Increase Ad Performance with Google Store Ratings

Learn how to leverage star ratings (formerly Google Seller Ratings) to boost click-through rates, lower costs, and build trust with customers.

Start with the best company Contact an Expert

What Are Google Store Ratings?

Google Store Ratings are aggregated reviews and ratings displayed in Google Search and Shopping ads to showcase a business’s customer satisfaction. These ratings are derived from verified customer feedback collected by Google and third-party review platforms. A high rating builds trust and helps attract more customers by highlighting the quality of your products or services.

Leverage your Google Store Ratings to boost performance and stand out in search results.

Google Store Ratings: Free or Paid? (Short Version)

[Jump ahead for the Long Version]

Company	# of Review Requests	Cost for Store Ratings	Website
Shopper Approved (Recommended)	Unlimited	$119/mo	Shopper Approved
Verified Reviews	400	$99/mo	Verified Reviews
Yotpo	500	$169/mo	Yotpo
Trustpilot	200	$259/mo	Trustpilot
Feefo	200	$119/mo	Feefo
Google Customer Reviews*	Unlimited	$0	Google Customer Reviews

WARNING: The Google Customer Reviews program is free to join, but the technical integration and ongoing maintenance require expertise. You’ll need a team of experienced and trusted programmers to set up the integration correctly and ensure it operates smoothly over time.

The table above compares the pricing and features of the top companies offering Google Store Rating solutions. Make sure to assess each provider carefully based on your business size, transaction volume, and specific needs to choose the best fit for your goals.

What Google Store Ratings Look Like

Leveraging these ratings effectively can give your business a competitive edge, especially in industries where customer trust is a key differentiator.

Google Store Ratings appear as star ratings on CPC text ads and Google Shopping, providing a quick snapshot of your business’s reputation. These ratings, ranging from 1 to 5 stars, are accompanied by the total number of reviews. Service-based businesses, eCommerce sites, and local retailers can all collect and display store ratings to build trust and drive engagement.

In some cases, you may notice additional qualifiers like “Average Delivery Time” or “Order Accuracy,” offering more context to potential customers. For eCommerce sites, these ratings are also visible on Google Shopping ads and free shopping listings, often accompanied by a percentage score reflecting customer satisfaction.

Store Ratings on Google CPC Text Ads

Store ratings can increase the credibility of your Google Ads. They show potential customers that your business has been vetted and positively reviewed by others, which can lead to increased click-through rates (CTR).

Store Ratings vs. Product Ratings

Google Store Ratings reflect the overall customer experience with your store, while Product Ratings focus on individual products. Both can enhance ad performance, but they serve different purposes.

Store Ratings on Google Shopping

Store ratings are prominently displayed in Google Shopping ads, giving shoppers a sense of the quality and reliability of your store. These ratings often come with specific details, such as “On-Time Delivery” or “Quality of Products,” which can further enhance customer trust.

That can be you collecting Store Ratings

Advantages of Using Google Store Ratings

Tracking your performance is key. When you start using store ratings, log the date in Google Ads by adding a note. Monitor changes in your conversion rates, CPC, and overall ad performance from that point forward. Additionally, embedding store reviews on your website can further build trust with potential customers, enhancing both your ad effectiveness and brand credibility. Many store rating aggregators include this feature, making it a valuable add-on.

Google Store Ratings provide several measurable benefits that can transform your advertising results. First, they can significantly increase your CTR (click-through rate), signaling to Google that your ads are relevant and engaging. This often leads to a higher Quality Score and Ad Rank, giving your ads better placement. The increased CTR also lowers your cost-per-click (CPC), as Google rewards ads that users find useful. Ultimately, these improvements can drive more traffic to your site, resulting in higher conversion rates and lower cost-per-conversions.

You might question whether the monthly investment for store ratings is worthwhile. The answer lies in the potential ROI. For industries where competitors aren’t using store ratings, displaying those coveted stars on your ads can set you apart, attract more clicks, and potentially increase revenue. Over time, the boost in performance can offset the cost of the service, making it a smart investment for businesses aiming to outshine the competition.

Criteria for Google Store Rating

For small businesses, achieving 100 reviews can be challenging. To expedite this process, consider sending a direct request or a special URL to your satisfied past customers, encouraging them to leave positive feedback. This proactive approach can help you reach the necessary threshold more quickly, enabling your store ratings to appear on Google Ads and enhance your online credibility.

