We’ve been testing Google’s latest “request me” search lab tests.
Requesting a local offer is fast, easy and impressive technology, but it is not clear that this will benefit small businesses.
At the end of January, RoseGoogle’s product manager Announce A new one Search for laboratory tests (“request me”) Use Google Duplex to automate call automation to local businesses “find out what they charge for the service and when it will be available.”
It is being tested in two categories: Auto Service/Repair and Nail Salon. And we just visited.
When you Search Query Belongs to one of two test categories (e.g. Change oil), I am required to appear in the module Local package Through large appeals, users are encouraged to “start”.
Ask me for module, CTA (Search Screenshot, Google, February 2025)Ask for my experience
It then asked me what services I needed and gave me 20 lists, from factory-arranged maintenance to vehicle leaks. I chose “Glue Change” and provided full details on the manufacturing, model, year and mileage of the car.
I pointed out the schedule I needed and preferred communication method (email or SMS) – we participated in the competition.
It took me 96 seconds, but I didn’t know all the options. Actually, once you get familiar with the process, it’s less than a minute.
What happened after submitting the form?
It takes 17 minutes to receive a reply from the time I submitted the form.
I got a summary of the price and availability of the three businesses that answered the call. Additionally, I was notified that I could not contact five businesses.
Search Screenshots, Google, February 2025Google has eight out of eight of the first nine lists in the local finder. One that didn’t call Walmart.
The companies that answered ranked second, third and seventh in the Finder list.
In the second test, tire purchases and installations were required, and Google called 11 businesses.
Six of them answered and provided information. Five calls were not answered. The location where Google will call happens to be TBD.
If you call after get off work, Google will send a back email indicating that it will call once the business is open.
Screenshot of author email for February 2025This may be a problem for small and medium-sized enterprises
Google Duplex Launched in 2018, AI is used to “conduct natural conversations to perform “real world” tasks over the phone.”
That year, Google implemented a similar solution Restaurant reservationsallowing users to click the “Subscribe” button and let Google handle the process. The system is beneficial to both the user and the restaurant.
But “want me” is different. Its function is more like a request for proposals (RFP), allowing users to quickly contact multiple repair shops with minimal effort.
Worse, it effectively compares one store to another, which can reduce profits from auto repair shops if it is to be widely adopted.
The product also creates other work for local businesses.
Before auto repair shops use automation and robots to process these calls, employees will be burdened with calls, which costs compared to regular calls, but with less chance of dealings and less chance of ending sales.
In short, from a business perspective, this is the problem (POV):
- Businesses know nothing about potential customers.
- Callers learn in addition to the price and usability of the business.
- Local services will be further commercialized.
Have obvious spam meaning: local Black Hat Use requires me to call and waste my competitors’ time.
Additionally, when Google calls local businessmen and may be in real time when customers actually show up, this puts pressure on local businessmen to “low ball”.
Test only
As I was in our recent podcastrequiring me to test more restrictive than most Google tests.
Typically, Google publishes early work (e.g. 1%) on a certain percentage of searchers. Then, if successful, it will show up as 10%, and so on until the full rollout.
In this case, the user must choose to pass the search lab, which will greatly limit the scope of the test. Unless this is a PR strategy, it doesn’t seem ready to make a 1% rollout.
How to opt out of my duplex phone
Businesses can choose not to receive these calls, but the process is a bit complicated and requires a verified configuration file.
To exit Google Duplex calls on your business, you can:
- Go to your business profile. Select the three-point menu.
- Select Business Data Settings.
- Select Advanced Settings.
- Under Google Assistant Call, close Customer Booking or Automatic Call.
Screenshot of Google Business Profile in February 2025The final thought
We’ve just started to experience it Robots (AI Agents) interact with our business.
Although those obsessed with efficiency may see an appeal, I don’t believe this will actually work in practice.
It looks more like a churn battle, with Google generating more calls and businesses wasting time citing prices – just to lose the lowest bidding sales.
A lot of time wasted in the process.
More resources:
Featured Image: PeopleImages.com – Yuri A/Shutterstock
