Where did my leads go? That’s the question every contractor is asking these days. Your calls are down. Your inbox is quiet. Your schedule isn’t full like it used to be.
The culprit? AI overviews and contractor leads. AI Overviews have already cut organic clicks by 34.5 percent, creating a “zero-click search” world. Users get answers right on the search page. They don’t click. They don’t call. Your leads vanish before you even see them.
It’s a new reality. Ignore it, and your competition will grab every job. But contractors who adapt fast, optimize smart, and play the AI game can still dominate. The ones who move first win.
The question isn’t if your leads are gone. The question is: are you ready to fight back and get them back?
Why Your Leads Are Vanishing in the Age of AI
AI overviews are Google’s new way of answering search queries. Instead of just showing links, AI reads, summarizes, and presents the answer right on the search page. Users don’t need to click through, they get what they want instantly. For contractors, that means fewer website visits, fewer calls, and fewer booked jobs.
Here’s what’s happening:
- AI summaries give users everything they need without leaving Google
- No clicks. No calls. Leads disappear before you even know they existed
- Traditional ranking positions no longer guarantee results
Position #1 Doesn’t Mean What It Used to
Ranking first on Google used to feel like winning the lottery. Top spot meant clicks, calls, and booked jobs. Not anymore.
Google’s AI is reshaping the search funnel. Users often get answers directly on the search page through AI-generated summaries, featured snippets, and even voice search. They don’t click. They don’t call. They get what they need and move on.
Here’s what that looks like in real life:
- A customer searches “best local HVAC repair”
- Google shows an AI overview with a short answer and top competitors
- Your website may rank #1, but the user never clicks through
How Contractors Can Hack AI Overviews and Keep Leads Coming
AI Overviews are reshaping search like nothing before. For roofing, HVAC, and plumbing pros, that means a lot of hot leads might never reach your phone. A homeowner types “emergency roof repair near me” and Google serves an AI summary that answers their question right on the page.
Pew Research Center says only 8% of users click traditional results when an AI summary appears. About 25% of searches with AI Overviews end without further browsing. That’s a quarter of your potential calls disappearing before you even get a chance.
The challenge is clear. The opportunity? Still huge if you know how to play the new rules.
Answer-First Content Structure
Google’s AI reads fast. You need to answer the query immediately.
- Start with 2–3 sentences that cut to the solution
- Follow with detailed supporting content to satisfy both AI and human intent
- Add examples or step-by-step instructions from your own projects
For example, a roofing contractor might open a page with “Here’s how to spot emergency roof damage and what to do next.” AI identifies your page as the source for that query, and homeowners get a clear, actionable answer.
Schema, FAQs, and Long-Tail Keywords
Structured content is a must. Use FAQ and How-To schema so AI can pull clean summaries. Short paragraphs, numbered steps, and bullets make it easier for Google to understand your content.Semrush partnered with Datos to analyze over 200,000 keywords between January and March 2025. They found that keywords triggering AI Overviews have higher zero-click rates on average. But this usually reflects informational intent, not AI stealing clicks. For contractors, this means some searches will never convert. Focus your content on actionable, local queries that bring leads.
- Target natural, conversational phrases homeowners actually type
- Include small FAQs at the bottom to boost chances of AI citation
- Keep answers clear and actionable, not just educational
Curious if blogs still matter in this age? Our guide on do blog posts still work for contractors explains how to get clicks that actually convert.
Branded and Local Relevance
AI rewards trust and locality. Make your content specific:
- Highlight real projects in your city or neighborhood
- Share before-and-after photos or detailed case studies
- Include client testimonials
For instance, a plumbing company sharing a story about an emergency repair in your service area builds credibility that both AI and humans recognize. Specificity earns trust.
Off-Page Signals Matter More Than Backlinks
AI increasingly values recognized brands over just links. Mentions, quotes, and press citations matter more than ever.
- Get quoted or referenced in industry publications
- Share proprietary stats or insights for journalists to cite
- Engage in local homeowner communities or forums
These actions build a footprint of trust. The more AI sees your brand across credible sources, the more likely it will pull your content into summaries.
Build Topical Trust Across the Web
AI rewards consistency. Authority isn’t a one-off blog post.
- Publish regular guides, how-tos, and FAQs
- Maintain social and video activity around your core topics
- Showcase testimonials and real-world job examples
Every post and share reinforces your credibility. AI tracks patterns. Contractors who produce consistent, high-quality content get recognized.
Multimedia Wins: YouTube and Video Content
Since January 2024, YouTube citations in AI Overviews jumped 25%. Short clips of 60–90 seconds can showcase repairs, tips, or inspections.
- Embed videos on landing pages to boost AI recognition
- Show real work in action to instill confidence
- Reinforce authority and topical relevance
Here are the percentages of citations from YouTube since the beginning of the year:
Diversify Your Channels
Relying on Google alone is risky. Similarweb analysis shows search traffic in sectors like roofing and HVAC dropped 55% from April 2022 to April 2025.
- Combine SEO, paid search, and retargeting campaigns
- Use email, social media, and YouTube
- Capture leads across multiple platforms
Diversifying guarantees you’re not at the mercy of AI changes. Own your audience wherever they search, watch, or scroll.
First-Party Data: Your Secret Weapon
Original data is king. AI favors content with unique insights.
- Run surveys or polls on services or trends
- Analyze internal metrics from jobs and customer behavior
- Turn findings into case studies, blog posts, and press-worthy reports
Proprietary insights make your brand more likely to appear in AI Overviews and give homeowners information they can’t get anywhere else. This builds authority, trust, and ultimately more calls.
How Hook Stays Ahead of Google Changes So You Keep Getting Leads
Google doesn’t wait. AI Overviews, featured snippets, and zero-click searches are constantly evolving. For roofing, HVAC, and plumbing businesses, that means your leads can vanish overnight if your strategy isn’t sharp. Hook’s approach is all about keeping you visible, relevant, and trusted, no guesswork required.
We start by tracking changes in Google’s algorithms and AI behavior daily. Every shift in search, snippet formatting, or AI summary rules is an opportunity to stay one step ahead instead of reacting too late.
We don’t just optimize for clicks. We optimize for leads, calls, and booked jobs. That means:
- Answer-first content
- Structured formatting and schema
- Local and branded relevance
- Video and multimedia signals
Since January 2024, we’ve seen a 25% increase in YouTube citations appearing in AI Overviews. That’s why every strategy we build for contractors now includes video-first content, from short service demos to quick FAQ clips.
Don’t Let AI Steal Your Leads
AI Overviews are changing the game. One day, your website is pulling in calls. The next, the leads seem to disappear. The truth? The clicks aren’t gone, they’re just being captured differently.
The contractors who thrive aren’t the ones hoping Google won’t change. They’re the ones who adapt fast, leverage AI-friendly content, local relevance, and multimedia, and make their brand impossible to ignore.
Your next lead shouldn’t vanish before you even get a chance to answer. Schedule a call with Hook Agency to protect your traffic and turn AI disruption into opportunity.
