Quick answer: To get more Google reviews, ask every customer or patient soon after the visit or job, send them your direct Google review link or QR code, make the ask a routine step for your team, and reply to the reviews you get. Don't offer anything in return, don't ask only the people you think are happy, and never write, buy or pressure for reviews. Google's Maps policy prohibits all of these, and the FTC's rule on consumer reviews (in force since October 21, 2024) lets courts impose civil penalties for knowing violations such as fake or bought reviews.
Reviews are one of the few local ranking signals you can influence directly. Google says prominence, one of the main factors in local results, is partly based on how many reviews a business has, and that "more reviews and positive ratings can help your business's local ranking" (Google Business Profile Help). They also help the person reading your profile decide whether to call you or the next name on the list.
The businesses that collect reviews steadily aren't doing anything clever. They ask consistently, make it easy, and stay inside the rules. Here's the process I set up for dental practices and HVAC, plumbing and other home-service companies.
Step 1: Get your Google review link and QR code
Google gives every verified Business Profile a short link and a QR code that open the review form directly, so customers don't have to search for you (Tips to get more reviews).
- Sign in to the Google account that manages your Business Profile and open your profile on Google Search or Maps.
- Select Read reviews, then Get more reviews (some profiles label it Ask for reviews).
- Copy the link, or download the QR code.
- Test the link on your own phone before you share it.
If your profile isn't verified yet, do that first. You need verification to reply to reviews (Manage customer reviews). If you have more than one location, each location needs its own link, so customers review the office or branch they actually used.
Step 2: Ask everyone, at the moment the experience is fresh
Timing matters more than wording. Ask while the visit or job is still top of mind, and ask everyone, not a hand-picked group.
| Business | Best moment to ask | How |
|---|---|---|
| Dental practice | At checkout, or the same day after the appointment | A verbal ask at the front desk, a QR card at checkout, then one follow-up text or email |
| HVAC company | When the technician closes out the call and walks the customer through the work | The tech mentions it, the invoice or receipt carries the link, then one follow-up text or email |
| Plumbing company | Right after the fix is confirmed, before the truck leaves | Same as HVAC: a verbal ask, the link on the invoice, one follow-up |
| Any local business | Within a day or two of the visit or job | Thank-you email, receipt, email signature, website thank-you page |
One follow-up is enough. A string of reminders feels like pressure, and Google's policy says businesses shouldn't require or pressure customers to leave ratings or write reviews, including while they're on the premises (Maps prohibited and restricted content).
Step 3: Use neutral scripts
A neutral request asks for an honest review. It doesn't hint at a star rating, suggest what to write or promise anything. Copy and adjust these.
In person (front desk or technician)
"Thanks for coming in today. If you have a minute later, we'd really appreciate an honest review on Google. This card has a QR code that takes you straight there."
Text message (dental)
"Hi [First name], thanks for visiting [Practice name]. If you have a minute, we'd appreciate your honest review on Google: [link]. Reply STOP to opt out."
Keep dental texts free of anything clinical: no treatment, procedure or provider details. A text can sit on a lock screen where someone else can read it.
Text message (HVAC, plumbing and other trades)
"Hi [First name], thanks for choosing [Company name] today. If you have a minute, would you share your honest experience on Google? [link] Reply STOP to opt out."
Subject: "How was your visit to [Business name]?" Body: one or two sentences of thanks, the review link as a button, and a line that says any honest feedback helps.
Only text people who've agreed to get texts from you, include an opt-out, and keep the message about the visit, not a promotion. Talk to your own counsel about your texting obligations.
Step 4: Make the ask part of the routine
Reviews stall when asking depends on someone remembering. Build it into steps your team already does:
- Front desk checkout script for dental teams, with the QR card at the counter.
- Job close-out checklist for technicians, so the ask happens with the invoice.
- Your review link on receipts, invoices, email signatures and the thank-you page after an online booking.
- An automated follow-up from your scheduling or job software, sent to all completed visits or jobs, not a filtered list.
Two habits to avoid: don't give staff a review quota, and don't ask customers to mention a team member by name. Google's policy lists both, "a certain number of reviews" and reviews "that identify a staff member", as things merchants shouldn't request. Keep the pace steady too. A sudden blast to years of old customers can look like the "unusual volumes or patterns" Google describes as rating manipulation.
What Google and the FTC don't allow
Two sets of rules apply. Google's Maps policy governs what can stay on your profile. The FTC's Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (16 CFR Part 465) is federal law, and it authorizes courts to impose civil penalties for knowing violations (FTC Q&A). Google's policy is stricter in places, so follow both.
