And it is a massive opportunity for home service businesses that already show pricing
If you search something like “new roof near me“ in parts of the US right now, you may see a new button in Google that says Online estimates.
When someone clicks it, Google filters the results to show businesses that appear to offer an instant online estimating experience.
In simple terms, Google is now actively rewarding companies that answer the pricing question upfront.
And that is a very big deal.
Example search for “new roof near me”
Why Google is doing this
Google knows what you already know in your gut.
Buyers want answers before they talk to anyone.
- They want to get their bearings.
- They want to compare options.
- They want to feel confident.
And they want to do it without a sales call.
This is exactly what Marcus Sheridan has been teaching for years. When you answer the questions buyers are already asking, trust goes up and friction goes down.
Google is simply catching up to buyer behavior.
What we know so far
A few things are already clear.
First, this feature is rolling out in the US and is showing up in home improvement searches, especially in categories like roofing.
Second, Google is moving fast toward a more AI-driven search experience. Search results are no longer just links. They are answers, actions, and comparisons.
Third, Google is clearly experimenting with ways to surface businesses that provide real pricing clarity, not just vague promises or “call us” buttons.
Example of when you click on the new “Online estimates” button.
What we do not know yet
Google has not published a clean rulebook that says:
Here is exactly how you qualify
Here is how we verify it
Here is when every industry will get it
So yes, there is still some uncertainty.
But here is the key point.
You do not need perfect clarity to act.
Because the action Google is encouraging is the same action buyers already want.
The big opportunity for you
If you already have a page on your website called something like “Get instant price“, and it contains a real estimator, you are already ahead of the curve.
Not a contact form.
Not a “starting at” number.
A real interactive experience that helps homeowners understand what impacts price.
That is what buyers want.
And now Google is putting a spotlight on it.
We have already seen companies absolutely crush it with this one move alone. Better leads. Better conversations. Fewer tire-kickers.
What to do right now
Here are the two simplest actions you can take this week.
Action 1: Create a dedicated estimator page
You want a single page on your site that is clearly focused on instant pricing.
Make it a priority link in your top navigation.
Examples of page names that work well:
Get instant price
Instant estimate
Pricing estimator
Check my price
This helps buyers immediately.
And it sends a very clear signal to Google that you are serious about transparency.
Action 2: Use the words “Online estimator” on the page
This part is simple but important.
Google is using the exact phrase “Online estimates” in search.
So do not overthink it.
Add a clear line near the top of your page such as:
“Use our online estimator to get an instant price range in under two minutes.“
Clear.
Honest.
Buyer-friendly.
Example website header for Green Side Up landscaping.
Example landing page for A&E Pools
Where priceguide is going next
This is where things get really interesting.
priceguide will soon support sending estimate data in the background in a way that Google and AI agents can understand. This is typically done through something called schema, which is just a structured way for machines to read pricing information.
In plain English, it means your pricing experience can be understood not just by humans, but by search engines too.
Basically, we have your back on all the behind-the-scenes technical stuff.
As Google continues to push toward AI-powered search and automated comparisons, having clean, structured pricing data is going to matter more and more.
The bottom line
This is a big opportunity to get ahead of the 99% of your competitors who do not even know this change is happening yet.
The path forward is simple:
- Create a dedicated estimator page
- Make it a top menu priority
- Use the words “online estimator” on the page
If you already have this in place, you are early.
And if you need help getting it live quickly, reach out and we will help you get things moving.
Transparency wins.
