Guide · Roofing & remodeling
How roofers and remodelers get more Google reviews, the right way
When and how to ask, how to reply, and what Google's rules and the FTC's review rule ban. Written for roofing and remodeling companies that want reviews they can be proud of.
The short answer
Ask every customer for an honest review soon after the job, with your Google review link or QR code, and reply to every review. Never pay, reward or filter for good reviews: Google's rules prohibit incentives and selectively asking happy customers, and the FTC's 2024 rule bans fake and bought reviews.
Key takeaways
- Ask everyone, not only the happy customers.
- No discounts, gifts or payment for reviews.
- Reply to every review, short and personal.
- Keep new reviews coming: 74% care about reviews from the last three months.
Want reviews to work with your ads? Let us check your profile and follow-up.
Free Growth DiagnosisDo Google reviews matter for roofers and remodelers?
Yes. Many homeowners check reviews before they call, whatever ad or search brought them. BrightLocal's 2026 survey of US consumers found:
BrightLocal, Local Consumer Review Survey 2026. All local businesses, not only contractors.
Reviews also matter for other channels, such as Local Services Ads. See our guide Google Local Services Ads for roofers.
What is allowed when asking for reviews, and what is not?
Google's policies put it plainly: reviews "must reflect a genuine experience", and offering incentives for reviews "is ... strictly prohibited". The FTC added a federal rule in 2024.
✓Allowed
- Asking every customer for an honest review, with a link or QR code
- Reminding a customer once if they said they would leave one
- Replying to every review, good or bad
- Showing your real rating and reviews on your website
✕Not allowed
- Discounts, gifts or payment for a review, or for removing a bad one (Google)
- Asking only happy customers, or discouraging negative reviews (Google)
- Fake reviews, or buying or selling reviews (FTC rule, 2024)
- Rewards that depend on the review being positive or negative (FTC rule)
- Reviews from your staff, managers or family that hide their connection to you (FTC rule)
- Threats or intimidation to get a review removed (FTC rule)
Based on Google's Maps user-contributed content policy, Google Business Profile Help and the FTC's August 2024 press release on its final rule. General information, not legal advice.
When and how should a roofer or remodeler ask for a review?
Right after the job, while the homeowner is happy with the finished work and still remembers your crew. Google says you can ask customers "to visit a Google link or scan a QR code". A simple routine:
- Job day
Walk-through
Show the finished work, clean up, and thank the homeowner in person.
- Same day
Send the link
A short text or email with your review link (texts only with consent).
- A few days later
One reminder
Only if they said they would. Then stop.
- Every week
Reply
Answer every new review, good or bad.
Our suggested routine. Ask every customer, not only the ones you expect to be happy.
How should roofers and remodelers reply to reviews?
Google's tips: "Keep it short and simple" and "Be conversational, not promotional." For negative reviews, Google advises: "Protect privacy and avoid personal attacks," "Apologize when appropriate," and "Respond in a timely manner."
Mention the job ("your new roof on Oak Street" is too much detail; "your roof replacement" is fine). Never share private details.
BrightLocal found 50% of consumers are put off by templated or generic replies.
For a bad review, call the customer if you can, fix what's fair, then reply calmly in public.
Is your Google review profile healthy?
Move the sliders to your own numbers. The checks use BrightLocal's 2026 survey findings.
Review health check
Nothing is saved or sent.
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A simple check based on survey averages for all local businesses, not a Google score.
Google reviews for contractors: common questions
Can a roofer offer a discount for a Google review?+
No. Google's policy prohibits offering incentives such as payment, discounts or free services in exchange for a review. Ask for an honest review without any reward.
Can I only ask happy customers for reviews?+
No. Google's policy says businesses may not selectively solicit positive reviews or discourage negative ones. Ask every customer after the job.
How many Google reviews does a contractor need?+
There is no fixed number, but BrightLocal's 2026 survey found 47% of consumers won't use a business with fewer than 20 reviews, and 74% care about reviews from the last three months. Aim for a steady flow of new, honest reviews.
Should I reply to bad reviews?+
Yes. Reply calmly and quickly, apologize when it is fair, and don't share private details or attack the customer. BrightLocal found 89% of consumers expect owners to respond to reviews.
Written by the Digital Hark team. We offer ads, landing pages, tracking and follow-up systems for US roofers and remodelers. Research numbers and quotes come from the public sources below, read in October 2026. Routines, tips and the health check are our own suggestions and are labeled as such. General information, not legal advice.
Sources
- Google Business Profile Help, "Tips to get more reviews" · support.google.com
- Google, Maps user-contributed content policy, "Prohibited & restricted content" · support.google.com
- Federal Trade Commission, press release on its final rule banning fake reviews (August 14, 2024) · ftc.gov
- BrightLocal, "Local Consumer Review Survey 2026" (February 2026) · brightlocal.com
