Google has recently introduced a new “Online estimates” filter across many contractor searches — and it represents one of the most meaningful visibility changes Google has made for home-service businesses in years.
This isn’t just a cosmetic tweak.
It’s a change in how Google lets homeowners decide who even gets considered.
For many home improvement searches, Google now surfaces an “Online estimates” filter at the very top of the results page.
This placement matters.
Before a homeowner looks at:
They can now first choose:
Only show contractors with online estimates
When that filter is applied, contractors that don’t support online estimates are removed from view.
This is a new behavior — and one that many contractors haven’t noticed yet.
Google rarely adds new top-level filters.
When it does, it signals a shift in how demand is routed.
This update affects:
If a homeowner applies the filter, contractors without online estimates simply don’t appear, regardless of how strong their reputation or SEO has been historically.
As awareness spreads, many contractors will enable the Online estimates attribute quickly.
The risk comes when the experience doesn’t match the promise.
If a homeowner clicks expecting an estimate and instead encounters:
They will leave and continue searching.
Because this filter now sits above everything else, Google is watching people who click it like a hawk and trying to spot:
ANY of these signals can reduce how you show up at the top of Google search— effectively undoing years of SEO, reviews, and Google optimization.
This update raises the bar.
To benefit from the new filter, contractors need:
That means:
Not fill out this form and we’ll call you.
Not vague generalized pricing ranges.
Not schedule an inspection to get pricing.
Demand IQ was built specifically to support true online estimate experiences for contractors.
For existing Demand IQ customers, this update reinforces why:
For prospective customers, this update explains why demand for online estimate tools for HVAC, roofing, and other trades is accelerating right now.
In light of this Google update, we recommend:
Contractors who align early with new Google search behavior typically capture outsized visibility.
Google is increasingly prioritizing:
This update directly reinforces the value of what Demand IQ already provides.
It’s not a future trend — it’s happening now, across every major home-service trade.
If you’re a current customer, reach out to your account manager for help with setup.
If you’re evaluating online estimate tools for HVAC, roofing, or other trades, schedule a quick demo to see how Demand IQ helps you play within Google’s new rules so you don't let your lead volume drop.
.webp)
.webp)
.png)