| Practice | Google Maps policy | FTC rule (16 CFR Part 465) |
|---|---|---|
| Discounts, gift cards, free services or raffle entries for a review | Not allowed, whatever the review says | Banned when the reward is tied, openly or by implication, to a positive or negative review (§ 465.4). Google's ban is broader, so skip incentives completely. |
| Review gating: asking only happy customers, or surveying first and sending only good scores to Google | Not allowed ("selectively solicit positive reviews") | Not named in the rule, but FTC staff say it could violate the FTC Act |
| Writing fake reviews, or buying reviews | Not allowed (fake engagement) | Banned (§ 465.2) |
| Reviews from owners, staff or family | Not allowed (conflict of interest) | Reviews by officers or managers need a clear disclosure of the relationship (§ 465.5) |
| Paying someone to change or remove a negative review | Not allowed | FTC staff say it may violate the FTC Act |
| Threats, intimidation or false public accusations to get a review removed | Replies must follow Google's content policies, which bar harassment | Banned (§ 465.7) |
| Hiding negative reviews on your own site while implying you show all of them | Doesn't apply (this is about your own website) | Banned (§ 465.7) |
What is allowed: Google says merchants may "solicit or encourage the posting of content that does represent a genuine experience, without offering incentives to do so or attempting to influence the rating or the contents of the review." The FTC's staff guidance also says you can contact unhappy customers to fix the problem. This is general information, not legal advice. Talk to your own counsel about your obligations.
Google reviews for dentists: the extra rules
Everything above applies to dental practices, plus patient privacy. When you reply to a review, don't reveal or confirm anything about the reviewer's care. That includes confirming they're a patient, naming a treatment or a visit date, or mentioning insurance or billing. It applies even when the reviewer shared those details first.
This isn't theoretical. HHS's Office for Civil Rights settled with a California dental practice over patient information disclosed in its replies to online reviews (HHS OCR).
A safe dental reply stays general and moves the conversation offline:
- Positive review: "Thank you for taking the time to share your feedback. We appreciate it."
- Negative review: "Thank you for your feedback. We take concerns like this seriously and would like to talk with you directly. Please call our office manager at [phone]."
Two more checks for practices. The ADA notes that some jurisdictions may restrict soliciting reviews from patients, so check your state dental board's rules before you start (ADA). And train everyone who can reply on the profile, not just the office manager.
How to reply to Google reviews (any business)
Google's own advice is to keep replies short, polite and specific, avoid promotions in replies, and never share a reviewer's private information (Google Business Profile Help). Google reviews your reply before it posts, and the reviewer is notified and can still update their review.
- Positive (home services): "Thanks, [First name]. Glad the new water heater is running well. We appreciate you choosing [Company name]."
- Negative (home services): "I'm sorry this visit didn't go the way it should have. I'd like to make it right. Please call me directly at [phone]. [Your name], [Company name]."
Reply to negative reviews calmly and promptly, fix the problem offline, and let the customer decide whether to update the review. Never offer anything in exchange for changing it.
What to do about fake or unfair reviews
If a review breaks Google's policies, for example a competitor's review, spam or harassment, flag it from your Business Profile and Google will assess it (Manage customer reviews). A review that's simply negative but genuine will usually stay. Answer it professionally. Don't threaten the reviewer or accuse them publicly of lying unless you know it's true, because the FTC rule covers groundless legal threats, intimidation and false public accusations (§ 465.7).
Turn more reviews into more booked calls
More reviews tend to bring more calls, and calls are only valuable if someone answers them. If your phones go to voicemail during busy hours, my AI answering service is built to help cover the calls your team can't take, starting with missed-call text-back.
Not sure where your profile stands? Get a free AI Search + Google Ads Visibility Audit: what AI answers (ChatGPT, Gemini, AI Overviews) say about your practice or business, your Google Maps ranking and Business Profile, how well your website converts, an optional Google Ads check, and a lead-response check of after-hours calls, missed-call text-back and form response time. No pitch, just facts. You'll get your audit within 3 business days.
Get a free audit · Book a 30-minute strategy call
Related guides
- How to rank in ChatGPT as a local business
- Google Business Profile optimization for local SEO
- Local SEO strategies to rank higher locally
FAQ
How do I get more Google reviews fast?
Start asking every customer today, in person and with one follow-up text or email that includes your Google review link. There's no compliant shortcut. Buying reviews, offering rewards or sending a sudden blast to years of old customers can get reviews removed or your profile restricted.
Is it legal to ask customers for Google reviews?
Yes. Google allows businesses to ask for reviews that reflect a genuine experience, as long as they don't offer incentives or try to influence the rating or what the review says. Ask everyone, not only customers you expect to be happy.
Can I offer a discount or gift card for a Google review?
No. Google prohibits incentives such as payment, discounts or free goods or services in exchange for a review. The FTC rule also bans rewards tied to a positive or negative review, so the safe policy is no incentives at all.
What is review gating, and is it allowed?
Review gating means screening customers first, for example with a private survey, and only sending happy ones to Google. Google's policy does not allow selectively soliciting positive reviews, and FTC staff say the practice could violate the FTC Act.
How should a dentist respond to a Google review?
Thank the reviewer, keep the reply general and invite them to call the office. Don't confirm they're a patient or mention any treatment, visit or billing detail, even if they shared it first. HHS has settled with a dental practice over patient information disclosed in review replies.
Can I get a negative Google review removed?
Only if it breaks Google's policies, for example spam, a conflict of interest or harassment. Flag it from your Business Profile. A genuine negative review usually stays, so reply professionally and try to fix the problem offline.
Khalid Hossen has worked in SEO and Google Ads for 14+ years, with 150+ dental & local service businesses served, and helped scale two dental practices to $5M. No long-term contracts. Get a free audit of how your practice or business shows up in Google, Google Maps and AI answers.
