews. Ask as you go, every job, not 50 old customers in one weekend.
• Reviewing competitors. Posting on a competitor's profile to hurt them is not allowed.

Make it a habit, not a campaign

There's no trick here. Ask every customer, every time, and reply to what they write. Build the ask into how you close out a job, and it adds up.

Reviews are one piece. For the rest of the checklist, read how to get more calls from Google Maps. And see how we help electricians, plumbers, HVAC companies and roofers, or check our services.