Google is bringing new forms of local search to the Google Assistant and Google Home. The company announced it’s working with local home service providers “like HomeAdvisor and Porch.”
On any platform where Google Assistant is available, users will be able to ask for contractors (e.g., “Ok Google find me a plumber”). That initiates a structured interaction which generates a lead or contact with a local service provider.
In the case of IAC-owned HomeAdvisor, which now also owns Angie’s List, users can ask to be connected by phone at the end of the process to a contractor or receive a list of relevant, pre-screened contractors. The following graphic depicts part of the user experience and the structured Q&A that’s used to refine the lead.
This is a highly structured local search and lead-generation experience that will bypass conventional search results (i.e., business listings). Google said the new functionality would be rolling out in the next week or so.
Google itself offers local lead generation for contractors