How to Get More Google Reviews Without Breaking the Rules

Reviews help customers decide and, according to Google, they help your business rank in local results. The way you collect them matters just as much as the number. Google and, in the US, the FTC have firm rules, and the safe approach is also the simplest: ask everyone, make it easy, and don't reward a particular answer.

This article is part of our local SEO guide for small businesses. It summarises published policies checked on 20 September 2026, and it is general information, not legal advice.

Why reviews matter

Google's ranking guidance says "more reviews and positive ratings can help your business's local ranking," and that replying to feedback shows you are engaged. Reviews are part of what Google calls prominence.

The rules first

Google's contributed content policy says merchants can't:

• offer incentives, such as payment, discounts or free goods or services, in exchange for posting a review, or for changing or removing a negative one
• discourage or prohibit negative reviews, or selectively solicit positive reviews
• require customers to leave ratings while on the premises
• ask that specific content be included in a review

It does allow you to solicit or encourage content that represents a genuine experience, without incentives.

The FTC finalised a rule on consumer reviews and testimonials, effective 21 October 2024. It applies in the United States and prohibits fake reviews, incentives conditioned on a review's sentiment, undisclosed reviews by insiders such as employees or relatives, and suppressing negative reviews through false accusations or threats.

A simple, compliant routine

1. Get your review link. In Google Maps, find your business, open Reviews, choose More beside a review, then Share review and Send a link. Google also describes review request links and QR codes.
2. Ask every customer, the same way. After a completed job, send the link in the same message every time. Don't screen customers first.
3. Ask at the right moment. Immediately after the work is done, while the experience is fresh, is easier than a week later. That is a practical suggestion rather than a Google rule.
4. Make it one tap. A text message or an email with a direct link works better than asking people to search for you.
5. Don't script the answer. Ask for "an honest review" rather than "a 5-star review".
6. Reply to everything. See how to respond to Google reviews.

Things to avoid

• Discounts, prizes or freebies for reviews. Prohibited by Google's policy.
• Asking staff to reach a review quota or to write particular wording. Google's policy also rules out requesting that staff solicit a certain number of reviews.
• Reviews from your own team or family without a clear disclosure of the relationship. The FTC's rule covers insider reviews.
• Buying reviews. It is prohibited by both, and a fake review isn't based on a real experience, which Google says will be removed.

Automating the ask

If you already use a CRM, you can trigger the review message when a job is marked complete. Automate the request, not the review: everyone who is asked should be asked in the same way. Our article on plumbing lead follow-up automation shows how to build that kind of routine.

Measuring it

Track how many reviews arrive per month and your average rating over time. If you tag the review link with a UTM parameter you can see how many people opened it.