How to Get More Google Reviews as a Contractor (Without Breaking the Rules)

Before someone lets you into their home, they check you out online. BrightLocal's 2025 Local Consumer Review Survey shows how much reviews shape that choice:

• 83% of consumers use Google to read reviews. No other site comes close.
• 74% check at least two review sites before deciding.
• 73% would not use a business rated below 3 stars.
• 89% expect the owner to reply to reviews, good and bad.

For a contractor, your Google rating is often the first thing a new customer sees, even before your website.

Here is the most useful number in the whole survey. 96% of consumers say they are open to writing a review. But only 29% actually wrote one in the past year.

That gap is your opportunity. Most happy customers do not leave reviews because they forget, or because nobody made it easy. The fix is simple: ask every customer, every time, with a direct link.

Timing is everything. The best moment is right after the job is done, when the customer is happy and the problem is fresh in their mind.

• Best: in person as you finish, followed by a text with the link within an hour.
• Good: a text the same day.
• Too late: a week later. By then, they have moved on.

First, get your review link. In your Google Business Profile, look for the “Ask for reviews” or “Get more reviews” option. It gives you a short link that opens the review box directly.

In person, keep it simple:

“I am glad we got that sorted for you. Reviews really help a small business like ours. I will send you a quick link. If you have a minute, an honest review would mean a lot.”

Then send a text like this:

“Hi Sarah, thanks for choosing Smith Plumbing today. If you have a minute, we would love an honest review: [link]. Thank you! — Mike”

Use the customer's name, your name, and one link. Keep it short enough to read in five seconds.

Getting reviews the wrong way can cost you far more than it gains. Here are the main rules:

• No fake reviews. In the US, the Federal Trade Commission's rule on consumer reviews took effect in October 2024. It bans fake reviews, including ones written by AI, and lets the FTC seek penalties of over $50,000 per violation. In Canada, the Competition Bureau treats fake reviews as misleading advertising.
• Do not pay for positive reviews. Under the FTC rule, you cannot offer a reward that depends on the review being positive. A neutral ask like “leave an honest review” is fine.
• Do not only ask happy customers. Google's policies say you should not selectively ask for positive reviews or discourage negative ones. This is called “review gating.” Ask everyone.
• Do not bully people into removing bad reviews. The FTC rule also bans using threats or intimidation to suppress negative reviews.

Remember, 89% of people expect you to reply. Here is a simple way to do it:

• Good review: Thank them by name and mention the job. “Thanks, Sarah! Glad we could fix that water heater before the weekend.”
• Bad review: Stay calm. Say sorry for their experience, do not argue, and offer to fix it offline. “Sorry to hear this, John. That is not the service we aim for. Please call me directly at [number] so I can make it right.”

Future customers read your replies too. A calm, helpful reply to a bad review can build more trust than ten five-star reviews.

The hardest part is remembering to ask every single time. That is why the best approach is to automate it.

Mercvox sends a personalized review request text after each booked job, so you never forget to ask. Combined with answering every call, it helps you win more work and build the reputation that brings in the next customer.

• BrightLocal — Local Consumer Review Survey 2025
• Federal Trade Commission — Final Rule Banning Fake Reviews and Testimonials (2024)
• Google — Maps user-generated content policy