Google Search Game JUST Changed for Roofers (Do This NOW)

📅 January 8, 2026 ⏱️ 20:42 🎤 Mike Goldenstein, Marcus Sheridan, Cody Landals, Jim Ahlin, Mike Kanig

Chapters

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0:00

Google's New Search Feature

The episode introduces Google's new search filters for roofing companies: online estimates, open now, and top-rated, highlighting a shift in consumer search behavior.
0:45

Consumer Demand for Estimates

Mike Goldenstein emphasizes that this feature is a direct response to consumers demanding instant online estimates and greater transparency in home improvement services.
1:55

How the Feature Works

The hosts explain that clicking the 'online estimates' filter amends the search query, pairing users with businesses whose Google My Business profiles indicate they offer this service.
3:35

The Trend of Online Estimates

The discussion delves into how this change reflects broader trends of homeowners preferring tech-enabled companies and the need for contractors to surrender some control over the sales process.
5:00

Actionable Steps for Roofers

Mike provides practical advice for roofers, including implementing an online estimating tool and continually A/B testing to optimize lead conversion and sales.
6:50

Impact of AI on Search

The hosts explore the role of AI (like Gemini and GenSpark) in shaping future searches, with LLMs providing highly specific, comparative results based on criteria like online estimates and ratings.
8:30

Adapting to Consumer Expectations

The conversation draws parallels to Malcolm Gladwell's 'spaghetti sauce' theory, illustrating that consumers now expect variety and personalized options, making adaptation to technology crucial.
9:20

Immediate Google My Business Action

The episode concludes with a clear call to action: update your Google My Business profile to indicate online estimates and online services to benefit from the new search features.

Speakers

Mike Goldenstein

Rule

Marcus Sheridan

Cody Landals

mentor at RSR

Jim Ahlin

roofer marketers

Mike Kanig

Key Takeaways

✦

Implement an online estimating tool on your website immediately; even a basic version will start converting higher than not having one.

✦

Update your Google My Business (GMB) profile by checking 'offers online estimates' and 'online services' under the edit profile section.

✦

Ensure your GMB profile also indicates whether you are 'open now' and 'highly rated' as these are key new search filters.

✦

Understand that online estimates are driven by consumer demand for price transparency and convenience, so resisting this trend will lead to lost business.

✦

Be prepared for AI-driven searches by ensuring your website and GMB profile can answer ultra-specific questions homeowners might pose to LLMs.

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Continuously A/B test your online estimating tool to optimize lead generation and conversion rates, focusing on cost per lead and close rates.

✦

Recognize that this is just the beginning of Google's search evolution; staying ahead means embracing technology and consumer-centric services.

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