How to Get More Google Reviews as a Contractor

Google gives every Business Profile a link that opens the review form for your business, and a QR code that does the same. Customers don't have to search for you or scroll past other companies to find the right listing.

1. 1Go to your Business Profile, signed in with the account that manages it.
2. 2Select Read reviews, then Get more reviews, then the share icon.
3. 3Select Copy to copy the link. To save the QR code, right-click it and choose Save image as. Google notes that review QR codes can only be made in a computer browser, not on a phone.
4. 4Put the link in your phone's saved replies, your invoice template and your email signature, and send it to everyone who closes out jobs.

The strongest moment to ask is when the customer has just seen the result: the new roof is on and the yard is clean, the AC is blowing cold, the panel passed inspection. A day later they're back to their own life. A week later, most have moved on.

A text works well for trades because the customer already has your number and the link opens on the same phone. Keep it short and personal, for example: "Hi Maria, it's Dave from (your company). Thanks for having us out today. If you have a minute, a Google review helps other homeowners in Round Rock find us: (your review link). Thanks!"

• Say it in person first. At the final walkthrough, tell them you'll text a link and that reviews help a local company. Then send it before you leave the driveway.
• Put the link where every job ends: the invoice, the receipt, the thank-you email, the card you leave on the counter. Google itself suggests receipts, thank-you emails and the end of a chat.
• Print the QR code on a leave-behind card or a magnet for the warranty folder, for customers who'd rather do it later.
• Remind once. If there's no review after a few days, one friendly follow-up is fine. More than that starts to feel like pressure.
• Know the one hurdle. Customers need a Google Account to post. If someone doesn't have one, Google lets them create one with any email address, not only Gmail.

It's tempting to send the link only to customers you know loved the job, or to ask "How did we do?" first and send only the happy ones to Google. Don't. That's called review gating, and Google's content policy bans it: businesses may not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers."

The FTC says the same thing in its guide for businesses: "Don't ask for reviews only from customers you think will leave positive ones." The FTC's reviews rule doesn't name the practice, but the agency says it could still violate the FTC Act.

Asking everyone also works in your favor. A profile with a long run of honest reviews, a few average ones and real replies looks like a real company, and Google's own tips note that honest and balanced reviews help people decide. A private feedback form is fine as long as every customer also gets the Google link, with no star rating that decides who sees it.

Google's rules are stricter than most contractors expect. Its policy prohibits offering incentives, such as payment, discounts or free goods or services, in exchange for posting any review, positive or not. So no "$25 off your next service for a review", no gift-card drawing, no free gutter cleaning. Google also prohibits reviews based on a conflict of interest, which includes current or former employment, so your crew, your office staff and your relatives shouldn't review you either.

The FTC's rule on fake reviews and testimonials has been in force since October 21, 2024. Courts can impose civil penalties for knowing violations, up to $53,088 per violation, the maximum in effect since January 2025. The rule bans:

• fake reviews, including AI-generated ones and reviews from people who don't exist or never used your service;
• paying for or rewarding reviews that have to say something positive, or something negative;
• reviews from company insiders, such as your own staff, that don't clearly disclose the connection;
• review websites you control that pretend to be independent;
• threats, intimidation or false accusations used to get negative reviews removed;
• buying fake followers or views.

Replies are public. They appear under the review as a reply from the business, and the customer gets a notice when you answer. The next homeowner reads your reply as closely as the review.

For a good review, keep it short and specific: thank them by name, mention the job ("glad the new water heater keeps up with the kids' showers") and stop. Google's tips say to be conversational, not promotional, and not to use replies to push deals or promotions.

For a bad review, Google's advice is to protect privacy and avoid personal attacks, be honest and explain limitations, apologize when appropriate, make the reply personal and answer in a timely way. In practice:

1. 1Wait until you're calm. Write the reply, then read it as your next customer would.
2. 2Thank them and acknowledge the problem without arguing over every detail.
3. 3Explain what happened in one or two sentences, without the customer's address, price or other private details.
4. 4Say what you did or will do to fix it, and give a name and number to call.
5. 5If you fix it, let them know. Customers can update their review after reading your reply, and some do on their own. Never offer anything in return for changing it.

Google won't remove a review because it's negative or because you disagree with it. Its help page says not to report a review just because you dislike it, and that Google doesn't get involved in disputes between businesses and customers.

Reviews that break Google's content policies are different. For contractors the usual ones are a review from someone who was never your customer, a conflict of interest (a competitor or a former employee), off-topic content that isn't about an experience with your business, harassment or hate speech, and posts that share someone's personal information without consent.

Don't threaten the reviewer. The FTC rule bans groundless legal threats, intimidation and false accusations used to get a review removed, and the FTC's guide warns businesses not to misuse the flag button to remove honest negative reviews. Flag only what really breaks the rules:

1. 1In your Business Profile, select Read reviews, then Report next to the review, pick the reason that fits and send the report. Google's review management tool lists the reviews you've reported and where each one stands.
2. 2Check the status in that tool. "Decision pending" means Google hasn't evaluated it yet. Google says evaluation typically takes several days, and the result comes by email.
3. 3If the status is "Report reviewed - no policy violation" and you still believe the review breaks the rules, you can file a one-time appeal, with up to 10 reviews in one appeal. Add facts: no job, no invoice and no call under that name.
4. 4While you wait, reply briefly and calmly, for example: "We can't find a job under this name. If we worked for you, please call us so we can make it right." The next customer sees that you answered.

Reviews come in when asking is a habit, not a campaign. Make one person responsible and build it into the end of every job: the text goes out the same day, every invoice and leave-behind card carries the link or QR code, and every review gets a reply within a few days. Once a week, compare jobs finished with review requests sent; the gap shows where reviews slip through.

Show your rating and a few recent reviews on your website, with a link to your profile so people can check them, and keep your Google Business Profile complete so the people reading them can call you right away. For how reviews fit with the rest of local search, see local SEO for contractors.

If you'd rather have the system set up for you, V3SU builds it into every site: your review link, a QR code and printable cards, so you can ask every customer the same way. You can get started online.