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Consistent Marketing

Honest-review guide

How to ask customers for honest Google reviews

Ask real customers consistently, make the request optional and welcome honest feedback. Do not offer a reward, screen out unhappy customers or ask only people expected to leave five stars.

Reviewed 29 August 2026 · Australian English

The safest practical process

  1. Request feedback only from genuine customers after the relevant service or purchase.
  2. Use the business’s approved Google review link or QR code.
  3. Ask for an honest review—not a positive or five-star review.
  4. Use a consistent trigger, such as completion or the final invoice, rather than choosing only visibly happy customers.
  5. Make the request optional and stop follow-up when the customer opts out.
  6. Do not offer money, discounts, gifts, competition entries or other benefits for a Google review.
Platform rule controls: Australian guidance discusses disclosure and equal treatment for some incentivised reviews, but Google’s platform policy prohibits incentives for Google reviews. The practical rule here is therefore no incentive.

Three adaptable messages

Email after completed service

Thank you for choosing [Business name]. If you would like to share your experience, we welcome an honest Google review. Your feedback helps us understand what worked well and where we can improve: [approved review link]

Short SMS

Thanks for choosing [Business name]. If you have a moment, you are welcome to leave an honest review here: [approved review link]. There is no obligation—we appreciate your feedback either way.

Invoice or thank-you message

We hope the completed service met your expectations. You are invited to share honest feedback through our Google review link. Your comments help future customers and help us improve: [approved review link]

Avoid review gating

Review gating means filtering customers based on sentiment—for example, directing happy customers to Google while sending unhappy customers only to a private form. Google’s policy prohibits discouraging negative content or selectively soliciting positive content. Use the same neutral request process for eligible customers.

Keep the records simple

  • The approved review link and message version.
  • The customer group and legitimate communication basis.
  • The date sent and any opt-out.
  • No record of whether the customer left a positive or negative review as a condition for future treatment.

This guide is general operational information, not personalised legal advice. Australian commercial-message rules may apply to email and SMS review requests, so use an identified sender, a working unsubscribe method and an appropriate consent basis.