To display Google Store Ratings on your text ads, your business must meet specific criteria:

Ads must have a minimum 3.5-star rating.
At least 100 eligible reviews are required in the past 12 months, collected via Google Customer Reviews or approved third-party platforms.
The ad’s visible URL domain must match the domain of the collected ratings.
Ratings are country-specific; only reviews from the relevant country will display for searches in that region.
Use tools like Google Customer Reviews to collect feedback faster.
Share feedback links with past customers to hit the 100-review mark.
Embed ratings on your website to boost credibility.

Learn more about the store rating criteria here.

How to Acquire Google Store Ratings

Store ratings not only boost your ad’s credibility but also improve click-through rates (CTR) and lower cost-per-click (CPC). Investing in a reliable review partner or leveraging Google Customer Reviews can give your business a competitive edge while driving more conversions. Selecting the right strategy ensures your ratings are displayed effectively, delivering maximum ROI.

Here’s what you need to know. Google sources these ratings from 29 approved third-party review partners, Google Customer Reviews, Google Consumer Surveys, and its own shopping research initiatives. Once collected, the ratings are automatically syndicated to your Google Ads account, appearing on your CPC text ads and Google Shopping campaigns for eCommerce businesses.

We’ll explore both free and paid methods to acquire store ratings, discuss how to implement them, and share examples to guide you. Choosing the right approach depends on your budget, resources, and business goals.

Top Google 3rd-Party Review Partners (Store Ratings Providers)

$179/mo

Google Store Ratings
Google Product Reviews
Q&A Software
Reputation Management
Video Reviews
Website Security
Social Evidence

45-Day FREE Trial!

Unlimited Reviews!!!

Shopper Approved offers tools to enhance your online presence and credibility while driving measurable results. With its integration with Google and Bing, Shopper Approved ensures your review stars appear prominently in search results, increasing clicks by up to 107% and boosting sales by 44%.

Why Choose Shopper Approved?

Unmatched Results: For every 100 email review requests sent, expect 27-33 reviews—a top-tier conversion rate.
Lowest Cost-Per-Review: Shopper Approved offers one of the most cost-effective solutions for authentic customer feedback.
User-Friendly Platform: Streamline the review collection process and manage your online reputation effortlessly.

1-Click Integrations

$99/mo

Google Store Ratings
Google Product Reviews
For Small/Enterprise Businesses
For Service-Based Companies
For Ecommerce Companies

Visit Verified Reviews

400 Review Requests Per Month

Pricing is determined by the number of orders.

Verified Reviews makes collecting and managing customer feedback effortless. Operating in 44 countries and 17 languages, their service automates survey requests to customers after purchases and ensures reviews are genuine and appropriate through moderation.

With Verified Reviews, your business can:

Automate review collection to save time.
Boost your online presence by publishing reviews on Google My Business, Google Shopping, and other platforms.
Increase credibility and customer trust through verified, authentic reviews.

$169/mo

Google Store Ratings
Google Product Reviews
For Enterprise Businesses
For Ecommerce Companies

Visit Yotpo

500 Review Requests Per Month

Pricing is mainly based on monthly orders.

Yotpo empowers businesses to harness the power of customer reviews to drive sales and build trust. With a suite of tools, Yotpo helps you collect high-quality reviews, manage and analyze them, and strategically display them on your website, Google Shopping, and other platforms.

Key Features of Yotpo:

Collect and showcase impactful customer reviews to enhance brand credibility.
Analyze customer sentiment and identify trends to gain actionable insights.
Improve products and marketing strategies with detailed review analytics.
Seamlessly integrate reviews across multiple platforms to maximize visibility.

$259/mo

Google Store Ratings
Google Product Reviews
For Enterprise Businesses
For Ecommerce Companies
For Service-Based Companies

Visit Trustpilot

200 Review Requests Per Month

Subscriptions are paid annually.

Trustpilot for Business offers a powerful platform to collect, manage, and showcase customer reviews. Designed for medium to large businesses, it excels for high-volume eCommerce sites handling 10,000+ transactions monthly.

Key Benefits of Trustpilot:

Showcase reviews through widgets, social media tools, and marketing assets to attract new customers.
Leverage features like review invitations, response management, SEO enhancements, and detailed analytics to gain insights.
Integrate with tools like Salesforce, Shopify, and WooCommerce to streamline workflows and boost utility.

$119/mo

Google Store Ratings
Google Product Reviews
For Enterprise Businesses
For Ecommerce Companies
For Service-Based Companies

Visit Feefo

200 Review Requests Per Month

Headquartered in UK

Feefo is a premier customer feedback platform that empowers businesses to collect verified, trustworthy reviews. By leveraging advanced tools and analytics, Feefo helps businesses enhance their reputation, foster stronger customer relationships, and drive sales growth.

