Google’s New ‘Ask For Me’ Reviewed: Is This Bad For Local Businesses?

We person been investigating Google’s newest “Ask for me” Search Lab test.

It is quick, easy, and awesome exertion to petition section quotes, but it is not astatine each wide that it is bully for tiny businesses.

At the extremity of January, Rose Yao, a merchandise pb astatine Google, announced a caller Search Lab test (“Ask for Me”) that uses Google Duplex to automate calls to section businesses “to find retired what they complaint for a work and erstwhile it’s available.”

It’s investigating successful 2 categories to start: automotive service/repair and nail salons. And we conscionable got access.

When your search query falls wrong 1 of the 2 trial categories (e.g., oil change), the Ask for Me module appears nether the Local Pack with a ample telephone to enactment that encourages users to “Get started.”

Ask for Me Module, CTA (Screenshot from search, Google, February 2025)

The Ask For Me Experience

It past asked what work I needed and gave maine a database of 20, from factory-scheduled attraction to conveyance leaks. I chose “oil change” and provided implicit details astir my car’s make, model, year, and mileage.

I indicated my desired scheduling and preferred connection method (email oregon SMS) – and we were disconnected to the races.

It took maine 96 seconds, but I wasn’t wide connected each of the choices. In practice, it takes little than 1 infinitesimal erstwhile you are acquainted with the process.

What Happened After Submitting A Form?

From the clip I submitted the form, it took 17 minutes to person a response.

I was fixed a summary of prices and availability from the three businesses that answered the phone. Additionally, I was notified that five businesses couldn’t beryllium reached.

Screenshot from search, Google, February 2025

Google called 8 of the apical 9 listings successful the Local Finder. The 1 not called was Walmart.

The businesses that responded were ranked second, third, and seventh connected the Finder list.

In a 2nd test, requesting a tyre acquisition and installation, Google called 11 businesses.

Six of those answered and provided information. Five of the calls went unanswered. Exactly however galore locations Google volition telephone is inactive TBD.

If you telephone aft hours, Google volition nonstop backmost an email indicating that it volition telephone erstwhile the businesses are open.

Screenshot of author’s email, February 2025

How This Could Be A Problem For SMBs

Google Duplex was launched successful 2018, utilizing AI “for conducting earthy conversations to transportation retired “real world” tasks implicit the phone.”

That year, Google implemented a akin solution for restaurant reservations, allowing users to click a preservation fastener and fto Google grip the process. That strategy is beneficial for some the idiosyncratic and the restaurant.

However, “Ask for Me” is different. It functions much similar a Request for Proposal (RFP), letting users rapidly interaction aggregate repair shops with minimal effort.

Even worse, it efficaciously pits 1 store against another, which, if it were to go wide adopted, could thrust car repair store profits down.

The merchandise besides creates further enactment for section businesses.

Until car repair shops follow automation and bots to grip these calls, unit volition beryllium burdened with calls that instrumentality conscionable arsenic agelong arsenic regular ones – but with little nonstop lawsuit enactment and a little accidental of closing a sale.

In a nutshell, here’s what’s incorrect from a concern constituent of presumption (POV):

• Businesses larn nothing about the imaginable customer.
• Callers larn nothing but terms and availability astir the business.
• Local services go further commodified.

There are evident spam implications: section black hats utilizing Ask for Me calling to discarded a competitor’s time.

In addition, this puts unit connected section merchants to “low ball” erstwhile Google calls and perchance bash a “bait and switch” erstwhile the lawsuit really appears.

Only A Test

As I noted successful our astir caller podcast, the Ask for Me trial is dramatically much constricted than astir Google tests.

Normally, Google releases its aboriginal enactment connected immoderate percent of searchers (e.g., 1%). Then, if successful, it volition amusement the trial to 10%, and truthful on, until a afloat rollout.

In this case, the idiosyncratic has to opt successful via Search Labs, which volition importantly bounds the test’s scope. Unless this is simply a PR ploy, it would look that Ask for Me is not acceptable for adjacent a 1% rollout.

How To Opt Out From Ask For Me Duplex Calls

Businesses tin opt retired of receiving these calls, but the process is somewhat analyzable and requires a verified profile.

To opt retired of Google Duplex calls for your business, you can:

• Go to your Business Profile. Select the three-dot menu.
• Select Business Profile settings.
• Select Advanced settings.
• Under “Google Assistant calls,” crook disconnected “Bookings from customers” oregon “Automated calls.”

Screenshot from Google Business Profile, February 2025

Final Thoughts

We are conscionable opening to acquisition the world of bots (AI agents) interacting with our businesses.

While those obsessed with efficiency may spot the appeal, I’m not convinced this volition really beryllium businesslike successful practice.

It looks much similar a conflict of attrition, with Google generating much calls and businesses wasting clip quoting prices – lone to suffer income to the lowest bidder.

In the process, a batch of clip is wasted.

More Resources:

• AI Has Changed How Search Works
• Local SEO For Non-Physical Businesses: Overcoming The Challenges
• A Guide To Local SEO

Featured Image: PeopleImages.com – Yuri A/Shutterstock