Google reviews have become the first port of call for business owners comparing accounting firms. To make the most of them, ask for reviews at the right time (end of tax season, successful completion of an assignment), make it easy for clients to leave feedback with a direct link, respond to every review without ever confirming confidential information, and avoid fake reviews, such as selectively soliciting satisfied clients, which are prohibited by Google and legally risky in Canada.
Before calling an accounting firm, an entrepreneur almost always does the same thing: they type the firm’s name into Google and check its rating. This behaviour has been well-documented for years: according to BrightLocal’s Local Consumer Review Survey (2024), a large majority of consumers check online reviews before choosing a local business, and a low rating or an empty profile is enough to rule a provider out of consideration. For a service that requires trust, such as accounting, where clients entrust their financial data, payroll, and tax obligations, this screening process is even stricter than in other industries.
The good news: Google reviews are one of the few customer acquisition strategies that cost nothing but a systematic approach. The not-so-good news: it’s also a minefield for a CPA, between Google’s rules, the Competition Act, and your confidentiality obligations. This guide covers all three aspects: getting more reviews, responding to them correctly, and staying on the right side of the rules.
A Google review serves three purposes at once for a firm:
In other words, the Google listing isn’t just another channel, it’s the verification point through which almost all other channels pass, from word of mouth au Firm’s website. The role of reviews in your overall marketing mix is outlined in Marketing Channels for an Accounting Firm.
Firms with 60 reviews don’t have better clients than those with 4, they just have a system. Four ingredients are all it takes.
One thing to keep in mind: Ask all your clients, not just the ones you’re sure are delighted. This selective filtering, known as “review gating,” is explicitly prohibited by Google’s review policies (see the compliance section). And statistically, a profile that shows only perfect 5-star ratings raises suspicion: a few 4-star reviews make the overall profile more credible.
“With Google reviews, you either endure them or build them. At Bankeo, our 180+ reviews and our 4.7 out of 5 rating didn’t just fall from the sky: every request for a review comes after a moment when we’ve truly helped someone. It’s exactly the same for a firm: the key is to ask at the right time, of everyone, all the time.” Arnaud Bertrand, CEO of Bankeo
Responding to reviews is just as important as getting them: prospects read your responses to gauge how you treat people. But for a CPA, responding publicly comes with a pitfall that other businesses don’t face: confidentiality. Your ethical obligations prohibit you from disclosing information obtained in the course of a professional relationship, and depending on the context, even publicly confirming that someone is a client may already reveal too much. The rule of thumb: always respond as if the person might not be a client.
| Situation | Common Mistake | Best Practices |
|---|---|---|
| Detailed 5-star review | Copy and paste “Thank you!” under each review | A brief, personalized response that references a point from the review, without providing further details about the engagement |
| Negative review from a real customer | Justifying oneself publicly by citing the case file | A calm, generic response, with an invitation to continue the conversation privately via a direct channel (email, phone) |
| Negative review from a stranger or a non-client | Write “You have never been a client of ours” | Indicate that no matching listing was found, encourage the user to contact the business, and then report the review to Google if it violates its guidelines |
| Review mentioning an employee by name | Comment on the employee’s situation | Express gratitude or offer gentle feedback; handle HR matters internally |
| Review mentioning a fee dispute | Break down invoices publicly | Remind them that a resolution process is in place; suggest a private conversation |
Stay on top of it: aim to respond to every review within a few business days. A single negative review, handled calmly and professionally, often does more for your credibility than a tenth 5-star review: it’s the only time a prospect sees you handle a disagreement.
Three frameworks overlap, and all three point in the same direction: authenticity.
In practice, the rule is simple: anything that involves asking a real customer for an honest review is permitted and encouraged; anything that involves fabricating, filtering, purchasing, or manipulating reviews is prohibited in some way, and often on all three levels at once.
A highly rated Google listing reduces friction, but it doesn’t fill up the calendar on its own, it converts an existing lead. To turn reputation into measurable growth, three steps round out the strategy:
For entrepreneurs, Bankeo also publishes its own public references: the Accounting Fees Barometer and the Bankeo Trust Index. A firm that understands what its prospective clients look for before signing up is better able to meet their expectations from the very first call, a topic explored in depth in Finding Clients for Your Accounting Firm.
How many Google reviews does an accounting firm need? There is no official threshold. First, aim to outperform comparable firms in your city, then focus on maintaining a steady flow: a few fresh reviews each month carry more weight than a large volume of older reviews, since recency matters in local rankings.
Can you offer a discount or a gift in exchange for a review? No. Google’s policies prohibit reviews obtained in exchange for compensation, and an undisclosed incentive may constitute a deceptive practice under the Competition Act. Ask for an honest review, with no compensation in return.
How to Respond to an Unfair Negative Review? Stay calm and avoid going into case specifics: thank the reviewer for their feedback, express your willingness to understand, and suggest a private channel for communication. If the review is false or defamatory, report it to Google via the review page; if it violates content guidelines, it may be removed.
Can a CPA publicly confirm that someone is a client? It’s best to avoid doing this altogether: your confidentiality obligations cover information obtained in the course of your professional relationship, and depending on the context, simply confirming the relationship could reveal such information. Respond in general terms and follow up privately.
Should you ask all customers for reviews, or just the most satisfied ones? To everyone: Selective curation of satisfied customers, known as “review gating”, is prohibited by Google’s guidelines. A profile with a few 4-star reviews is actually more credible than a wall of perfect 5-star reviews.
Are Google reviews enough to help a firm grow? No: they convert existing leads; they don’t generate them. Combine your reputation with channels that generate leads, such as local SEO, facilitated word-of-mouth, or a stream of pre-qualified leads like Bankeo Pro.
By Arnaud Bertrand, CEO of Bankeo. Bankeo Pro connects more than 1,500 registered accounting firms with pre-qualified requests from entrepreneurs across Canada: qualified clients, no cold calling, with fees per file known in advance, never a percentage of your fees. Discover Bankeo Pro for Firms.
Bankeo attracts entrepreneurs, filters them, and presents you with leads that match your practice. A fee per file is charged, and the amount is known in advance.
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