The digital marketing landscape for local contractors has undergone a pivotal transformation in early 2025, with Google My Business (GMB) listings emerging as the primary source of website traffic. A recent analysis by Blue Sky Advertisement, based on data from over 40 contractor clients, reveals that the percentage of clicks originating from GMB listings has surged from an average of 40% to frequently surpassing 60%, with some businesses experiencing even higher rates.
This shift is attributed to recent Google algorithm updates and the introduction of AI Mode and AI Overviews in local search results, which prioritize map pack listings and GMB profiles over traditional organic search results. For contractors, this means that visibility in the map pack—Google's top three local business listings—has become more critical than ever. Homeowners searching for local services are increasingly directed to these listings, pushing organic results further down the page and making the map pack the main avenue for customer acquisition.
The implications of this trend are profound for local contractors. An optimized GMB profile now serves as an online storefront, offering potential customers a first impression of the business through services listed, customer reviews, and contact information. Contractors who actively manage their GMB profiles, ensuring accuracy and engaging with customer feedback, are seeing improved rankings and increased job opportunities.
To remain competitive, contractors are advised to focus on enhancing their GMB profiles, investing in local SEO, staying informed about algorithm changes, and building a strong online reputation. With over 60% of website clicks now coming from GMB listings, the message is clear: neglecting GMB optimization could mean missing out on the majority of potential leads in this rapidly evolving digital landscape.
