Key takeaways
- Ask every customer, not just the happy ones. Asking only the happy ones is called review gating, and Google forbids it.
- Never offer a discount, gift or entry into a drawing in exchange for a review.
- In July 2026 Google added rules against fake and undisclosed incentivized reviews. The FTC's rule on fake reviews has applied since 2024.
- The best time to ask is within a day of finishing the job, with a direct link.
- Reply to every review, good or bad, in your own words.
Why reviews matter so much
Reviews do three jobs at once. Google counts them as part of prominence when it ranks the map results. Customers read them before they call. And AI tools summarize them when they describe your business. A steady flow of recent, specific reviews helps on all three.
The rules you can't break
Google's policies on fake engagement are strict, and enforcement has picked up. Here's what's off limits:
- Paying or rewarding for reviews. No discounts, gift cards, free services or contest entries in exchange for a review, even a "neutral" one.
- Review gating. Sending a "how did we do?" survey first, then only asking happy customers for a Google review.
- Reviews from yourself, family or staff. Or from anyone with a conflict of interest, including review swaps with other businesses.
- Buying reviews or using review services. Google removes them and can restrict your profile from getting new reviews.
- Suppressing bad reviews. Pressuring customers to take down an honest negative review.
In July 2026 Google added a policy aimed specifically at fake reviews and incentivized reviews that aren't disclosed. Separately, the Federal Trade Commission's rule on consumer reviews, in force since 2024, bans buying fake reviews and suppressing honest ones, with civil penalties for violations.
How to ask (and when)
- Ask everyone when the job is done. You'll get some honest four-star reviews; those make your rating more believable, not less.
- Ask within a day. Reviews drop off fast once the job is a week behind the customer.
- Send a direct link. Your Google review link opens the review box in one tap. Put it in a text message, your invoice email and a QR code on your leave-behind card.
- Keep the ask short. "Thanks for having us out. If you have a minute, a Google review helps a small local business like ours a lot." Then the link.
- Invite detail, don't script it. It's fine to say "a sentence about the job helps other homeowners." It's not fine to tell people what to write or which keywords to use.
An automated text that goes out after each finished job is the most reliable way to keep this going when you're busy. It's part of the review-request system on the Localwise Growth and Authority plans.
How to reply
- Reply to every review, ideally within two days.
- Be specific. Mention the job or the town when it's natural: "Glad the new water heater is working well in Dewey."
- Keep negative replies calm and short. Thank them, don't argue the details in public, and give a way to reach you directly.
- Never share private details about the customer or the job in a reply.
- Edit AI-suggested replies. Google is testing AI-written reply suggestions. They can save time, but a reply should sound like you, not like a template.
Every Localwise care plan includes review replies within 48 hours. See what's included in profile care.