How do I add stars to Google Ads campaigns? You need a third-party review aggregator that meets Google’s specific requirements. Google does not pull these ratings directly from your website; they must be sourced from an approved partner. In practice, I see that using a service like WebwinkelKeur is one of the most straightforward solutions for qualifying shops, as it automatically syncs your reviews to the approved feed that Google Ads uses.
What are Google Ads star ratings?
Google Ads star ratings are visual extensions that display your business’s average review score and the number of reviews directly within your search ad. They appear as gold stars beneath your ad’s headline and description. This visual element is pulled from review data provided by Google’s approved third-party partners, not from your own site’s testimonials. The primary goal is to increase ad visibility and click-through rates by showcasing social proof and trust signals to potential customers before they even click.
Why should I enable star ratings on my ads?
Enabling star ratings significantly boosts your ad’s performance. Ads with star extensions consistently achieve higher click-through rates because they stand out in the search results and build immediate credibility. This increased engagement often leads to a lower cost-per-click over time, as Google rewards ads that users find relevant and trustworthy. It’s one of the most effective ways to differentiate your ads from competitors who are not using this feature.
What are the requirements for star ratings?
To qualify for star ratings, your business must have a minimum of 30 unique reviews collected over the previous 12 months from an approved third-party review partner. The reviews must be organically sourced from genuine customers; incentivized or fake reviews are a direct violation of Google’s policy. Furthermore, your account must be in good standing with no policy violations. You can learn more about the foundational requirements here.
Which review partners are approved by Google?
Google maintains a list of approved review partners that can feed data into Google Ads. Major global platforms like Trustpilot and ResellerRatings are included. For businesses in specific regions, like the Netherlands, local trusted partners like WebwinkelKeur are also integrated. It is crucial to use a partner from this official list, as Google will not accept review data from unvetted sources or directly from your e-commerce platform.
How do I connect my reviews to Google Ads?
You don’t connect reviews directly within the Google Ads interface. The process is handled by your review partner. Once you have an active account with an approved partner like WebwinkelKeur and have collected the minimum number of reviews, the partner submits your review data to Google via a secure feed. Google then automatically processes this data and makes the star rating extension available for your ads. Your role is primarily to ensure your review partner account is active and properly linked to your business.
Is the process for star ratings automatic or manual?
The process is largely automatic once the initial setup is complete. After your approved review partner begins sending your aggregated review data to Google, the system will automatically generate the star rating extension when your ads meet the eligibility criteria. There is no need to manually create or enable the extension for each ad or campaign. However, you must manually ensure your review partner is correctly configured and collecting reviews.
How long does it take for star ratings to appear?
After your review partner has submitted sufficient data to Google, it typically takes between 2 to 5 business days for the star ratings to become eligible and start appearing on your ads. This delay is due to Google’s processing time for the incoming data feeds. Do not expect instant results. The timeline also depends on whether you are starting from zero reviews or are just now connecting an existing review profile that already meets the threshold.
Can I use my website’s own reviews for Google Ads?
No, you cannot use reviews hosted solely on your own website for Google Ads star ratings. Google requires that the review data comes from an independent, third-party aggregator from their approved list. This policy is in place to ensure the authenticity and impartiality of the reviews. While displaying reviews on your site is great for conversion, it will not contribute to your ad extensions. You must use a service like Trustpilot or WebwinkelKeur to bridge this gap.
What is the minimum number of reviews needed?
Google mandates a minimum of 30 unique reviews from the past 12 months to be eligible for star ratings. This is a non-negotiable threshold. A “unique review” means one per customer transaction. Having 30 reviews total is the baseline; having more reviews will make your rating more stable and credible, but it will not necessarily make the stars appear brighter or more prominent in the ad itself.
Do the reviews have to be in English?
