Should You Pay for Google Reviews? & How to Get Real Reviews

Apr 4, 2023

Table of Contents

Importance of Google reviews
Should you pay for Google reviews?
Risks of paying for Google reviews
How to get reviews the right way

As a business owner, you're always searching for ways to enhance your online presence and attract more customers. One strategy some businesses employ is paying for Google reviews in an attempt to boost their ratings and credibility.

But is this practice ethical and effective?

In this article, we'll examine the risks of paying for Google reviews as well as offer tips on getting genuine feedback from actual customers. Whether just starting out or experienced in this space, read on to gain more knowledge on managing your reputation online and building trust with customers.

Importance of Google Reviews

In today's digital world, online reviews have become an integral element of business success.

Customers rely on reviews to make informed purchasing decisions and businesses use them to cultivate their reputation and attract additional customers. 

Of all the review platforms available, Google Reviews stands out due to its widespread usage and influence over customers.

Here are a few reasons why Google Reviews are so critical for businesses:

Building Credibility and Trust

Positive reviews on Google can help build credibility and trust with potential customers. When customers read about other people's positive experiences with a business, they're more likely to trust it and consider making a purchase from the business.

positive google review

Improves Search Engine Rankings

Google reviews can have an impact on a business' search engine rankings. The more reviews a company has, the higher it's likely to appear in search results, increasing visibility and traffic to their website.

Google Reviews Provide Valuable Feedback

Reviews on Google can offer businesses invaluable feedback to enhance their products, services, and customer experience. Business owners can use reviews to identify areas for improvement and make necessary modifications accordingly.

negative google review

Increases Sales and Revenue

Positive reviews on Google can result in increased sales and revenue for a business. Customers are more likely to make purchases from businesses with positive ratings, while businesses with high ratings and reviews tend to attract new clients.

Google Reviews are an integral part of any business' online presence. Positive reviews can build credibility, boost search engine rankings, provide useful feedback and even increase sales and revenue. 

Therefore, businesses must prioritize building and managing their reputation on Google and other review platforms.

Should You Pay for Google Reviews?

No, businesses should not pay for Google reviews. Paying for reviews is a violation of Google's terms of service and can result in account suspension, a decrease in search engine rankings, or the removal of all reviews.

Risks of Paying for Google Reviews

While some businesses may be tempted to pay for Google reviews to boost their ratings and credibility, there are several reasons why it's not a good idea:

Violates Google's Terms of Service

As mentioned, paying for reviews violates Google's terms of service and can result in account suspension or removal of all reviews. Google is constantly monitoring reviews to ensure authenticity, and any suspicious activity is likely to be flagged.

google on paid reviews

Lowers Credibility and Trust

Paying for reviews can also lower a business's credibility and trust with customers. Customers are becoming increasingly aware of fake reviews and are more likely to avoid businesses that engage in such practices. 

Negative customer reviews can also tarnish a business's reputation, leading to long-term consequences.

Legal Consequences

Paying for reviews can have legal consequences, including fines and lawsuits. 

Several countries, including the US and UK, have strict laws against fake reviews, and businesses that engage in such practices can face legal action.

Paying for Google reviews can have serious legal consequences for businesses. 

The Federal Trade Commission (FTC) in the United States has strict guidelines on endorsements and testimonials, including online reviews. If your business is caught paying for reviews, you could face significant fines and legal action.

Under the FTC's guidelines, paid endorsements must be disclosed to consumers. 

This means that if you pay for a review, the reviewer must disclose that they were compensated for their opinion. Failure to disclose paid endorsements can result in fines of up to $43,792 per violation.

Ineffective in the Long Run

Paying for reviews may seem like a quick fix to boost ratings, but it's ineffective in the long run.

Reviews that are not genuine or reflective of actual customer experiences are likely to be detected and removed by Google. 

Additionally, businesses that rely solely on paid reviews may not be able to sustain long-term growth and success.

In summary, paying for Google reviews is not only unethical but also risky and ineffective. Businesses should focus on building their online reputation organically by encouraging customers to leave honest and authentic reviews. 

While it may take more effort and time, authentic reviews are more likely to build trust and credibility with customers and lead to long-term success.

How to Get Reviews the Right Way

Acquiring genuine reviews from customers is essential for building a positive online reputation. Here are some steps business owners and listing managers can take to get reviews done correctly:

Verify You Google My Business Listing

Verifying your Google My Business listing is the first step to getting reviews on Google. Make sure your listing contains accurate contact info, hours of operation, and photos of your business.

Encourage Customers to Leave Reviews

Incentivize customers to leave reviews by asking them in person or via email. You could include a call-to-action on your website, social media pages, and in-store signage.

google review on website

However, make sure not to incentivize customers to leave positive reviews as this constitutes a violation of Google's terms of service. You can also make the review generation process easier and friction-free by providing customers with a direct link to your Google My Business listing. 

This link will take them directly to the review form, making it easier for them to leave a review.

Responding to Reviews

Responding to reviews, both positive and negative, is essential for managing your online reputation. Reacting to reviews demonstrates that you value customer input and are willing to address any issues raised. 

Furthermore, responding provides an opportunity to thank customers for their positive remarks while addressing any worries raised in negative reviews.

Monitoring and Managing Reviews

Maintaining a positive online reputation requires monitoring and managing reviews. 

Set up alerts to notify you when there are new reviews, then respond promptly. You can also use a Google review management tool to help you stay on top of your reviews. 

google review management software

Furthermore, report any fake or spam reviews to Google as these can negatively affect your business's reputation.

Deliver Superior Customer Service

Maintaining excellent customer service is essential for receiving positive reviews. Make sure your staff is trained to offer top-notch service, and promptly address any issues raised by customers.

In conclusion, getting authentic reviews from customers is paramount for cultivating a positive online reputation. By following these steps, business owners and listing managers can encourage customers to leave reviews and effectively manage their online presence.

Use Other Platforms to Collect Reviews

While Google My Business is an important platform for collecting reviews, it's not the only one. You can also encourage customers to leave reviews on other platforms, such as Yelp, Facebook, or industry-specific review sites.

yelp business page

This can help diversify your review portfolio and provide a more comprehensive view of your business's reputation.


In conclusion, paying for Google reviews is never a wise idea. Though it may appear like an easy and fast way to improve your business' reputation, doing so could result in serious legal repercussions, damage your brand image, and ultimately negatively affect revenue.

Instead of engaging in unethical practices, businesses should prioritize creating genuine reviews from both satisfied and unsatisfied customers. This can be accomplished by encouraging customers to leave reviews, providing exceptional service, and promptly responding to any negative feedback.

By cultivating a positive online reputation through genuine reviews, businesses can attract more customers and ultimately boost their revenue. Therefore, while paying for Google reviews may seem tempting at first glance, remember that ethical and genuine tactics always produce superior outcomes in the end.

Tim Hill
Tim's background is in digital marketing working for both large and small digital agencies and diverse client types. He has a passion for tech, software and staying up to date on the latest search engine news.
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