How much does it cost for Google reviews?

Google does not charge for reviews at any stage. Your Business Profile is free, the 'Ask for reviews' link and QR code are free, and replying is free. A sole trader with a phone and a habit of asking can build a strong review count without spending anything.

What businesses do pay for is consistency. Review request software sends a text or email automatically when a job is marked complete, with a reminder a few days later. Some businesses pay an agency to send requests and write replies. Others spend a little on printed cards or van stickers with the QR code. Prices vary widely, so compare what each option does against the time it saves you.

What you should never pay for is the reviews themselves. Google's policy bans reviews paid for directly or in kind and reviews posted because of an incentive, and it removes them. Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has banned fake reviews and reviews that hide the fact they were incentivised, and the Competition and Markets Authority can fine businesses directly for breaking consumer law.

Discounts and prize draws for customers who leave a review fall into the same trap. Even if the reviews are honest, Google treats them as incentivised and removes them, and you can lose a batch of honest reviews for the sake of a small saving.

What it does cost is time: asking every customer, chasing once and replying to what comes in. If that time is the problem, SEO Pages runs review management for trades businesses, but the free route works if you stick to it.