How to get more Google reviews as a tradie, without the awkwardness

Most tradies know reviews matter. The hard bit is asking. You’ve just finished a job, you’re packing up the ute, and “would you mind leaving us a review?” feels a bit like asking for a tip.

It doesn’t have to. With a review link, a short text and a simple routine, asking becomes as normal as sending the invoice. Here’s how, plus the rules that keep your reviews from being removed.

Why reviews are worth the effort

Reviews show next to your Business Profile on Google Maps and Search, so they’re often the first thing a new customer sees. (Google: Tips to get more reviews)

They also help you show up. Google says local results are mainly based on relevance, distance and prominence, and that prominence is based partly on how many reviews you have. In Google’s words: “More reviews and positive ratings can help your business’s local ranking.” (Google: Improve your local ranking)

You can’t pay Google for a better local ranking. Google says so plainly on the same page. Real reviews from real customers are one of the few levers you control.

The rules: what Google and NZ law don’t allow

Get this right first, or your reviews can be removed.

Google’s rules. Google’s Maps content policy says businesses must not:

• offer incentives such as payment, discounts, free goods or services in exchange for a review, or for changing or removing a negative one
• discourage or prohibit negative reviews
• selectively ask only the customers they think are happy
• pressure customers to leave a review on the spot, or ask them to include specific content
• post reviews with a conflict of interest, such as from staff, family or competitors

(Google Maps content policy: fake engagement and rating manipulation)

What Google does allow is asking customers to review a genuine experience, without incentives and without trying to influence the rating or what they write.

If Google finds fake or incentivised reviews, it can remove them and restrict your profile. Restrictions can include blocking new reviews for a set time, unpublishing your existing reviews, or showing customers a warning that fake reviews were removed. (Google: Business Profile restrictions)

New Zealand law. The Commerce Commission says reviews must be genuine and presented in a way that doesn’t mislead people. (Commerce Commission: Online reviews) In December 2025 it announced that the District Court had found The TV Shop breached the Fair Trading Act, partly because staff posted “customer” reviews and the company held back low-rating reviews on its own website. (Commerce Commission: The TV Shop decision)

The simple version: ask every customer, the same way, for an honest review, and give nothing in return. No “$20 off your next job for a five-star review”. No getting your partner or apprentice to post one.

Step 1: Get your review link and QR code

Google gives every Business Profile a review link and a QR code that take customers straight to the review box. Google suggests sharing them on receipts, in thank-you emails and at the end of a chat. (Google: Create a review link or QR code)

To get them, go to your Business Profile, select Read reviews, then Get more reviews. From there you can copy the link or save the QR code. Google says the QR code can currently only be generated in a computer browser, not on your phone, so do this at the desk once and save both.

If your profile isn’t set up yet, start with our Google Business Profile setup guide.

Step 2: Ask at the right moment

The best time to ask is when the customer is happiest with the result and the job is clearly finished. For most tradies that’s:

• when the job is signed off and you’re walking them through it
• when you send the final invoice

Asking in person and then sending the link by text works well. The customer hears it from you, and the link means they don’t have to search for you.

One thing to avoid: standing over them while they write it. Google’s policy says you shouldn’t pressure customers to leave a review while you’re there. Send the link and let them do it in their own time.

Step 3: Use words that don’t feel weird

The awkwardness usually comes from not knowing what to say. Here are a few scripts you can copy. They ask for honest feedback, not five stars, which keeps you within Google’s rules.

In person, at sign-off:

“Glad you’re happy with it. I’m going to text you a link to our Google reviews. If you’ve got a minute, an honest review really helps a small business like ours.”

Text, same day:

“Hi Sarah, thanks for having us on the bathroom job today. If you’ve got a minute, we’d really appreciate an honest Google review: [link]. Cheers, Mike – Smith Plumbing”

On the invoice or email footer:

“How did we do? We’d love your honest feedback on Google: [link or QR code]”

Keep it short, use their name and include the link. Send the same message to every customer, not just the ones you think loved it.

Google notes that customers need to be signed in to a Google Account to leave a review, and they can create one with a non-Gmail email address. (Google: Tips to get more reviews) If an older customer says they can’t do it, that’s often why.

