Example replies
Before you copyEdit every reply to fit: only promise actions, refunds or policies that are true for your business, and replace anything in [brackets].
No record, neutral
Hi, thank you for taking the time to post. We've checked our appointment book and job records for the past six months and can't match this description to any visit. If we've missed something, we'd like to understand it. Please call our office at [phone] and ask for [Name].
Details don't match your services
Thanks for the review. We want to help, but some details here don't line up with what we offer: we don't do emergency call-outs or carry the brand mentioned. It's possible this was meant for another company. If you did work with us, please email [email] with your invoice number and we'll look into it right away.
Very short
We take every review seriously, and we can't find any record of this visit. If you were a customer of ours, please contact [Name] directly at [phone] so we can sort it out together.
Restaurant, wrong menu items
Thank you for the feedback. We've looked at the dishes described and they aren't on our menu, now or in the past year, so we're unsure this was our restaurant. If you dined with us, we'd welcome the chance to talk it through. Reach our manager, [Name], at [email].
Part of a sudden wave
We've seen a few reviews this week that we can't connect to any customer, and we've asked Google to look at them. If you are one of our clients and something went wrong, we want to hear from you directly and fix it. Our owner, [Name], reads every message sent to [email].
Report first, reply second
A review from a competitor is one of the cases Google’s rules address directly. Its prohibited content policy treats conflict of interest as fake or misleading content, and it names industry competitors as one of those conflicts. So the first move is a report, not a reply. File it from the Reviews Management Tool, pick the reason that fits, and keep a private note of why you believe it: the account also reviews a rival shop, the details describe services you don’t sell, there’s no matching booking.
Then reply anyway. Google says evaluation typically takes several days, and the review may stay up if Google doesn’t agree. In the meantime, the reply is the only thing readers see from you.
Why a neutral reply works
People reading your profile can’t verify who wrote a review, and they can’t verify your claim that it was a rival either. What they can judge is your tone. An owner who says “we can’t find this visit, please call us” looks organized and open. An owner who writes “nice try, [Rival Plumbing]” looks like they’re in a feud, and readers often side with the person who seems less angry.
A neutral reply also protects you if you’ve guessed wrong. Some reviews that feel like sabotage come from a customer who mixed you up with a business down the road, or from a client you’ve forgotten. Google’s reply guidance asks owners never to make personal attacks, and naming a competitor as the author is close to one.
What not to put in the reply
- The competitor’s name, or a hint that points to it.
- Details about the reviewer’s account or other reviews they’ve left.
- Threats of legal action. If you think the content is unlawful, Google has a separate legal process, and whether to use it is a question for a lawyer.
- Anything offered in return for taking the review down.
When it’s a pattern
One odd review is noise. Five in a week from new accounts is a pattern, and Google’s policies count unusual posting patterns meant to shift a rating as manipulation. Report each review, use the appeal if needed, and keep replying to each one in the same calm voice. If someone contacts you demanding payment to stop, treat it as extortion and use Google’s separate report for that, rather than replying or paying.
If it doesn't work
- The report comes back with no policy violation: appeal once, and choose the reason you can best support. A second fresh report rarely changes the result.
- Several suspicious reviews arrived at once: report each one, since unusual posting patterns can count as rating manipulation under Google's policies.
- Someone is demanding money to stop posting bad reviews: that's extortion, which Google handles through a separate report.
- You aren't sure it's a competitor: reply as you would to any unhappy customer and skip the accusation.
Questions owners ask
Can I say in my reply that the review came from a competitor?
You can, but it rarely helps. If you're wrong, you've accused a customer in public. If you're right, readers still see a dispute and can't check your claim. A neutral line saying you have no record of the visit makes the same point without the risk.
Does Google's policy cover reviews from competitors?
Yes. Google's prohibited content policy lists conflict of interest, and names industry competitors among the relationships that make a review not allowed. Google still decides each report itself, so evidence that ties the account to another business helps.
Should I leave a review on the competitor's profile back?
No. That would itself be a conflict of interest review and could be removed, and it puts you in the same position you are reporting. Stick to reporting and replying on your own profile.
How long does Google take to decide?
Google says review evaluation typically takes several days. You can follow the status in the Reviews Management Tool. If an appeal is escalated, the final decision arrives by email.
Sources
- Prohibited and restricted content (support.google.com)
- Report inappropriate reviews on your Business Profile (support.google.com)
- Tips to get more reviews and write better replies (support.google.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.