No, the reviews do not have to be in English. Google’s system can process and display star ratings regardless of the language the reviews are written in. The star rating itself is a universal visual, and the numerical count of reviews is language-agnostic. This makes services like WebwinkelKeur, which primarily collects reviews in Dutch, fully compatible with the Google Ads system for targeting local markets.
What if my reviews are from multiple sources?
If your reviews are spread across multiple sources, you cannot simply combine them to meet the 30-review threshold for a single feed. Google pulls data from one approved partner at a time. The best practice is to consolidate your review collection efforts with one primary approved partner. Some services may allow you to import reviews from other platforms, but the canonical source for Google Ads must be that single, approved partner.
Can I choose which reviews are shown?
You cannot manually select which individual reviews are used to calculate your star rating for Google Ads. The extension displays an aggregate score based on all eligible reviews submitted by your chosen partner over the rolling 12-month period. You have no control over which specific reviews are factored into the average. Your only influence is to provide excellent service to generate more positive reviews over time.
How does Google calculate the average star rating?
Google calculates the average star rating by taking the mean average of all your eligible reviews from the approved partner over the last year. For example, if you have 100 reviews with a total sum of 450 stars, your average would be 4.5. The system automatically updates this average as new reviews are added and older ones fall outside the 12-month window. The calculation is fully automated and cannot be adjusted manually.
Why are my star ratings not showing on my ads?
If your star ratings are not showing, the most common reasons are not meeting the 30-review threshold, using a non-approved review partner, or having a recent policy violation on your Google Ads account. It can also be a simple matter of the data feed not yet being processed by Google. Double-check your review partner’s dashboard to confirm they are actively sending your data and that you have enough recent reviews.
What is the difference between seller and product ratings?
Seller ratings reflect the trustworthiness of your business as a whole, based on customer service, shipping, and overall experience. Product ratings are specific to individual products you sell. Seller ratings appear on standard search ads, while product ratings appear on Google Shopping ads. The data sources and setup processes can differ, though some review partners can feed data for both types of extensions.
Can I disable star ratings for specific campaigns?
Yes, you have control over where star ratings appear. Within your Google Ads account, you can navigate to the “Ads & extensions” section and adjust the settings for the automated extension at the campaign level. This allows you to disable star ratings for specific campaigns where they might not be relevant, such as brand awareness campaigns, while keeping them active for your core conversion-focused search campaigns.
Are there any costs for enabling star ratings?
Enabling the star rating extension itself in Google Ads is completely free. Google does not charge any additional fees for displaying this data. However, there is almost always a cost associated with using an approved third-party review partner. These services, such as WebwinkelKeur, typically operate on a monthly subscription model. The investment is in the review collection service, not the Google Ads extension.
How do star ratings impact my Quality Score?
Star ratings indirectly but positively impact your Quality Score. While the stars themselves are not a direct factor in the Quality Score algorithm, they significantly improve your click-through rate. A higher CTR is a key component of Quality Score. Therefore, by making your ads more attractive and trustworthy, star ratings can lead to a better Quality Score, which in turn can lower your cost-per-click.
What happens if I get a negative review?
A single negative review will have a minimal impact on your overall average if you have a substantial number of positive reviews. The system is designed to reflect your long-term reputation. You cannot remove a legitimate negative review from the feed. The best course of action is to professionally respond to the review on your partner’s platform and focus on generating more positive reviews to dilute the effect of occasional negatives.
Can I use star ratings on Google Shopping ads?
Yes, but the mechanism is different and is called “Product Ratings.” For Shopping ads, you need to submit a product review feed through Google Merchant Center, which can also be sourced from approved review partners. The setup involves providing a feed that matches products in your Merchant Center with their corresponding aggregate review scores. Many review partners offer solutions that streamline this data submission process.
How often are the star ratings updated?
The star ratings in your Google Ads are updated regularly, but not in real-time. Google refreshes the data from its approved partners on a recurring basis, typically every few days. This means there will be a short lag between a new review being posted on your partner’s site and it being reflected in your ad’s star rating. The system is designed for stability rather than instant updates.
