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Google reviews have become the first thing entrepreneurs do when comparing accounting firms to verify their services. To make the most of them, ask for reviews at the right time (end of tax season, successful completion of a project), make it easy with a direct link, respond to every review without ever confirming confidential information, and avoid fake reviews such as selectively reviewing satisfied customers, which is prohibited by Google and carries legal risks. Canada .
Before calling an accounting firm, entrepreneurs almost always do the same thing: they type the firm's name into Google and check the rating. This reflex has been documented for years: according to BrightLocal's Local Consumer Review Survey (2024), a large majority of consumers consult online reviews before choosing a local business, and a low rating or an empty listing is enough to eliminate a provider from the list. For a trusted service like accounting, where clients entrust their figures, payroll, and tax obligations, this filter is even more stringent than elsewhere.
The good news: Google reviews are one of the few acquisition levers that cost nothing more than a well-thought-out strategy. The not-so-good news: they're also a minefield for CPA, navigating Google's rules, competition law, and your confidentiality obligations. This guide covers all three aspects: getting more reviews, responding to them effectively, and staying within the bounds of the law.
A Google review plays three roles 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 to the firm's website . The role of reviews within your overall marketing mix is framed within the marketing channels of an accounting firm .
Firms with 60 reviews don't necessarily have better clients than those with 4: they have a system. Four ingredients are all it takes.
One important point: ask all your customers, not just those you're sure are delighted. Selective review-gating is explicitly prohibited by Google's review guidelines (see the compliance section). And statistically, a profile displaying only perfect 5-star reviews raises suspicion: a few 4-star reviews lend credibility to the overall profile.
“You either have to accept a Google rating or you have to build it. At Bankeo, our 180+ reviews and our 4.7 out of 5 rating didn't just fall from the sky: each review request follows a moment when we genuinely helped someone. It's exactly the same for a firm: the system is about asking everyone, all the time, at the right time.” Arnaud Bertrand, CEO of Bankeo
Responding to reviews is just as important as getting them: prospects read your responses to judge how you treat people. But for a CPA, responding publicly presents a pitfall other businesses don't: confidentiality. Your professional obligations prohibit you from disclosing information obtained within the context of a business relationship, and depending on the situation, publicly confirming someone is a client can reveal too much. The rule of thumb: always respond as if the person might not be a client.
| Situation | Common mistake | Good practice |
|---|---|---|
| Detailed 5-star review | Copy and paste "Thank you!" under each review | A short, tailored response that reiterates one element of the opinion, without adding any details about the mandate. |
| Negative review from a real customer | To justify himself publicly by citing the file | A calm and generic response, an invitation to continue privately via a direct channel (email, telephone). |
| Negative review from a stranger or non-customer | Write "you have never been a customer of ours" | Indicate that no matching record can be found, invite contact, then report the review to Google if it violates its rules. |
| Notice mentioning an employee by name | Commenting on the employee's situation | Express gratitude or offer constructive criticism; handle the HR aspect internally. |
| Notice regarding a fee dispute | Publicly detail the billing | Remind them of the existence of a settlement procedure, propose a private exchange |
Regarding timing: 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 opportunity the prospect sees you manage a disagreement.
Three frameworks overlap, and all three point in the same direction: authenticity.
In practice, the line is simple: anything that involves asking a real customer for an honest opinion is permitted and desirable; anything that involves fabricating, filtering, buying or falsifying reviews is prohibited somewhere, and often at all three levels at once.
A well-rated Google listing reduces friction, but it doesn't fill the agenda on its own: it converts an existing demand. To transform reputation into measurable growth, three steps complete the strategy:
On the business side, Bankeo also publishes its own public benchmarks: the Accounting Fees Barometer and the Bankeo Index . A firm that understands what its prospective clients consult before signing a contract is better able to meet their expectations from the very first call, a topic that is thoroughly explored in client acquisition for an accounting firm .
How many Google reviews does an accounting firm need? There's no official threshold. Aim first to outrank comparable firms in your city, then establish a steady stream: a few fresh reviews each month carry more weight than a large volume of older ones, because freshness matters in local rankings.
Can you offer a discount or a gift in exchange for a review? No. Google's rules prohibit reviews obtained in exchange for an advantage, and an undisclosed incentive may constitute a deceptive practice under the Competition Act. Ask for an honest review, without any strings attached.
How to respond to an unfair negative review? Calmly and without going into detail: thank them for their feedback, express your willingness to understand, and offer a private channel. If the review is false or defamatory, report it to Google through the listing; if it violates content guidelines, it may be removed.
Can a CPA publicly confirm that someone is a client? Prudence dictates never doing so: your confidentiality obligations cover information obtained within the professional relationship, and depending on the context, simply confirming the relationship could reveal it. Respond generically and continue privately.
Should you ask all customers for a review, or only the most satisfied? All customers. Selective review-gating, or the practice of filtering satisfied customers, is prohibited by Google's rules. 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 grow a practice? No: they convert existing demand, they don't create it. Combine reputation with channels that generate leads, such as local SEO, targeted word-of-mouth, or a feed of pre-qualified leads like Bankeo Pro.
By Arnaud Bertrand, CEO of Bankeo. Bankeo Pro connects more than 1,500 audited accountants with pre-qualified requests from entrepreneurs worldwide. Canada Qualified clients, no prospecting required, with fees per completed deal known in advance, never a percentage of your fees. Discover Bankeo Pro for firms .
Bankeo attracts entrepreneurs, filters applications, and presents you with proposals that match your business. There is a fee per successful application, with the amount known in advance.
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