Google's "Online Estimates" Filter: What Contractors Need To Know
Google is releasing a new feature that could seriously impact how local contractors show up in search results: a button labeled something like "Online Estimates" that filters results based on pricing visibility. It's not a keyword, not an ad placement - it's a filter, and it might just push your business off the first page if you're not prepared.
If you're not showing pricing or offering clear estimates online, your visibility could be taking a hit - even before traditional SEO factors come into play.
What Is the "Online Estimates" Feature?
The "Online Estimates" filter is showing up at the top of local service search results - sometimes even above ads and map listings. When clicked, it filters the results to only show businesses that provide pricing transparency. This might include online calculators, starting price information, or just content that clearly mentions free or online estimates.
- It's not a keyword - it's a clickable UI element directly in Google's interface
- It filters results to favor businesses with visible estimate tools or price mentions
- It's appearing across various verticals: roofing, HVAC, plumbing, solar, and more
Why This Matters
Google is prioritizing pricing transparency - especially for high-ticket services where customers are hesitant to call without a ballpark figure. If this filter gains traction, not having pricing info could mean you're not even showing up.
- Homeowners increasingly want instant answers, not just contact forms
- Your proximity, reviews, or citations may not matter if you're filtered out
- Google may be scanning for structured pricing data or clearly worded estimate language
What You Need To Do About It
You don't need to overhaul your website overnight - but you do need to take action.
- If you offer free or online estimates, say it in your content - clearly and often
- In early tests, many top-ranked results didn't use quote tools - they simply mentioned "free estimates" in visible content
- Use basic quote request forms, starting price sections, or cost range breakdowns
- Structure your pricing info with markup like JSON-LD if possible
- Transparency wins: make sure what's included in your pricing is spelled out
Footbridge Media Customers Are Already Taken Care Of
As part of our initial content development with every home service pro, we work with our contractors to understand their estimate and quoting processes. So, all Footbridge Media clients already have content prepared on their website dedicated to basic information regarding pricing and if free estimates are available.
Some clients opt to include more detailed pricing information, so if you're an existing Footbridge Media client and you want to update your pricing details - reach out to your marketing consultant via your Footbridge Dashboard access and they'll take care of you.
Not a client yet? Fix your marketing with Footbridge Media!
What This Tells Us About Google's Direction
This isn't a one-off experiment. It's part of a bigger shift toward making local search transactional. From AI overviews to new booking and messaging tools, Google is reshaping how users interact with search.
- Google is focused on delivering immediate, useful answers - not just links
- Features like "Call for me" and AI-powered summaries show the move toward frictionless service discovery
- Contractors must move from "call for quote" to "show me now" digital experiences
- Those who adapt quickly will earn outsized visibility as these features expand
If you're serious about growth, now's the time to align your website strategy with this shift toward pricing transparency and instant engagement. Want help updating your online presence to meet these new expectations? Our contractor marketing experts are here to help.
You can also explore more tools for home services business management and visibility tools like Local Services Ads for contractors to stay ahead of the curve.
Frequently Asked Questions
Not necessarily. In early testing, just mentioning "free estimates" or similar language in your content helped show up in filtered results. But full pricing tools may offer more long-term SEO advantages.
Google hasn't made a formal announcement, but SEO professionals and marketers have seen this feature appear across many service industries. It's likely in testing or early rollout phases.
Start with visible, plain-language mentions of free or online estimates. Add pricing info or cost ranges where you can. Consider using structured data or installing a simple estimate request form to qualify for visibility under the new filter.
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.
