How to Get More Google Reviews (Without Breaking ACCC or Google Rules)
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The most reliable way to get more Google reviews is to ask every customer, soon after the job, with a direct link that takes them straight to the review form. Most happy customers simply don't think to leave one. What you must not do is pay or reward people for reviews, ask only the customers you expect to be happy, or write reviews yourself: these break Google's policies and can mislead consumers under the ACCC's guidance.
Why reviews matter
Google says prominence is one of three main factors in local results, and that review count and rating are part of it (Google Business Profile Help). Reviews also help customers choose between you and the next business on the list.
Step 1: get your review link or QR code
In your Google Business Profile, find the option to ask for reviews and copy your review link or download the QR code. Customers can then go straight to the review form. They need to be signed in to a Google account, which they can create with a non-Gmail email address (Google Business Profile Help).
Save the link on your phone so it is ready after every job.
Step 2: ask every customer, at the right time
The best time is soon after the job is finished and the customer is happy with it. Ask every customer, not only the ones you think will leave five stars. Google's policy says businesses must not "selectively solicit positive reviews from customers" (Google Maps content policy).
Text message template
"Hi [Name], thanks for having us out to fix the [job] today. If you have a minute, a Google review would really help a small local business like ours: [link]. Thanks, [Your name]"
Email template
Subject: Thanks from [Business name]
"Hi [Name], thanks for choosing us for your [job]. We'd appreciate it if you could share your experience on Google; it helps other people in [suburb] find a local [trade]: [link]. If anything wasn't right, please reply to this email and we'll sort it out. [Your name]"
Offering to fix problems is fine. Asking unhappy customers not to leave a review is not.
Where to ask, by business type:
Tradies: at handover, then again when you send the invoice
Shops and cafes: at the counter, with a small card showing your QR code
Professional services: once the work is delivered and the client has thanked you
Customers need to be signed in to a Google Account to post a review, and they can create one with a non-Gmail address. Some will give up at that step, so keep the request short and do not chase.
Step 3: reply to reviews
Google recommends keeping replies professional, polite, short and relevant, and not using them to offer deals. For negative reviews, it suggests not sharing private information, acknowledging real mistakes and inviting the reviewer to resolve complex issues privately (Google Business Profile Help).
You can see and reply to every review from your Business Profile, or at business.google.com/reviews. Thank people by name and mention the job; for a fair negative review, apologise, say what you will do and give a phone number.
What Google's policies prohibit
According to Google's Maps content policy (Google), businesses must not:
Offer incentives such as payment, discounts or free goods or services in exchange for a review, or for changing or removing one
Discourage or prohibit negative reviews, or ask only happy customers
Require or pressure customers to leave reviews while on the premises
Ask staff to collect a set number of reviews or request specific content
Post reviews based on a conflict of interest, such as from current or former employees or the owner
Google also prohibits paid-for reviews and posting from multiple accounts.
What the ACCC says
The ACCC warns that fake reviews, reviews from staff or relatives that aren't disclosed, and suppressing or selectively publishing negative reviews can all mislead consumers. Under its guidance, any incentive must be offered whether the review is positive or negative and must be disclosed (ACCC).
Because Google's own policy prohibits incentives for reviews altogether, the simplest rule for Google reviews is: ask everyone, offer nothing.
Health practitioners: extra rules
If you are a registered health practitioner, Ahpra's advertising rules also apply when you use reviews in your own advertising. Check Ahpra's guidance before quoting reviews on your website.
Next step
If you want a review routine set up and your Google profile kept active, see Morphic's Google Business Profile set-up and management, or get a free quote.
Related services: Google Business Profile optimisation in St Albans and local SEO for Melbourne businesses.
Related reading: How to Rank on Google Maps: Getting Into the Top 3 in Melbourne and Physio and Allied Health Marketing Within AHPRA Rules: Reviews, Testimonials and Your Website.
Key Takeaways
Ask every customer for a Google review soon after the job, using a direct review link or QR code.
Google prohibits incentives for reviews and asking only customers you expect to be happy.
The ACCC warns that fake reviews, undisclosed staff reviews and suppressing negative reviews can mislead consumers.
Reply to reviews politely and briefly, and invite unhappy customers to sort things out privately.
A steady flow of recent, genuine reviews helps more than a one-off burst.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
