New Google Search Features: Online Estimates Filter and “Have AI Check Prices” — what does this mean for service pros?

Question

Google has recently started rolling out new pricing-related features in local home service search, and they could impact how service businesses get discovered.
Two early changes we’re seeing:
“Online estimates” filter
Google is beginning to surface an Online estimates filter in some home service searches. Early signs suggest businesses that provide clear, machine-readable pricing or instant estimates may be favored over generic contact forms.

“Have AI check prices”&nbsp; or “Ask AI for Pricing” feature
Google is also testing an AI feature that gathers pricing on a homeowner’s behalf by using AI to call businesses and collect price quotes.&nbsp;
Video of how it works: https://www.youtube.com/watch?v=illIa8LSfY0
These features are still new and evolving, but they raise big questions about pricing transparency, estimates, and local search visibility.
We’re curious:

Have you noticed either of these features in your area yet?
Do you currently show pricing or estimate ranges online?
Do changes like this make you rethink how you approach pricing and Google visibility?

Would love to hear what service pros are seeing so far 👇
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kasyallen · Answer

Ohhh, this is interesting. 👀In Q4 of 2025, we made a very intentional move to put our pricing fon our website... full transparency for clients and a clear way to stand out from competitors.Spoiler: it worked. 😎That decision came straight from hearing Marcus Sheridan speak at The HUGE Convention last year. His message was simple and slightly uncomfortable (the best kind): If pricing matters to customers (and it does), stop hiding it.Because let’s be honest…We all check pricing and reviews before committing. We want to know what we’re getting into before we sign, schedule, or swipe a card. So why wouldn’t we put that info where it belongs, right up front, to build trust and convert faster?I did a few searches to see if it would come up, including our business name and "near me" searches. I didn't see "Have AI Get Prices" but we did come up for the "Online Prices" feature.🔥

judithvirag · Answer

Very interesting. I just tested this and our company does show up for online estimates but there is no "Have AI get prices". In Google Chrome I do have AI Mode which I tried.&nbsp;&nbsp;

julie · Answer

Oo that's helpful to know and it tracks with what we're seeing so far. The two features aren't tied to the same rollout.
Looks like they're being tested separately, and visibility can vary by location, service type, and account.
The "Have AI get prices" feature may currently be U.S. only or restricted to certain service categories 🤔 Curious to hear from a U.S.-based business owner as well!

julie · Answer

Love this example. Thanks for sharing it, Kasy!
This is a great example of how pricing transparency can improve both trust and discoverability. Showing up for “Online Prices” is especially interesting from a search perspective.Did you have any hesitation before making pricing public? Or was the decision pretty clear?

kasyallen · Answer

Oh, we hesitated. A lot.Our pricing flexes based on availability, as it should, and we were hesitant to put our “secret sauce” out there for competitors to see. Being that transparent felt vulnerable. But we also knew this wasn’t permanent. If it didn’t work, we could always take it down.So we went for it.Our pricing has been live since October 2025, and honestly? It’s done exactly what we hoped. It filters out the price shoppers and makes room for the clients who actually value how we work. And those are our people.

Forum Discussion

New Google Search Features: Online Estimates Filter and “Have AI Check Prices” — what does this mean for service pros?

“Online estimates” filter

“Have AI check prices” or “Ask AI for Pricing” feature

We’re curious:

5 Replies