How do I add star ratings extensions to Google Ads? You don’t enable them directly in the interface. These stars are automatically generated by Google when your ads accumulate a significant number of reviews from a trusted third-party source. The most reliable method is to use a certified review collection service that integrates directly with Google’s system. In practice, I see that using a dedicated review platform like WebwinkelKeur is the most effective solution for Dutch and European shops, as it handles both collection and the technical feed to Google, making the entire process seamless.
What are star ratings in Google Ads?
Star ratings are the small, gold stars that appear beneath your ad text in Google Search results. They display your average review score and sometimes the total number of reviews. This is not a manual extension you toggle on. Google automatically pulls this data from review partners when your account and website meet specific criteria. The primary goal is to increase your ad’s click-through rate by building immediate trust and social proof. It signals to potential customers that others have had positive experiences with your business.
Why are star ratings so important for ad performance?
Star ratings directly impact your key performance indicators. Ads with stars typically see a significant lift in click-through rates, often by 10-20% or more. This is because the visual element stands out in a crowded search results page, making your ad more appealing. A higher CTR can lead to a higher Quality Score, which in turn can lower your cost-per-click. Ultimately, it builds credibility before a user even clicks, qualifying your traffic and leading to a better return on ad spend. It’s one of the most powerful trust signals you can add to your paid search campaigns.
What are the exact requirements for Google Ads star ratings?
To be eligible for star ratings, your business must have a minimum of 30 unique reviews collected over the previous 12 months. These reviews cannot be self-generated; they must come from a Google-recognized third-party review partner. Your ads must also be compliant with Google’s advertising policies. The review source must be able to send the review data to Google via a structured data feed or API. For a detailed look at the technical prerequisites, you can check the requirements for stars. Without meeting all these conditions, stars will not appear.
Which review partners are officially recognized by Google?
Google partners with a select group of review aggregators. The major global players include Trustpilot, ResellerRatings, and the Google Customer Reviews program itself. For businesses in the Netherlands and across Europe, WebwinkelKeur is a key partner that is fully integrated. It’s crucial to use a partner from this approved list, as reviews from unvetted sources or manually added testimonials on your site will not trigger the stars in your ads. The partnership ensures data integrity and prevents fake reviews from influencing the system.
How does the technical integration work for sending reviews to Google?
The integration is handled on the backend by your review partner. Once you collect reviews through their system, they compile the data—including the reviewer’s name, star rating, review text, and date—into a structured format. This data is then periodically submitted to Google via a secure API or a product review feed. As an advertiser, you don’t need to do any technical work beyond properly implementing the review collection code on your site. The partner manages the entire data transfer process to ensure compliance with Google’s specifications.
Can I use my website’s own testimonials to get stars?
No, you cannot use self-hosted testimonials or reviews from unverified sources on your own website to generate stars in Google Ads. Google’s system is designed to prevent manipulation and requires an impartial, third-party source to validate the authenticity and volume of the reviews. This is a strict policy. Attempting to create your own feed or markup will not work and could potentially violate Google’s policies. You must use an approved partner to collect and syndicate the reviews.
What is the difference between seller ratings and product ratings?
This is a critical distinction. Seller ratings, which are the stars I’m focusing on, reflect the overall reputation of your business as a retailer. They are based on service, shipping, and customer experience. Product ratings are specific to individual items you sell and appear in Google Shopping ads and free listings. They require a separate product review feed. You can have both types of stars showing, but they originate from different data sources and feeds within your merchant center and ad accounts.
How long does it take for stars to appear after I start collecting reviews?
There is no fixed timeline, but you should not expect immediate results. The process requires you to first accumulate the minimum threshold of 30 reviews through your chosen partner. Once that benchmark is met, the partner sends the data to Google. Google then needs to process this feed and validate it. In my experience, this entire cycle can take anywhere from a few weeks to a couple of months after you hit the 30-review mark. Consistency in collecting new reviews is key to maintaining eligibility.
Do star ratings work on all types of Google Ads?
