How to reply to Google reviews, with examples for good, bad and fake ones

1. Sign in to the Google account that manages your Business Profile, then search for your business name on Google (or open it in Google Maps).
2. Select Read reviews.
3. Find the review and select Reply.
4. Write your reply in the box and select Reply.

A few things worth knowing, all from Google's help page:

• Google checks replies against its policies first. That usually takes up to 10 minutes, and sometimes up to 30 days.
• Replies show as coming from the business. Your personal name isn't shown.
• The person who wrote the review is told when you reply. They can then change their review.
• You can edit or delete your reply later from the same place.

Google's tips page says:

• Keep it clear, helpful and polite. Long replies can put people off.
• You don't have to thank every reviewer in public. Reply when you have something useful to say.
• No offers or promotions. The reviewer is already a customer.
• For a bad review, never share their private information or attack them personally. Admit real mistakes, don't take the blame for things outside your control, and ask them to contact you.
• Sign it with your name or initials.

Change the details so it sounds like you. A reply that names the actual job reads better than a template.

A good review (salon)

Thanks so much, Priya. Really glad you love the new colour. See you in six weeks. Jo

A good review (plumber)

Thanks, Mark. Glad we could get the boiler going again the same day. Dan

A short star rating with no words

Thanks for the five stars, Chris. Hope to see you again soon. Sam

A bad review with a real problem

Hi Helen, I'm sorry we ran 40 minutes late on Saturday. That's not good enough and I understand why you're unhappy. I'd like to put it right, so please call me on 01234 567890 or reply to your booking email. Jo, owner

A bad review you disagree with

Hi Tom, I'm sorry you're unhappy with the quote. We price every job after a visit, so the figure on the phone was an estimate. I'd be glad to talk it through, so please call me on 01234 567890. Dan

A review you can't match to any customer

Hi, we can't find a booking under this name and we'd like to understand what happened. Please get in touch on 01234 567890 so we can look into it. Jo

That last reply is useful for a fake review. It tells other readers you take it seriously without calling anyone a liar.

Be extra careful. Under UK GDPR, health data includes information about the health care someone has received when it reveals something about their health, such as their treatment (ICO). So don't confirm that the reviewer is a patient, and don't mention their treatment, even if they did. The GDC's standards also say dental professionals must not post any information or comments about patients on social networking or blogging sites (GDC, standard 4.2.3).

A safe reply thanks them and moves the conversation somewhere private:

Thank you for your feedback. We'd like to talk this through with you, so please call the practice on 01234 567890 and ask for the practice manager.

No. You can't delete a review yourself. You can report any review, but Google only removes reviews that break its policies (Google).

Google's content policy says reviews must be based on a real experience. It can remove reviews that are:

• fake, paid for, or posted from several accounts by one person
• from someone with a conflict of interest, like a competitor, a former employee or family
• off-topic, like a general rant or political comment
• sharing someone's personal information without consent

Google's policy allows reviews that describe a bad experience in a respectful way, and Google asks businesses not to report a review just because they disagree with it.

1. Open your Business Profile and select Read reviews.
2. Next to the review, select the Report icon, choose the reason, then select Send report.
3. To follow up, use Google's Reviews Management Tool (linked from the same help page). It shows whether a decision is pending, the review didn't break policy, or the case was escalated.

Google says checks typically take several days. If it decides not to remove the review, you can make a one-time appeal covering up to 10 reviews. For defamation or other legal problems, Google has a separate legal removal request, but asks you to try flagging the review first.

• Offer anything to get a review changed or removed. Google bans this, and the CMA's fake reviews guidance gives a refund or gift card for changing a negative review as an example of commissioning a fake review.
• Threaten the reviewer. The CMA guidance says businesses shouldn't stop people leaving negative reviews with threats of harm or legal action.
• Post reviews about competitors, or ask staff, friends or family to review you.

Fake reviews have been banned under the Digital Markets, Competition and Consumers Act 2024 since 6 April 2025 (legislation.gov.uk), and the CMA can fine businesses up to 10% of their global turnover (GOV.UK).

For the rules on asking customers for reviews in the first place, see our guide to your Google review link.

When a review arrives, we draft a reply in your voice for your approval. New and negative reviews are flagged so nothing sits unanswered. Anything needing a refund or a conversation stays your decision. We also prepare a review request for each customer after the job or booking.

• Google review requests and replies

You approve every message and who receives it before anything is sent.