How to Get More Google Reviews the Right Way (FTC and Google Rules Explained)

For a contractor, Google reviews are a sales team that works at 2 a.m. They help you show up in maps, and they help a nervous homeowner pick up the phone. But the rules on how you ask have tightened. This guide shows a simple, compliant process, in plain language. It is general information, not legal advice. See also our Google Business Profile management service.

Survey figures are industry data from the sources linked, not Repvox results.

Why reviews matter more every year

The BrightLocal, Feb 2026 Local Consumer Review Survey (1,002 US adults) found that 97% read reviews for local businesses. 68% only use businesses rated 4 stars or higher, and 31% only use businesses rated 4.5 or higher, up from 17% earlier. 74% want reviews from the last 3 months, and 89% expect owners to reply. Recency and replies count, not just your star average.

Reviews also feed your ads. Google's Google, LSA ad rankings guidance lists rating and number of reviews as ranking factors for Local Services Ads, and Google, improve LSA performance says to get 5 or more reviews, since some business types need five before they show. See our HVAC Local Services Ads guide.

The rules you must follow

Two sets of rules apply, and they overlap.

• The FTC Consumer Reviews and Testimonials Rule (16 CFR 465). It took effect on 21 October 2024. Per the FTC, Consumer Reviews and Testimonials Rule Q&A, it bans fake or purchased reviews, incentives that depend on the sentiment of the review, undisclosed insider reviews, and review suppression. Violations can bring civil penalties.
• Google's policy. The Google Maps user-contributed content policy bans incentives for any review (even if you do not ask for a positive one) and bans selectively soliciting positive reviews.

The safest standard is the stricter one: ask every customer, offer nothing in return, and never write or edit a review for anyone.

What not to do

• No discounts, gift cards, raffles or "free tune-up" for a review. Google bans incentives for any review, positive or not.
• No review gating. That means asking "how was it?" privately and only sending happy customers to Google. The FTC rule does not explicitly name gating, but FTC staff have said it could violate the FTC Act, and Google bans selectively soliciting positive reviews. Send the same request to everyone.
• No fake reviews, including ones written by staff, friends, or AI tools.
• No hiding or removing legitimate negative reviews. Flag only those that break Google's policies (spam, off-topic, fake).
• No reviews from your own staff on your own profile without disclosure, and generally avoid it.

A simple compliant review process

1. Ask at the right moment. Right after the job, while the tech is still on site or within a few hours. A quick text works best for most households.
2. Send the same message to every customer. Include your direct Google review link from your Business Profile. Do not filter by satisfaction.
3. Keep the message neutral. For example: "Thanks for choosing us today. If you have a minute, we would appreciate an honest review on Google: [link]." Do not ask for 5 stars.
4. Train techs to mention it, not push it. A short, friendly ask. No pressure, no promises.
5. Follow up once, then stop. One reminder is plenty.
6. Log it. Track how many requests you send and how many reviews you get. That is your real conversion rate.

How to reply to reviews

Since 89% of consumers expect replies in the BrightLocal, Feb 2026 survey, build the habit. Reply to positive reviews briefly and by name. For negative ones, stay calm, do not argue, do not share private details, and offer to talk offline. Prospects read your replies more than the complaint itself.

Never offer a refund or credit in exchange for removing a review. That could count as an incentive tied to review content, which the FTC rule restricts.

Make asking a habit, not a campaign

The shops with the strongest review profiles do not run occasional pushes. They ask every customer, every day, as part of closing out a job. Put the ask in your invoice or follow-up text template, assign someone to watch for new reviews each morning, and review the numbers monthly. A steady trickle of recent, honest reviews looks more trustworthy to customers than a burst of fifty in one week, and it keeps you inside the rules.

Keep your Business Profile healthy

Reviews are one part of local ranking. Google, local ranking describes relevance, distance and prominence, and notes there is no way to request or pay for a better local ranking. Complete categories, hours, services and real photos help. Our HVAC, plumbing and electrician pages explain how we handle this for each trade, and a free campaign audit will check your review count, recency and replies.

Frequently asked questions

Can I give a discount to customers who leave a review?

No. Google's policy bans incentives for reviews, and the FTC rule bans incentives tied to the sentiment of a review. Ask politely and offer nothing in return.

Is it okay to only ask happy customers?

No. Selectively soliciting positive reviews is against Google's policy, and FTC staff have warned that review gating could violate the FTC Act. Ask every customer the same way.

What if I get a fake or unfair review?

Flag it to Google if it breaks their content policies, reply professionally, and keep collecting honest reviews. Do not threaten the reviewer or offer payment to remove it.