Search engines are moving to AI-generative search; what does this mean for SMBs?

Google just released generative AI for creating people in ads, and it's a game-changer for digital marketing agencies. This post breaks down how this feature helps your sales team close more deals, removes creative barriers for SMBs, and transforms the ad creation process. Learn specific ways to leverage this update to upsell ad services to your clients and position your agency as cutting-edge AI experts.

The problem for SMBs: Price wars and lost connections You might need to hold your clients hands when breaking this news because this isn't great news for small businesses. Here's why: Price becomes everything When services are presented side-by-side with only price and availability shown, businesses are forced to compete solely on price. This is especially problematic for service businesses that differentiate on quality, experience, or specialised expertise. Personal connections disappear 42.4% of Millennials and 55.9% of Boomers still rely on Google Search first when discovering products (according to GRIN survey data). But with this new feature, traditional direct phone conversations where businesses could build rapport and communicate value could vanish. Workload increases while conversion drops Business staff have to handle these AI calls like any other inquiry, but with: Zero information about the potential customer Likelihood of lower conversion due to price-shopping No opportunity to qualify the lead Potential for spam abuse (competitors wasting staff time) Now none of this ideal for SMBs, but it’s happening. So that’s where your sales team come in - they’re there to help them compete, rather than lose out based on ranking. This changes everything for your sales team If you're selling digital marketing solutions to SMBs, "Ask for Me" just handed you an incredible opportunity. Here's why your sales agents using Insites should be excited: 1. Creates genuine urgency that closes deals Unlike other Google updates that might seem abstract, this feature represents a tangible, easy-to-understand shift in how consumers find businesses. When you get prospects to understand that: Only top-ranked businesses will receive these automated calls Their competitors might already be getting these leads Businesses with no clear differentiators will get trapped in brutal price wars Suddenly, digital marketing services become an urgent necessity rather than a "nice to have." 2. Local SEO becomes critical If Google only calls businesses from the top Local Finder results, ranking well isn't just about visibility anymore - it's about being included in automated lead generation. Your sales agents can use Insites to: Show exactly where prospects rank in local search Use Local Grid to demonstrate which competitors are likely receiving these calls instead Quantify the potential revenue impact of missing these leads Create data-driven proposals with clear ROI potential 3. Opens new service opportunities "Ask for Me" creates specific new needs for SMBs that your team can address: AI-Readiness Audits : Only 18.8% of Gen Z consumers use Google as their primary product discovery tool (compared to 30.4% using Instagram and 23.2% using TikTok). But Google's new AI features could change those numbers dramatically. Sales agents can offer: Technical optimisation for AI crawlers Schema markup implementation Page speed improvements (critical for AI indexing) Local business metadata optimisation Differentiation Strategies : Help businesses stand out when traditional differentiators are removed through: Review management (star ratings become even more important) Content strategies that communicate unique value propositions Website optimisation for conversion once customers engage directly Response Protocols : Prepare businesses for handling these new AI-generated inquiries with: Staff training programs Scripts that effectively communicate value beyond price Follow-up strategies to convert price-shoppers How to use Insites to prepare clients Your sales team can leverage Insites to help SMBs prepare for this new reality with concrete, actionable steps: Run comprehensive local audits to identify where businesses stand in local search rankings. Analyse competitor performance using the Local Grid to understand who's receiving these automated calls. Identify specific optimisation opportunities across Google Business Profile, local citations, reviews and more. Create ongoing monitoring plans to track performance as AI features evolve. This is a sales opportunity, not a threat While "Ask for Me" creates challenges for SMBs, it represents a massive opportunity for digital marketing providers who can help businesses adapt. Your job? Nurture them through the shift. The local businesses that will thrive aren't those with the lowest prices—they're the ones working with solution providers to optimise SEO and AI search results. And that's exactly what Insites equips your team to deliver. To learn more about how Insites helps sales team, book a call with us today ! 👋 Happy selling

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