Google is now highlighting four businesses in each local market when a customer clicks Get competitive quotes. But here’s the catch:
Those top four aren’t chosen at random. They are selected based on their review rating and their response rate in your area.
Once the homeowner clicks the button, they can instantly send the same message to all four providers at once, streamlining the search process. Meaning:
- Customers get responses faster
- Quotes become more competitive
- And the speed at which you reply decides whether you’re even in the game
If your responsiveness is low, you’re not showing up in that top-four bundle, and you’re likely losing out to faster competitors.
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Real Example: The Difference a Fast Reply Makes
Imagine two roofers:
- Roofer A responds within 5 minutes
- Roofer B responds after 2 hours
Google will funnel more quote requests to Roofer A, and the customer, who already sent the same message to four pros, will almost always choose the person who replies first.
Review quantity and quality have always been an important ranking factor on your LSA, however, this is the first time we’re seeing responsive rate being a key factor.
Why Responsiveness Matters More Than Ever
Historically, LSA ranking has considered factors like proximity, budget, reviews, business hours, and responsiveness. Responsiveness has always mattered… but now, it’s front and center of the algorithm.
Here’s why this update is major:
1. You’ll Maximize Your Leads If You’re in the Top 4
With customers now able to blast inquiries to the top providers, visibility becomes everything. If you’re not responsive, you’re simply not included.
2. Fast Replies = Higher Conversion
Homeowners who send out mass requests will hire whoever answers first. Being slow doesn’t just hurt your ranking; it kills your close rate.
3. Google Wants to Reward Businesses Who Engage
Google’s goal is to connect customers with reliable pros. If you respond consistently and quickly, Google sees you as trustworthy and boosts your placement.
4. Lower Competition Can Lower Lead Costs
With many contractors failing to improve responsiveness, the ones who do will benefit from:
- Higher impression share
- More message bursts
- Potentially lower cost per lead due to stronger ad performance signals
How to Improve Your Responsiveness ASAP
Here’s how to keep your business inside that top competitive group:
- Reply within 5–10 minutes whenever possible
- Enable message leads (email and text) to multiple team members
- Turn on call forwarding so you never miss an inbound call
- Mark leads as “Booked,” “Completed,” or “Spam” promptly
- Keep your business hours updated
- Ask your team to help respond when you’re on a job site
Bottom Line
Google’s Get competitive quotes feature is a game-changer. With customers sending out multiple inquiries at once, your responsiveness rate is now one of the most critical factors in determining how many leads you receive from Local Services Ads.
If you’re quick, consistent, and engaged, you’ll rise to the top. If not, your competitors will, and they’ll get the leads first.