How to get more Google reviews as a plumber

Google says local results are mainly based on relevance, distance and prominence. Reviews feed into prominence: in its own words, "More reviews and positive ratings can help your business's local ranking." It also says there's no way to request or pay for a better local ranking.

Reviews also do a job ranking can't. Someone with a leak under the sink is choosing between three or four names on a map. Recent reviews that mention the kind of job they need, and replies that show you care, help them pick you.

Google itself says that a mix of positive and negative feedback often feels more trustworthy. A steady flow of honest reviews beats a handful of perfect ones.

Google gives you a direct review link and a QR code for free, so you don't need a third-party tool.

1. 1Sign in to the Google Account you use for your Business Profile and open your profile.
2. 2Select Read reviews, then Get more reviews.
3. 3Copy the link to share it, or save the QR code image.
4. 4Save the link as a text shortcut on your phone so you can send it in seconds.

Google says the QR code can only be made in a browser on a computer, not on a mobile. Print it on invoices, job sheets, cards or a sticker in the van. Customers need to be signed in to a Google Account to leave a review, but Google notes they can set one up with a non-Gmail email address.

• Ask every customer, not just the ones you think are happy. Google's policy bans businesses from selectively asking for positive reviews, and CMA guidance treats only encouraging satisfied customers as cherry-picking.
• Ask when the job's done and working, then send the link the same day. A text or WhatsApp message is easiest; Google also suggests email.
• Don't stand over them while they write it. Google says businesses shouldn't pressure customers into leaving reviews, or ask them to include specific content.
• Keep it short and personal. Use your name and mention the job.

Example message to adapt

"Hi Sarah, it's Dan from Dan's Plumbing. Thanks for having me round to fix the leak today. If you've got a minute, I'd be grateful for an honest review on Google: [your link]. Thanks, Dan"

Leave out anything that sounds like a reward, such as "10% off your next job", and don't ask for five stars. Ask for an honest review.

For service businesses, Google may ask reviewers which tasks you did, taken from your service list, your website or a standard list. If a job type is missing, you can add it to your service list.

Add the jobs you want to be found for, such as leak repairs, boiler repairs, bathroom installs and blocked drains. Reviews that say what you did are more useful to the next customer reading them.

Since April 2025, fake reviews and paid-for reviews that aren't clearly marked as incentivised have been banned practices under the Digital Markets, Competition and Consumers Act 2024, which means they're automatically unfair and illegal. Google's content policy goes further than the law in some places.

The CMA's fake reviews guidance also applies to reviews you show elsewhere, such as on your website, social media or printed leaflets. Don't pick out only the best ones in a way that misleads.

Google can restrict your Business Profile: stop new reviews for a set time, remove existing ones, or show a warning on your profile that fake reviews were removed.

Under changes Google agreed with the CMA in January 2025, UK businesses that boost their ratings with fake reviews get warning alerts on their profile and can have their review function switched off, and repeat offenders can have all their reviews deleted for six months or more. In March 2026 the CMA opened investigations into five businesses over fake and misleading reviews, including staff writing reviews and discounts offered for five-star reviews.

Google's own tips on replying are sensible for plumbers:

• Keep it short and simple. Google says you don't need to thank every reviewer publicly.
• Don't sell. A reply isn't the place for an offer.
• Never share the customer's private details, such as their address or what was wrong in their home.
• Admit mistakes and apologise if needed, but don't take responsibility for things outside your control.
• Sign off with your name or initials, and reply in good time.

For a bad review, reply once, calmly, and offer to sort it out offline: "Sorry the tap's still dripping, Mark. Please ring me on the usual number and I'll come back and look at it." Future customers read the reply as much as the review.

Only if it breaks Google's policies, for example if it's fake, offensive or about a different business. Google says not to report a review just because you disagree with it.

1. 1Open your Business Profile and select Read reviews.
2. 2Find the review and select Report.
3. 3Choose the reason it breaks policy and send the report.
4. 4Wait for the outcome. Google says checks typically take several days, and you can appeal a decision once.

If an honest bad review stays up, a good reply and a steady flow of new reviews from other customers is the best answer.