Google is at it again, and this time, they’re playing a very literal form of phone tag.

For local service businesses—think barbers, massage therapists, mechanics, and pet groomers—the game of getting found has fundamentally changed. Google has rolled out an AI-powered feature that allows users to request pricing or availability right from a search result. Then, Google’s AI quietly picks up the phone and calls local businesses to gather the details on the user’s behalf.

That robotic-sounding caller you’ve been ignoring? It might be your next customer.

🤖 The Price of Ignoring AI

You already know that affordable SEO for a small business hinges on Local SEO. It’s about being visible when someone searches “haircut near me.” What you might not realize is that your phone etiquette is now a ranking signal.

When Google’s AI calls your shop, it’s not just asking for a price; it’s testing your business’s responsiveness. Businesses that answer and provide accurate information are quoted directly in the customer’s results email.

What happens if you miss the call? You get grouped under the damning label: “Businesses we couldn’t reach.”

That single label can be the kiss of death. In an early experiment where Google’s AI called nine businesses, the five that missed the call were never even presented to the customer as an option. Yikes. Your perfect website and five-star reviews won’t save you if you fail the AI’s pop quiz.

The Stakes Are Higher Than Ever

This AI feature is Google’s response to an undeniable human truth: phone anxiety is real, especially for younger demographics. A survey found that over 80% of Millennials get anxious before making a phone call. Google is removing that barrier, creating a seamless bridge between a user’s intent to buy and your business—and you have to be ready to cross it.

Consider these stats on why local search is your lifeline:

• 46% of all Google searches have local intent.

• 76% of people who search for something nearby on their phones visit a business within a day.

• 70% of mobile searchers use the click-to-call feature on Google.

This new AI function is the natural evolution of that “click-to-call” urgency. The AI is now making the call for the customer, and the business that answers gets the lead. Some businesses who adapted early saw their booking rate increase by 40%, while others unprepared saw their monthly revenue drop by 35%. This isn’t just an update—it’s a revolution in lead generation.

Your Affordable SEO Game Plan

So, what is the most affordable SEO strategy to beat Google’s AI at its own game? It’s about perfecting the basics, because that’s where the AI starts:

1. Perfect Your Google Business Profile (GBP): Your GBP is the cornerstone of your local presence. Ensure your hours, services, and contact info (NAP: Name, Address, Phone) are 100% accurate and consistent everywhere online. This is the data the AI is using to decide if you’re even worth calling.

2. Train Your Team: The person answering the phone needs to recognize and handle the AI call professionally. They must be ready to quickly provide pricing ranges and availability.

3. Embrace Structured Data: Implement Local Business schema (structured data) on your website. This is a technical, affordable SEO tactic that gives Google’s AI exactly what it needs to understand your services and quotes instantly.

The businesses that adapt early will benefit the most. Don’t wait until Google’s AI decides your poor phone manners mean you’re bad at business. Stay proactive, answer the phone, and secure your spot at the top of the local search results.

Resources

• Cyberlicious: “‘Have AI Check Pricing’: How Google’s New Feature Impacts SEO and Business” (https://www.cyberlicious.com/have-ai-check-pricing-how-googles-new-feature-impac-ts-seo-and-business/)

• SEOPROFY: “76 Local SEO Statistics for 2025” (https://seoprofy.com/blog/local-seo-statistics/)

• Ranko Media: “10 Local SEO Statistics Backed by Real Data for 2025” (https://rankomedia.com/blog/local-seo-stats/)

• Winsome Marketing: “Google’s AI Makes Phone Calls For You” (https://winsomemarketing.com/ai-in-marketing/googles-ai-makes-phone-calls-for-you)

• Click Track Marketing: “How Google’s AI Is Revolutionizing Local Business Calls” (https://www.clicktrackmarketing.com/google-uses-ai-to-call-multiple-businesses/)

• Google Search Help: “How to check pricing for local businesses with AI in Google Search” (https://support.google.com/websearch/answer/16421135?hl=en)

• Search Engine Journal: “Google Search Can Now Call Local Businesses Using AI” (https://www.searchenginejournal.com/google-search-can-now-call-local-businesses-using-ai/551294/)