The way to get more Google reviews is simple: ask every customer, the same way, soon after the job, with a direct link. No incentives, no picking only the happy ones, no reviews from mates or staff. The ACCC and Google both ban those tactics. Done properly, a review request is a two-line text that takes ten seconds to send.
Why do Google reviews matter so much for roofers?
Two reasons. First, homeowners are letting you onto their roof and paying thousands of dollars. Reviews are how they decide whether to trust you.
Second, Google says reviews affect where you show up. Its help page on improving your local ranking says "more reviews and positive ratings can help your business's local ranking," and lists responding to reviews as a tip.
What are the rules on asking for reviews in Australia?
Two sets of rules apply: Australian Consumer Law, enforced by the ACCC, and Google's own policy.
What the ACCC says
The ACCC's page on online reviews is clear:
- It's against the law to create fake or misleading reviews, or to get someone else to write them.
- Reviews from family, staff or paid people can mislead unless the connection is disclosed.
- If you offer an incentive, it must be offered whether the review is positive or negative, and the review must be clearly disclosed as incentivised.
- Removing or suppressing genuine negative reviews may mislead consumers.
The ACCC also points to a Federal Court case where Service Seeking was ordered to pay $600,000 in penalties over a system that let businesses draft their own reviews.
What Google says
Google's contribution policy is stricter than the ACCC on incentives. It prohibits:
- Reviews paid for "directly or in kind", including discounts or free services.
- Offers in exchange for changing or removing a negative review.
- Merchants who "selectively solicit positive reviews from customers", known as review gating.
- Discouraging or prohibiting negative reviews.
- Reviews with a conflict of interest, including from current or former employees.
| Allowed | Not allowed |
|---|---|
| Asking every customer for an honest review | Asking only customers you think are happy |
| Sending your Google review link by SMS or email | Offering a discount, gift or free gutter clean for a review |
| Reminding someone once if they forgot | Pressuring a customer while you're standing in their driveway |
| Replying publicly to every review | Asking staff, family or mates to review you |
| Reporting a review that breaks Google's policy | Paying someone to remove or bury a bad review |
When is the best time to ask?
Ask while the job is fresh and the customer is pleased with how it looks:
- Same day or next day after the job is finished and the site is cleaned up.
- After the final invoice is sorted, so the request doesn't feel tied to money.
- Not before the work is done. A review of a quote isn't a review of your work.
Before the work is done
Don't ask. A review of a quote isn't a review of your work.
Same day or next day
Send the request once the job is finished, the site is cleaned up and the final invoice is sorted.
Three or four days later
One polite reminder.
After that
Leave it.
What should the review request say?
Short, personal and with one link. Get your link from your Business Profile under Read reviews, then Get more reviews (Google's instructions).
Hi Karen, it's Dave from Harbourside Roofing. Thanks for having us out to fix the roof. If you've got a minute, an honest Google review really helps a small business like ours: [link]. Cheers, Dave
Hi Karen, Dave again. No pressure at all, but if you get a chance, here's that review link: [link]. Thanks again.
Subject: Thanks from Harbourside Roofing Hi Karen, thanks for choosing us for your roof restoration. If you're happy to share your experience, good or bad, you can leave a Google review here: [link]. It takes about a minute. Thanks, Dave
These are examples. Use your own name, your business name and the customer's actual job.
A post-job review request to an existing customer is a different thing from a marketing message, but if you add promotions to it, Australia's Spam Act rules apply. Keep review requests factual and separate. Our guide to SMS rules for roofers covers the details.
How do I make asking a habit?
The roofers with the most reviews aren't better at asking. They just never forget. Three ways to make it automatic:
- 1Tie it to marking the job doneWhen the job is closed in your system, the request goes out.
- 2Put the QR code on paperPrint it on your invoice and leave-behind card.
- 3Save the link as a text shortcutKeep it on your phone so it's two taps away.
LeadKites sends the same request to every customer when a job is marked done, so nobody gets skipped and nobody gets cherry-picked. See how our review requests work.
How should I reply to a bad review?
You'll get one eventually. How you reply matters more than the review itself, because future customers read both.
- 1Wait an hourDon't reply angry.
- 2Thank them and acknowledge the problemDon't argue the facts in public.
- 3Give one line of context if it helpsWithout blaming the customer.
- 4Take it offlineWith a phone number or email.
- 5Fix it if you canThen let them decide whether to update the review. Never offer anything in exchange for changing it.
Thanks for the feedback, Mark. I'm sorry the clean-up wasn't up to standard on the day. That's not how we like to leave a site. I'd like to come back and sort it out. Please call me on [number]. Dave
Google says replies are checked against its policies before they appear, which usually takes up to 10 minutes but can take up to 30 days (Manage customer reviews).
If a review is fake or breaks Google's policy, for example it's from someone who was never a customer, you can report it through your Business Profile. Don't report genuine negative reviews just because you don't like them.
Review request checklist
Review request checklist
0/7 done
Your ticks are saved in this browser only.
Frequently asked questions
Can I offer a discount for a Google review?
No. Google's policy prohibits reviews paid for directly or in kind, which includes discounts. The ACCC also warns that incentivised reviews can mislead unless offered for any review and clearly disclosed. The simplest rule is no incentives at all.
Is it okay to only ask happy customers for reviews?
No. Google's policy says businesses may not selectively solicit positive reviews. Ask every customer the same way and accept what they write.
Can my staff or family leave a review?
Google prohibits reviews with a conflict of interest, including from current or former employees. The ACCC says reviews from people with a personal or commercial connection can mislead unless disclosed. Leave reviews to real customers.
How many times can I ask a customer for a review?
There's no official number, but one request and one polite reminder is reasonable. More than that starts to feel like pressure, and Google prohibits pressuring customers to review.
Can I get a bad review removed?
You can report reviews that break Google's policy, such as fake reviews or reviews from people who were never customers. The ACCC warns that removing genuine negative reviews may mislead consumers. Reply calmly instead.
Sources and fact-check
Checked against these sources on 26 October 2026. Prices and rules change, so confirm with the provider before you buy.
- ACCC: Online reviews for products and services
- Google Maps: Prohibited and restricted content (contribution policy)
- Google Business Profile Help: Tips to improve your local ranking on Google
- Google Business Profile Help: Manage customer reviews
- Google Business Profile Help: Create a Google link or QR code to request reviews
Was this guide useful?