Google My Business

Hi guys,im just trying to learn all this stuff and i try to SEO for a friend,i noticed every time i type "the type of service my friend is doing" + the "region" is working in i get this Google My Business ad of his competitor which seems like a nice way to get traffic and i realised its free.the competitor got like 2 reviews and i belive it will be easy to by pass him,my question is what the algorithm for doing this? more reviews then him? and what else can i do to bypass him? thank you very much guys

imho you should increase the price of your google ad.