Short answer: aim for at least 10 Google reviews, then keep a steady flow of new ones. In our study of 777 Google Maps listings for roofers, plumbers and electricians across 10 UK cities, 62.3% had fewer than 10 reviews and the typical listing had just 5. Getting past 10, and adding new reviews every month, already puts a trade business ahead of most of its local rivals.
That figure comes from The UK Trades Google Gap 2026, our own research using public Google Maps data retrieved on 7 October 2026. Below is what the numbers say, why 10 is a sensible first target, and how to get there without breaking Google’s rules or UK law.
How many Google reviews do most trades have?
Fewer than most people expect. Across London, Birmingham, Manchester, Leeds, Glasgow, Liverpool, Bristol, Sheffield, Newcastle and Cardiff, we found:
- 62.3% of listings had fewer than 10 Google reviews.
- 21.9% had no reviews at all.
- The median listing had 5 reviews.
- Electricians were furthest behind, with 68.7% under 10 reviews, against 61.8% of roofers and 56.2% of plumbers.
Every one of the 10 cities had a majority of listings under 10 reviews, from 53.8% in Glasgow to 67.4% in Birmingham. City samples were 65 to 86 listings each, so treat the city differences as a guide rather than a league table. The full tables and method are on the study page.
Why is 10 reviews a good first target?
Because most of the field never gets there. If six in ten of the firms a customer could call have fewer than 10 reviews, a business with 15 or 20 recent, detailed reviews stands out straight away.
The study also showed how lopsided reviews are. The best-reviewed 10% of listings held 66.8% of all 21,153 reviews we counted. A handful of firms in each city collect most of the trust, and everyone else is thin. That is good news if you are starting small: you do not need hundreds of reviews to beat most of the businesses around you, you need a steady habit.
Does the star rating matter more than the number of reviews?
Less than you might think. Of the 293 listings in our study with 10 or more reviews, the average rating was 4.78, and 78.2% were rated 4.8 or higher. When almost everyone established is close to five stars, the rating stops separating anyone. What customers notice instead is how many reviews you have, how recent they are and what they say about real jobs.
A few honest four-star reviews among the fives do no harm. Google’s own guidance says a mix of feedback often feels more trustworthy than a wall of perfect scores.
How do you get more Google reviews as a tradesperson?
The firms with lots of reviews are rarely doing anything clever. They ask every time, and they make it easy.
- Get your review link. In your Google Business Profile you can create a short link or QR code that takes customers straight to the review box. Google recommends exactly this in its tips to get more reviews.
- Ask on the day the job is finished. The customer is happiest when the leak is fixed or the new roof is on. Ask in person, then send the link by text the same day while it is fresh.
- Make it part of the job. Put the request into your end-of-job routine, your invoice email and your job sheet, so it happens whoever is on site.
- Ask for detail. Invite the customer to mention the job and the area, for example “boiler repair in Headingley”. Detailed reviews help other customers decide, and they read as genuine.
- Reply to every review. Thank people briefly and specifically. For a negative review, acknowledge the problem, stay calm and explain what you did about it. Google advises clear, helpful replies rather than the same “thanks” every time.
What must you never do?
Do not pay for reviews, swap them, write your own or offer a discount in return for one. Google’s review guidance says offering free or discounted goods or services in exchange for reviews is strictly prohibited.
It is also a legal issue in the UK. Since April 2025, fake reviews and concealed incentivised reviews have been banned practices under consumer protection law, and the Competition and Markets Authority can take action directly. The government’s guidance on online reviews for businesses sets out what is allowed.
The safe rule is simple: ask every real customer, offer nothing in return, and never write or buy a review.
What else stops a trade getting reviews?
Two things came up again and again in the data.
An unclaimed profile. 23.3% of the listings we analysed did not appear to be claimed by their owner. Those unclaimed listings had a median of just 1 review, and 95.6% had fewer than 5 photos. If you have not claimed your profile, you cannot easily share a review link or reply to anyone. Google explains how in Add or claim your Business Profile, and it costs nothing.
No website. Almost a third of listings (31.7%) showed no website. Listings with a website had a median of 9 reviews; those without one had a median of 2. That is an association rather than proof that a website brings reviews, but the firms that look after one part of their online presence tend to look after the rest.
A simple 30 day plan to reach 10 reviews
- Week 1: claim or check your Google Business Profile, create your review link and save it on your phone.
- Weeks 1 to 4: ask every customer at the end of every job, and text the link the same day.
- Every week: reply to each new review and add two or three real photos of finished work.
- Day 30: count your reviews. Most busy trades who ask every customer will be well past 10.
If you want to see where your own profile stands against the firms around you, get a free Google profile check from Unavoidable Marketing. We will look at your reviews, photos, categories and website link and tell you the three things we would fix first. Trade-specific advice is on our pages for roofers, plumbers and electricians.
About the author: Andrew Heppinstall is the founder of Unavoidable Marketing, a Leeds agency that helps UK trades and local service businesses win work through Google Local Services Ads, SEO and paid search. His article “What makes Google ads effective?” appeared on the Business Matters page of PHAM News in September 2026.