How AI will change the dynamics of local media buys on national networks has become clearer with the launch of a lead-generation Search Labs experiment.
"Ask for Me" lets people use Google AI to call businesses on their behalf to inquire about availability or cost for a service, but the dynamics could go much deeper into the ad-buying process.
Rose Yao, vice president of search product, verticals & international at Google, wrote on X about the new experiment in Search Labs.
She provided the example of looking for a place to get your car “an oil change ASAP from nearby mechanics.” The experience is not yet available for all service types.
Google is testing this feature with auto shops and nail salons to see how AI can help connect people with businesses to get things done.
The consumer needs to opt in and search for something like “oil change near me” to try it out. Yao explains that there might be a waitlist, since capacity is limited during the experiment.
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The feature was developed using the same underlying technology as with Duplex that made restaurant reservations via Search and Maps.
Google also uses Duplex to help businesses keep details like store hours up to date on Maps.
Google has been focused on small and local, which is interesting to see once again. This year's Super Bowl ad highlighted 50 small businesses, with each regional ad running its own spot across the U.S. It's a fascinating example of the combination of local spots tied to national TV media strategies.
Cristi Eschler-Freudenrich, associate professor of strategic media at the School of Communication & Public Affairs at Oral Roberts University, wrote that she plans to use the campaign as "a way to introduce the role of local spot and national TV media strategy” to her Media Audiences & Analytics students.
The Ask for Me feature, of course, uses generative AI (GAI) and machine-learning technologies to accomplish tasks. This is an example of how much AI will influence future functions and ad campaigns.
It will change the dynamics of media buys this year. Paid search spending on Google fell 2% year-over-year (YoY) but increased 20% quarter-over-quarter (QoQ) in Q4 2024, according to the Q4 2024 Digital Marketing Quarterly Trends Report published by Skai.
The YoY decline suggests a shift toward Performance Max, according to Skai. Text ads clicks remained flat YoY, with CPCs declined 2%. Retail media emerged the big winner. Ad spend jumped 23% YoY, driven by a 28% increase in impressions and a 20% boost in clicks. Costs-per-clicks (CPCs) rose 3%.
The data shows how a lead generation tool like Ask for Me could boost sales higher for paid search and businesses.
Google also said it uses people's interactions with those types of experiences. This can include interactions like what they search for and feedback they give, like thumbs up or thumbs down.
Human review is one of many ways Google evaluates and improves the quality of results and products responsibly.
Businesses can opt out of receiving the automated calls in their Google Business Profile settings, and each call announces it’s from an automated system just like it did with Duplex.
This is not the first time Google has experimented with this type of feature. Duplex, created around 2018 and then released in 2019, helped people make restaurant reservations in Search and Maps. It was an AI phone-based system for booking appointments with local businesses that didn’t, at the time, have online scheduling.