If you have noticed strange calls coming into your business that feel a little scripted, you are not imagining things. Google has officially rolled out an AI-powered feature in Search called “Have AI check pricing.”Right now, this feature is live for plumbing services only, not HVAC yet. So if you are a multiline contractor offering plumbing, the answer is “yes.” Google’s AI may very well already be calling your business. If you are HVAC-only, the answer is “not yet,” but it is coming very soon, which means now is the time to prepare.
What Is Google’s AI Pricing Check Feature?
Google Search now allows users to ask Google’s AI to gather real-time pricing and availability from local service businesses. Instead of the homeowner calling around themselves, Google’s AI does it for them. The result is a short list of businesses, price ranges, and availability delivered directly to the user by email. For contractors, this means Google is no longer just sending traffic. It is actively acting as a lead intermediary.
How It Works for Homeowners
From the customer’s perspective, the experience is simple and fast.
Search for a service like “plumber near me”
Tap the “Have AI check pricing” button
Enter details about the job and preferred timing
Google’s AI calls local businesses
Receive an email with quotes and availability in about 30 minutes
These users are not browsing. They are ready to hire.
What Is Happening on the Business Side
When this feature is triggered, Google’s AI places automated calls to local businesses to collect pricing and availability. These are not traditional robocalls, but they are not humans either. The calls follow a structured script designed to gather specific information quickly.
Answer the call and provide details, and your business may be included in the results
Miss the call or mishandle it, and you are removed from consideration
The homeowner may never know your business was an option
For multiline contractors with plumbing services, this is already happening today.
Why HVAC Contractors Should Pay Attention Now
Even though HVAC-only contractors are not live in this program yet, the implications are clear. Plumbing is the first test case, and HVAC is widely expected to follow. Google is changing how it qualifies and distributes local service demand.
Leads are being pre-qualified by Google before they reach you
Call handling speed directly affects visibility
Pricing conversations are happening earlier in the buying journey
Contractors are being compared side by side automatically
Waiting until this goes live for HVAC means reacting instead of preparing.
Answering the Call Is the New Cost of Admission
If your phones are not consistently answered, Google’s AI will simply move on. That creates new pressure on operations, not just marketing.
Call answer rates during business hours
After-hours and overflow coverage
Front office training and scripting
Consistency in pricing and availability conversations
For contractors already missing calls, this feature amplifies lost opportunities.
Can You Opt Out?
Yes. Businesses can opt out of AI-generated calls through their Google Business Profile settings. But opting out does not stop Google from offering this feature. It only removes you from consideration. In competitive markets, that likely means giving prepared competitors a built-in advantage.
A New Definition of a Lead
A lead no longer has to start with a phone call or form fill from a homeowner. Increasingly, it may start as a conversation between Google’s AI and your business before the customer ever speaks to you directly. That makes operational readiness just as important as rankings, ads, or reviews.
What Smart Contractors Should Be Doing Now
Contractors who win in this environment will treat marketing, call handling, and operations as one connected system.
Ensure calls are answered consistently
Prepare clear guidelines for pricing conversations
Use overflow or AI call handling to avoid missed opportunities
Monitor Google Business Profile activity closely
Align marketing and operations for AI-driven demand
This is not a distant trend. For plumbing, it is already live. For HVAC, it is very close.
The Bigger Picture
Google’s AI pricing checks are part of a broader shift toward AI-mediated search, where Google does more of the work on behalf of consumers. Visibility alone is no longer enough. Responsiveness wins. Contractors who prepare early will see this as a new source of high-intent opportunities. Those who wait may never realize how many leads they are missing.
If you want to make sure your business is ready for what Google is rolling out next, get in touch with PrecisionLocal’s digital marketing team. We help HVAC and multiline contractors align marketing, call handling, and operational readiness for an AI-driven search landscape. Book a call today.
Meet Justin Kahan As a multi-channel marketing expert with over a decade of experience, Justin specializes in managing relationships and campaigns for multiple national brands in the HVAC, Outdoor Power Equipment Industry, Power Sports industries, and franchises within the Fitness, QSR, and FEC industries.
With Justin's insider knowledge and varied industry experience, he has consistently grown revenue for clients year over year. His expertise lies in building deep brand-to-consumer relationships and facilitating high-performing comprehensive, multi-channel marketing campaigns.
