How to get more Google reviews as a tradie (without it being awkward)

The easiest way to get more Google reviews is to ask every customer the moment the job's signed off, and text them a direct link to your review form. Make it part of how you finish every job, reply to the reviews you get, and never offer anything in return or only ask the happy ones. That breaks Google's rules and, in New Zealand, misleading reviews can breach the Fair Trading Act.

Why do Google reviews matter so much for tradies?

Google reviews are often the first thing a customer sees about you, right next to your name in Google search and Maps. They help people decide whether to ring you, and Google says more reviews and positive ratings can help your local ranking.

Even when someone gets your name from a neighbour, they'll often look you up before calling. If they search "electrician near me" or "roofer Napier", they get a map with a handful of businesses, each showing a star rating and a review count. A business with plenty of recent, genuine reviews looks busy and trustworthy. One with two reviews from years ago looks quiet.

When is the best time to ask for a Google review?

The best time to ask is the moment the job's signed off, while the customer is pleased and the work is fresh in their mind. Leave it a few weeks and life gets in the way.

Good moments to ask:

• At the final walk-through, right after they've said "that looks great".
• When you hand over the warranty info, manuals or other paperwork.
• When you send or they pay the final invoice.
• When they text you a photo or a thank-you.

For a long job like a renovation, ask once at completion, not at every stage. Then send one friendly reminder a few days later if they haven't got to it. After that, leave it. Chasing any more is where it gets awkward.

How do you get your Google review link and QR code?

Google gives every Business Profile a short link and a QR code that open your review form directly. You'll find both in your Business Profile under Read reviews, then Get more reviews.

Google's help page on review links and QR codes gives these steps:

1. On a computer, go to business.google.com and open your Business Profile.
2. Select Read reviews, then Get more reviews.
3. Select the copy icon to copy your review link, or right-click the QR code and choose Save image as to download it.

Google currently says review QR codes can only be generated in a computer browser, not on a phone, so do this one at the desk.

Once you've got the link:

• Test it. Open it on your phone and check it goes straight to the review form.
• Keep it handy. Save it in your phone's notes, or set up a text shortcut in your keyboard settings, so it's two taps away on site.
• Print the QR code on invoices, quotes, business cards and handover packs.

If you haven't set up or verified your Business Profile yet, start there. Our Google Business Profile guide for NZ businesses walks you through it.

What should you say when you ask for a review?

Keep it short, personal and neutral: thank them, ask for an honest review, and include the link. Here are some templates you can copy and tweak.

Text message straight after the job

Hi Sarah, thanks again for having us out to do the deck. Would you mind leaving us a quick Google review? It really helps a small local business like ours. Here's the link: [your link]. Cheers, Mike

Email with the final invoice

Subject: Your invoice for the hot water cylinder replacement

Hi Jenny,

Thanks for having us. Your invoice is attached.

One small favour: if you've got a minute, we'd really appreciate an honest Google review. It helps other locals find a tradie they can trust, and it means a lot to a small business like ours.

Leave a review: [your link]

Thanks again, Sam, [your business], [your phone]

The one follow-up

Hi Sarah, just a quick follow-up on the review link from last week. No stress at all if you've been flat out. Here it is again in case it got buried: [your link]. Thanks!

Asking in person

"Glad you're happy with it. I'll flick you a text with a link to our Google reviews. If you get a minute later on, an honest review would really help us out."

Then send the text before you've left the driveway.

Wording to avoid

• Don't ask for five stars. Ask for an honest review. It keeps you on the right side of Google's rules.
• Don't tell them what to write. Google's policy says businesses shouldn't ask for specific content to be included, so skip "could you mention we're the best plumber in Hamilton?".
• Don't hover. Google's policy also says businesses shouldn't pressure customers into leaving a review on the spot. Let them do it in their own time.

How do you make asking for reviews part of the job?

The secret to lots of reviews isn't asking cleverly; it's never forgetting to ask. Tie it to something you already do on every job, like invoicing.

Ways to build it in:

• Put the link on your invoice template. Most invoicing software lets you add a standard note to every invoice, so add one line with your review link.
• Add it to your job sign-off checklist, straight after "site tidy" and "photos taken".
• Batch it if you have to. If asking on the spot keeps slipping, block out 10 minutes on Friday arvo to text everyone you finished a job for that week.
• Don't set review targets for your team. Google's policy specifically says businesses shouldn't ask staff to collect a set number of reviews. Ask the crew to mention it, not to chase numbers.

