Google’s AI Overviews may reduce ad clicks on certain queries, but they are increasing overall search volume, keeping ad revenue stable. For HVAC, plumbing, and electrical contractors, the strategy is to prioritize urgent, high-intent keywords and defend brand and core service areas. Success still hinges on engineering for phone calls with call-focused ads, call tracking, and offline conversion imports, because booked jobs close over the phone. As ad positions shift around AI Overviews, manage for visibility and outcomes rather than vanity CTR.

AI Overviews Are Eating Some Clicks — But They’re Feeding More Searches (How Contractors Still Win)

TL;DR: Google’s AI Overviews reduce some ad clicks, but overall searches are up and commercial intent still drives calls. For HVAC, plumbing, and electrical, the play is simple: double down on urgent, high-intent terms, protect your brand, engineer for calls (not pageviews), and watch top-of-page coverage as ad positions shift around AI boxes.

What Google’s AI Overviews actually change

Google’s message: fewer ad clicks on some queries, but more total searches. Net-net, ad revenue is steady. This looks a lot like the mobile transition—skepticism at first, then more volume and solid paid performance. AI Overviews answer quick questions faster, so people search more often. The takeaway for contractors: commercial searches still need transactions. People still need a tech at their house. The funnel expands; the job still closes on the phone.

Where contractors should lean in

Prioritize urgent, buyer-intent keywords

• Focus budgets on “ac repair,” “furnace not heating,” “emergency plumber,” “breaker keeps tripping,” plus “near me” and city modifiers.
• Use exact/phrase match in tightly themed ad groups. Control your search terms. Add negatives for DIY and purely informational queries (“how to,” “why,” “cost to DIY,” “reset,” “manual”).
• Write RSAs that sell action: same-day service, licensed/insured, local techs, financing, warranties. Pin at least one headline with your main service + locality.
• Enable call assets, location assets, and structured snippets (Services: Drain Cleaning, Water Heater Repair, Panel Upgrade, etc.).
• Schedule ads when dispatch answers. If you can’t staff 24/7, don’t pay for after-hours tire-kickers.

Defend your brand and service areas

• Run a dedicated brand campaign. It’s cheap insurance against competitors and AI answer boxes nudging attention elsewhere.
• Geotarget your real service map and exclude zip codes you won’t roll to. Layer conversion value rules by zip (priority zones get a value boost).
• Use separate campaigns for outlying areas with tighter CPA targets. Don’t let cheap clicks in the fringe bury core-market coverage.

Engineer for calls, not clicks

• Use call ads where they make sense and push phone-first creative everywhere else. Calls are still the shortest path to booked jobs.
• Turn on call reporting and import offline conversions (lead > booked job > revenue). If you can’t see booked jobs, you can’t bid correctly.
• Use unique tracking numbers across ads, landing pages, and LSAs so you can attribute calls accurately.
• Speed-to-lead matters more as AI compresses research. Answer the phone, route missed calls, text back immediately.

Structure for ad placement volatility around AI Overviews

Google can place ads above or below AI Overviews. Some days you’re top-of-page; some days you’re under an AI box. Manage to visibility, not vanity CTR.

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