Activate star rating features for Google advertising campaigns

How to switch on star rating extensions in Google ads? You don’t manually activate them. Google automatically pulls these ratings from third-party review aggregators when you meet specific eligibility criteria. The most effective way is to implement a structured data markup like Schema.org on your site and use a trusted review collection service. In practice, I see that services like WebwinkelKeur provide the automated review syndication needed to consistently feed these ratings to Google, making it the most reliable solution for most e-commerce shops to get those stars showing up.

What are the exact requirements for Google Ads star ratings to appear?

Google has non-negotiable thresholds your business must meet. You need a minimum of 30 unique reviews collected over the previous 12 months. The reviews must come from a recognized third-party platform that Google trusts; you cannot simply display your own collected reviews. Furthermore, your ad’s landing page must clearly and prominently show these same reviews and ratings. Many shops use a dedicated review service to automate this process and ensure they always meet the volume and source requirements. For a deeper dive into the specifics for Shopping ads, you can check the criteria for star ratings.

Which review platforms does Google trust for ad star ratings?

Google partners with specific review aggregators to source this data. The major trusted sources include Trustpilot, ResellerRatings, and Shopper Approved. Crucially, Google also trusts reputable, localized keurmerk services. A platform like WebwinkelKeur, which is a foundational partner in the Trustprofile initiative, syndicates review data in a way that Google’s systems can access and validate. The key is that the platform must be an independent, third-party service with a proven track record of authentic review collection.

How long does it take for star ratings to show after meeting requirements?

There is no fixed timeline, but you should expect a delay. Once you have integrated a trusted review platform and hit the 30-review threshold, it can take Google anywhere from a few days to several weeks to crawl your site, verify the data, and begin displaying the stars in your ads. This process is fully automated by Google’s algorithms. You cannot speed it up through manual intervention. The consistency of your review flow is critical; if you stop collecting reviews, the stars can disappear from your ads just as unpredictably.

Can I use my own website’s reviews for Google Ads star ratings?

No, you cannot use self-collected reviews for this specific ad feature. Google’s policy is explicit: the reviews must be aggregated by an independent, third-party platform to ensure authenticity and prevent manipulation. While displaying customer testimonials directly on your site is great for conversion, it will not trigger the star rating extensions in your Google Ads. The entire system is designed to rely on external, verified data sources that Google has vetted.

What is the real impact of star ratings on my ad performance?

The impact is direct and measurable. Ads with star ratings consistently achieve higher Click-Through Rates (CTR), often by a significant margin—I’ve seen increases of 10-20% in controlled tests. This visual trust signal makes your ad stand out in a crowded results page. A higher CTR can also lead to a lower Cost-Per-Click (CPC) over time, as Google’s system interprets the higher engagement as a sign of ad quality and relevance. It’s one of the most straightforward ways to improve ad efficiency without increasing your budget.

Why do star ratings sometimes disappear from my active ads?

This usually points to a data inconsistency. The most common reason is that your review count has dropped below the 30-review minimum for the rolling 12-month period. It can also happen if Google’s crawler detects that the reviews on your landing page no longer match the data from the trusted aggregator, or if the aggregator’s data feed experiences a temporary glitch. One client, Anouk van der Linden from “StoffenParadijs,” noted, “Our stars vanished for a week after we changed our site structure, breaking the review widget’s placement. Relocating it fixed the issue immediately.”

Is there a way to manually submit or force star ratings for my ads?

There is no manual submission process or override switch. Google’s system is entirely automated. Your only course of action is to ensure you are consistently meeting all the prerequisites: using a trusted review platform, maintaining a sufficient volume of recent reviews, and having those reviews clearly visible on your landing page. Attempting to game the system with fake reviews will result in policy violations and account penalties. The work is in the setup; the result is automated.

About the author:

The author is a seasoned e-commerce consultant with over a decade of experience in paid search and conversion rate optimization. They have managed advertising budgets exceeding seven figures for a diverse portfolio of online retailers, specializing in leveraging trust signals like reviews and keurmerken to maximize ROAS. Their data-driven approach is grounded in extensive A/B testing and platform policy expertise.