Fast Reviews, Bigger Risks: Why Incentivizing Google Reviews Could Backfire
While waiting for the doctor to come in, I noticed a paper with two QR codes taped to the door—clearly printed from the office copy machine. One was for leaving a Google Review, and the other was for following them on Instagram. Given that this is my field of expertise, I decided to take a closer look, starting with their Google Business Profile and then clicking through to their website. What I found was a good example of how even well-intentioned efforts to engage customers can sometimes go awry. The first thing I noticed the web banner: “Leave us a review, and we’ll give you a scratch-off lottery ticket (21+ only).”
I always take a close look at the websites, Google Business profiles, and reviews of the places I visit, whether it’s my doctor’s office or a local restaurant—it’s just what I do for a living. Over the years, I’ve seen all kinds of strategies to boost a brand’s presence—not all of them work. Offering lottery tickets for reviews might seem like a quick win, but it can backfire. It goes against Google’s rules, risking penalties, and can make customers question your business’s integrity. People want genuine reviews, not ones influenced by a reward. Incentives, even with good intentions, can pressure customers into overly positive reviews, hurting authenticity and trust. Genuine connections drive effective marketing, and rewards can undermine that trust. With risks like penalties and damaged credibility, shortcuts aren’t worth it.
The problem with offering incentives for reviews is that it goes against the rules of platforms like Google, which have strict guidelines on how reviews should be collected. Whether it’s a discount, gift, or lottery ticket, rewarding customers for reviews breaks these rules. Reviews are meant to reflect real, honest experiences, and incentives can make them feel less genuine—something Google takes seriously. If a business uses incentives, there’s a good chance those reviews could get flagged, removed, or worse—result in penalties that hurt online visibility and make it harder for new customers to find them.
Boosting ratings with incentives might seem tempting, but it often backfires. Customers can sense when feedback feels forced, which makes them question your business’s authenticity. Honest reviews play a key role in helping people make informed decisions, and rewards can make those reviews feel unreliable. Incentives might get you a few quick reviews, but the risks—like losing credibility or getting hit with Google penalties—aren’t worth it. People can spot inauthentic feedback, and that can hurt trust in your brand. Genuine reviews from happy customers do more to build lasting trust and a strong reputation. Focus on delivering real value and great experiences, and the positive feedback will come naturally.
The goal is to get authentic feedback from happy customers, but it has to happen naturally. When we work with clients, we help them find the best approach for their business to ask for reviews. This could be a follow-up email, a QR code to scan, or simply asking a customer for a quick favor by leaving a review—most people are happy to do it. It all starts with delivering great service. When you give customers a positive experience, they’re much more likely to return the favor with a review.
The Problem with Incentivizing Reviews
It’s easy to understand why incentives seem appealing—they promise quick results. A few positive reviews can give your online reputation a boost, improve your search rankings, and help potential customers feel more confident choosing your business. But the truth is, these gains don’t last.
Incentivizing reviews also goes against the rules of many platforms, including Google. Whether it’s a discount or a lottery ticket, Google’s policies strictly prohibit offering rewards for reviews, no matter how good your intentions are. Over time, relying on incentives can backfire, eroding trust and damaging your reputation. Genuine feedback, built through real customer experiences, is what truly strengthens your business—no gimmicks, no shortcuts. Reviews must be authentic and unbiased. Giving incentive can influence people, intentionally or not, to leave overly positive reviews. Doing this compromises the authenticity of their feedback. Google takes action seriously. If Google feels you violated these guidelines, your business could end up with flagged or removed reviews, or worse, they could remove your profile.
When the doctor finally came in, I brought up my concern. I asked who was managing his reputation and pointed out that handing out lottery tickets for reviews goes against Google’s guidelines. It’s not just about legality—it’s about following Google’s standards to protect trust and foster long-term credibility. While offering something like a lottery ticket in exchange for a review isn’t technically illegal, it does violate Google’s ‘Fake Engagement’ policy under their Prohibited & Restricted Content rules.
Authentic Reviews Are More Valuable
While incentivized reviews may look the same as genuine ones, they often fall short. Incentives can give your online reputation a temporary boost, but they can also backfire and cause more trouble than they’re worth.
A Better Way Forward
While I was waiting for the doctor, I found myself thinking about how I’d help them get new reviews if they were my client. Rather than giving out scratch-off tickets, I’d recommend they focus on educating patients about the importance of reviews—or better yet, just ask for one directly. I’d also improve the design of their QR code signs or handouts to look more polished and professional. The most important thing is to provide excellent service at every step, from check-in to check-out. Great service naturally encourages people to share their experiences. When patients feel appreciated and well cared for, they’re far more likely to leave honest feedback—no incentives required.
But rather than offering incentives, a friendly message like, “We’d love to hear your thoughts!” with a link to their Google Reviews page could have been far more effective.
If you want to grow your digital presence, it’s important to understand that authenticity and transparency are what build trust with your audience. Encouraging honest feedback, responding thoughtfully to both positive and negative reviews, and using that feedback to improve your service are essential steps. Genuine connections with your customers can’t be forced—and no incentive can replace that.
At EchoEra Digital Works, we help our clients grow their business by getting found on Google, driving traffic to both physical and online locations, engaging meaningfully on social media, and collecting authentic reviews. Offering incentives for reviews, even something small like a lottery ticket, can cause serious issues. Google may flag and remove incentivized reviews or penalize your business, damaging your online reputation.
Instead, we prioritize sustainable strategies that establish genuine credibility. We make it easy for customers to leave reviews by providing QR codes, NFC cards, and follow-up requests via SMS and email—all designed to follow Google’s guidelines. By encouraging honest feedback, we help clients build trust and lasting customer relationships.
Ready to grow your business the right way? At EchoEra Digital Works, we specialize in SEO and Reputation Management strategies that work—aligned with Google’s policies and built for long-term success. Avoid risky tactics that could backfire. Let us help you develop a strategy that sparks real engagement, builds trust, and creates lasting relationships. Contact us today to schedule a consultation and take control of your online presence.
Sources:
- Google Business Profile Guidelines: https://support.google.com/business/answer/3038177?hl=en
- Prohibited & Restricted Content: Fake Engagement Policy: https://support.google.com/business/answer/3038177?hl=en#fake_engagement
- Google Reviews Policy: https://support.google.com/business/answer/3474122?hl=en
- Google Prohibited & restricted content (Fake engagement) https://support.google.com/contributionpolicy/answer/7400114?sjid=16535725676111824256-NC