Google My Business Listings Now Drive Over 60% of Contractor Website Clicks, Reshaping Local Search

Blue Sky Advertisement has published a fresh analysis based on over 40 different data points sourced from actual contractor clients, highlighting an astonishing trend where Google My Business listings now frequently surpass 60% of website clicks for many contractors, with some observing even higher rates. This represents a dramatic increase from the previous average of 40% of clicks coming from GMB, fundamentally changing how service-oriented businesses engage with potential customers online.

The data shows consistent patterns across multiple contractors: an excavation company in Snohomish County, WA increased from 37% to 54% of clicks via GMB; a demolition company in the same county grew from 31% to 58%; an excavation company in Pierce County, WA saw a rise from 27% to 61%; a plumbing company in Washington surged from 33% to 61%; a remodeling company in Sacramento County, CA ascended from 41% to 59%; and a landscape contractor in Sacramento County, CA increased from 33% to 64% of all clicks through GMB. These findings reflect a broader industry trend fueled by recent Google algorithm updates and the rollout of AI Mode and AI Overviews in local search results.

The significance of this shift lies in how Google's latest innovations have transformed local search. The map pack, consisting of the top three local business listings appearing at the forefront of search results, has dramatically increased in importance following Google's algorithm updates. When homeowners search for phrases like "plumber near me" or "HVAC contractor Las Vegas," they are increasingly met with results from AI Mode that pull directly from Google Maps and GMB profiles at https://www.google.com/maps. Consequently, organic search results are pushed further down the page, sometimes buried below the fold or relegated to secondary pages, making them nearly invisible to most users.

With Google's AI Mode and AI Overviews now delivering direct results sourced from Maps and GMB, establishing a strong brand presence has become vital for local contractors. Google mandates accurate business details, verifiable addresses, and customer feedback to foster trust and reliability, ensuring that only legitimate contractors are displayed in prominent positions. An effectively optimized GMB profile serves as an online storefront, showcasing available services, customer reviews, business hours, and contact details, often becoming the first point of interaction with prospective customers.

Recent data indicates that clicks from the map pack now constitute as much as 80% of all local service leads for various contractors, with most originating from GMB profiles. The introduction of AI Mode and AI Overviews has accelerated this trend, as users are provided direct options from Maps and GMB, facilitating easier communication with businesses without needing to visit their websites. This transformation means contractors must prioritize enhancing their Google My Business profiles, investing in local SEO, staying abreast of algorithm changes, and cultivating their brand reputation to maintain competitiveness in this newly transformed digital landscape.