A homeowner types “plumber near me” into Google. Instead of calling around, they tap a button that reads “Have AI get prices.”
You ignore a call, and thirty minutes later, your competitor’s quote lands in their inbox. Yours doesn’t.
This is happening. Google is rolling out a massive change to local search, and many business owners have no idea. The feature uses AI to call your business, ask about pricing, then report back to the customer. Answer, and you get quoted. Miss the call, and you get labeled “unreachable” and miss out on a potential client.
How Google AI Checks Prices
Google has released a ton of updates in the past year. Pretty much everyone is used to AI Overviews, and many have played around with AI Search Mode. Now, “Have AI Get Prices” is another new option. But it only pops up if you’re searching for the right topic, in the right area.
Users tap the button, fill out a quick form, and submit. Google’s AI, which is running on the same Duplex technology that books restaurant reservations, calls local businesses on their behalf. Keep in mind: it is only calling businesses that Google has already identified as trustworthy.
When the business answers, the AI identifies itself as an automated call from Google. Be careful not to mistake it for spam and hang up. It asks about pricing and availability, then sends the user an email with quotes from every business that answered.
The whole thing takes about 30 minutes.
Google launched this with plumbers and HVAC contractors but has already expanded to hair salons, pet groomers, auto repair, wellness centers, and more. Additional categories are coming.
More Changes for Local SEO
Ultimately, this is changing things once again for SEO. Ranking in the Map Pack used to be the finish line. Now it’s just the beginning.
The AI picks which businesses to call based on traditional local search rankings. Your Google Business Profile, reviews, and proximity all factor into whether or not you get called. But ranking well… it’s not a guarantee either. Google’s “AI check prices” feature is essentially a zero-tolerance policy for phone calls.
Miss the call, miss the customer.
Your website, reviews, and reputation mean nothing if nobody picks up the phone. Google Business Profile pricing optimization now includes training your team to answer.
How to Win
Optimize Your Profile
You’ll also need to focus on Google Business Profile pricing optimization. That means linking your profile to a location-specific service page with clear pricing. Use “starting at” language for flexibility: “Drain cleaning starts at $89” or “Water heater installation from $1,100.” You don’t need exact estimates, just price ranges.
Add every relevant service to your GBP with pricing and availability in the descriptions. You can also use the Products section to add services as products with prices. This feeds the AI structured data it can easily pull.
Answer the Phone
Google’s local SEO pricing transparency means that answering the phone directly impacts leads. Train your team to recognize and respond to AI calls. They sound different: direct, structured, and straight to the point. The AI announces itself as calling on behalf of a customer.
Even for custom quotes, have baselines ready. “Our diagnostic fee is $89, and most drain cleanings run $150 to $300, depending on complexity.” A one-sheeter with listed prices that correspond to your online price estimates will keep everyone on the same page and give the AI something useful to report.
Don’t Get Left on Hold
Google’s “Have AI check prices” feature changes how customers find local services. Businesses that handle this change well will capture leads that others never knew existed.
Want to move forward in the ever-expanding age of AI? Optimize your profile with transparent pricing. Train your team. Standardize your prices. And answer your phone.
The AI is calling. Will you pick up?
