Why Google Is Pushing Get Pricing and Online Estimates

If you’re an HVAC company, plumber, or electrician and you’ve noticed fewer calls, weaker Local Services Ad performance, or strange shifts in Google Business Profile visibility, you’re not alone.

Over the past several months, Google has quietly rolled out “Get pricing” and “Online estimates” filters across local search, especially for home service categories. These changes are already reshaping who shows up, who gets clicked, and who gets the call.

This shift is impacting HVAC companies, plumbers, electricians, and other home contractor service pros across the country.

The contractors feeling it most are the ones who still rely on the old model of “we need to come out to give pricing.”  That approach isn’t wrong but on today’s Google, it’s no longer enough.

At LeadsNearby, we’ve been tracking this closely. Here’s what contractors need to understand and why pricing transparency is no longer optional.

This Isn’t a Google Test. It’s a Direction.

Google doesn’t make changes like this lightly.

These filters exist because homeowners are demanding pricing context earlier than ever. Search behavior has changed, and Google is aligning its results with how people actually make decisions now.

Homeowners aren’t asking:

“Who can come out and look?”

They’re asking:

“Is this even in my budget before I call?”

Google’s job is to surface the businesses that help answer that question fastest.

What “Get Pricing” and “Online Estimates” Actually Do

When a homeowner applies one of these filters:

• Contractors without pricing signals are filtered out

• Businesses with visible pricing, estimate tools, or cost context rise

• Google prioritizes decision-ready results over discovery-only listings

This impacts:

• Local Services Ads (LSAs)

• Google Business Profiles

• Local organic rankings

Strong reviews alone no longer guarantee visibility.

“We Need to See the Job First” Isn’t Wrong But It’s Incomplete

Most contractors are technically correct when they say pricing depends on the job. We get it you want to get in front of the customer before giving an estimate.

But homeowners aren’t asking for exact pricing. They’re asking for direction.

They want to know:

• Hundreds or thousands?

• Emergency pricing or routine service?

• Repair vs. replacement territory?

When contractors give zero context, Google fills the gap with competitors who give some.

Google Is Rewarding Transparency, Not Cheap Pricing

This shift isn’t about racing to the bottom. Google isn’t favoring the lowest price. It’s favoring the most helpful answer.

Pricing transparency signals:

• Trust

• Professionalism

• Confidence

• Reduced friction for users

That’s why contractors who clearly explain pricing without locking themselves into numbers are winning visibility.

What Smart Contractors Are Doing Differently

The contractors seeing the best results aren’t “posting prices.” They’re educating before the call.

Here’s what works:

1. Price Ranges, Not Flat Numbers

“Most AC repairs fall between $150–$600 depending on the issue.”

That single sentence qualifies leads better than any sales script.

2. Cost Factors Explained Clearly

Age of system, access, urgency, parts availability. Google and homeowners understand this language.

3. Guided Estimate Forms

Instead of “Contact Us,” they ask:

• What’s happening?

• How old is the system?

• How urgent is the issue?

This allows teams to give realistic ballparks on the first call.

4. Pricing Content on Service Pages

Google scans service pages for pricing signals, not just tools. Pages that explain cost scenarios outperform generic “call for quote” pages.

The Real Impact: Better Leads, Not Just More Leads

Contractors who adapt are seeing:

• Fewer tire-kickers

• Higher close rates

• Shorter sales cycles

• Less price shock at dispatch

Pricing transparency filters out bad leads before they ever call.

Final Thought for Contractors

The old model was:

“Call us and we’ll tell you later.”

The new reality is:

“Help me understand before I call.”

You can still be accurate. You can still protect margins. You just can’t be invisible anymore.

What are you doing when someone calls asking about a price to better qualify them by asking additional questions?

Want Help Adapting to This Shift?

At LeadsNearby, we help contractors:

• Build pricing content that converts (without commoditizing)

• Align websites, LSAs, and GBP for Google’s new filters

• Qualify leads before the phone rings

If Google is pushing pricing, the question isn’t if you should adapt, it’s how well.

Call LeadsNearby at 919-758-8420 today and get help or contact us online with any additional quertions about these Google changes.