Guides

How to get more Google reviews as a tradesperson

When someone searches for a plumber, electrician or builder nearby, your Google reviews are often the first thing they see. Most tradespeople have plenty of happy customers. The reviews just don't get written, because nobody asked at the right moment.

This guide covers how to ask, and the rules you need to stay inside. Those rules have tightened, on Google's side and in UK law.

The rules first

Google's rules

Google says reviews must reflect a genuine experience. Its review guidance says offering incentives, such as free or discounted goods or services, in exchange for customers posting, changing or removing reviews counts as fake engagement and is "strictly prohibited" (Google Business Profile Help).

Google's content policy also says businesses must not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers" (Google Maps content policy). Asking only the customers you think are happy is known as review gating, and it is not allowed.

In April 2026 Google added two more lines to its rating manipulation rules: businesses should not ask staff to collect a set number of reviews, or ask for reviews with specific content, including content that names a member of staff (PPC Land). The policy also says businesses should not pressure customers to leave a review while on the premises (Google Maps content policy).

UK law

Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has made fake reviews, and reviews that hide the fact they were incentivised, a banned practice (legislation.gov.uk). The Competition and Markets Authority's guidance says a business may break the law if it suppresses genuine reviews or selectively promotes positive ones (CMA fake reviews guidance). The CMA can now fine businesses directly, up to 10% of global turnover (CMS).

The CMA also made clear there is no exception for small incentives, so a voucher offered in exchange for a review counts (CMA consultation response).

What that means in practice

• Don't offer money, discounts, vouchers or prize draws for reviews.
• Ask every customer, not just the ones who seemed pleased.
• Don't tell people what to write or what star rating to give.
• Don't write reviews yourself, or get friends and family to.
• Don't pay anyone to post reviews for you.

What you can do is ask. Google's own help pages encourage businesses to remind customers to leave reviews and give them a link or QR code (Google Business Profile Help).

How to get more reviews honestly

1. Get your review link

In your Google Business Profile, choose Read reviews, then Get more reviews. You can copy a short link or download a QR code. Google notes that the QR code can only be made on a computer browser, not on a phone (Google Business Profile Help).

2. Ask at the right time

The best time is just after the job is finished, while the customer is pleased the work is done and still remembers your name. For most trades that means the same day, or the day after.

3. Make it easy

Send the link by text, email or WhatsApp, so it is one tap away. Google suggests putting it on receipts and in thank-you emails (Google Business Profile Help). For trades, that could mean the bottom of your invoice, or a small card with the QR code that you leave after the job.

Keep the message short and neutral. For example:

Thanks for having us round today. If you have a minute, we'd be grateful for an honest review on Google: [link]. It helps other people find us.

That asks for an honest review, does not mention stars, and does not tell the customer what to say.

4. Ask everyone, every time

The simplest way to stay within the rules is to make asking routine: every finished job gets the same message. That also gets you more reviews.

If a customer had a problem, better that you hear about it and can put it right.

5. Remember customers need a Google account

Google notes that customers must be signed in to a Google account to leave a review, though they can create one with a non-Gmail email address (Google Business Profile Help). Some older customers may need a nudge, or may prefer to leave feedback another way.

6. Reply to reviews

Google recommends replying to reviews, keeping replies short and polite, and not offering deals in replies (Google Business Profile Help). A quick thank-you on good reviews is enough.

For a bad review, stay calm. Apologise where it is fair, give the facts without getting personal, and invite the customer to contact you to sort it out. Never share their private details.

Google also says a mix of positive and negative feedback "often feels more trustworthy" (Google Business Profile Help).

7. Report reviews that break the rules

If a review is fake or breaks Google's policies, you can flag it from your Business Profile. Don't argue in public or threaten the reviewer.

Making it automatic

The hard part is remembering at the end of a long day. A few ways to make it stick:

• Put the review link on your invoice template, so it goes out with every invoice.
• Keep a saved text message you send as you leave each job.
• Use software that sends the request when you mark a job done.

If you use software, check it sends the same request to every customer. Some tools ask "how did we do?" first and only send happy customers to Google. That is the review gating Google prohibits.

How Support Labs can help

One of the automations we set up for UK trades and local businesses is review requests. It is sent after each job or order you mark done, happy customer or not, and we test it with you before it goes live. It costs £150 setup and £50 a month on its own, or comes as part of some of our packages. You need a free Google account for our automations. Details are on our pricing section, or get in touch and we will reply by email within 1 working day.

FAQ

Can I offer a discount for a Google review? No. Google prohibits incentives for reviews, and under UK law since April 2025, reviews that hide an incentive are a banned practice. The CMA has said there is no exception for small incentives.

Can I only ask customers I know are happy? No. Google's policy prohibits selectively asking for positive reviews, and the CMA's guidance says selectively promoting positive reviews may break consumer law. Ask every customer.

Can I ask customers to mention my name or my team's names? Not any more. Since April 2026, Google's policy says businesses should not ask for reviews with specific content, including content that names a member of staff.

What should I do about a bad review? Reply briefly and politely, and offer to sort it out directly. If it is fake or breaks Google's policies, flag it.