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If you own a contracting business and feel like your phone is not ringing as much as it used to from your Google Business Profile, you are not imagining things. We are seeing this across many home service industries. At Superpath, we work with contractors every day, and one of the biggest shifts we are tracking right now is how AI and search changes are impacting both local visibility and calls.
One of the most important changes is happening inside the Google map pack itself.
Google Is Removing Call Buttons More Often
A recent study from Small Biz Edge looked at 2,580 search results and found that only 510 of them had a call button available. That means about 4 out of 5 local search results no longer show a direct call option in the map pack.
This change is most noticeable on mobile, which is where a large percentage of home service searches happen. In the past, a homeowner could search for “AC repair near me,” tap a call button, and connect with a contractor in seconds. Now, that path is not always there.
When the call button disappears, it adds friction. The user has to click into a listing, find the number, and then decide to call. Every extra step reduces the chance of that call happening.
AI Is Changing How People Interact with Search
At the same time, AI is starting to reshape how search results are displayed. Instead of just showing a list of businesses, Google is providing more direct answers, summaries, and recommendations. This means users are spending more time reading and less time clicking. In some cases, they may get enough information from the search results page without ever visiting your profile or website.
We are also seeing AI-driven features highlight certain businesses based on reviews, content, and overall authority. If your business is not positioned well, you may be pushed further down the page or skipped entirely.
Increased Competition in the Map Pack
Another factor is competition. More contractors are investing in their online presence, which means more businesses are fighting for the same limited space in the map pack. Even if you are still ranking well, you may be sharing attention with more competitors than before. Without a call button, it becomes even harder to stand out and convert that visibility into actual phone calls.
What This Means for Contractors
The biggest takeaway is simple. You can no longer rely on your Google Business Profile alone to drive calls like it used to.
You need to think bigger and show up everywhere your customers are searching.
At Superpath, we call this a “search everywhere” strategy. That includes:
- Building strong organic rankings on your website
- Running paid ads to capture high-intent searches
- Using video content to build trust and stand out
- Staying active on social platforms where homeowners spend time
- Generating and managing reviews across multiple platforms
Video marketing is becoming especially important. When homeowners see your team, hear your voice, and understand your expertise, they are more likely to choose you, even if they have to take an extra step to call.
Adapting to the New Reality of Search
Search is changing quickly, and AI is a big part of that shift. Features like disappearing call buttons are just one example of how the path to a lead is becoming less direct. The contractors who adapt early will have a major advantage. By investing in multiple channels and focusing on trust-building content like video, you can stay visible and continue generating leads, even as Google continues to evolve.
If your calls are down, it is not just you. The landscape is changing. The key is making sure your strategy changes with it.
