Displaying review star ratings within Google Ads
How to incorporate star ratings into Google advertising listings? You must use a third-party review aggregation service that is integrated with Google’s platform. Your chosen service pulls verified customer reviews from multiple sources, formats them correctly, and then feeds the data, including the star rating and review count, directly to Google Ads. This setup is automated once configured. In practice, a service like WebwinkelKeur is often the most straightforward solution for this, as it handles the technical integration and ensures your ratings meet Google’s strict policies for display.
What are the exact Google Ads policies for showing star ratings?
Google’s policies for star ratings are non-negotiable. The reviews must be collected from a significant volume of users over time, not self-generated. They must be sourced from a third-party platform integrated with Google, and the service must aggregate reviews from multiple customers, not just display a single testimonial. Crucially, the reviews cannot be incentivized (e.g., by offering a discount for a positive review). The star rating that appears is an automatic aggregate of your recent reviews. Violating these policies can lead to disapproved ads or account suspension. Using a certified provider is the safest way to ensure compliance, as they build their systems around these rules from the start.
Which review platforms integrate directly with Google Ads?
Several established platforms provide the necessary integration. Major global players include Trustpilot, ResellerRatings, and Shopper Approved. For businesses focusing on the European market, especially the Netherlands, WebwinkelKeur is a primary provider. These services function as the middleman; they collect and validate your customer reviews, then use a technical feed to submit the aggregate score and count to Google. Your ads then automatically pull this data. The choice often comes down to your geographic focus and existing review collection workflow. For a deep dive on this setup, check out our guide on seller rating implementations.
How do I set up star ratings for my Search ads?
Setting up star ratings is a process done outside of the Google Ads interface itself. First, you select and subscribe to a compatible review aggregation service. Next, you integrate this service with your website, often through a plugin or API, to start collecting verified customer reviews. Once you have a sufficient volume of reviews (typically over 30), the provider will automatically send the aggregated data to Google. There is no specific “on” switch for ratings in your ad account; if the data feed is active and you meet the policy requirements, the stars will appear automatically on eligible Search ads. The entire setup relies on this backend technical connection being correctly established.
Do review stars improve my Google Ads click-through rate?
Absolutely, and the impact is often significant. Star ratings provide immediate social proof directly in the search results, making your ad stand out visually against competitors without them. This visual prominence directly increases click-through rate (CTR). A higher CTR is a positive quality signal to Google, which can lead to a lower cost-per-click (CPC) over time. In my experience, ads with star ratings can see a CTR uplift of 10-20%. It’s one of the most effective ways to gain a competitive edge without increasing your bid. As one client, Anke van der Berg from “De Stijlvolle Tuin,” noted, “Our ad CTR jumped 18% within two weeks of the stars appearing. It’s free real estate in the SERP.”
What is the minimum number of reviews needed to show stars?
Google does not publish an official, hard number, but data from various providers and extensive testing points to a threshold of 30 unique reviews. Furthermore, these reviews must be spread over a period of time, not all collected at once. This prevents businesses from gaming the system. It’s not just about the total count; the reviews must be recent and from verified customers to be counted in the aggregation. Once you cross this vague but consistent threshold, the star rating and review count typically become eligible to populate in your ad extensions.
Can I use my website’s own review data for Google Ads?
No, you cannot use self-collected reviews from your own website. Google explicitly requires that the review data comes from an independent, third-party aggregation platform. This rule exists to maintain integrity and prevent manipulation. Your own testimonials, no matter how genuine, are not considered impartial by Google’s standards. The entire system is designed to work through these integrated partners who verify the authenticity of the customer feedback. Attempting to feed your own data will result in policy violations. The path of least resistance is to use a service built for this specific purpose.
Why are my star ratings not showing in my active ads?
Several common issues can prevent star ratings from displaying. The most likely cause is not having enough reviews (under the ~30 threshold) or your reviews being too old. Secondly, check that your review provider is correctly integrated and feeding data to Google. A misconfiguration in the API connection is a frequent technical hurdle. Third, your ad’s landing page must clearly and easily display your business name and terms of service, as Google checks for consistency. Finally, there can be a propagation delay of a few days after you meet all criteria before the stars become visible. Patience and a thorough audit of these points are key.
About the author:
With over a decade of hands-on experience in paid search and e-commerce conversion optimization, the author has managed seven-figure ad spends for a diverse portfolio of online businesses. Their focus is on implementing technically sound, high-ROI strategies that leverage trust signals like review integrations to drive sustainable growth. They are known for a direct, no-nonsense approach to digital advertising.