AI is moving fast. That’s why it’s crucial to stay skeptical of bold claims and stay curious instead. The best marketing partners aren’t those who claim to have all the answers –- they’re the ones who test, ask tough questions, get involved in betas and can show their work.

What works today may not work tomorrow (and vice versa). That’s why it's important to lean on real-time data, direct platform relationships and relentless testing. And if all else fails? Ask to see the receipts.

One thing is certain: artificial intelligence is transforming how people search, shop, and select service providers. Home service companies that embrace these changes now can gain a real competitive edge. At Google Marketing Live this year, over 40 product updates were unveiled. Among them: AI-generated search results; multimodal inputs (think: image + video + text); and ad placements within AI Overviews. This isn’t hypothetical. We’re already seeing these changes in action for our clients.

Don’t fall for the hype – ask questions, test everything

Despite the chatter that “Google Ads is dead,” “AI can’t read WordPress” and other hyperbole, the data tells a different story. Search ads aren’t disappearing; they’re being reimagined and woven deeper into AI-powered experiences across Google.

Multimodal search = more ways to be found

Google’s AI now understands a combination of text, image, video and even voice -- all in one query. That means someone can snap a photo of a leaky unit, upload it, and instantly get repair info and local provider suggestions (your advertising online may even be scraped into the mix). If your brand isn’t optimized to show up in these moments, your company just became invisible.

Visual search and YouTube are leading the way

Visual searches topped 100 billion in 2025! YouTube is now core to how customers discover, research, and choose providers - especially in the trades. Google Lens alone is used 20 billion times a month, often by consumers pointing their camera at a water heater or AC unit, for example, to get answers fast. That’s how radically customer search behaviors are changing. If your marketing mix doesn’t include video or visual formats, you’re missing out on intent-rich moments.

AI is rebuilding and aggregating the search query itself

Another major shift lies with expanded language searches: AI is turning one long, natural-language search into a series of subqueries in a process called “Query Fan Out.” A single phrase like, “plumber for dripping bathroom sink in St. Louis today” could trigger multiple searches across YouTube, your Google Business Profile, reviews, Local Services Ads and beyond.

This unified result isn’t just text; it includes all your content, customer photos, brand mentions and anything else AI can discover about your brand to validate your relevance. You can’t fake it. You have to show up with substance.

Paid search just got smarter: enter AI Max for search

Google’s new AI Max for Search is a powerful upgrade that automates and enhances your search campaigns using AI. It optimizes targeting, writes real-time copy, expands keyword reach and delivers deeper insight into your customer’s journey -- all with less manual effort.

For home service companies, this means more qualified leads and better ROI without increasing ad spend. Businesses using AI Max typically see:

• 14% more conversions at the same cost
• Up to 27% more conversions if shifting from exact/phrase match strategies

As an extra bonus, Performance Max campaigns now offer channel-level reporting so you can see where every click and call comes from.

The evolving landscape of AI in search presents both challenges and unparalleled opportunities for home service companies. By embracing skepticism, committing to rigorous testing, leveraging real-time data and strategically adopting Google's advanced AI tools, businesses can not only navigate these changes but also establish a dominant competitive presence in the digital realm.

The future of home service marketing is intelligent, and those who adapt now will lead the way and reap the awards.