Google Testing AI-Mediated Price Discovery in Local Search Results
A new experimental button suggests Google may automate the quote-gathering process for service-based businesses.
AI local business recommendations are entering a new phase of automation that could fundamentally alter the lead-generation funnel. We are observing early reports of a 'Have AI Get Prices' button appearing within Google’s local search interface, a feature that allows the search engine’s generative models to act as an intermediary between the consumer and the service provider. Last updated January 28, 2025, according to community reports.
This development suggests that Google is moving beyond simply listing businesses and is instead positioning itself as a proactive agent. For a 12-location HVAC operator or a plumbing franchise, this shift could mean that the first point of contact with a customer is no longer a human phone call or a website form submission, but a structured data request initiated by an algorithm.
How does the 'Have AI Get Prices' feature work?
The interface appears as a prominent call-to-action within the local pack or specific business profiles. When a user engages this feature, Google’s AI likely scrapes available public data, utilizes existing Google Business Profile messaging APIs, or prompts the user for specific project details to broadcast to multiple relevant providers.
In previous iterations of Google’s search ecosystem, a user would click through to a website to find a pricing page or call the business directly. This new mechanism suggests a friction-free alternative where Google handles the administrative burden of price discovery. While this increases convenience for the user, it creates a layer of abstraction for the business owner, who may find themselves competing for leads based on data points the AI deems most relevant, rather than the curated experience of their own landing pages.
Shifting the dynamic of AI local business recommendations
For years, local SEO has focused on visibility and conversion on the business's own digital property. We believe this test indicates a shift toward a 'zero-click' service model where the decision-making process happens entirely within the Google ecosystem. If Google’s AI is responsible for fetching prices, it will likely prioritize businesses that provide clear, structured, and accessible pricing data via their profiles or Local Services Ads.
A dental practice in Leeds, for example, might currently rely on a high-converting 'Request an Appointment' button on their website. Under this new model, if Google can extract the cost of a standard check-up or cleaning directly through AI, the user might never see the practice's carefully designed website. The AI becomes the gatekeeper, filtering recommendations based on immediate price transparency and response speed.
The impact on conversion and lead quality
One significant concern for service providers is the potential for a race to the bottom regarding pricing. When an AI is tasked with 'getting prices,' it naturally prioritizes the lowest numerical value or the most straightforward quote. This may disadvantage premium service providers who rely on consultative sales processes to justify higher costs.
We observe that this mirrors the evolution of the 'Request a Quote' feature already present in many Google Business Profiles, but with a crucial difference: the AI may now be synthesizing the request. This could lead to a higher volume of low-intent leads, as the barrier to entry for a user to 'Get Prices' is significantly lowered compared to the effort required to research individual companies.
What this means for local businesses
To prepare for a search environment where AI handles initial inquiries, operators must transition from traditional SEO to data-readiness. We recommend the following actions:
- Audit Google Business Profile Messaging: Ensure that messaging is enabled and that automated responses or 'Frequently Asked Questions' are configured to provide instant, accurate data to AI crawlers.
- Structure Pricing Data: Use Schema.org markup on your website to clearly define service costs, making it easier for Google’s AI to parse and report your prices accurately.
- Monitor Response Times: As AI-mediated leads become more common, the speed at which a human representative follows up on an AI-initiated quote will likely become a ranking factor in these recommendations.
- Optimize for Value, Not Just Price: Since AI may focus on the 'lowest' price, ensure your business description and 'From the Business' section clearly articulate the unique value propositions that justify your rates.
Will this replace traditional lead generation?
While it is unlikely that AI will completely replace the need for high-quality landing pages, it is clear that Google is testing ways to keep users within its own interface for longer periods. This trend aligns with the broader integration of Gemini and Search Generative Experience (SGE) across the search landscape.
For the 12-location HVAC operator mentioned earlier, this means that their Google Business Profile is no longer just a digital billboard—it is becoming a transactional endpoint. The success of a local business in this new environment will depend on how well their digital presence can satisfy the requirements of an AI agent, rather than just a human searcher.
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Frequently asked questions
- What is the 'Have AI Get Prices' button in Google Search?
- It is an experimental feature found in local search results that allows Google’s AI to retrieve pricing information or initiate quote requests on behalf of the user. Instead of the user visiting multiple websites, the AI handles the discovery process, potentially contacting businesses or scraping data to present a price comparison directly in the search interface.
- How will this affect my business's website traffic?
- If widely implemented, this could decrease traditional click-through rates to local business websites. Because users can get the information they need—specifically pricing—directly from the search results, they may not feel the need to visit a landing page. This makes your Google Business Profile and structured data more important than ever for capturing leads.
- Does this feature mean I have to lower my prices to rank?
- Not necessarily, but it does mean your value proposition must be clearer. When AI synthesizes price data, it may default to the lowest cost unless your profile provides context for premium pricing. Businesses should ensure their Google Business Profiles highlight quality, warranties, and unique service features to differentiate themselves from budget competitors.
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