Step 4: Make asking automatic

The trick is never forgetting to ask. Build it into something you already do:

• Add the link to your invoice template, so it goes out with every invoice. If you use a job app, our Tradify guide and ServiceM8 guide both suggest adding your review link to your invoices.
• Save a text template on your phone or in your job app for job completion.
• Print the QR code on the back of your business card or a fridge magnet you leave behind.
• Put it in your email signature.

If you use a job app, see whether it can send a message when a job’s marked complete. (Our guide on how to get enquiries straight into Tradify or Fergus covers the start of the job.)

Step 5: Reply to every review

Google says replying shows customers you value their feedback, and lists responding to reviews as one of its tips for local ranking. (Google: Improve your local ranking)

A few things to know, from Google’s help pages (Google: Manage customer reviews):

• You need a verified Business Profile before you can reply.
• Google checks replies against its content policies first. Most go live within about 10 minutes, but it can occasionally take up to 30 days.
• Your reply shows as coming from your business, not your personal name.
• The customer is notified when you reply, and can still edit their review afterwards.

Google’s own tips for replies: keep it short and polite, don’t send the same “thanks” to everyone, and don’t use replies to push deals or promotions. (Google: Tips to get more reviews)

A good reply to a positive review takes 20 seconds:

“Thanks Sarah, glad the new vanity’s working out. Good luck with the rest of the reno! – Mike”

How to handle a bad review

It’ll happen eventually. Don’t panic, and don’t fire back. If it’s got you wound up, wait until the next day before you reply.

Google’s advice for negative reviews (Google: Tips to get more reviews):

• Never share the reviewer’s private details or make it personal.
• Be honest. Own any mistake, but don’t take the blame for things outside your control.
• Apologise where it’s warranted.
• Use their name and respond to what they actually said.
• If it’s complicated, invite them to call or email you to sort it out privately.
• Reply promptly.

Remember that future customers will read your reply too.

When can you get a review removed? Only when it breaks Google’s policies, such as spam, fake reviews, harassment or a review from a competitor. Google says not to report a review just because you disagree with it. You can flag a review from your Business Profile, and track it in Google’s Reviews Management Tool, which also offers a one-time appeal. Google says evaluation typically takes several days. (Google: Report inappropriate reviews)

Put your reviews to work on your website

Google lets you copy a link to any individual review from Google Maps, so you can share it or link to it as a testimonial. (Google: Manage customer reviews) Add a few genuine reviews to your homepage and service pages, near your quote button, with the reviewer’s first name and suburb if they’re happy for you to use them.

Just don’t cherry-pick in a way that misleads. The Commerce Commission’s guidance is that reviews must be presented in a way that doesn’t mislead people about what the reviewer meant.

Frequently asked questions

Can I offer a discount or a prize draw for Google reviews?

No. Google bans offering incentives such as payment, discounts, free goods or services in exchange for a review. A prize draw or money off your next job counts as an incentive too, so leave them out.

Can I ask only my happy customers for a review?

No. Google’s policy says businesses must not selectively ask for positive reviews or discourage negative ones. Ask every customer the same way.

Can my family or staff leave a review?

They shouldn’t. Google treats reviews from current or former employees, family and others with a conflict of interest as rating manipulation, and New Zealand’s Commerce Commission has taken action over undisclosed staff reviews.

How do I get my Google review link?

In your Business Profile, select Read reviews, then Get more reviews. You can copy the link or save the QR code. Google says the QR code can only be generated in a computer browser.

Can I delete a bad Google review?

Not yourself. You can report a review that breaks Google’s policies, and Google decides whether to remove it. Reviews you simply disagree with won’t be removed, so reply calmly instead.

Do customers need a Gmail address to leave a review?

They need a Google Account, but Google says it can be set up with a non-Gmail email address.

Need a website your reviews can point to?

Readysite sets up AI automation for NZ tradies, around the tools you already use, so enquiries and jobs don’t slip through while you’re on the tools. We’re based in Christchurch and work with tradies right across New Zealand. See our pricing or find out more at readysite.co.nz.

And if you’re missing calls while you’re on the tools, our AI voice assistant can answer them and text you the job.