The shops with hundreds of recent Google reviews aren't better at asking. They ask more often, because the request is part of closing the job, not something a tech remembers on a good day. This hub covers how to build that habit into the job record, what Google and the FTC allow, and how to measure it from the jobs you already complete.
Reviews matter in two places. Customers read them before they call, and Google uses them: its help center says more reviews and positive ratings can help a business's local ranking, alongside relevance and distance.1 Both reward a steady flow more than a burst.
The review system in one page
A working review program has five parts. Each has an owner, so nothing depends on memory. In TradesWork, reviews and referrals handles the trigger, the message and the safety net; replies still happen in Google Business Profile. Any field service software that can send a message on job completion can run the same system.
| Part | What it is | Owner |
|---|---|---|
| The link | Google's direct review link, one per location, tested | Office manager, once |
| The trigger | Job completed or invoice paid creates the request | Your software |
| The message | Short text or email from the business, link on its own line | Office manager, once |
| The safety net | Private rating first; low ratings become a same-day call | Service manager |
| The reply | Short, specific public replies to every review | Owner or office |
The two guides in this channel go deep on the first and second halves: how to get more Google reviews from every completed job walks through the five steps and the funnel math, and finding your Google review link covers the link, testing it, and where to put it.
Review moments by trade
The right time to ask depends on the work. A rule of thumb: ask when the customer has seen the result and before the visit fades.
| Trade | Best review moments | Watch out for |
|---|---|---|
| HVAC | Maintenance visits and tune-ups; no-heat or no-cool repairs once the system is running; replacements after the final walkthrough | Asking during a heat wave backlog, when the customer waited two days for a slot |
| Plumbing | Drain and repair calls a couple of hours after close; water heater installs after the first hot shower | After-hours emergencies: send the next morning, not at 1 a.m. |
| Electrical | Service calls after close; panel upgrades and EV charger installs after inspection passes | Permit-dependent jobs where the customer is still waiting on the inspector |
| Roofing | After the final walkthrough and cleanup, or when the invoice is paid | Asking before the crew has cleared nails and debris from the yard |
Maintenance visits are the most underused review moment in the trades. They're scheduled, nothing is broken, and the customer has chosen to keep doing business with you.
What's allowed, in short
Google's Maps content policy prohibits offering incentives for posting any review, selectively soliciting positive reviews, asking staff to collect a certain number of reviews, and pressuring customers to review on the premises.2 The FTC's review rule is looser on incentives but says asking only happy customers could still violate the FTC Act.3 Yelp asks businesses not to solicit reviews at all.4 Our Field Notes post on asking for reviews after the FTC rule lines up all three in one table.
Review rules for the whole team
- Every completed job gets the same request
- Nothing is offered in exchange for a review, on any site
- Every customer sees the public link, whatever they rate
- No contests, quotas or spiffs on review counts
- Customers aren't asked to name a technician in the review
- Low private ratings get a manager's call the same day
- Replies are short, specific and never include private details
How to measure it from your jobs
Your star average moves slowly and you control it least. These four numbers move every week, and each one points to a fix.
The review funnel
Metric
Request coverage
The share of completed jobs that produced a review request. The single biggest lever; aim for nearly every job.
review requests sent ÷ completed jobs
Where the numbers come from: Completed jobs from the job list; requests from your review request log
Metric
Response rate
Customers who rated the visit after getting a request. Falls when the message gets long or arrives late.
private ratings received ÷ review requests sent
Where the numbers come from: Your review request log
Metric
Public link click rate
Raters who opened your Google review link. The closest proxy for public reviews, since a click isn't proof of a posted review.
public review link clicks ÷ private ratings received
Where the numbers come from: Click counts on your review request page
Metric
Unhappy customers called same day
Low ratings that got a call from a manager the same day. This protects your average more than anything else.
low ratings called the same day ÷ low ratings received
Where the numbers come from: Office tasks created from low ratings, with completion time
Read all four by technician and branch, monthly. A tech with low coverage has a closing habit to fix. A branch with low clicks probably has a broken link. Pair them with your public review velocity, the rate new reviews appear on your profile, to see whether clicks are turning into posted reviews.
Free download · ExcelField Service KPI ScorecardTrack the 12 numbers that run a service business, week by week, with formulas already built in.Where this fits with the rest of your marketing
Reviews make every other channel work harder. Local Services Ads count your rating and review count as part of profile quality, and your Google Business Profile is the first thing most searchers see. If your shop runs ads or pays for leads, a steady review flow lowers what each booked job costs you. Our HVAC marketing guide puts reviews next to memberships, search and paid channels.
Footnotes
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Tips to improve your local ranking on Google, Google Business Profile Help, accessed October 15, 2026. ↩
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Prohibited and restricted content: Fake engagement and rating manipulation, Google Maps User Generated Content Policy Help, accessed October 15, 2026. ↩
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The Consumer Reviews and Testimonials Rule: Questions and Answers, FTC Business Guidance, accessed October 15, 2026. ↩
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Don't Ask for Reviews, Yelp Support Center, accessed October 15, 2026. ↩