We have been testing Google’s newest “Ask For Me” Search Lab test.
It is quick, easy, and impressive technology to request local quotes, but it is not at all clear that it is good for small businesses.
At the end of January, Rose Yao, a product lead at Google, announced a new Search Lab test (“Ask for Me”) that uses Google Duplex to automate calls to local businesses “to find out what they charge for a service and when it’s available.”
It’s testing in two categories to start: automotive service/repair and nail salons. And we just got access.
When your search query falls within one of the two test categories (e.g., oil change), the Ask for Me module appears under the Local Pack with a large call to action that encourages users to “Get started.”
Ask for Me Module, CTA (Screenshot from search, Google, February 2025)
The Ask For Me Experience
It then asked what service I needed and gave me a list of 20, from factory-scheduled maintenance to vehicle leaks. I chose “oil change” and provided complete details about my car’s make, model, year, and mileage.
I indicated my desired scheduling and preferred communication method (email or SMS) – and we were off to the races.
It took me 96 seconds, but I wasn’t clear on all of the choices. In practice, it takes less than one minute once you are familiar with the process.
What Happened After Submitting A Form?
From the time I submitted the form, it took 17 minutes to receive a response.
I was given a summary of prices and availability from the three businesses that answered the phone. Additionally, I was notified that five businesses couldn’t be reached.
Screenshot from search, Google, February 2025
Google called eight of the top nine listings in the Local Finder. The one not called was Walmart.
The businesses that responded were ranked second, third, and seventh on the Finder list.
In a second test, requesting a tire purchase and installation, Google called 11 businesses.
Six of those answered and provided information. Five of the calls went unanswered. Exactly how many locations Google will call is still TBD.
If you call after hours, Google will send back an email indicating that it will call once the businesses are open.
Screenshot of author’s email, February 2025
How This Could Be A Problem For SMBs
Google Duplex was launched in 2018, using AI “for conducting natural conversations to carry out “real world” tasks over the phone.”
That year, Google implemented a similar solution for restaurant reservations, allowing users to click a reservation button and let Google handle the process. That system is beneficial for both the user and the restaurant.
However, “Ask for Me” is different. It functions more like a Request for Proposal (RFP), letting users quickly contact multiple repair shops with minimal effort.