The short answer
At ACE, we keep reviews and rewards separate. We help roofers ask the right customers at the right moment, with a direct link and a short, friendly message. We never attach a gift card to a Google review. Rewards go to other actions, like a customer sending you neighbor referrals.
The rule most roofers get wrong
Many roofers have heard "you can reward reviews as long as you don't require a good one." That's close to the FTC's rule, which bans rewards that depend on a review being positive. Google goes further.
Google's review policy lists offering incentives, such as payment, discounts, or free goods or services, as fake engagement. Reviews Google believes were posted because of an incentive can be removed. So for Google specifically, the safe answer is simple: no rewards for reviews. Not a gift card, not a discount, not an entry into a drawing.
ACE reviews every campaign with each business, and you should check the details with your own attorney.
Step 1: Ask at the moment they're happiest
The best time to ask is when the customer is looking at their new roof:
- At the final walk-through. You're standing in the yard together. Ask in person.
- That evening. Send a short text with your direct review link.
- One week later. One friendly reminder. Then stop.
Don't wait until the invoice is paid and everyone has moved on. A week later, the moment is gone.
Step 2: Make it take ten seconds
Most customers who mean to leave a review never do because it's a hassle. Remove every step:
- Send your direct review link, not your website or a search for your company.
- Keep the message short. "Thanks for trusting us with your roof. If you have a minute, a quick Google review helps other homeowners find us: [link]."
- Say what to mention, not what to rate. "If it helps, tell people about the crew or the cleanup." Never ask for five stars.
Step 3: Ask everyone, not just the ones you think are happy
Picking only happy customers to ask (sometimes called review gating) can backfire, and it makes your reviews less believable. Ask every customer. A few honest four-star reviews next to your five-stars make the whole profile more trustworthy.
Step 4: Reach past customers too
You may have years of finished jobs with no review. ACE can clean your past customer list, verify phone numbers and emails, and send the review ask from your own accounts after you approve the contacts and the message. Again, no reward is attached to the review.
Step 5: Respond to every review
Reply to every review, good or bad, within a few days. Thank people by name. For a bad one, stay calm, own what's yours and offer to fix it offline. Future customers read your replies as closely as the reviews. And never offer anything to change or remove a negative review. Google bans that too.
Where rewards do fit
Rewards still have a place, just not on Google reviews:
- Neighbor referrals. Your customer sends a link to a neighbor, and both get a real gift card when the neighbor engages. (In Florida, referral rewards aren't used for insurance-paid roofing work.)
- Watching your video. New homeowners can earn a reward for watching a 60-second video about your company.
Keep the two completely separate. The review ask never mentions a reward.
What we've seen
Across ACE campaigns, engagement on rewarded actions has ranged from about 5% to 28%. For reviews, the biggest wins come from timing and a direct link, not incentives. Good Faith Roofing is one of the roofing companies running ACE campaigns. These are past results, not a promise for your market.
When this isn't the right fit
- You're hoping to buy reviews. We won't do it, and Google will remove them.
- You don't have happy customers yet. Reviews reflect your work. Fix the work first.
For more on reviews beyond roofing, see how to get customer reviews.
Frequently asked questions
Can roofers offer a gift card for a Google review?
No. Google's policy bars businesses from offering incentives for reviews, even honest ones, and Google can remove reviews it thinks were incentivized.
What's the best way for a roofer to get more Google reviews?
Ask every customer at the final walk-through, text your direct review link that evening, and send one reminder a week later.
Is it OK to only ask happy customers for reviews?
It's better to ask everyone. Picking only happy customers can backfire and makes your reviews less believable.
Can I offer something to remove a bad review?
No. Google bans offering anything to change or remove a negative review. Reply calmly and offer to fix the problem instead.
Can I still use rewards for my roofing business?
Yes, for other actions like neighbor referrals or watching your video, where that's allowed. Just keep rewards out of review requests completely.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
Find the homeowners who need you next. On a free 15-minute call, we'll pull 50 homeowners in market for roofing in your area, live while you watch, scrubbed against Do Not Call lists. You keep the list. Claim your free 50