Part of our guide: How to get more Google reviews for your business.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
When you get a bad Google review, don't reply straight away. Within a day or two, post a short, calm public reply that thanks them, acknowledges the problem, says what you'll do about it and invites them to contact you directly. Never argue or share private details. If the review is fake or breaks Google's rules, report it. Then fix whatever caused it, and keep asking every customer for reviews so one bad one sits among plenty of good ones.
Why your reply matters more than the review
People reading your reviews know nobody's perfect. What they look at is how you respond. A calm, helpful reply to a bad review can do more for your reputation than another five-star review.
How to reply, step by step
- Wait until you're calm. Read it, then step away. Reply within a day or two, not within a minute.
- Work out what's really going on. Is it a genuine complaint, a misunderstanding or someone you've never worked for?
- Thank them and acknowledge the problem, even if you disagree with some of it.
- Apologise for their experience without arguing about who was at fault in public.
- Say what you'll do, or what you've already changed.
- Take it offline. Give a name and a phone number or email so you can sort it out properly.
- Keep it short. Three or four sentences. Long replies look defensive.
Example replies
| Situation | Example reply |
|---|---|
| A genuine complaint | "Hi Mark, thanks for letting us know, and I'm sorry we let you down on the start date. That's not the standard we aim for. I'd like to put it right, so please ring me on 01632 960123. Dan" |
| A misunderstanding or a factual error | "Hi Mark, thanks for your feedback. I'm sorry for the confusion about the quote. For clarity, it included the parts but not the extra wiring we found on the day, which we discussed before going ahead. I'd be happy to talk it through, so please give me a call on 01632 960123. Dan" |
| Someone you can't find in your records | "Hi, thanks for your review. We can't find a record of working with you under this name. If you're happy to get in touch on 01632 960123, we'd like to understand what happened. Dan" |
Can I get a bad review removed?
Only if it breaks Google's rules. For example, it's fake, it's from someone with a conflict of interest such as a competitor or ex-employee, it's offensive, or it's about a different business. Report it from your Google Business Profile and Google will decide. You can't remove a genuine review just because it's negative.
Don't:
- Offer anything in return for removing or changing it. Google doesn't allow this.
- Argue in public or reveal anything private about the customer.
- Post fake positive reviews to bury it. It's against Google's rules and, since April 2025, UK law.
Replying to good reviews
Reply to the good ones too. It shows you notice, and people deciding whether to use you read your replies.
- Thank them by name and mention the job: "Thanks Sarah, glad you love the new kitchen."
- Keep it short and vary the wording. The same copied reply on every review looks automated.
- Don't add sales messages or keyword stuffing.
Stop small problems becoming bad reviews
Many bad reviews start with a customer who felt ignored. A quick check-in after each job ("Is everything OK with the work?") gives people a chance to tell you before they tell Google. That's fine, as long as you still ask everyone for a review, not just the people who said they were happy.
Common questions
Should I respond to every negative review?
Yes. A calm reply shows future customers you take problems seriously.
How quickly should I reply to a bad review?
Within a day or two. Fast enough to show you care, slow enough to reply calmly.
Can Google remove a bad review?
Only if it breaks Google's policies, such as fake reviews, conflicts of interest or offensive content. Report it from your Google Business Profile.
Should I reply to positive reviews?
Yes. A short, personal thank you shows you value customers and helps people deciding whether to use you.
What if the review is from someone I've never worked with?
Reply politely saying you can't find a record of them and inviting them to get in touch, then report it to Google.
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