Google is adding AI-generated summaries to Discover and introducing a “What’s new” sports feed in Search, which is likely to reduce organic clicks from Discover and shift user attention, especially on mobile. Contractors should assume fewer free visits and pivot to call-first strategies that prioritize phone conversions over site traffic. Immediate actions include strengthening Local Services Ads and call-only campaigns, maximizing call-driving ad assets, and using Demand Gen/YouTube with Lead Form Extensions to refill top-of-funnel. Performance Max should be run with guardrails, prioritizing phone calls as primary conversions, using first-party data when available, and excluding brand terms while feeding it strong service creatives.

Google’s AI Summaries in Discover Will Cut Clicks. Here’s How Contractors Keep the Phones Ringing.

TL;DR Google is stuffing more AI summaries into Discover and launching a “What’s new” sports feed in Search. Expect fewer organic clicks from Discover. If you’re a contractor, protect your pipeline with call-first ad setups, smart budgeting around spikes, and tighter measurement.

What Changed (and Where)

• Google Discover now shows AI-generated previews of trending topics. These summaries pull from multiple publishers and link out if users want more.
• Availability today: U.S., South Korea, and India. The U.S. rollout started in July on iOS/Android for lifestyle topics; coverage is expanding.
• Search is also getting a “What’s new” sports button that aggregates updates/articles for teams and players. Rolling out in the U.S. over the coming weeks.

Why Contractors Should Care

Discover has been a solid (if lumpy) traffic source. AI summaries nudge users to consume answers in-feed without clicking. Fewer clicks means fewer free visits to your site and less remarketing fuel. And when Google adds more real estate to sports updates, it can crowd screens and shift attention, especially on mobile.

My take: Don’t bank on “AI will send you more clicks.” Assume the opposite. Calls, not clicks. Build for paid coverage and make every touch a shortcut to a phone ring.

Immediate PPC Moves to Protect Leads

• Double down on Local Services Ads (LSAs) and call-first search. Make sure LSAs are verified, hours accurate, and budget isn’t capping during peak windows. Run call-only campaigns for emergency terms (AC repair, water heater leaking, breaker tripping) with phone as the default conversion.
• Max out ad assets that drive calls. Use call assets, location assets, structured snippets (Services: AC repair, heat pump, drain clearing), and sitelinks that land on “Call Now” or “Book Service” pages. Add seller ratings if eligible.
• Use Demand Gen/YouTube to refill top-of-funnel. If Discover organic dips, buy attention where homeowners scroll. Target in-market and life-event audiences, run 15-second problem/solution videos, and attach Lead Form Extensions so folks can request service without leaving the ad.
• Performance Max with guardrails. Use a “New customer” goal if you have first-party lists, set phone calls as primary conversions with meaningful values, and keep brand exclusions on. Feed PMax with real service photos and repair

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