Generate your direct review link
In your Google Business Profile dashboard, go to 'Get more reviews' and copy the short URL (it looks like g.page/r/...). Use this everywhere — never send people to your generic profile or ask them to search for you.
Drop the link in your email signature, on your invoices, in post-service SMS messages, on receipts, and on a small countertop card with a QR code if you have a physical location.
The 24-hour rule
The single biggest predictor of whether someone leaves a review is how soon you ask. Within 24 hours of completing service, response rates are 25–40%. After a week, they drop below 5%.
Automate this with your CRM, scheduling tool, or POS system. A simple text message — 'Hey [name], thanks for choosing us today. If you have 30 seconds, a quick Google review really helps: [link]' — outperforms long, formal email asks.
What you can't do
Don't gate reviews (asking customers privately if they're happy and only sending review links to the happy ones is against Google's terms and is detectable). Don't offer discounts or freebies in exchange for reviews. Don't have employees, family, or friends review you.
Do reply to every review within 48 hours, including negative ones. A thoughtful, calm response to a negative review actually improves perception more than a perfect 5.0 rating with no engagement.