Google review request templates: texts and emails that follow Google's rules

Plenty of happy customers never leave a review. Usually not because they would not, but because nobody asked at the right moment, with a link that works on a phone. The fix is a short message, sent within an hour or so of the job, to every customer, with your direct review link.

"Every customer" is not a style choice. It is the rule.

The rules first

Two sets of rules apply to review requests, and they agree on the core points.

Google's policy. Google's prohibited and restricted content policy for Maps says businesses must not "selectively solicit positive reviews" or discourage negative ones, and must not offer payment, discounts or free goods or services in exchange for a review (Google Maps user contributed content policy, checked October 2026). Asking customers to share a genuine experience is allowed.

The FTC. The FTC's Consumer Reviews and Testimonials rule, in effect since October 21, 2024, bans incentives conditioned on a review expressing a particular sentiment, and bans suppressing reviews through threats or false accusations. The FTC also says that asking only customers you expect to be happy could violate the FTC Act (FTC rule Q&A, checked October 2026).

In practice, that means:

• [ ] Send the same request to every customer, not only the ones the tech thinks were happy
• [ ] Do not ask "were you happy?" first and send the review link only to people who say yes (this is "review gating")
• [ ] No discounts, gift cards, raffle entries or free service for reviews
• [ ] Do not have employees, family or partners review you
• [ ] Do not pressure the customer to write it while the tech is standing there

This is a summary, not legal advice. Read both pages and ask an attorney if you are unsure about a specific practice.

Get your review link

In your Google Business Profile, choose Read reviews, then Get more reviews, and copy the link (or download the QR code from a computer browser), per Google's help page. Test it on a phone before you use it.

The templates

Replace the bracketed parts. Use the tech's first name if your policy allows it.

Text, sent after the job is done

Hi [first name], thanks for choosing [Company] today. If you have a minute, we'd appreciate a Google review of your visit with [tech first name]: [link]. Reply here if anything isn't right and we'll take care of it.

The last sentence is not gating. Every customer gets the link and the offer to fix a problem in the same message. The customer decides what to do with each.

Shorter text

Thanks for having us out today, [first name]. Would you share a quick review of your visit? [link]

Email, sent the same day

Subject: How did we do today?

Hi [first name],

Thanks for having [tech first name] out for your [job] today. Reviews help other people in [city] find a company they can trust, and they help us see what we're doing well and what to fix.

If you have two minutes, you can leave a Google review here: [link]

If anything about the visit wasn't right, reply to this email and I'll handle it personally.

[Name], [Company]

One reminder, three to five days later (if no review yet)

Hi [first name], one quick follow-up from [Company]. If you have a moment, a Google review of your [job] visit would mean a lot: [link]. Thanks either way.

Send one reminder, not a series. More than that reads as pressure.

What the tech says in person

"You'll get a text from us in a bit with a link to leave a review. If you have a minute, we'd appreciate it. And if anything's off with the work, that same text goes straight to the office."

Say it to every customer. That keeps it consistent and keeps it from feeling like a request only for the good jobs.

Timing

Ask soon after the job, while the visit is fresh, and after the work is actually done. A request sent before the tech leaves the driveway feels rushed. A request sent a week later is forgotten.

Do not send a review request on a job that is not finished: parts on order, a return visit scheduled, or an open complaint. Finish the job first, then ask. That is not gating, because the rule is about the job's status, not the customer's mood, and it applies to every customer the same way.

Reply to every review

Reply to positive reviews briefly and by name. Reply to negative ones calmly, once, with an offer to fix it offline. Never argue in public, and never threaten a reviewer: the FTC rule specifically prohibits suppressing reviews through threats or false accusations.

A negative review is often an early warning of something you can measure: a missed arrival window, a callback, a price surprise. Tag each one by cause and check it against your callback rate, customer satisfaction score and net promoter score. Review volume tells you how many people you asked; the scores tell you how the work went. The broader sequence of messages from booking to follow-up is in our customer communication guide.

How to adapt it

Commercial clients. Ask the site contact, not the person who approves invoices, and use email rather than text.

Recurring service. Ask once after the first visit and then occasionally, not after every route stop.

Subcontracted jobs. If a partner did the work under your name, the request comes from your company; make sure the partner agrees on who asks and how.

If you use CrewLink, the customer texts include a review link sent 30 minutes after the job is done, the same timing for every customer, which fits the consistency rule above.

Common questions

Is review gating allowed on Google?

No. Google's policy says businesses must not selectively solicit positive reviews or discourage negative ones. Sending the review link only to customers who first said they were satisfied is a form of this. Send the same request to every customer.

Can I offer a discount for a Google review?

No. Google prohibits offering payment, discounts or free goods or services in exchange for reviews, and the FTC rule bans incentives tied to positive sentiment. Ask without any incentive.

When is the best time to ask for a review?

Shortly after the work is complete, usually within an hour or so, while the visit is fresh. Wait if the job is not finished, and apply that rule to every customer equally.

What should a review request text say?

Thank the customer, name the visit or the tech, include the direct review link, and offer a way to report a problem. Keep it to two or three sentences.