First Check: Is the Review Actually Fake

Before reporting anything, confirm it breaks Google’s rules.

• No real customer link. You cannot find any booking, invoice, or message from this person.
• Spam or promotion. Links to other businesses or copy-paste text across multiple listings.
• Abusive or defamatory content. Swearing, hate, or personal attacks.
• Pattern behaviour. The profile posts many reviews in a short time or across far-flung locations.

If it is a genuine complaint, even if harsh, focus on a professional reply rather than removal.

Do Not React in Anger

It is tempting to jump in and fire back. That usually makes things worse.

• Screenshot the review and the reviewer profile.
• Do not like or engage with the review.
• Give it a day, then decide your approach.

If you must reply publicly, keep it calm and factual:
“We take all feedback seriously but cannot find any record of you as a customer. Please email [your address] and we will look into this right away.”

How to Report a Fake Review

Follow the on-platform route first.

1. Open your Google Business Profile in Search or Maps.
2. Find the review, click the three dots, choose Report review.
3. Select the most accurate reason, for example Spam or Conflict of interest.

If nothing happens after a week or two, submit an appeal through the official Google Business Profile Help form. Include screenshots, dates, and proof that the person was not a customer.

Build a Simple Evidence File

Strong documentation improves your chances on review and appeal.

• Screenshots of the review, reviewer profile, and any patterns you notice.
• Booking or CRM checks that show no matching customer.
• Timeline of events with dates and links.

Keep everything tidy in one folder so you can escalate cleanly if needed.

Pick Your Battles

Not every review is worth a long fight. Reviews with photos, long text, and lots of user interactions are harder to remove. If a review is harsh but valid, reply with context and show how you fixed the issue. This often does more for trust than a removal attempt that goes nowhere.

Be Wary of “Guaranteed Removal” Offers

You will see ads that promise fast results or payment only after success. Be careful. Most use the same reporting steps you can do yourself or risky tactics that could harm your listing. No one can guarantee removal. A good agency will be transparent, follow policy, and protect your profile from unnecessary risk.

When Google Says No: Reduce the Impact

If the review stands, bury it with the truth.

• Ask real customers for reviews. Use follow-up emails and QR codes at point of service.
• Respond to every review. Thank the good ones and handle criticism with care.
• Showcase social proof elsewhere. Add testimonials and case studies to your site and socials.

Avoid buying reviews. Fake positives are detected more often now and can lead to removals or profile issues.

Ongoing Reputation Routine

Make review management part of your monthly marketing.

• Check reviews weekly and reply within two working days.
• Keep your Business Profile fresh with photos, services, and posts.
• Track trends in feedback to improve service and content.

A steady routine protects your rating and makes any single fake review less powerful.

Quick Checklist

• Confirm the review breaks policy.
• Screenshot review and profile.
• Report in Google. Wait. Appeal with evidence if needed.
• Do not over-flag lots of reviews at once.
• Earn more genuine reviews to dilute the hit.

Need a Hand

At Five12 Digital Marketing we help businesses across Scotland and the UK monitor reviews, handle removal requests, and put a proper reputation plan in place. If you are dealing with fake reviews or need a review system that generates steady positive feedback, we can set it up and manage it for you.