As a business owner you can't delete a Google review yourself, even though it's on your own profile. What you can do is report the review to Google if it breaks Google's policies, appeal once if Google decides to leave it up, ask the customer whether they'd be willing to edit or remove it, and reply publicly. Which of those makes sense depends on why you want the review gone.
What you can and can't do as the owner
Only the person who wrote a review, or Google, can take it down. The reviewer can edit or delete it from their own Google account at any time. Google removes reviews that break its content policies, either because its automated systems catch them or because someone reports them.
That leaves the owner with four realistic options:
- Report the review if it breaks Google's rules.
- Appeal if Google looks at your report and keeps the review.
- Ask a genuine customer if they'd consider updating their review once you've sorted out the problem.
- Reply publicly, so anyone reading the review also sees your side.
Start by checking the review against Google's rules
Google only removes reviews that break its policies. Disagreeing with a review, or finding it harsh, isn't a reason Google accepts. Reviews that do get removed tend to be fake, from someone with a conflict of interest such as a competitor or former employee, about something other than a real experience of your business, offensive, or sharing someone's personal details.
If the review is clearly from a real customer who had a bad experience, reporting it is unlikely to work and your time is better spent on the reply. If you think it's fake, our guide on removing fake or unfair Google reviews covers the warning signs and the full list of what Google takes down.
How to report the review
- Sign in to the Google account that manages your Business Profile.
- Open your Business Profile on Google Search or Google Maps and go to your reviews.
- Find the review and choose the option to report it, usually from the menu or flag next to it.
- Pick the reason that fits best and send the report.
You can also report reviews through Google's reviews management tool, which you'll find by searching for "Google reviews management tool" while signed in. It lists the reviews on your profile and lets you report one for removal. Google says checking a report typically takes several days.
Appeal if Google keeps it up
The same reviews management tool shows the status of every review you've reported. "Decision pending" means Google hasn't looked at it yet. "Report reviewed – no policy violation" means Google has decided to keep it, and at that point you can submit a one-time appeal. You can include up to 10 reviews in an appeal.
Because you only get one appeal per review, it's worth explaining clearly why the review breaks a specific policy. For example, you might point out that the reviewer has never booked with you and has left similar reviews for other businesses nearby. Once an appeal is under way, the status changes to "Escalated – check your email for updates" and the final answer arrives by email. Our article on what happens when you flag a Google review goes through each stage.
Asking the customer to change their review
When a real customer has left a fair complaint, the best outcome is usually to put things right. Get in touch, sort out the problem, and once it's done you can mention that if they feel differently now, they're welcome to update their review. Some customers do this on their own once they've been looked after.
What you can't do is offer anything in return. Google's policies don't allow offering money, discounts or free goods in exchange for a customer changing or removing a negative review. In the UK, hiding negative reviews is also one of the practices banned under the Digital Markets, Competition and Consumers Act 2024, which has been in force since 6 April 2025. Keep the request polite and optional, and accept it if the answer is no.
A simple message might be: "Thanks again for letting us sort out the boiler. If you feel differently about your visit now, you're welcome to update your Google review, but no pressure either way."
Reply, whatever happens next
A reported review stays visible while Google looks at it, and many won't be removed at all. A short, calm reply is the one thing that's always in your control. Say you're sorry they had a poor experience, deal with the specific point if you can, and give a way to get in touch. People reading the review later tend to judge the business by the reply as much as by the complaint. There are worked examples in our replies to negative Google reviews.
Over time, the thing that reduces the effect of a bad review most is having plenty of recent, genuine reviews around it. The steady way to get there is to ask every customer for a review, using the same wording each time.
When legal advice is worth considering
A small number of reviews go further than a bad opinion, for example by making false factual claims that could seriously damage the business. In those cases it can be worth speaking to a solicitor. Legal action is slow and expensive, and the bar for a business is high, so read our guide on whether a bad Google review is defamation before going down that road. If someone is demanding money to remove reviews, that's an extortion scam, and Google has a separate report form for it.
Common questions
Can a business owner delete a Google review?
No. Only the reviewer or Google can remove a review. Owners can report reviews that break Google's policies and reply to any review.
How long does Google take to remove a reported review?
Google says checking a report typically takes several days. Appeals take longer, and the result comes by email.
Can I pay a company to remove Google reviews?
Some companies offer this, but they can only use the same report and appeal routes that you can use yourself. Be wary of anyone who promises a result.
Will a review be removed if the customer had a bad experience?
Not usually. A genuine customer's negative opinion doesn't break Google's policies, even if you think it's unfair. A calm reply is the better answer.