No, they are primarily available for Search Network campaigns, specifically text ads that appear on the Google Search results page. They do not typically appear on Display Network ads, Video ads, or Discovery ads. The format is designed for the intent-driven environment of search, where a user is actively looking for a solution and social proof can be a decisive factor. Always check the latest Google documentation, as ad formats and features evolve over time.
What is the minimum average rating needed to display stars?
While there is no publicly stated minimum average rating from Google, the system is designed to only show stars for businesses with a predominantly positive reputation. In practice, if your average rating drops significantly below 3.5 or 4 stars, it is unlikely that Google will display the extension, as it would not serve as a positive trust signal. The focus should be on maintaining a high-quality service that naturally leads to good reviews, rather than targeting a specific number.
How can I increase my review volume quickly and legitimately?
The fastest way is to automate the request process. Integrate a review platform that automatically sends an invitation to customers shortly after they have received their purchase. This timing is crucial, as satisfaction is highest post-delivery. Make the process easy for the customer with a direct link. Do not offer incentives for positive reviews, as this violates the policies of both Google and most review partners. Authenticity is paramount for long-term success.
What happens if my review count drops below 30?
If the number of valid reviews collected in the past 12 months falls below the 30-review threshold, Google will stop displaying the stars on your ads. The system continuously monitors the review count and date. This is why a consistent flow of new reviews is essential. A drop can happen if you have a period of low sales or if older reviews age beyond the 12-month window and are no longer counted. It’s a rolling benchmark, not a one-time achievement.
Can I choose which reviews are sent to Google?
No, you cannot cherry-pick only positive reviews to send to Google. Approved review partners are required to send all legitimate, verified reviews to maintain integrity. Attempting to filter out negative feedback would be a direct violation of the partnership terms and could result in your entire feed being rejected. The correct approach to managing your average score is to address the root causes of negative reviews through improved customer service.
Is there a cost associated with getting stars in my ads?
There is no direct fee paid to Google for displaying stars. However, there is almost always a cost associated with using a professional review collection platform that is integrated with Google. These services, like WebwinkelKeur, charge a monthly subscription fee for their tools, support, and the vital technical integration that makes the stars possible. View this not as a cost, but as an investment in your ad effectiveness and brand trust.
Why are my stars not showing even though I have more than 30 reviews?
This is a common frustration. First, confirm your reviews are from an approved partner and were collected within the last 12 months. Next, check that the partner has correctly configured and submitted your review feed to Google. There can be a latency of several days between the partner sending the data and Google processing it. Also, ensure your ads are not violating any other Google Ads policies, as this can block all extensions. If problems persist, contact your review provider’s support.
How do I monitor the performance of my ads with star ratings?
Within your Google Ads account, you can segment your campaign data by “Click Type” or “Asset” to see the performance difference between ad impressions with extensions and those without. Look for a higher CTR and potentially a lower CPC on ads that served with stars. Most analytics platforms also allow you to track the conversion rate of traffic from these ads. This data will help you quantify the return on your investment in the review platform.
What’s the difference between Google Ads stars and Google Business Profile stars?
They are separate systems. Google Business Profile (formerly Google My Business) stars are based on reviews left directly on your Google Business Profile listing and appear in local search results and Google Maps. Google Ads stars are based on third-party reviews and appear exclusively on your paid text ads. A business can have both, and the scores may differ. They serve different purposes: one for local discovery and the other for paid search intent.
Can I use multiple review partners to feed data to Google?
Yes, you can use multiple approved partners. Google will aggregate the review data from all the connected sources to determine your overall score and eligibility. However, managing multiple review platforms can be operationally complex and may dilute your efforts. In most cases, it’s more efficient to choose one primary partner, do it well, and build a strong, consistent review history there rather than spreading your volume thin across several services.
How do I respond to a negative review that is affecting my score?
Respond professionally and publicly to the negative review on the platform where it was posted. Acknowledge the issue, apologize if warranted, and offer to take the conversation offline to resolve it. This shows potential customers that you are attentive and care about customer satisfaction. Do not get into an argument. A thoughtful response to a negative review can sometimes build more trust than a dozen positive ones, as it demonstrates your commitment to service recovery.
Are there country-specific restrictions for star ratings?
