How to Respond to Google Reviews, Good and Bad

A reply to a review is written for two people: the customer who left it, and the many prospective customers who read it later. A calm, specific reply to a bad review can do more for your reputation than the review does against it.

This article is part of our local SEO guide for small businesses. The process and policies come from Google's help pages and the FTC, checked on 20 September 2026. The advice on wording is our suggestion.

How to reply

According to Google's help page:

1. Open your Business Profile.
2. Select Read reviews.
3. Click Reply next to the review.
4. Enter your response and submit it.

Google checks replies for policy compliance before posting them. It says this typically takes about 10 minutes and can take up to 30 days. Approved replies are posted publicly without your personal name shown. Google says "helpful and positive replies to reviews can show that you're responsive to your customers."

Replying to a good review

Keep it short and specific:

• Thank them by first name if it is in the review.
• Mention one detail from the job, so it reads as written by a person.
• Don't paste the same sentence into every reply.

Example reply:

"Thanks, Priya. Glad the boiler is back on and that the visit was tidy. Call us any time if it plays up."

Replying to a bad review

1. Wait before you write. Reply when you're calm, not when you've just read it.
2. Thank them and acknowledge the problem. A specific acknowledgement matters more than an apology for "any inconvenience".
3. Don't argue the facts in public. If you dispute a detail, state your view once, briefly and politely.
4. Move the conversation offline. Give a way to reach a named person, but don't put a personal phone number or private details in the reply.
5. Do what you promised. A follow-up fix is the real answer to the review.

Example reply:

"I'm sorry the callout didn't go the way we'd want. I'd like to understand what happened and put it right. Please contact our office and ask for Sam."

What not to do

• Don't offer money or freebies for changing or removing a review. Google's policy prohibits offering incentives to modify or remove a negative review.
• Don't threaten or falsely accuse reviewers. In the US, the FTC's rule effective 21 October 2024 addresses suppressing negative reviews with false accusations, threats or intimidation. This is general information, not legal advice.
• Don't reveal private information. Keep customer details, addresses and job specifics out of a public reply.
• Don't write fake positive replies or reviews yourself. A review that isn't based on a real experience is something Google says will be removed.

Getting a review taken down

Google says content that doesn't reflect a real experience is removed under its policy. That is different from a review that is merely unfair or unflattering. If a review clearly isn't from a real customer, check Google's policy page. Otherwise reply, and let your other reviews balance it.

Keep the flow going

Replying is easier when reviews keep coming. See how to get more Google reviews for a routine that follows the rules.