Forward View: 3 Local Search Trends To Act On This Summer (May–July 2025)

by Josh Moran |

May 1, 2025

The world of local search marketing is moving fast in 2025. For home service companies, staying ahead isn’t just about doing more — it’s about doing the right things, at the right time. As we head into summer, three key trends are shaping the way local customers find and choose service providers.

At VitalStorm, we call this approach The Forward View — a habit of always keeping the next three months in clear sight. By thinking ahead, not just reacting, we can better prepare for the twists and turns that inevitably come with a changing market. Staying focused on what’s next, not just what’s now, helps you make smarter decisions and stay ahead of the competition.

Here’s what’s changing — and what you need to know to stay competitive.

1. Winning When Ad Costs Rise, Because They Are.

The cost of digital advertising continues to climb, especially for local home service companies. Over the past year, Local Service Ads (LSAs) have seen cost per lead (CPL) increases of around 20%, while the average cost per click (CPC) for home service categories in paid search has risen between 20%–30%. Although rising costs in LSAs are largely outside of advertiser control, increases in paid search can often be mitigated through smart bidding strategies, better targeting, and campaign optimization. As competition intensifies this summer, being proactive — and outsmarting slower-moving competitors — will be key to keeping acquisition costs under control.

Cost increases aren’t happening across the board; they’re concentrated around the most competitive search terms. Certain sectors within home services — such as roofing, plumbing, HVAC, and electrical — are experiencing sharper rises. Increased competition, combined with Google’s evolving ad auction dynamics, is driving these costs higher at a faster rate than most other industries.

While PPC can become expensive without active management, it remains one of the most powerful tools for generating high-volume, consistent leads. With the right strategy and quick adjustments, it continues to offer controllable growth opportunities even as competition rises.

🚀 How to Stay Out Front:
You can’t afford to “set it and forget it.” Ad campaigns need constant optimization to deliver the best possible return on investment. Setting and forgetting is more risky now than it has ever been.

We suggest partnering with someone who is monitoring campaigns daily, watching for inefficiencies, and adjusting quickly to market changes. Fine-tuning keyword targeting, geographic focus, and conversion strategies is essential.

Outsmarting the competition — and being faster to take action — is what keeps acquisition costs manageable and growth on track.

2. Local Matters More Than Ever

Google’s algorithm updates continue to prioritize relevance and proximity — meaning that hyperlocal content and a well-optimized Google Business Profile (GBP) matter more than ever. Customers aren’t just searching for a “plumber near me” anymore — they’re searching for a “plumber near Travis Heights” or “AC repair in Uptown Dallas.”

At the same time, user expectations are higher. People want to see businesses that feel connected to their specific neighborhood — not just the city at large. Reviews that mention local landmarks, photos from recent jobs, and posts tied to local events can all help build that local trust factor.

🚀 How to Stay Out Front:
You need a hyperlocal strategy that goes beyond basic SEO. We suggest focusing on:

  • Building neighborhood-specific content.
  • Fully optimizing your GBP and keeping it active with updates and photos.
  • Encouraging localized reviews that mention specific communities or areas.
  • Responding quickly to new reviews and engaging with customers authentically.
  • Tying content to community involvement, local events, or partnerships when appropriate.

The most effective marketing strategies today are built around reflecting the real needs and behaviors of the local community. If your current marketing partner is still taking a “one size fits all” approach, it might be time for a closer look.

3. Why AI and Voice Are Rewriting the Rules

AI is rapidly changing the way people search. Google’s AI-driven updates, combined with the rise of voice-activated searches, mean that users expect fast, natural, direct answers. Instead of typing fragmented keywords, users are asking full questions like, “Who installs tankless water heaters near me?” or “What’s the best AC repair company open now?”

Websites and businesses that adapt to these changes are getting the clicks — and the calls. Those who don’t risk slipping further down the results page.

🚀 How to Stay Out Front:
You need to optimize for the way people talk — not just the way they type. We suggest:

  • Creating conversational content that answers specific customer questions.
  • Using structured data to help Google’s AI systems better understand your site content.
  • Focusing on mobile-first, voice-first design to align with how users interact today.
  • Thinking about “zero-click” behavior, where Google answers questions directly — and positioning your content to be the source.

These shifts are happening quickly, but companies that adjust early will be positioned to lead their markets while others scramble to catch up.

Summer 2025 is shaping up to be a pivotal season for local home service marketing. The companies that act now — and work with partners who stay ahead of these shifts — will come out ahead.

At VitalStorm, keeping The Forward View top of mind helps us anticipate changes and stay ready for whatever comes next.

Curious if your local marketing strategy is keeping pace?
Let’s talk.