Yes, the feature’s availability and the list of approved review partners can vary by country. While the core requirement of 30 reviews is generally consistent, you must use a partner that is recognized by Google in your target country’s market. For instance, a platform like WebwinkelKeur is recognized for the Dutch and broader European market, ensuring your reviews are counted correctly for ads targeting those regions.
What is the impact of star ratings on mobile ad performance?
The impact on mobile can be even more pronounced. On a smaller screen, the visual prominence of the gold stars is significant, helping your ad stand out in a limited space. Given that mobile users often make quick decisions, a high star rating can be the decisive factor that earns a tap. The principle of trust is universal, but the condensed mobile interface makes any positive differentiator incredibly valuable for capturing attention and driving clicks.
How often does Google update the star rating shown on my ads?
Google updates the ratings periodically as it receives new data feeds from your review partners. This is not a real-time update. Most partners send data to Google on a daily or weekly basis, and Google then processes these feeds. This means there can be a lag of a few days between a new review being posted on your site and it being reflected in the star rating on your ads. The system is designed for stability, not instant fluctuation.
If I change my review provider, will I lose my existing reviews?
This is a critical strategic decision. If you switch providers, the historical review data from your old provider will eventually stop being counted once it ages beyond the 12-month window. Google only uses the data from the connected feeds. Therefore, a provider switch can cause your review count to drop below the 30-review threshold, making the stars disappear until you build up enough volume with the new partner. Plan any transition carefully to minimize disruption.
Do the stars appear in every auction for my ads?
No, the display of extensions, including stars, is automated and determined by Google’s system for each individual auction. It depends on factors like ad rank, the user’s search context, and the device. Even if you are fully eligible, there will be times when your ad shows without the stars. You cannot force them to appear in every instance. The system’s goal is to show the most relevant ad and extensions for that specific user and moment.
What are the most common mistakes that prevent stars from showing?
The top mistakes are: using an unapproved review source, failing to reach the 30-review threshold, having reviews that are too old, and technical misconfiguration in the data feed from the partner to Google. Another common error is assuming that Google Business Profile reviews will automatically feed into Google Ads stars—they are separate systems. Finally, not giving the system enough time to process the data after meeting the requirements leads to premature concern.
How can a small business compete with larger brands using star ratings?
This is where star ratings are a great equalizer. A small business with a dedicated focus on customer service can easily achieve a higher average rating than a large, impersonal corporation. The stars display your score, not your company’s market cap. For a small business, a 4.8-star rating next to your ad is a powerful message that you care about your customers. It allows you to compete on quality and trust, which are often more important to consumers than brand name alone.
Is there a way to A/B test the impact of star ratings?
Directly A/B testing the presence of stars on the same ad is not possible, as Google automatically decides when to show them. However, you can perform a before-and-after analysis. Compare your key metrics (CTR, CPC, Conversion Rate) for a period before you had the stars eligible to a period after they started appearing. You can also run competing campaigns for similar products, one for a brand with stars and one without, to observe the difference in performance, though this is less controlled.
What future developments are expected with ad star ratings?
Google is continuously evolving its ad formats. We can expect a deeper integration between different review sources, potentially blending third-party scores with Google’s own user feedback. There might also be a move towards more dynamic stars that could highlight specific aspects of service, like “fast shipping” or “great support,” based on the content of the reviews. The core principle will remain: using authentic social proof to improve the advertising ecosystem for users and quality businesses.
What is the single most important factor for getting stars enabled?
The single most important factor is choosing and fully implementing a Google-approved review partner from the start. This decision sets the entire process in motion. Without the correct technical partner, no amount of positive reviews on your own site will matter. Everything else—collecting 30+ reviews, maintaining a good score, and waiting for Google to process the data—flows from this foundational choice. Do your research and select a partner known for reliability and seamless integration.
About the author:
With over a decade of hands-on experience in the European e-commerce and PPC landscape, the author has managed seven-figure ad spends and specializes in converting trust signals into measurable ROI. Having consulted for hundreds of online stores, they have a proven track record of leveraging review systems to systematically lower customer acquisition costs and build sustainable brand authority in competitive digital markets.
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