Google’s New “Have AI Get Prices” Feature: What Home Service Pros Need to Know
A Major Change Is Hitting Google Search Results
If you search “plumber near me”, you may notice something new sitting right beneath the Local Pack: A button labeled “Have AI Get Prices”.
This new option is part of Google’s ongoing push to use AI to streamline consumer decisions. It’s convenient for homeowners, but for contractors, this could mean missed calls, pricing misunderstandings, or customers making decisions without ever talking to you.
Before this becomes widespread across industries, it’s important to understand how it works and how it may affect your business.
AI Might Now Handle Your First Customer Interaction
Here’s the part many contractors don’t realize:
Google’s AI actually calls your business to ask for pricing and availability.
If you don’t answer, or if your staff gives rushed or inconsistent responses, the AI will pass along incomplete or inaccurate information to potential customers. This could:
- Make your prices look higher than the competitor next on the list
- Result in fewer inbound calls
- Cause customers to rule you out before they ever speak with you
- Send lost opportunities to businesses with stronger phone processes
In other words: AI may become your first “sales rep,” whether you’re ready or not.
Understanding the Feature And Preparing for It
How the “Have AI Get Prices” Feature Works
Here’s the basic workflow Google uses to collect and provide pricing to users:
- User searches for a service (“plumber near me”).
- Google shows the Local Pack, and underneath it, the “Have AI Get Prices” option.
- The user clicks the button and answers a few questions about the service they need a quote for, such as the below path:
- Google’s AI calls multiple local businesses to request pricing and availability.
- AI compiles the responses.
- The user receives an email or text with a side-by-side comparison of different businesses.
This is a huge shift in how leads may come in and how customers compare providers.
Why Google Is Doing This
Google wants to:
- Improve consumer experience by providing quick estimates without multiple phone calls
- Keep users on Google instead of third-party marketplaces
- Compete with “get quote” platforms like Angi, HomeAdvisor, and Thumbtack
This is Google’s attempt at becoming the middleman without charging you per lead. For now.
What Contractors Should Expect
Here’s what service pros may start seeing:
1. More AI-Initiated Calls
These calls may come from a Google number, sound automated, and request pricing in a structured format.
2. Pricing Being Compared Automatically
If your pricing isn’t clear, consistent, or competitive, you may lose leads before you ever hear from the customer.
3. Customers Expecting Quick, Transparent Pricing
AI makes fast response speed more important than ever.
4. Increased Pressure to Answer the Phone
Missed calls won’t just mean missed leads. They may mean AI marks you as “unavailable.”
How Contractors Can Prepare
✔ Optimize Your GBP
Make sure your Google Business Profile is fully optimized and ranking in the Local Pack. This is more important now than ever.
✔ SEO Optimized Website
Having a well-ranking, SEO friendly website, that’s being promoted on your GBP helps your GBP rank better. So implement the on-page SEO strategies and optimize your website.
✔ Answer Calls Quickly
Google’s AI calls don’t wait long. If you miss the call, you may miss a chance to be included in the comparison.
✔ Create Standard Price Ranges
Instead of improvising every quote, prepare clean answers like:
- “Drain cleaning typically ranges from $129–$249 depending on severity.”
- “Water heater replacement starts at $1,199 plus installation.”
Clear ranges help AI relay accurate information.
✔ Train Office Staff
Your team should know how to respond when they hear a Google AI call. Structured, consistent pricing helps your business look more professional.
✔ Keep Your Online Reputation Strong
Since pricing and ratings may appear together, high review scores will matter even more.
✔ Continue Investing in Your Own Lead Sources
Organic SEO, Google Business Profile optimization, and paid ads – Google Ads and Local Services Ads – still give you direct control instead of relying on Google’s AI to present your business.
Final Thoughts
Google’s “Have AI Get Prices” feature is a major shift in how homeowners shop for services and how businesses get leads. While the AI-driven comparison may feel intimidating, contractors who prepare now will be in the best position to benefit from this change.
Early adopters will win. Unprepared businesses may lose visibility, calls, and ultimately revenue. If you want help adapting your SEO, improving your visibility, or preparing for this new AI-driven landscape, the 99 Calls team is here to guide you.