Key Features of Feefo:

Customizable review requests tailored to your brand’s specific needs.
Comprehensive reporting tools to analyze customer feedback and drive informed decisions.
Seamless integrations with e-commerce platforms and marketing systems like Shopify, WooCommerce, and others.
A strong commitment to authenticity and transparency for credible and actionable feedback.

$0/mo

Google Store Ratings
Google Product Reviews
For Small/Enterprise Businesses
For Service-Based Companies
For Ecommerce Companies

Visit Google Customer Reviews

Unlimited Review Requests Per Month

You should hire your own programmer!

Google Customer Reviews let merchants gather honest feedback from customers. Shoppers can opt-in for a post-purchase survey about their experience. These reviews contribute to a store’s overall rating, which can be prominently displayed on websites and Google Shopping to enhance trust and attract more buyers.

Key features of Google:

Gain valuable insights from real customer feedback.
Use post-purchase surveys to understand the shopping experience.
Showcase your store rating to boost credibility.
Strengthen trust and draw in more potential customers.

Choosing the Right 3rd Party Review Partner

When selecting a third-party review partner, it’s important to prioritize those that align with your business needs and target audience. Among the 29 Google-approved aggregators for store ratings, many cater to non-English-speaking markets (e.g., Japanese, Dutch, French, German, and Spanish). For English-speaking businesses, we’ve narrowed the options to five trusted companies. Choose a partner that fits your budget and offers the specific features you need—avoid paying for extras that won’t add value to your business.

Additionally, remember that Google has 25 approved third-party review aggregators for displaying “Product Ratings” on Google Shopping PLA ads.

Quick Tip

Investing in tools like Google Store Ratings is most effective when aligned with a broader advertising strategy.
Without Google Ads, the benefits of store ratings may not justify the cost or effort.

Google Store Ratings are a valuable asset if you’re running Google Ads, as they can build trust and drive higher sales.
However, if Google Ads aren’t part of your strategy, prioritizing Google Store Ratings may not be necessary for your business at this time.

TAKE NOTE – things to understand before buying from a 3rd party review partner!

Many review partners offer the same core functionality under different branding. Focus on what enhances your visibility and ROI rather than unnecessary extras. Contact us via live chat—we’ve worked with all major providers and can help you choose the right partner.

Keep these in mind:

Your goal is simple: get stars on your Google Ads. Ignore unnecessary upsells unless they offer real value for your business and fit your budget.
Don’t pay for features you won’t use. For example, if you don’t need a “Loyalty & Referrals” program, skip it and save your money.
Remember, Google runs the Store Ratings program on Google Ads, and all 3rd-party review partners must submit reviews in a standardized XML feed.

Measuring the Impact of Store Ratings

High CTRs aren’t just a vanity metric; they indicate that potential customers are finding your ads more credible and relevant. Store ratings don’t just enhance visibility—they translate into actionable results, like clicks and conversions.

Monitoring the impact of your store ratings is key to optimizing your Google Ads strategy. While you can use the URL https://www.google.com/shopping/ratings/account/lookup?q=example.com to view the number of ratings, there’s a more detailed approach available.

Head to Google Ads > Extensions > Automated Extensions to access a comprehensive report. This dashboard highlights key metrics, including how often your store ratings appear alongside your ads. Pay close attention to the click-through rate (CTR)—store ratings can significantly boost your ad performance by increasing customer trust and engagement.

How to Achieve a High Store Rating Average

Clients often ask this question, and the answer is simpler than you might think. One key reason businesses struggle with low ratings is failing to ask for reviews. Remember, unhappy customers are more likely to leave feedback, so it’s up to you to encourage satisfied customers to share their experiences. Here’s how you can boost your store ratings effectively and quickly:

Send Review Requests Only to Satisfied Customers

Targeted review requests maximize the likelihood of receiving positive feedback, reinforcing your brand’s reputation without amplifying negativity.

Ensure your chosen review partner can generate a unique URL for past customer surveys. Use this link to send a targeted email blast specifically to happy customers. This approach helps offset poor ratings with positive feedback.

Engage With Unsatisfied Customers

Addressing negative feedback shows customers that you care about their experience, which can often improve their perception of your brand.

Reach out to customers who’ve left negative reviews and offer to resolve their issues. A simple follow-up could turn an unhappy customer into a loyal advocate willing to update their review.

