PPC | Guidance

If you’re a pest controller noticing that customer reviews have disappeared from your Google Business Profile (or that your profile has been suspended), you’re not alone.

Google has confirmed a technical issue with the Google Business Profiles platform, and although there are concerns that reviews have been deleted, Google has said that this isn't the case and they are just experiencing display issues. So your reviews aren't gone completely! 

Google's team is working to fix the issues, but this seems like a good opportunity to look at other instances where reviews might disappear and why. 

From policy breaches to technical delays, there can be many reasons for missing reviews or suspensions.

Below, we explain why Google may take action, how to prevent issues, and how you can reinstate your listing.

SPEED VIEW:

• Common causes for missing reviews: Policy breaches, profile suspensions, or technical delays
• Suspended profile? Appeal through the Google Business Profile appeals tool with valid evidence
• Prevent future issues: Keep your details accurate, follow Google’s guidelines, and encourage honest reviews
• If your appeal is denied: You may request an additional review or seek help from BPCA
• Stay proactive: Monitor your listing regularly, update details promptly, and diversify feedback channels.

1. Why are reviews disappearing?

Common reasons for missing or removed reviews

1. Policy violations
   Google often removes reviews it deems inappropriate (eg, spam, overly abusive, or fake). These reviews rarely come back once removed. Check out this page on Google’s Prohibited and Restricted Content for Reviews
2. Profile suspension
   If your Business Profile itself is suspended, you may temporarily lose access to reviews. Even after reinstatement, some reviews can remain missing.
3. Delayed publishing
   Occasionally, a new review is posted but doesn’t immediately display. This is particularly common if your listing was recently merged with another, or if the reviewer’s device/operating system is out of da  te.
4. Pre-opening reviews
   If your business was listed with a future opening date, reviews made before that date might be cleared by Google.

BPCA Tip: Explain to clients that their missing review may be due to these quirks – it’s not necessarily anything you or they have done wrong.

2. What if your Google Business Profile is suspended?

Why suspensions happen

Google suspends or disables Business Profiles that violate its guidelines. This can stem from incomplete or inaccurate details, suspicious account activity, or anything Google regards as misrepresentation.

How to fix a suspended or disabled profile

1. Review Google’s guidelines: Double-check your listing meets all requirements (name, address, phone number, category accuracy, etc.)
2. Submit an appeal: If you believe the suspension is unwarranted, prepare evidence like a business registration certificate, tax documents, or utility bills showing your address and business name
3. Fill out the appeal form: Sign in to the correct Google account, select your suspended profile, and submit your documents within 60 minutes of opening the form
4. Await Google’s decision: Review times vary, but most are processed within three to five days.

BPCA Tip: Keep track of your appeal status via the Google Business Profile appeals tool. If you manage multiple locations (eg more than 10), you can attach a spreadsheet with the relevant evidence for each profile.

3. Helping customers leave reviews successfully

Troubleshooting delays

Sometimes, genuine customer reviews don’t appear. It might be due to:

• Older mobile devices/OS: Ask the client to update their phone software and the Google Maps app
• Merged or updated profiles: Recently merged or edited listings can delay how quickly reviews appear.

BPCA Tip: If a loyal customer insists they left a review but it’s not showing up after a few days, suggest they try again from a different device or confirm they selected the ‘Post’ button properly.

4. Preventing future issues

Keep your listing accurate

• Up-to-date details: Make sure your name, address, phone number, and category match official records. Even small discrepancies can trigger suspicion
• Honest interactions: Don’t incentivise reviews with rewards or mislead clients about what to post. Google’s algorithm can detect sudden spikes in suspicious or similar-looking reviews.

BPCA Tip: If your contact details or services change, update your Google Business Profile right away to avoid mismatches.

5. What if your appeal is denied?

You may still have options:

• Additional review: If you have extra evidence (like more official documents) that wasn’t included the first time, you can submit it
• BPCA support: Get in touch with us. We can direct you to the right Google support channels or provide further advice.

BPCA Tip: If you’re based in an EU/EEA member state, you may have further redress options. Learn more about potential EU/EEA redress.

6. Practical steps to protect your online reputation

1. Encourage diverse feedback channels
   Don’t rely solely on Google reviews. Ask for testimonials on your website, or gather references from satisfied clients directly.
2. Keep records of positive feedback
   If a glowing Google review vanishes, repurpose the customer’s praise in your own marketing (with their permission).
3. Monitor your listing regularly
   Spotting sudden missing reviews or policy flags early helps you respond quickly.

BPCA Tip: Being proactive can prevent nasty surprises – set a regular reminder to check your listing’s status.

In summary

1. Reviews can vanish for many reasons, from genuine policy violations to technical hiccups
2. Suspended profiles can be appealed with the right supporting evidence
3. Stay current with Google’s rules to protect your profile and your professional reputation
4. Aim for organic, honest feedback – authenticity trumps quantity.

If your Google reviews have disappeared or your profile’s suspended, don’t panic. Carefully check Google’s policies, gather any required documentation, and file a clear, detailed appeal.

Throughout the process, remember that pest management is an essential public health service – and genuine customer reviews help demonstrate our sector’s value.

MEMBERS: Need more support?

BPCA marketing team – Get in touch if you have questions on best digital practices.
Google Business Profile Help – The official hub for troubleshooting issues and managing your listing.

By following these steps and best practices, you’ll be on track to restore your listing, retrieve legitimate reviews, and maintain a trustworthy online presence. Good luck!