ChatGPT now runs a web search in roughly 31% of prompts and heavily emphasizes local intent, recency, reviews, and comparisons. For home service contractors, AI increasingly acts as a search engine wrapper, assembling answers from the open web that can bypass traditional SERP clicks. To capture more calls, optimize Google Business Profile, grow recent high-quality reviews, publish helpful 2025 updates with sources, and build comparison/decision pages with clear CTAs. Paid search should concentrate on high-intent, call-first queries while content and local signals earn visibility inside AI-generated answers.

AI Is Now a Middleman in Local Search: What ChatGPT’s 31% Search Rate Means for Contractors

TL;DR ChatGPT runs a web search in 31% of prompts and leans hard into local, reviews, freshness, and comparisons. If you’re an HVAC/plumbing/electrical shop, this means your Google Business Profile, reviews, “2025” updates, and comparison pages can feed AI answers that influence who gets the call. Keep PPC focused on high-intent, call-first queries while your content earns visibility inside the AI wrapper.

The Data (and why I care)

• 31% of ChatGPT prompts trigger a search, averaging 2.17 searches per prompt (max four).
• Queries are longer: 5.48 words on average; 77% are 5+ words.
• Local intent dominates (59%). Credit cards (18%) and fashion (19%) trail far behind.
• It favors review-based, fresh, and comparative content. Common terms: “Reviews,” “2025,” “Features,” “Comparison.”

Translation for contractors: AI is behaving like a “search engine wrapper.” It fetches from the open web, stitches an answer, and you may never see a traditional SERP click. If your business and content aren’t eligible to be pulled into that answer, you risk losing calls before the search even gets to Google Ads.

“ChatGPT functions like a search engine wrapper.” — Chris Long, Nectiv

Why this matters to home service leads

I don’t chase clicks; I chase booked jobs. But calls happen where attention starts. If AI is now the middleman for a third of prompts—and most of those are local—then the game is making your business the easiest, most credible “next step” inside these AI-generated answers.

Two big implications:

• Content that wins AI summaries will be local, recent, and review-rich. That boosts both organic leads and branded demand your PPC can convert to calls.
• Paid search must tighten around high-intent, call-first terms while your site and profiles do the heavy lifting for AI visibility.

5 moves to win more calls as AI searches more

1) Own review intent and your Google Business Profile (GBP)

• Stack recent, quality reviews. Ask after every completed job. Mention the service and city in responses (helps local relevance).
• Keep GBP fresh monthly: photos, Posts, updated services, holiday hours, FAQs. AI favors recency.
• Answer GBP Q&A with buyer language: pricing ranges, warranties, financing, same-day/after-hours availability.
• Ensure citations are consistent (name, address, phone) on key directories. AI looks for corroboration.

2) Publish “2025” updates that actually help buyers

• Examples: “2025 HVAC efficiency standards,” “2025 heat pump rebates in [State],” “2025 water heater rules,” “Electrical code updates 2025 for EV chargers.”
• Keep a lightweight cadence: one meaningful update/month. Date it. Link to official sources. AI is sniffing for freshness and authority.

3) Build comparison and decision pages (these get quoted)

• “Heat pump vs. gas furnace,” “Tank vs. tankless water heater,” “Repair vs. replace AC,” “Breaker panel upgrade vs. subpanel,” “Brand A vs. Brand B.”
• Include pros/cons, costs, lifespan, warranty, and who it’s right for. Add a local angle (climate, utility rates, code).
• Add a clear Click-to-Call and “Free estimate today” lead-in. If AI surfaces your comparison, be the obvious next step.

4) Cement local signals on your site

User-provided content; Quote: Chris Long, Nectiv