One request, sent to everyone the firm chooses to ask.
Google lets a business invite reviews of genuine experiences. It prohibits paying or rewarding a review, asking only the clients likely to be happy, discouraging negative reviews and asking for specific content. So the firm picks the moment, such as the close of a matter, and sends the same short message to everyone who reaches it: the firm's name, an optional request for an honest review, and the link. A survey that sends happy clients to Google and unhappy ones elsewhere breaks the rule however it is worded.
A quota of reviews per lawyer or assistant is out too: Google's policy counts staff quotas as rating manipulation.
Each link goes to the profile of the office that handled the case.
Keep each office's review link with its profile, and open it signed out on a phone before it goes into a message. Check it again after an office moves or merges, a lawyer leaves, or a profile is suspended or merged with a duplicate. Law firm local SEO keeps that profile record, and review count and rating are part of how Google ranks those profiles in the map. Every Google Business Profile for lawyers and offices belongs under the firm's own Google account, with the attorney SEO company added as a manager, so the profile and its reviews stay with the firm whoever does the work.
Reply without confirming the case.
A reviewer may name the lawyer, the matter or the result; the reply still does not confirm any of it. The comment to ABA Model Rule 1.6 treats public criticism alone as outside the exception that lets a lawyer respond with client information, and the firm's own jurisdiction and counsel decide what may be said. Google advises moving a complicated situation to phone or email. A reply that thanks the reviewer and offers a direct line does both.
Report what breaks Google's rules; answer what is only criticism.
A negative review is not a policy violation. Fake engagement, impersonation, harassment and exposed personal information go to Google's reporting process; ordinary criticism gets a reply and, where the firm wants one, a private call. Keep the review's link, date and text before acting on it.