Google's AI Is Calling Contractors - Are You Ready?
Google's not-so-secret experiments with AI just took another big step forward. Earlier this year, they introduced an "Ask For Me" feature that allowed AI to call nail salons and auto repair shops on behalf of searchers. Now, it's quietly expanding into the home services world - and we stumbled into it firsthand.
While digging through local service options, we discovered a new AI-driven tool appearing for lawn care businesses. (Shout out to marketing consultant Tony who found this Google test!) Labeled "Have AI Call," this feature allows searchers to select specific lawn services, enter a few job details, and let Google’s AI do the rest. That AI then calls local businesses, gathers information, and sends the results back to the searcher.
We tried repeating this test with other users in other physical locations, but we were not able to get the "Have AI Call" button to show up for anyone else yet. That's generally a good sign that you've accidentally stumbled upon a Google test.
Google is quietly testing the future of lead generation. If you're not ready, you may never even know you missed the call.
How This Google AI Test Feature Worked
The user journey starts with clicking the "Have AI Call" button. From there, the searcher chooses from services like lawn care, landscaping, irrigation repair, or snow removal. Then, they fill in:
- Approximate lawn size (in square feet)
- Desired frequency of service
- Urgency or desired service timeline
- Zip code for the service location
- Preferred contact method (text or email)
Once submitted, the AI calls multiple local lawn care companies - using their Google Business Profile (GBP) info to find eligible matches. It asks a series of service-specific questions, logs responses, and sends a summary back to the user.
Why This Matters to Home Service Contractors
This isn’t just a novelty. It’s a signal. Google is clearly investing in AI-led booking and communication tools - and businesses that aren’t ready risk being skipped.
The AI doesn't wait on hold. It doesn’t navigate complex phone trees. If your business doesn’t pick up, doesn’t answer questions clearly, or isn’t properly listed - you may never hear about the lead at all.
I would actually be interested to see what happens when Google's AI phone calling service meet an AI phone answering service…
Assuming these tests are successfuly, AI calling will likely expand into more contractor categories - plumbing, HVAC, electrical, roofing, etc. That means you may get less email or text requests for service, and that you'll need to prioritize answering your phone to capture a lead and make a sale.
How to Make Your Business AI-Ready
- Fully optimize your Google Business Profile with accurate services, service areas, business hours, and categories
- Make sure your phone is answered by a real person or a system that quickly routes calls
- Train staff to clearly answer common service questions - even if the caller sounds like an AI
- Ensure your voicemail and automated systems provide clear, helpful info
This is all about being proactive. Waiting until AI-driven search becomes the norm means playing catch-up while your competitors take the leads.
And - an interesting note here - in our testing of this search feature - the results summaries that we received included responses from those contractors OUTSIDE of the top three of the map pack for our initial search.
So perhaps - so long as you do a good job answering your phone and addressing the concerns of your AI caller - you can potentially capture a lead for a user that normally wouldn’t find you above the fold of the local map pack search.
What’s Next?
Right now, this tool appears limited to specific industries and select markets. But if history is any guide, Google will expand this rapidly. The question is: Will your business be one of the ones it calls?
Want help preparing for the next generation of search? Whether it's optimizing your GBP or building your online marketing presence, the team at Footbridge Media is here to help.
Frequently Asked Questions
Calls may come from an automated voice that identifies as Google or may leave a message summarizing the inquiry. There may not be a clear notice unless you're paying close attention to caller ID or voicemail messages.
Be sure your GBP lists your correct categories, services, hours, and service areas. Include up-to-date contact info, high-quality photos, and recent reviews with responses.
As of now, the feature is limited to specific industries. Lawn care is one of the earliest additions, but we expect Google to expand this to other contractor services in the near future.
About Chris Lonergan
Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
