The digital marketing landscape for local contractors has seen a pivotal shift in early 2025, with Google My Business (GMB) listings becoming a cornerstone for website traffic. Data from Blue Sky Advertisement, analyzing over 40 contractor clients, shows a dramatic increase in GMB-originated clicks, from an average of 40% to frequently exceeding 60%, with some businesses reporting even higher figures.
This trend is not isolated, as contractors across various regions and specialties report similar upticks. For example, an excavation company in Snohomish County, WA, and a demolition company in the same area saw their GMB clicks rise to 54% and 58%, respectively. A plumbing company in Washington and a remodeling company in Sacramento County, CA, also experienced significant increases, with GMB clicks reaching 61% and 59%.
The shift is largely due to recent Google algorithm updates and the introduction of AI Mode and AI Overviews in local search results, which now favor map pack listings and GMB profiles over traditional organic search results. This evolution has made it challenging for businesses outside the map pack to attract potential customers, as these listings now generate up to 80% of local service leads for some contractors.
To stay competitive, contractors are encouraged to optimize their GMB profiles with current and precise information, focus on local SEO strategies, keep abreast of algorithm changes, and cultivate a robust online reputation. The changing digital marketing environment underscores the critical role of GMB profiles in lead generation for the local service sector.
