The short answer
Ask happy customers to leave a review, make it easy with a direct link or QR code, reply to every review, and never offer rewards for reviews. Google recommends asking customers to visit a Google link or scan a QR code, and says to respond to all reviews.1
How to ask
- Ask at the right moment. Soon after you have delivered something the customer is pleased with.
- Make it one tap. Google lets you create a link or QR code that takes people straight to your review form, so send that instead of telling them to search for you.1
- Ask personally. A short, friendly message from you works better than a generic blast.
- Say thanks either way. Whether they review or not.
A message you can adapt
"Thanks again for working with me. If you were happy with how it went, a short Google review would really help other businesses find me. Here is the link: [link]. Thank you!"
What not to do
Google's rules are strict, and breaking them can get your profile restricted:
- Do not offer incentives such as discounts, free goods or payment in exchange for reviews, or for changing or removing a negative review.12
- Do not require or pressure people to leave a review while they are on your premises.2
- Do not ask for specific content to be included in a review.2
- Do not write or buy fake reviews. Google disallows content that is not based on a real experience.2
What is allowed is asking for genuine feedback, and encouraging people to share a real experience, without offering anything in return.2 That also keeps you on the right side of honest advertising. See NZ marketing rules.
Reply to every review
Google suggests keeping replies brief, personal and helpful rather than promotional, and answering negative reviews with empathy and promptly.1 A calm, professional reply to a bad review often does your reputation more good than the review does harm.
Where reviews fit
Reviews are part of a complete Google Business Profile. If you have not set yours up yet, start with my guide on setting up your profile. They also help people and AI assistants confirm you are a real, good business, which matters for being found in AI search.
References
- Tips to get more reviews. Google Business Profile Help. Accessed 5 October 2026.
- Prohibited & restricted content. Google Business Profile Help. Accessed 5 October 2026.