How should you reply to Google reviews, good and bad?

Reply to as many reviews as you can, quickly and briefly, and never argue. Google calls replying to reviews best practice, the reviewer gets notified when you reply, and your reply sits publicly under their review for every future customer to read.

Google's tips: keep replies short and friendly rather than salesy, protect the customer's privacy, avoid personal attacks, apologise where it's warranted and reply promptly. Make each reply count, rather than pasting the same thank-you everywhere.

To reply, open your Business Profile, select Read reviews, then select the reply icon next to the review.

Replying to a good review

Short, specific and signed:

Thanks Sarah, glad the deck came up well. It was great to see it with the outdoor furniture on. Enjoy summer out there! Mike

Replying to a fair negative review

If they've got a point, own it. Future customers will judge you on how you handle a problem as much as on the problem itself.

Hi Mark, thanks for the honest feedback, and you're right: we should have told you about the delay on the second day. That's on us. I've sent you a message to sort out the tidy-up you mentioned. Phil

Replying to an unfair or unrecognised review

Stay calm, stick to the facts and take it offline. Never post the customer's personal details.

Hi Jo, sorry to hear this. We can't find a job under this name in our records, so we'd like to understand what happened. Could you give us a call on [your number] so we can look into it? Kate

What if a review is fake or abusive?

You can report a review that breaks Google's policies, such as spam, fake reviews, offensive content or conflicts of interest. Open Read reviews, select the report icon next to the review, choose a reason and send it.

Google says only reviews that break its policies are eligible for removal, so a review being negative or unfair isn't enough on its own. If it stays up, a calm, reasonable reply is your best defence.

What's not allowed when asking for Google reviews?

You can ask any customer for an honest review, but you can't reward them for it, only ask the happy ones, or post fake reviews. Google bans these under its Maps user-contributed content policy, and in New Zealand misleading reviews can also breach the Fair Trading Act 1986.

What can Google do if you break the rules?

Google removes reviews that break its policies. If it decides a business owner has broken its fake engagement policy, Google says it may also block new reviews on the profile for a set period, unpublish existing reviews for a set period, or show a warning on the profile telling customers that fake reviews were removed.

What does New Zealand law say about fake reviews?

The Fair Trading Act 1986 bans misleading or deceptive conduct in trade, and the Commerce Commission, which enforces it, says reviews must be genuine and presented in a way that doesn't mislead the reader. That covers fake reviews, and it covers hiding the bad ones.

The Commission has taken this to court. In 2026 the District Court ordered Brand Developers Ltd, which trades as The TV Shop, to pay $1,104,000 for misleading conduct that included how it handled online reviews. According to the Commission, staff posted positive reviews without disclosing their connection to the business, the company asked friends and family to leave reviews, and it filtered out one- to three-star reviews unless the customer responded to a follow-up email.

A one-ute tradie isn't The TV Shop, but the principle is the same: reviews have to be real, and you can't bury the bad ones. The Commerce Commission's online reviews guidance is worth a read. This isn't legal advice, so if you're unsure about something specific, check with the Commission or a lawyer.

How do Google reviews help you show up on Google Maps?

Reviews are one of the things Google uses to decide which local businesses to show. Google says local results are based mainly on relevance, distance and prominence, and that more reviews and positive ratings can help your local ranking.

According to Google's help page on local ranking:

• Relevance: how well your Business Profile matches what someone searched for. Complete, detailed business info helps.
• Distance: how far your business is from the person searching. You can't change much here.
• Prominence: how well known your business is. Google says this takes in things like how many websites link to you and how many reviews you have.

So reviews aren't a magic switch. A builder in Whangārei won't show up for someone searching in Queenstown, however many reviews they have. But among similar businesses in the same area, genuine reviews, a complete Business Profile and a decent website all help. Our local SEO checklist for NZ tradies covers the rest.

Where does NZ Web Services fit?

You can do everything in this article yourself, for free. If you'd rather someone else kept your profile in shape, our Growth plan ($150/month) includes a managed Google Business Profile alongside website hosting, upkeep and unlimited changes, with no lock-in. You can see the plans here. And if you haven't got a website yet, here's an honest look at whether tradies need one, or you can request a callback. Websites start from $1,000 one-time: you pay up front, then we build yours and keep refining it with you until it's right.