How to get more Google reviews as a contractor (within Google's rules)

Step one: get your Google review link

Most customers won't go looking for your listing. A link that opens the review form saves them the search. These are Google's current steps:

1. Sign in to the Google account that manages your Business Profile and open your profile. Searching your business name on Google while signed in usually brings it up.
2. Select Read reviews, then Get more reviews.
3. Select Copy to copy the review link.
4. For a QR code, right-click the code and choose "Save image as." Google says review QR codes can only be made in a computer browser for now, so do this step on a computer.

Save the link where you and your techs can grab it fast, like text shortcuts on your phone, your invoice template and your email signature. Google suggests receipts, thank-you emails and printed material. The QR code fits on a leave-behind card or at the bottom of a paper invoice.

The button names above are how Google shows them in September 2026. If they've moved, search "request reviews" in Google Business Profile Help.

What Google and the FTC don't allow

Two sets of rules apply. Google's Maps content policy decides what stays on your profile. The FTC's rule on consumer reviews has been in effect since October 21, 2024. The FTC says parts of it cover reviews on sites like Google, not only on your own website. The two overlap, but they aren't identical.

Day to day, Google's policy is the one most trade businesses run into. A "$25 off your next tune-up for a review" card might get past the FTC rule if you never ask for five stars. Google still treats any incentive for reviews as fake engagement and says it's strictly prohibited. Google says it removes content that breaks the policy and can suspend or terminate accounts. The FTC can seek civil penalties against businesses that break the rule knowingly.

Three common tips that break the rules

"Ask them to mention the service and your town." You'll see this advice often, because a review that says "water heater install in Plano" reads well. Google's policy says businesses shouldn't "request that specific content be included". Ask for a review and leave the wording to the customer.

"Send a quick survey first, then send the happy ones to Google." That's review gating. Google doesn't allow businesses to selectively solicit positive reviews, and the FTC says the practice could violate the FTC Act. A private feedback form is fine as long as everyone who fills it out also gets the Google link.

"Have your guys and your family leave a few to get started." Google lists current or former employment and personal ties as conflicts of interest. Reviews like that break the policy, and Google says it can act against the account behind them.

When to ask for a review on a trade job

Ask while the result is fresh, when the AC is blowing cold again or the drain finally runs clear. A week later, the customer has moved on to other things.

Pick one moment in your job flow and ask at that moment on every job. That could be when the tech wraps up, when the invoice goes out or when the payment clears. A fixed step is easier for a crew to remember than a call on each job. And because everyone gets asked, you stay clear of gating.

A few short touches work better than one long pitch:

• At the end of the job, the tech mentions it in person and makes clear there's no need to do it right then.
• The same day, send a text with the link. The customer can tap it right from their phone.
• Add one line with the link or a QR code to the invoice or receipt.
• If they haven't left a review after a few days, send one reminder. After that, let it go.

On callbacks and warranty work, fix the problem first and then ask the way you normally would. On a multi-day job like a roof, a remodel or a new system, wait until the work is finished and the site is cleaned up.

Review request messages you can copy

Swap in your business name, your name, the customer's first name and your link. None of these offer anything, ask for a star rating or tell the customer what to say.

• What the tech says at the door: "Thanks for having us out. If you've got a minute later, we'd really appreciate a Google review. The office will text you the link. No rush at all."
• Text, same day: "Hi [first name], this is [your name] with [business]. Thanks for having us out today. If you have a minute, would you leave us a Google review? It helps other folks around here find us. [link]"
• Email, same day: Subject: "Thanks from [business]." Body: "Hi [first name], thanks for having us out today. If you have a couple of minutes, we'd appreciate an honest review on Google: [link]. If anything isn't right with the work, reply to this email or call [phone] and we'll come back and take care of it."
• Invoice line: "Thanks for your business. Reviews help people in [area] find us: [link or QR code]"
• Reminder, 3 to 5 days later: "Hi [first name], [your name] from [business] again. Sending the review link one more time in case it got buried. Thanks either way! [link]"

Send the "if anything isn't right" line to every customer. Someone with a problem gets a direct way to reach you, and everyone still gets the review link.

When a bad review comes in

If you ask every customer, expect a rough review now and then. Reply calmly and stick to the facts. Google says helpful replies to reviews show you're responsive to customers, and your reply sits on your profile for anyone to read.

You can contact the customer and try to fix the problem. The FTC says its rule doesn't prohibit that, or simply asking a satisfied customer to update their review. You can't offer a refund, discount or free service in exchange for changing or removing the review, and you can't use threats or intimidation.

You can't delete a Google review yourself. If you believe one breaks Google's policy, you can flag it for Google to check. One example is a review that isn't based on a real experience with your business.

A routine that takes 10 minutes a week

1. Once: put your review link in your text shortcuts, invoice template and email signature.
2. Once: choose your one moment in the job flow and tell the crew.
3. Every day: text the link to every customer whose job was finished that day.
4. Every week: send the one reminder to last week's customers who haven't reviewed, and reply to every new review, good or bad.
5. Every month: check that the phone number, hours and website link on your profile still work.

Some people who read your reviews will tap your website link next. In our research on 1,000 trade business websites (September 2026), about 1 in 5 website addresses listed for those businesses in public map data led nowhere useful. Make sure yours isn't one of them.