Get more Google reviews automatically after every job, without breaking the rules

Who it’s for

UK tradespeople and local service businesses with a Google Business Profile

Time to set up

45 minutes

Difficulty

Beginner

Monthly cost

£0

What does this automation do?

Most happy customers would leave a review; they just forget, or don’t know where. This sends every customer a short, friendly message with a direct link to your Google review box on the evening the job is finished. You log the job in 20 seconds; Make does the rest.

What do you need before you start?

• A verified Google Business Profile
• A Google account (Sheets, Forms, Gmail)
• A free Make account
• The customer’s email address (you probably already take it for the invoice)

How do I set it up?

Step 1: Get your official Google review link

Sign in with the Google account that manages your Business Profile. Search for your business name on Google (or open Google Maps), and in your profile go to Reviews, then Get more reviews (it may say Ask for reviews). Copy the link. On a computer, you can also download a QR code to put on invoices and van signage.

Step 2: Create a jobs sheet or a quick “job done” form

Create a Google Sheet called “Jobs” with these columns:

Date finished | Customer first name | Email | Job (short, e.g. "new combi boiler") | Review request sent

To fill it in from the van, make a Google Form with those questions and link it to the sheet (in Forms: Responses › Link to Sheets). Add the form to your phone’s home screen.

Step 3: Write a short, honest request message

Keep it short, personal and neutral: don’t ask for five stars.

Subject: Thanks from [Your business]

Hi {{first name}},

Thanks for choosing us for your {{job}} today. If you have a minute, would you
leave an honest review on Google? It really helps a small local business.

{{review link}}

If anything isn't right, just reply to this email and I'll sort it.

[Your name]
[Business] · [Phone]

Step 4: Build a Make scenario that runs every evening

In Make, create a scenario with the Scheduler set to every day at 18:00. Add Google Sheets › Search Rows to find rows where “Date finished” is today and “Review request sent” is empty.

Step 5: Send the request and mark it as sent

Add Gmail › Send an email using your message (map first name, job and the review link), then Google Sheets › Update a Row to put today’s date in “Review request sent”. That column stops anyone getting two requests.

Optional: add an AI step that rewrites the first line to mention the job naturally (“Hope the new boiler’s keeping you toasty”). Keep the rest fixed.

Step 6: Reply to every review with help from ChatGPT

Replying shows future customers you care. Paste a review into ChatGPT with the prompt below, edit the draft so it sounds like you, and post it from your Business Profile.

The copy-paste prompt (review replies)

Draft a reply to this Google review for [BUSINESS], a [TRADE] in [TOWN].
Review ({{stars}} stars): "{{review text}}"

Rules:
- British English, warm, genuine, under 70 words for positive reviews,
  under 110 for negative ones.
- Thank them by first name only. Mention one specific detail from the review.
- Negative review: don't argue or blame. Acknowledge, apologise for how they
  feel, give one fact if needed, and invite them to call [PHONE] to put it right.
- Never reveal personal details, addresses, prices or job specifics the
  customer didn't mention.
- No marketing slogans, no hashtags, no keywords stuffing.

Make template outline

What UK rules apply?

• Fake and incentivised reviews are illegal. Since 6 April 2025, the DMCC Act bans fake reviews and concealed incentivised reviews, and the CMA can fine businesses directly. Its guidance also covers asking only for positive reviews and suppressing negative ones (CMA208).
• Google’s own rules go further. No incentives at all, no selective asking, no reviews written by you, staff or family (Google policy). Breaking them can get reviews removed or your profile restricted.
• PECR. Keep the email purely about the job and the review. Add promotions and it becomes direct marketing, which needs consent or the soft opt-in (ICO).
• Privacy notice. Mention in your terms or privacy notice that you may email customers after a job to ask for feedback.

What can go wrong?

• Asking before the job is really done. Only log a job once the customer is happy and it’s signed off; a request after a callback-worthy job invites a bad review.
• Duplicate emails. Always check and update the “Review request sent” column.
• Typos in email addresses. The form can’t fix them. Add email validation to the Form question (Response validation › Text › Email).
• Spam folders. Send from your normal business address, keep the message plain and avoid lots of links or images.
• Negative reviews. They’ll come eventually. A calm, helpful reply often does more for your reputation than another five stars.

Frequently asked questions

Sources

1. Google Business Profile Help: Create a link or QR code to request reviews
2. Google Maps: Prohibited and restricted content (user contributions)
3. CMA: Fake reviews guidance (CMA208)
4. ICO: Rules on direct marketing using electronic mail
5. Make pricing

This guide is general information, not legal, tax or financial advice. Tool prices and screens change; we re-check every guide regularly. Spotted something out of date? Tell us and we’ll fix it.