Marshneill Abraham
SANTA BARBARA, Calif. Dec 15, 2025 — Invoca, a leader in revenue execution, released a new study examining Google’s AI agent calling feature, which contacts local businesses on behalf of consumers to ask about pricing. The platform tracked a 4x surge in monthly pricing request calls from Google’s AI in November, compared to October 2025. On average, locations failed to answer 1 in 4 calls (26%) and did not provide pricing information on nearly half of the calls they did answer (48%), signaling a need for businesses to monitor these conversations and coach staff on this new category of AI-driven interactions.
In July 2025, Google began giving consumers the option of having an AI agent call multiple local businesses on their behalf to get pricing and appointment availability. The feature is currently available for select industries, including automotive repair and tires, hair salons, wellness centers, dry cleaners, veterinary services, pest control, and plumbing, with plans to expand.
“AI adoption moves fast, and consumer behavior can shift almost overnight,” said Peter Isaacson, CMO of Invoca. “Today, pricing request calls from Google’s AI make up less than 1% of phone calls to eligible businesses, but a month-over-month increase of 300% is a clear signal that consumer adoption is accelerating. Businesses need to adapt to this new world of AI-based buying or risk losing market share to those that do.”
Key Findings
Invoca examined pricing request calls from Google’s AI from the launch of the feature in July – November 2025:
Google’s AI calling service is ramping up: Call volumes were minimal from July to September. Volumes increased 162% in October vs. September, then surged another 324% in November vs. October. The largest November spikes occurred in plumbing (average monthly increase of over 650%) and veterinary services (average monthly increase of over 1,700%).
Unanswered calls are a problem across industries: On average, 26% of pricing calls from Google’s AI go unanswered. Auto repair/tire providers, and pest control services answer these calls at the highest rates (79% and 75%), while plumbing and veterinary businesses lag behind (answering 66% and 65%).
Businesses fail to provide pricing quotes on nearly half of answered calls: For calls answered by a person (location staff, answering service) or an AI agent, 48% did not provide pricing information to Google’s AI. This was most common in home service businesses like pest control and plumbing, where most calls from Google’s AI did not receive pricing information. Agents told Google they do not offer phone estimates and require a home visit.
Recommendations for Businesses
To prepare for continued growth in AI-initiated calls, Invoca recommends businesses take action by:
Tracking and analyzing how locations answer services handle Google AI calls.
Training staff and AI voice agents to answer these calls with best-practice responses to increase the likelihood that the consumer will call back and select the business.
Excluding Google AI calls from retargeting, nurturing, and callback campaigns.
Full Invoca study: https://www.invoca.com/blog/google-ai-pricing-calls-study
