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Home / Digital marketing / GBP management / Guides / The review response playbook

The review response playbook

What to say to a bad review, what never to say, and when Google will remove one.

Your reply to a bad review is read by every future customer who checks your profile. This playbook gives you a five-part structure, templates for the situations that come up most, and the steps for reporting reviews that break Google's policies.

Two-star customer review with a drafted owner reply underneath

PDF, 5 pages. Free with your email.

    We'll email you the download link. No spam, and you can unsubscribe at any time. Privacy policy.

    What's inside

    • The rules of a good reply
    • Six reply templates
    • Law, medical, and dental offices
    • Getting a review removed

    Who it's for

    Anyone who replies to reviews for a local business, including law firms and medical offices with confidentiality rules.

    Common questions

    Can I delete a negative Google review?

    No. Only the reviewer or Google can remove it. You can report it if it breaks policy, and you can reply.

    How many times can I appeal a removal decision?

    Once. If Google decides a reported review doesn't violate policy, you get one appeal through the Reviews Management Tool.

    Should I reply to positive reviews too?

    Yes, briefly, and mention one detail from what they wrote.

    Want it done for you?

    This guide supports our GBP management. To see where you stand first, request an audit.

    More guides: all tools and resources