Quick answer
How do contractors get more Google reviews?
Ask every customer for an honest review as soon as the job is done, then text them your direct Google review link so it takes one tap. Send one polite reminder if they forget. Never offer discounts or gifts for reviews and never ask only happy customers, because Google bans both. Reply to every review, good or bad, within a few days.
Key takeaways
- BrightLocal's 2026 survey found 97% of consumers read reviews for local businesses, and 74% only consider reviews from the last three months.
- Ask everyone, not just happy customers, because selectively asking for positive reviews breaks Google's policy.
- Offering any incentive for a Google review, including a discount, is against Google's rules.
- The FTC rule banning fake reviews took effect October 21, 2024, and the FTC has warned of civil penalties up to $53,088 per violation.
- A steady flow of fresh reviews beats a one time burst, both for customers and for your local ranking.
Why do Google reviews matter so much for contractors?
Homeowners are letting a stranger into their house, so they check reviews first, and Google is where most of them look.
Reviews also affect where you show up. Google's help page on local ranking lists relevance, distance and prominence, and says more reviews and positive ratings can help your business's local ranking. See how to rank on Google Maps for the rest of the picture.
| Finding | What it means for you |
|---|---|
| 97% read reviews for local businesses | Your reviews are part of every sales conversation, whether you see it or not |
| 71% use Google for local reviews | Your Google Business Profile is the first place to build reviews |
| 68% require at least 4 stars, and 31% only use businesses rated 4.5 or higher | Your average rating decides whether some people call at all |
| 74% only consider reviews from the last three months | Old reviews fade, so you need a steady flow |
| 89% expect owners to respond to reviews | Your replies are part of your reputation too |
How do I get my Google review link?
Your review link opens the review box for your business directly, so the customer does not have to search for you.
- 1On a computer, sign in to your Google Business Profile at business.google.com.
- 2Select Read reviews, then Get more reviews.
- 3Select Copy to copy the link, or save the QR code image.
- 4Save the link as a text shortcut on your phone and in your invoice and job completion templates.
- 5Print the QR code on a leave behind card or the back of your invoice.
When and how should you ask for a review?
The best moment is right after the customer sees the result, while they are relieved and glad they called you. Ask in person, then send the link by text the same day.
Make the ask personal and specific to the job. Use the tech's name, because customers remember the person who fixed their problem, not the logo on the van.
| Trade | Best moment to ask |
|---|---|
| Plumber | After the leak is fixed and the water is back on |
| HVAC | When the house is cooling or heating again, before the tech leaves |
| Roofer | At the final walk around, after cleanup and the magnet sweep for nails |
| Electrician | After the new panel or circuit is tested and working |
| Landscaper | When the new install is finished and looking its best |
What does Google not allow when asking for reviews?
Google's content policy is strict, and the FTC now has its own rule. Breaking either one can cost you far more than a few reviews.
- No incentives. Google bans offering payment, discounts, free goods or free services in exchange for a review.
- No review gating. You cannot selectively ask only customers you think are happy, or survey people first and send only the happy ones to Google.
- No discouraging bad reviews, and no pressuring customers to write one on the spot. Ask, then leave it with them.
- No reviews from staff. Google treats reviews from employees or former employees as a conflict of interest.
- No fake or bought reviews. The FTC rule in effect since October 21, 2024 bans fake and AI generated reviews, buying reviews conditioned on sentiment, and undisclosed insider reviews.
How should you reply to Google reviews, including bad ones?
Reply to every review. BrightLocal found 89% of consumers expect owners to respond, and your replies show future customers how you treat people.
- Good reviews: thank them by name and mention the job, for example “Thanks Tom, glad the new water heater is keeping up with the whole family.” Keep it natural, not stuffed with keywords.
- Bad reviews: stay calm, stick to the facts, apologize where it fits, and offer to sort it out by phone. Write for the future customers reading it, not to win the argument.
- Fake or off topic reviews: flag them for Google to check, and reply briefly in the meantime.
- Never share private job details or argue in a public reply.
- Keep replies short and personal, and leave sales pitches and special offers out of them.
How do I build a review system that runs every week?
Because 74% of consumers only consider recent reviews, aim for a steady trickle every week rather than one big push. Reviews work best alongside a strong website and profile, covered in SEO for contractors and the wider contractor marketing guide.
- 1Add “ask for a review” to the job completion checklist for every tech.
- 2Send the review link by text automatically when a job is marked complete or the invoice is paid, from your contractor CRM.
- 3Send one reminder a few days later, then stop.
- 4Track new reviews each month and reply to all of them.
- 5Share good reviews with the team so techs see the result of great work.
Frequently asked questions
Can I offer a discount or gift card for a Google review?
No. Google's policy bans incentives such as payment, discounts and free goods or services in exchange for a review. Thank customers with great service instead.
Can I ask only the customers I know are happy?
No. Selectively asking for positive reviews is called review gating, and Google bans it. Ask every customer the same way, at the same point in the job.
Can I delete a bad Google review?
No, a business cannot delete reviews on its own profile. You can flag a review that breaks Google's policies, such as fake or off topic content, and you should reply calmly either way.
How many Google reviews does a contractor need?
There is no magic number. Look at the top businesses in the map results for your main service and aim to match their count, while keeping your rating high, since BrightLocal found 68% of consumers require at least four stars.
Can I text customers a review request?
Yes, and texting your direct link is usually the easiest way. If you already text customers through a missed call text back or booking reminders, keep the request tied to their job and include opt out wording.
Read next
More on calls, follow up and reviews
Start from the overview: home service marketing for contractors.
Sources
- BrightLocal Local Consumer Review Survey 2026
- Google Maps user contributed content policy
- Google Business Profile Help: Restrictions for fake reviews
- FTC: Final rule banning fake reviews and testimonials
- FTC warns 10 companies about possible review rule violations (Dec 2025)
- Google Business Profile Help: How Google determines local ranking
Sources checked on October 16, 2026. Prices, platform rules and laws change, so check anything important with the official source, and with your state for licensing.