Ask for a Positive 5-Star Rating

Setting clear expectations in your review request ensures customers understand the importance of their positive feedback while offering an open door for resolution.

Leverage email templates from your review software to politely request a five-star rating. Include a fallback option by inviting unhappy customers to reply to your email so you can resolve their concerns directly. Example: “We’d love for you to leave us a positive 5-star rating and share your thoughts in a review—it means a lot to us! If there’s anything preventing you from giving a 5-star rating, please reply to this email, and we’ll do our best to address your concerns. Thank you!”

Businesses That Benefit From Store Ratings (and Those That Don’t)

STORE RATINGS FOR ECOMMERCE COMPANIES

Wix, Shopify, Squarespace, BigCommerce, Magento, PrestaShop, WooCommerce, Volusion, IBM WebSphere, MIVA, Shopware, DreamCommerce, JTL Shop, Gambio, OXID eSales, 3dCart, Delegator, Salesforce Commerce Cloud, LivePerson, LogicBlock, Opencart, Weebly, SmartFocus, Tealium.

STORE RATINGS FOR SERVICE-BASED BUSINESSES

Examples of Service-Based Businesses
Lawyers
Real Estate Agents & Lenders
CPAs & Accountants
Catering Companies
Insurance Brokers (Personal, Commercial, Medical)
Health & Wellness (Personal Trainers, Yoga, Chiropractors, Massage)

BUSINESSES THAT NORMALLY DON’T USE STORE RATINGS

Bars
Breweries
Restaurants (both sit-down & fast food)
Auto Repair
Cafes

FAQs About Google Store Ratings

No, Google Store Ratings are exclusively tied to paid advertisements and do not directly impact organic search rankings. These ratings are an automated extension for Google Ads, designed to enhance the credibility and performance of your paid campaigns.

However, a strong reputation reflected in store ratings can indirectly boost your brand’s online visibility. Positive customer experiences can lead to more reviews on various platforms, which may improve overall brand authority and trustworthiness.

It can take several weeks for your store ratings to appear after meeting the requirements. Google needs time to aggregate and verify the reviews submitted by your third-party review partner or Google Customer Reviews.

Consistency in collecting reviews is essential. If your ratings drop below the required threshold (100 reviews or an average below 3.5 stars), the ratings may be temporarily removed from your ads.

Yes, Google Store Ratings can appear on both desktop and mobile ads, provided they meet the eligibility criteria. In mobile ads, store ratings are often more impactful due to the limited screen space, making them a key visual element that draws attention.

Optimizing your Google Ads campaigns for mobile users ensures that store ratings maximize their visibility and effectiveness across all devices.

No, Google Store Ratings and Product Ratings are separate features. Store ratings reflect customer satisfaction with your overall business, while product ratings are specific to individual products sold on your site.

Both can appear in Google Ads, but they are sourced differently. Product ratings require integration with Google’s Product Ratings program, which involves submitting product-specific reviews.

No, Google Store Ratings are not linked to your Google My Business account. They are exclusively tied to your Google Ads campaigns and require reviews submitted through a Google-approved third-party aggregator or Google Customer Reviews.

While unrelated, having a Google My Business account can still complement your online presence by improving local search visibility and reputation management.

All 29 Google-approved review partners are required to submit store ratings through a standardized XML feed to integrate with Google. While the submission process is uniform, these partners differ in the additional features they provide, such as analytics, customer feedback tools, and pricing options. Occasionally, XML feeds may experience technical issues, so it’s important to contact your review partner if problems arise. Also, remember that Google won’t display your ratings for every search query, as their visibility depends on factors like relevance and review quality.

Store ratings can positively influence your Quality Score in Google Ads, which directly impacts your cost-per-click. Higher Quality Scores often result in lower CPCs, as Google rewards ads that deliver a better user experience.

By improving CTR with store ratings, you enhance your ad’s relevance and performance, potentially reducing overall ad spend while driving better results.

No, the display of Google Store Ratings is fully automated and standardized by Google. Businesses cannot customize the star ratings, text, or placement in the ad.

However, you can control the factors that influence your ratings, such as the quality of customer service, timely delivery, and the effectiveness of your review request campaigns. These efforts ensure the ratings displayed truly reflect your business’s strengths.

Yes, small businesses can benefit greatly from Google Store Ratings. These ratings help level the playing field by building trust and credibility, even for companies without a large brand presence. A strong star rating can encourage potential customers to click on your ad, driving traffic and sales.

