Your Go-To Resource on Competitive Quotes in Google Local Services Ads

As a home services company, you’re looking for every edge and advantage you can get.

But sometimes, Google creates those edges for you.

If you’re running Local Services ads, you may have heard buzz about the “Get competitive quotes” feature.

But what does it do? How does it work? Is it beneficial to home services companies?

Let’s get into it.

What is the competitive quote feature in Google Local Services Ads?

The competitive quote (also referred to as the “get a quote” feature) feature enables people to request estimates from a pre-selected set of companies. Instead of requesting individual quotes, the user can request quotes simultaneously to help them compare service providers for the job.

How the competitive quote feature works

Let’s say someone searches for electrical repair services in their area. They’ll see Local Services Ads appear at the top with a “Get competitive quotes” button.

Once they click on that button, they’ll be able to input their message, which includes information about what they need done and how soon they need the job completed, plus contact information.

They can also see the selected businesses. Google selects the top electricians near the person that typically reply within 15 minutes. That person can then opt to get quotes from all four, or they can uncheck any they aren’t interested in.

Once the user inputs their information and the details for the job, they hit the “Send messages” button and the quote gets sent to the selected electricians.

What do competitive quotes look like for home services providers?

For home services providers, competitive quotes will look just like any other message from a lead that clicks and contacts you from your ad. You’ll see their contact information and the details of the project, and can follow up with them.

How Competitive Quotes in LSAs benefit home services companies

Expert Insights from

Google’s ‘Get a Quote’ LSAs are incredibly valuable because they place a business directly in front of homeowners at the exact moment they’re ready to hire. Instead of competing for clicks, they’re competing for one of only four AI-selected spots, which means fewer distractions, higher intent, and a significantly stronger chance of closing high-value home service jobs.

The flip side is just as important: If you’re not in that top four, you’re effectively invisible in that interaction. In urgent, need-based categories like plumbing and HVAC, missing those quote requests means competitors are getting first contact, first appointments, and often the job, before you ever know the homeowner was searching.

And even if Google does place a business in the top four, the responsibility doesn’t stop there. These leads require near-immediate response  (5-minute rule). If a company is slow to reply or misses quote requests, Google’s system can deprioritize that LSA listing over time — reducing future visibility and shifting more opportunities to faster-responding competitors.

In other words, speed and operational readiness directly impact whether you keep or lose access to those high-intent jobs.

Brandon Collins Outbound Sales at WebFX

So, why are competitive quotes in Local Services Ads good for home services businesses?

1. Increased lead volume

A big benefit of the competitive quotes feature is increased leads.

When homeowners looked at LSAs originally, they had to weigh their options and do a lot of the comparison shopping before ever contacting a business. And once they figured it out, they generally only contacted one company.

So, if you weren’t that chosen company, you didn’t get the lead.

Now, with the competitive quotes feature, they can contact multiple providers and do the comparison shopping after  getting quotes from other businesses. That means you can actively be in the running for leads if you’re one of the top four home services businesses listed in the competitive quotes feature.

So now, you have more lead opportunities when people use this feature.

2. Increased reach

A big benefit of competitive quotes in LSAs is that you don’t have to be one of the top ads on the organic page to be pulled into the competitive quote pool.

In this example, you can see three electricial businesses are appear in the search results.

But, when you click on the competitive quotes feature, only two of the three businesses appear in the list to get a quote from:

That means you don’t have to be one of the top ads to get pulled into the competitive quote.

For highly competive industries like HVAC, plumbing, and roofing, this is a way to increase your reach and get more leads.

3. Competitive edge

A big benefit of the competitor quote feature is that you have the opportunity to snatch leads from your competition by showing the value you bring to the table.

Previously, if someone was looking for a home services company, they would narrow down their choice to one, contact about pricing, and then determine if they were a good fit for their budget (and the job).

Now, with the competitor quotes feature, it’s not just about having the better deal — it’s about offering more value.

It provides you with the opportunity to show people why you’re a better choice than your competitors, even if your competition is a little cheaper. It’s a great way for you to showcase the value of your services and get more people to choose you over your competitors.

FAQ on competitive quotes in LSAs

Have some lingering questions about LSAs? We’ve got answers.

Do you have to have messaging enabled to get competitive quotes?

Yes. When someone selects the competitive quote option, it will only include businesses in top four selection that have messaging enabled. If you don’t have messaging enabled, you won’t be included in competitive quotes.

Does response time to competitive quotes matter?

Yes. As Google advertises at the top of the dialogue box, it says “Google selects 4 top-rated [home service provider] near you who typically reply in 15 minutes.”

So, responding quickly to messages as you get them is important. It can influence whether Google continues to pick you as one of the top four businesses.

Expert insights from

“With the LSA Competitive Quote feature, fast response times have gone from being a competitive edge to baseline expectations for searchers. If you’re not set up to reply within minutes and communicate throughout the entire bid gathering process, you’re essentially opting out of a significant portion of LSA leads and handing them over to your competition.”

Colton Wilkinson Senior Strategy Consultant at WebFX

What factors determine if you’re shown in the competitive quotes top four businesses?

There are a few factors that determine what businesses appear in the top four for competitive quotes selection:

1. Proximity to customer: Businesses that are closer to the searcher are generally prioritized in consideration with other factors.
2. Review quality: Having high ratings (and recent reviews) makes you more likely to appear as a top choice.
3. Response speed: How quickly you respond influences your ability to appear in competitive quotes. Google wants to promote businesses that will give homeowners fast responses.
4. Profile completeness: Your profile should be complete through Google LSAs, including have the Google Verified badge.
5. Messaging enabled: Only businesses with messaging enabled are shown in this section.

What are the drawbacks of the competive quotes in LSAs?

There are notable things to keep in mind when talking about the competitive quotes feature:

1. You have to respond quickly. If you don’t respond fast (within 15 minutes), you’ll have a hard time maintaining positioning in this top four. Google only wants to select businesses that are responsive.
2. You’re competing with other businesses for the same lead: Since this feature allows people to get quotes from multiple businesses at once, you’re still actively competing against other home services companies when you get these quote requests. That means you need to do some heavy lifting to convince them to choose you.
3. Risk of price shoppers: There is some risk that people who use this LSA feature may just be shopping around and not quite ready to convert.
4. If you’re not appearing in the top four, you’re invisible. You have to appear in the top four to be visible in this interaction. If you aren’t there, these leads won’t see you, but will see your competitors.

Need help with Google Local Services Ads?

The competitive quotes feature is a great way for you to get more leads from your Local Services Ads, but you need a well-optimized LSA profile to get there. Not sure where to start with LSAs? Connect with us today to see how we can help!