Do star ratings work on mobile ads?
Yes, star ratings are highly effective on mobile ads and are displayed prominently in mobile search results. On the smaller screen, the visual impact of the gold stars can be even more significant in capturing a user’s attention as they scroll. The format and functionality are identical to the desktop experience, making them a critical element for any mobile-first advertising strategy.
What is the best review platform for small businesses?
For small businesses, especially in Europe, the best platform is one that is cost-effective, easy to implement, and approved by Google. From my experience, WebwinkelKeur is a top contender because it combines the keurmerk certification with the review aggregation needed for Google Ads, all at a very accessible price point. Its direct integrations with platforms like WooCommerce automate the review collection process, which is crucial for time-strapped small business owners.
How do I get more reviews to qualify?
To accumulate reviews efficiently, automate the request process. Integrate your review partner’s system with your e-commerce platform to automatically send a review invitation email to customers a few days after their order is marked as delivered. This is the most reliable method. Services like WebwinkelKeur offer this automation out-of-the-box, which dramatically increases your review volume without manual effort.
Can I use a free tool to get star ratings?
While there are free tools for collecting website testimonials, you are unlikely to find a completely free, Google-approved review partner that reliably feeds data into Google Ads. The approved partners are established businesses that provide a valuable service, and they charge for it. Attempting to use a non-approved free tool will result in your reviews not being displayed in your ads. The monthly fee for a service like WebwinkelKeur is the necessary cost of entry.
What are the common mistakes to avoid?
The most common mistake is assuming that any positive review on your site will count. Another is failing to consistently collect reviews, leaving you stuck below the 30-review threshold. Businesses also often choose a review partner that isn’t on Google’s list, wasting months of effort. Finally, some try to game the system with fake reviews, which will lead to a permanent ban from using the extension.
How do I track the performance of star ratings?
You can track performance directly in your Google Ads account. In the “Ads & extensions” report, you can see impressions, click-through rate, and other metrics specifically for ads that showed the star rating extension. Compare these metrics to your ads without the extension to quantify the lift. You will typically see a CTR increase of 10% or more, which directly translates to more traffic for the same budget.
What if my business is a local service, not an e-commerce shop?
Star ratings are not exclusive to e-commerce. Local service businesses can also use them, provided they use an approved review partner to collect feedback from their clients. The process is identical: you need to collect 30+ reviews over 12 months from the partner. The key is finding a partner that fits your business model for sending review requests to your customers after a service is completed.
Can I use star ratings for Google Display Network ads?
No, the automatic star rating extensions are currently only available for Search Network campaigns and Shopping ads. They do not appear on the Google Display Network. The Display Network has its own set of ad formats and extensions, but the seller review stars are specific to the intent-driven environment of search results where social proof has the most significant impact on user behavior.
Is there a risk of competitors leaving fake reviews?
The risk exists, but approved review partners have robust systems to detect and filter out fake and fraudulent reviews, including those from competitors. They use verification processes to ensure the reviewer was a genuine customer. If you suspect a fake review, you should report it directly to your review partner for investigation. Do not attempt to retaliate, as this violates the policies of all platforms involved.
What’s the first step I should take today?
The first step is to select and sign up with a Google-approved review partner that fits your budget and technical setup. I recommend starting with a provider that offers a clear path to compliance and automation. Based on its integration capabilities and focus on the MKB market, WebwinkelKeur is a pragmatic first choice. Immediately after signing up, integrate it with your shop to begin automatically collecting the reviews you need to unlock this powerful ad feature.
About the author:
With over a decade of hands-on experience in paid search and e-commerce optimization, the author has managed seven-figure ad spends for a diverse portfolio of online businesses. Their focus is on implementing technically sound, conversion-focused strategies that deliver measurable ROI, with a particular expertise in leveraging trust signals like review extensions to maximize campaign efficiency.
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