Yes, once you meet Google’s eligibility requirements—100 reviews in the last 12 months with an average rating of 3.5 or higher—store ratings are automatically added as an automated extension to your eligible ads. There’s no additional setup required, but consistent review collection is key to maintaining this feature.

Final Thoughts on Choosing a Store Rating Partner

Simplicity and cost-efficiency often matter more than advanced features for businesses just starting out. Focus on partners that meet your core needs without unnecessary extras.

If your primary goal is to display stars on your Google Ads, focus on simplicity and budget-friendly options. For small businesses with limited funds, start with demos from Shopper Approved and Verified Reviews, as their pricing typically ranges from $100 to $200 per month, depending on your needs. For those with a larger budget and a desire for advanced features, consider demos with Yotpo and TrustPilot to explore premium options.

Google Customer Reviews ranks last for most businesses because the setup often requires hiring an experienced programmer, which can be costlier than signing up with one of the six recommended companies. However, if you already have an in-house programmer, Google Customer Reviews becomes the best choice for cost-effectiveness.

All six of these companies also offer Product Ratings in addition to Store Ratings. Based on features, pricing, and ease of use, here’s our recommended order:

Shopper Approved
Verified Reviews
Yotpo
TrustPilot
Feefo
Google Customer Reviews (top choice if you have an in-house programmer)

Google Review Partners (Updated June 1, 2024)

As of June 1, 2024, Google has 29 approved review partners to help businesses collect and display store ratings and product reviews. These partners meet Google’s quality standards, ensuring seamless integration with Google Ads and Shopping campaigns. Here’s the latest list to guide your selection.

Company	Country	Language	Description
Ausgezeichnet.org	Germany	German	A German review platform providing authentic customer feedback.
Bazaarvoice	USA	English	Offers review and user-generated content solutions to boost online engagement.
Birdeye	USA	English	Helps businesses manage and leverage customer feedback across multiple channels.
Bizrate Insights	USA	English	Provides detailed insights from customer feedback to improve business performance.
eKomi	Germany	English, German	Collects and manages customer reviews to enhance online reputation.
Feedaty	Italy	Italian	Italian review platform specializing in verified customer feedback.
Feedback Company	Netherlands	Dutch, English	Offers review solutions to gather and display customer feedback.
Feefo	UK	English	Provides verified customer reviews and analytics to build trust and sales.
KiyOh	Netherlands	Dutch, English	Specializes in collecting and displaying customer reviews for businesses.
Klantenvertellen	Netherlands	Dutch	Dutch review platform focusing on customer satisfaction and feedback.
Okendo	Australia	English	Helps ecommerce brands collect and showcase customer reviews.
PowerReviews	USA	English	Provides solutions for collecting and leveraging customer reviews and ratings.
ProductReview.com.au	Australia	English	Australia’s largest consumer opinion site.
RA Trustvox	Brazil	Portuguese	Brazilian platform for collecting verified customer reviews.
Reco.se	Sweden	Swedish	Swedish platform for collecting and displaying customer reviews.
Reputation.com	USA	English	Provides reputation management solutions for businesses.
ResellerRatings	USA	English	An online review platform focusing on customer feedback for online retailers.
Reviews.io	UK	English	A review platform that helps businesses collect and display customer feedback.
Reevoo	UK	English	Collects verified customer reviews and feedback to build brand trust.
Shopper Approved	USA	English	Helps businesses collect and display customer reviews to increase trust and conversions.
ShopVote.de	Germany	German	German platform for collecting and displaying customer reviews.
ShopAuskunft	Germany	German	German review platform focusing on ecommerce.
Sitejabber	USA	English	Provides a platform for consumers to review and rate online businesses.
Stamped.io	Singapore	English	Offers review and rating solutions for ecommerce businesses.
Trusted Shops	Germany	German, English	Provides trust-building solutions including reviews, trustmarks, and buyer protection.
TrustPilot	Denmark	English, Danish	A platform for collecting and showcasing customer reviews to enhance online reputation.
TurnTo	USA	English	Provides customer content solutions, including ratings, reviews, and Q&A.
Verified Reviews	France	English	Specializes in collecting and managing authentic customer reviews for businesses.
Yotpo	USA	English	Provides user-generated content solutions to help businesses build brand trust and sales.

Interested in exploring the various types of Google Ratings?

Google Product Ratings

Learn about Google Shipping Star Ratings. These show on your Google Shopping product listing ads.

Google Reviews

Get Google reviews. These reviews show on your Google Business Profile (formerly Google My Business).

Google Rich Snippets

What are Google Review Snippets? A review snippet is usually an aggregate rating of many reviews.