Think about how you use Google when something goes wrong at home. A few years ago, you might have typed something like “AC repair near me” or “plumber in Minneapolis.” Today, you might ask, “Why is my AC running but my upstairs is still hot?” Or you might take a picture of something leaking under your sink and ask Google what it is and whether you need a plumber.
That’s a pretty big change in how people search.
We recently attended Google’s #ReThinkROI event, where Google shared a closer look at how AI is changing search behavior. A few of the numbers really stood out:
- Searches in AI Mode average three times longer than traditional keyword searches.
- More than 1 in 6 AI Mode searches in the U.S. use voice or images rather than typed text.
- More than 70% of users say they use AI on Search to spark ideas before they even know which brand, service or product they want.
So what does all of that mean if you run a home service business? Quite a bit.
Homeowners don’t have to know what to search for anymore
This might be one of the biggest shifts. In traditional search, the homeowner had to figure out what they needed before they could search for it. Hear a strange noise from the furnace. Figure out that it might need a repair. Search “furnace repair near me.”
AI-powered search can shorten that process. Now the homeowner can simply ask, “Why does my furnace make a banging noise when it turns on?” They don’t have to know what’s wrong. They don’t even have to know what service they need yet.
That’s why we need to start thinking beyond individual keywords and focus more on the problems homeowners are actually trying to solve. If your website only says, “We offer furnace repair,” you’re providing one piece of the puzzle. If it also explains common furnace problems, answers the questions your customers ask every day, and shows that your team has actually solved those problems, you’re giving Google and the homeowner a lot more to work with.
Search isn’t just something people type
Voice and image search make this even more interesting. A homeowner can take a picture of corrosion around a water heater connection and ask Google what’s happening. They can point their phone at an electrical panel and ask if something looks wrong. They can speak a question into their phone while they’re standing in the basement staring at a puddle of water.
The homeowner doesn’t need to know the technical name for what they’re looking at. They can show it, describe it or ask a question in their own words.
That means the photos and videos your company puts online matter, too. Think real project photos, before-and-afters, technician videos, equipment photos and quick explanations of common problems. This is real evidence of what your company does every day.
You may be reaching homeowners earlier than you think
The other statistic that caught our attention was that more than 70% of users say they’re using AI on Search to generate ideas before they know exactly which brand, product or service they want.
That can happen in home services, too. A homeowner might start with, “Why is one room always hotter than the others?” or “Is it worth repairing a 12-year-old water heater?” or “Why does my breaker keep tripping?” They may eventually need an HVAC company, plumber or electrician, but that’s not necessarily what they’re looking for yet.
If your company can provide a useful answer at that stage, you have an opportunity to show your expertise much earlier in their decision process.
So what should you actually do?
You don’t need to throw out your current search strategy because AI Mode exists. But you should look at your online presence from a homeowner’s perspective. Are you only talking about the services you sell? Or are you answering the questions that lead people to those services?
Your team already knows what those questions are. Think about what customers repeatedly ask your CSRs, what technicians explain every day, common problems homeowners misunderstand, repair-versus-replace conversations, seasonal issues in your market, interesting jobs your team has completed and questions customers ask before they’re ready to book.
That’s great content because it comes from actual experience. And that’s increasingly important.
Search is changing. The homeowner isn’t.
There’s a lot of technology behind AI search, but we shouldn’t lose sight of the person using it. It’s still a homeowner with a problem. They want to understand what’s happening. They want to know what to do next. And if they need professional help, they want to find someone they trust.
Our job is to make sure your business is visible and helpful throughout that process, whether someone types a traditional Google search, asks a detailed question, uses their voice or uploads a photo.
The way people search will keep changing. The goal stays the same: be there when they need you.
Is your marketing ready for the way homeowners search today?
CAMP Digital helps home service companies stay visible as search continues to evolve, without losing sight of what matters most: generating real demand and booked jobs.
