Get more Google reviews.
Ask every NZ customer soon after the job, with a direct review link or QR code. Never pay for reviews, offer a reward or ask only happy customers: Google bans all three.
By Craig Stewart, founder of Airea Digital · Updated 22 October 2026
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Why Google reviews matter for local ranking in NZ
Google says its local results are based mainly on three things: relevance, distance and prominence. Reviews are part of prominence.
In Google's own words, "more reviews and positive ratings can help your business's local ranking". The same help page says prominence also reflects how well known a business is across the web, including links to its website, and that replying to reviews shows customers you value their feedback.
Reviews are only one part of the picture. A complete, accurate Google Business Profile matters for relevance, and nobody can change how far a searcher is from your business. Google is also clear that there is no way to request or pay for a better local ranking. For a New Zealand business, that means a steady flow of genuine reviews, with thoughtful replies, is one of the few ranking factors you can work on directly.
Source: Google Business Profile Help: Tips to improve your local ranking on Google. Setting up the profile itself is covered in our Google Business Profile guide for NZ.
Your Google review link and QR code
Get the Google review link
Go to your Business Profile, select "Read reviews", then "Get more reviews", and choose Copy. It takes customers straight to the review box, which saves them hunting for your listing.Save the Google review QR code
The same panel shows a QR code. Google says review QR codes can currently only be generated in a computer browser, not on a mobile device, so do this step at a desk: right-click the code and save the image.Where to put the review link
Invoices, receipts, job completion emails, your email signature and booking confirmations. Put the QR code on the counter, on a card left after a job or on the back of a business card. Google also lets you share the request by email, WhatsApp or a Facebook post.Source: Google Business Profile Help: Create a Google link or QR code to request reviews. Reviewers need a Google Account, which can be created with a non-Gmail email address (Google Account Help: Create a Google Account).
When and how to ask NZ customers for a Google review
Review request timing: soon after the job
The best moment is when the work is fresh: the day the job is finished, the day the order arrives or straight after the appointment. The longer you leave it, the less likely a customer is to get round to it.Ask every customer for a Google review
Google's Maps content policy bans selectively soliciting positive reviews. Build the request into your normal process so every customer gets it, not just the ones you expect to be pleased.Ask for the review in person first
Mention it briefly face to face or on the phone, then send the link in writing. The request then comes from someone the customer has just dealt with, not only from an automated email.One review reminder at most
If there is no review after a few days, a single polite reminder is reasonable. More than that starts to feel like pressure, so stop there.Google review request templates for email and SMS
Keep the request short, personal and neutral. Ask for honest feedback, not five stars, and do not mention any reward. Replace the brackets with your details.
SMS review request
"Kia ora [name], thanks for choosing [business] for [job]. If you have a minute, we would value an honest Google review: [review link]. Thanks, the [business] team."Email review request
Subject: "How did we do, [name]?" Body: "Thanks for choosing [business] for [job]. Your feedback helps other people in [area] decide who to call, and it helps us improve. You can leave a Google review here: [review link]. It takes about a minute. Ngā mihi, the [business] team."Google review reminder message
"Hi [name], a quick follow-up from [business]. If you have a moment, we would appreciate your honest Google review: [review link]. Thanks again for choosing us."Replying to Google reviews, including negative ones
Every reply is public, so write it for the next customer reading your profile as much as for the reviewer. Most of these points come from Google's own guidance for business owners.
- Reply promptly, and keep it short, direct and honest
- Address the reviewer by name and sign off with your name or initials
- Acknowledge what the reviewer actually said, rather than the same "thanks for the review" on every reply
- Do not use replies to offer deals or promotions
- For a negative review, acknowledge what went wrong, apologise where it is warranted and explain what you can and cannot do
- Never share a reviewer's private information or make it personal; invite them to call or email to sort it out
- If a review breaks Google's content policies (for example, it is fake or off-topic), flag it to Google rather than arguing in public
Source: Google Business Profile Help: Tips to get more reviews. Google also notes that a mix of positive and negative feedback often feels more trustworthy to customers.
What Google and the NZ Fair Trading Act ban
Incentivised reviews
Google's Maps content policy prohibits reviews paid for directly or in kind. Businesses must not offer payment, discounts or free goods or services in exchange for a review, or for removing a negative one. A prize draw entry for reviewing is an incentive too.Review gating
Sending happy customers to Google and unhappy ones to a private form is selective solicitation, which Google's policy bans. Businesses also must not discourage or prohibit negative reviews.Fake, staff and family Google reviews
Google's policy bans reviews based on a conflict of interest, including current or former employment and family relationships, and removes fake engagement such as bought reviews. In New Zealand, undisclosed staff reviews can also mislead consumers under the Fair Trading Act.Hiding negative reviews
The Commerce Commission's guidance is that reviews must be genuine and presented in a way that does not mislead the reader. Altering or withholding low ratings on your own website can mislead customers, and the Commission has prosecuted businesses for it.The Commerce Commission has taken New Zealand businesses to court over reviews. Bachcare was fined $117,000 for altering and withholding guest reviews of its holiday accommodation. In 2026 the District Court ordered Brand Developers Ltd, trading as The TV Shop, to pay $1,104,000 for conduct that included staff posting product reviews without disclosing their link to the business, and holding back one, two and three star reviews.
Sources: Google Maps User Generated Content Policy: Prohibited and restricted content; Commerce Commission: Ensuring customers get a complete picture of your online reviews; Commerce Commission case register: Bachcare; Commerce Commission: The TV Shop to pay $1.104m. This guide is general information, not legal advice.
How Airea Digital helps with Google reviews
Reviews are part of our local SEO work for New Zealand businesses. We set up a simple, honest review request that goes to every customer, add the link and QR code where they will actually be used, and help you reply well, including to the difficult ones. We never write, buy or filter reviews.
Local SEO Audit & Strategy
$950 + GST, one-off A full local audit, a written plan and a 45-minute consult. Your first month on any package is free when you go ahead.Local SEO Starter
$999 + GST a month One location: Google Business Profile, on-page fixes, one content piece a month and a monthly report. See our local SEO page for every package.Packages start with a three-month minimum, then continue month to month. We cannot guarantee a number of reviews or a ranking: customers choose whether to review, and Google controls the results. Read our Google Business Profile guide or start with a website audit.
Google reviews questions from NZ businesses
- Can I offer a discount or prize draw for Google reviews?
- No. Google's policy bans reviews paid for directly or in kind, including discounts and free goods or services, and fake engagement is removed. Ask for an honest review with no reward attached.
- Can I delete a negative Google review?
- No. Only Google can remove a review, and only if it breaks Google's content policies. You can flag a review you believe is fake or abusive, and you can reply publicly to explain your side calmly.
- Can my staff or family leave Google reviews for my business?
- No. Google's policy bans reviews based on a conflict of interest, which includes current or former employment and family relationships. In New Zealand the Commerce Commission has prosecuted a business whose staff posted reviews without disclosing their connection.
- Is it allowed to ask only happy customers for a review?
- No. Google's policy bans selectively soliciting positive reviews. Send the same request to every customer as part of your normal process.
- Do customers need a Gmail address to leave a Google review?
- No. They need a Google Account, but Google says it can be created with an existing non-Gmail email address.
- How many Google reviews does a business need?
- There is no set number. Google says more reviews and positive ratings can help local ranking, so aim for a steady flow of recent, genuine reviews rather than a one-off burst. Our local SEO service covers this.