Google Review Request Scripts for Contractors

Homeowners hiring a roofer, plumber or electrician usually look at Google reviews before they call. Most contractors know this, and most still don't ask for reviews consistently. It feels awkward, the job ends in a rush, and by the time you think of it the customer has moved on.

This guide gives you scripts for each moment you can ask, the rules you need to follow, and how to handle the review you didn't want. The examples are for roofing, where jobs are big and trust matters a lot, but the approach works for any trade.

First, the rules

Breaking these can get reviews removed, and in some cases create legal problems. Read them before you write any script.

Google's rules. Google's prohibited and restricted content policy says businesses may not:

• Offer incentives (discounts, gifts, entries into a drawing) in exchange for a review, or for changing or removing a negative review
• Discourage or prohibit negative reviews
• Selectively solicit positive reviews from customers

That last point rules out "review gating," the practice of asking customers whether they're happy first and sending only the happy ones to Google.

The FTC's rule. In August 2024 the Federal Trade Commission announced a final rule banning fake reviews and testimonials. Among other things, it prohibits offering incentives conditioned on a review expressing a particular sentiment, and using threats or intimidation to suppress negative reviews. It also restricts insider reviews: reviews by a company's officers or managers that don't clearly disclose their connection, testimonials a business knew or should have known came from an insider (such as an officer, manager, employee or agent), and reviews that officers or managers solicit from their close relatives, or have employees or agents solicit from theirs, in certain situations. Read the FTC's announcement for the exact terms.

This is general information, not legal advice. The practical takeaway is simple: ask every customer, the same way, for an honest review, and offer nothing in return.

Get your review link first

Google lets you create a direct link (and a QR code) that opens the review form for your business. According to Google's help article, you find it in your Business Profile under the option to get more reviews, and the QR code can currently only be generated from a computer browser. The free Google review link and QR generator is another way to build both.

Test the link on your own phone before you send it to anyone. Note that customers need to be signed in to a Google account to post a review.

When to ask

The best moment is when the customer has just seen the result and is relieved it's done. For roofing, that's usually:

1. At the final walkthrough, after cleanup, when you show them the finished roof and hand over warranty paperwork.
2. The same day, by text, with the link, so it's waiting when they sit down that evening.
3. One reminder a few days later, if they haven't left one. Then stop.

Don't ask before the job is finished, before the final invoice is settled, or while a problem is still open. A review request in the middle of a disagreement goes badly.

Script 1: In person at the walkthrough

"Before I go, I've got a favor to ask. Most of our work comes from people reading our Google reviews. If you have a couple of minutes this week, would you be willing to write an honest review about how the job went? I'll text you the link so you don't have to search for it."

Why it works:

• It explains why reviews matter to you, which makes it feel like a request and not a formality.
• It asks for an "honest" review. That's both the rule and a sign of confidence.
• It removes the effort: they don't have to find you on Google.

If they say yes, send the text before you leave the driveway.

Script 2: Text message (same day)

Hi [First name], it's [Your name] from [Company]. Thanks again for trusting us with your roof. If you have a minute, we'd really appreciate an honest Google review: [link]. It helps other homeowners find us. Thank you! Reply STOP to opt out.

Keep it short, put the link near the start, and send it from a number they recognize. Only text customers who agreed to receive texts from you, and honor opt-outs. The review request message generator writes the text for you and can add a "Reply STOP to opt out" line (general information, not legal advice).

Script 3: Email (for customers who prefer it)

Subject: Thanks from [Company], and a quick favor

Hi [First name],

Thanks for choosing us for your roof replacement on [street name]. It was a pleasure working with you.

If you have a few minutes, we'd be grateful for an honest review on Google. It helps neighbors decide who to trust with their homes:

Leave a review: [link]

If anything about the job isn't right, please reply to this email or call me directly at [number] and I'll take care of it.

Thanks, [Your name], [Company]

The line about calling if something isn't right is fine. It invites the customer to report a problem. It's different from gating, as long as you don't use it to keep anyone from leaving a review.

Script 4: The reminder

Hi [First name], [Your name] from [Company] here. Just a friendly reminder in case the review link got buried: [link]. No worries if you're busy — thanks again! Reply STOP to opt out.

One reminder. If they don't respond, let it go.

Script 5: Leave-behind card

For customers who don't text, a printed card with the QR code works:

How did we do? Scan to leave an honest Google review for [Company]. [QR code] Questions or concerns? Call [Name] at [number].

Leave it with the warranty paperwork.

If you want a starting draft tailored to your trade and tone, try the free review request message generator.

Responding to reviews

Replying shows future customers you're paying attention. Google's help pages recommend replying to both positive and negative reviews.

Positive review:

Thanks, [First name]. It was great working on your home, and we're glad the crew left the yard clean. Enjoy the new roof!

Mention something specific about the job. A copied "Thanks for your business!" on every review looks automated.

Negative review:

1. Wait until you're calm. Never reply angry.
2. Acknowledge, don't argue. "We're sorry the cleanup didn't meet your expectations."
3. Take it offline. "I'd like to make this right. Please call me directly at [number]."
4. Don't share private details about the customer or the job.
5. Fix it if you can. If you resolve it, the customer may choose to update the review on their own. You can't offer anything in exchange for that.

Hi [Name], I'm sorry we left nails in the driveway. That's not our standard. I'd like to come back and sweep it again and check the gutters. Please call me at [number] so we can set a time. — [Owner name]

Future customers read the response as much as the review. A calm, specific reply often helps more than it hurts.

Build it into your process

Reviews come from habit, not one-off pushes. A simple system:

• Add "review request sent" to your job closeout checklist
• Assign one person to send the text the same day
• Check once a week which finished jobs didn't get a request
• Read new reviews every week and reply to each one

One more thing customers write about: the first call

Reviews often mention how easy (or hard) it was to reach the company in the first place. If storm weeks bury your phone, DIPAZE's AI receptionist can answer when you can't: after about 15 seconds of ringing it picks up, asks what's going on, gets the ZIP code and one roofing-specific question, and texts you a summary. It doesn't quote prices or give repair advice. Plans start at $29/month with a 28-day free trial. See AI receptionist for roofers.

Sources

• Maps User Generated Content Policy: Prohibited & restricted content
• Google Business Profile Help: Create a Google link or QR code to request reviews
• Google Business Profile Help: Tips to get more reviews
• FTC: Final rule banning fake reviews and testimonials (August 14, 2024)