Google reviews are usually won or lost in the moment after the job, appointment or project finishes. The customer is happy, the result is fresh, and a short message with a direct review link makes it easy to act. Leave it a week, or rely on someone remembering to ask, and most happy customers simply move on with their day.
This guide keeps the job simple: when to ask, what to say, and what Australian businesses should avoid under ACCC and Google review rules. If you want the deeper automation build, use the companion guide to getting Google reviews on autopilot.
In this guide you'll learn:
- When to ask for a Google review
- The SMS and email templates to use
- How to adapt the wording for trades, clinics and professional services
- What not to do under Australian review rules
- How to turn the ask into a simple repeatable system
When should you ask for a Google review?
Ask as close as possible to the customer's peak satisfaction moment. For most service businesses, that means within 24 to 48 hours of the work being completed.
Good trigger points include:
- A job marked complete
- An invoice paid
- An appointment finished
- A support issue resolved
- A customer saying they are happy with the result
The timing matters because reviews are emotional and practical. The customer has to feel good about the result, and the request has to arrive while they still remember the details.
The simple rule: ask everyone the same way
Australian businesses need to be careful with reviews. The safest approach is also the simplest: ask all genuine customers consistently, without incentives, filtering or pressure.
Do not only ask customers you think will leave five stars. That can become review gating, where happy customers are sent to Google and unhappy customers are quietly steered somewhere private. It risks making your public rating look more favourable than the real customer picture.
A good review request system should:
- Ask genuine customers only
- Use the same process for everyone
- Make the review optional
- Avoid discounts, gifts or rewards for reviews
- Give customers a direct Google review link
For the full legal detail, check the ACCC guidance on online reviews and Google's review policies.
Email review request template
Subject: How did we go, [Name]?
Hi [Name],
Thanks again for choosing us for [specific service]. It was great working with you.
If you're happy with how everything went, would you mind leaving us a quick Google review? It helps other local customers find us when they need the same kind of help.
[Direct Google review link]
Thanks again,
[Your Name]
[Business Name]
Why it works: it is short, specific, polite and easy to action. It does not tell the customer what to write, and it does not pressure them to leave a positive review.
SMS review request template
Hi [Name], it's [Your Name] from [Business]. Thanks again for choosing us for [specific service]. If you're happy with how everything went, a quick Google review would mean a lot: [short review link]. Thanks!
SMS works especially well for trades and local services because the customer can act from their phone in under a minute. Keep it plain. The more polished it sounds, the less personal it feels.
Follow-up review request template
Send one gentle reminder if there is no review after 48 hours. One reminder is enough.
Hi [Name], just following up in case this got buried. No pressure, but if you did have a spare minute to leave that Google review, here's the link again: [short review link]. Thanks again for choosing us.
Do not keep chasing. A review request should feel like a small favour, not a campaign.
Trade business template
Hi [Name], it's [Name] from [Business]. Glad we could sort [blocked drain / hot water system / switchboard issue / air con service] for you. If you're happy with the work, a quick Google review would really help other locals find us: [link]. Thanks again.
This works because it names the job. Specificity helps the customer remember what to mention, without scripting the review for them.
Clinic or appointment-based template
Hi [Name], thanks for visiting [Practice] today. If you were happy with your experience, we'd really appreciate a quick Google review. It helps other local patients find the practice: [link]. Thank you.
For regulated health businesses, keep review requests careful and general. Do not ask for clinical testimonials, treatment outcome claims or before-and-after comments. AHPRA rules matter here.
Professional services template
Hi [Name], thanks again for working with us on [matter/project]. If you're happy with the experience, would you mind leaving a short Google review? It helps other business owners know what to expect when they are choosing support: [link]. Thanks again.
Professional services often suit email better than SMS, especially when the work has been detailed or relationship-led.
How do you get your Google review link?
Open your Google Business Profile and look for the option called "Ask for reviews" or "Get more reviews". Google will generate a shareable link that sends customers directly to the review screen.
Use that direct link in every message. Do not send people to your homepage, contact page or generic Google profile if you can avoid it. Every extra click lowers completion.
What should you avoid?
The main risks are fake reviews, incentives and selective asking.
| Don't | Do instead |
|---|---|
| Offer discounts or gifts for reviews | Ask without incentives |
| Only ask happy customers | Ask all genuine customers consistently |
| Tell customers what rating to leave | Let them write honestly |
| Ask staff, family or friends to review | Ask actual customers only |
| Ignore negative reviews | Respond calmly and professionally |
How do you make review requests consistent?
Start manually if you need to. Pick one trigger, one template and one owner. For example: every completed job gets an SMS the next morning, and one follow-up two days later if there is no response.
Once the wording is working, automate it. A CRM-triggered sequence can send the request after a job is marked complete, an appointment finishes or an invoice is paid. That is covered step by step in Google reviews on autopilot for Australian businesses.
Why do reviews matter for local and AI search?
Reviews help customers decide who feels safe to contact. They also support local visibility: Google says review count and score can affect local ranking.
AI search tools also lean on reputation signals when recommending local businesses. Recent, genuine reviews make a business look active, trusted and easier to recommend. For more on that, read how to get found in ChatGPT, Perplexity and AI search.
Frequently asked questions
How soon should I ask for a Google review?
Usually within 24 to 48 hours of the job, appointment or service being completed. The experience is still fresh, but the customer does not feel chased.
Should I ask every customer for a review?
Yes, if they are a genuine customer. Selectively asking only happy customers can become review gating.
Can I offer discounts for Google reviews in Australia?
Avoid it. Incentives create ACCC and Google policy risk, especially if they are tied to positive reviews or not clearly disclosed. A plain, well-timed request is safer.
Should I use SMS or email?
Use the channel your customers already respond to. SMS is often best for trades and quick local services. Email is often better for clinics, professional services and longer client relationships.
What if we get a negative review?
Respond calmly, acknowledge the concern, and offer to resolve it offline. A few imperfect reviews with professional replies can look more credible than a perfect profile with no responses.
How many reviews do we need?
There is no fixed number. What matters is steady recent activity, enough volume to look credible, and a rating that reflects real customer experience.
Next step
If reviews are inconsistent, the fix is usually operational: one trigger, one message, one reminder, and a direct review link. To have that built properly, see Build Reputation. To understand the automation behind it, read Google reviews on autopilot.
Sources
Written by Katrina Curll, Co-founder of Linkai Digital. She builds the systems that capture, convert and keep clients for Australian service businesses, drawing on twenty years in marketing and seven as a Vice President at Forrester.