Google has added an AI Mode layer on top of traditional search, enabling multimodal, conversational queries and surfacing answers earlier in the journey; visual searches via Lens are up 70% year over year. For local contractors, the imperative is to drive calls by strengthening Google Business Profiles, creating credible problem-first content, and supplying clear, local visual assets. Visual search should be fed with authentic, well-labeled job photos and on-page images that explain common issues and next steps, building a reusable library across GBP, site pages, and ads. SEO fundamentals still win: local proof, transparent pricing/process pages, structured data, consistent NAP, and reviews with specific service and neighborhood mentions. For PPC, bias spend toward high-intent search and LSAs, apply tight negatives, manage lead quality, and prioritize phone outcomes over clicks.

AI Mode, Visual Search, and Your Phones: What Contractors Need to Do Now

TL;DR: Google’s AI Mode is now baked into search. Visual searches via Lens are up 70% YoY. Google’s AI leans on massive data (50B products, 250M mapped places) to answer complex, conversational, and visual queries. Fundamentals still win: real, helpful content that matches intent, strong Google Business Profile, clean local SEO. For PPC, bias toward high-intent search and calls. Build visual assets, answer tough questions, and measure phone quality—not clicks.

What Actually Changed (In Plain English)

Google didn’t replace search; they added an AI layer on top of it. They’re calling it AI Mode. Users can type a problem, speak it, or show it with a photo—and Google’s AI will try to interpret, plan, and verify. Traditional search is still there, but the entry points multiply and the queries get more nuanced.

Two numbers matter:

• Visual search via Google Lens grew 70% year over year.
• Google’s AI references huge graphs: 50 billion products and 250 million mapped locations.

Translation: For local home services, Google has more ways to understand a homeowner’s situation and more surfaces to show an answer before someone ever scrolls to a blue link.

Why Contractors Should Care (Calls, Not Clicks)

Your prospects aren’t just typing “plumber near me” anymore. They’re snapping a pic of a leaking valve or asking, “Why is my AC warm at night?” AI Mode tries to explain, outline next steps, and suggest local providers. If you’re not present with credible content, visuals, and a strong Business Profile, you’ll lose visibility—and calls—to the shop next door that is.

Think of AI as more doors into the house. Make sure every door leads to your phone ringing.

Visual Search Is Real—Feed It the Right Images

Lens growth means pictures influence discovery. That doesn’t mean gimmicks; it means clarity:

• Upload real photos to your Google Business Profile (GBP): trucks, techs, license badges, before/after jobs, brand-name equipment.
• Name files and captions plainly (e.g., “replacing-40-gallon-gas-water-heater-denver.jpg”). Keep it honest and local.
• Use on-page images where you explain common problems: leaking PRV, frozen coil, tripped GFCI. Pair images with concise explanations and next steps.
• Document jobs methodically: problem photo, process photo, finished result. That library fuels GBP, site pages, and ads.

SEO That Still Moves the Needle in the AI Era

Google’s AI still leans on quality content aligned to user intent. No shortcuts. For HVAC/plumbing/electrical, focus on “information engine” content: planning, learning, and verification.

• Build problem-first pages: “AC blowing warm air at night,” “breaker keeps tripping on microwave,” “toilet gurgling after shower.” Explain likely causes, what a homeowner can safely check, cost ranges, and when to call.
• Add local proof: service area pages with specific neighborhoods, real photos, and recent job stories.
• Publish pricing expectations and process explainers: diagnostics, timelines, warranties, permits, what’s included.
• Use structured data: LocalBusiness, Service, FAQ. Keep NAP consistent, categories correct, and hours accurate.
• Encourage reviews that mention specific services and neighborhoods. That language helps AI match you to nuanced queries.

PPC Plays That Drive Phones in an AI-Heavy World

I’m skeptical of over-automation, but I’m not anti-Google. Here’s how to aim spend at phone calls:

• Search campaigns first: Focus on emergency and high-intent terms (repair, replace, near me, 24/7). Use phrase/broad with tight negatives. Monitor search terms weekly—AI-driven queries get longer and weirder.
• LSAs (Local Services Ads): Complete all fields, load lots of job photos, select accurate job types, and respond fast. Rate your calls and dispute junk—protect lead quality.
• Extensions and assets: Call

  User-provided content