TL;DR: Google’s AI is calling auto repair shops right now, asking for pricing and availability on behalf of customers. Most shops are fumbling these calls and losing leads without even knowing it. Good responses boost your local SEO for auto repair shops and bring in quality customers. Bad answers can result in a lost possible client and hurt your Google ranking. Here’s exactly what to say, how to train your team, and why this might be the easiest money you’ll make in marketing for auto repair shops this year.
Google is just starting to call your shop, and most of you are hanging up on free money.
I’m not kidding. There’s a new button showing up on Google Business Profiles called “Have AI Call” (sometimes it says “Ask for Me”), and when customers tap it, Google’s actual AI picks up the phone and calls YOUR shop to get pricing and availability.
No human. Just a robot asking for a quote. And whatever you tell it gets sent straight to the customer.
Here’s the kicker: how you answer determines whether you get the job. It ALSO can negatively impact your local SEO and whether Google keeps sending these leads your way.
Most shops are blowing it by saying “call us for details,” giving vague non-answers, or just hanging up. Meanwhile, shops that nail these calls are getting MORE of them, which means more leads, better rankings, and full bays.
See that “Have AI call” button sitting right there on CJ’s Auto Repair listing? That’s what customers are seeing when they search for shops in their area. And when they tap it, the phone rings at CJ’s front desk.
This isn’t coming. It’s here. And if you’re not ready, you’re already losing to the shop down the road that is.
How This “Have AI Call” Tool Actually Works
Before we get into strategy, let me break down what’s really happening when a customer uses this tool because it’s both simpler and more important than you think.
Step 1: A potential customer searches for something like “brake repair near me” on Google (usually on their phone at 10 PM because nobody calls during business hours anymore).
Step 2: Your Google Business Profile shows up in the results with your hours, reviews, and that shiny new “Have AI Call” button.
Step 3: Instead of calling you themselves, they tap the button and fill out a quick form. What service do they need? What kind of car? When do they need it?
Step 4: Google’s AI actually calls your shop. Your phone rings, your service advisor picks up, and they hear:
“Hi, I’m an automated system calling from Google on behalf of a customer who is interested in your services.”
Then it asks for pricing, availability, or whatever the customer requested.
Step 5: Whatever you say gets transcribed and sent to the customer via text or email. They read your answer and decide whether to book with you or move on to the next shop.
Here’s the thing: this is the new front line of auto repair shop marketing. Your service advisor’s response to a robot is now a critical conversion point, and it’s affecting your SEO for AI search too.
It’s like when a customer walks into your bay and asks for a quote. Would you tell them, “I can’t give you a price, you’ll need to call the office”? Of course not. You’d answer their question, show your expertise, and close the deal.
It’s the same concept, just a different medium. And if you screw it up, the customer ghosts you before you even knew they existed.
You're Already Opted In (Surprise!)
Here’s what most shop owners don’t know: you’re already getting these calls by default.
Google automatically enabled this feature for businesses. Unless you specifically opted out, your shop is fair game for AI calls right now.
Want to check if you’re opted in?
- Log in to your Google Business Profile, and go to More
- Navigate to your Business Profile settings
- Select Advanced settings, and look for “Google automated calls and text messages”
The image below shows exactly where you’ll find it.
If “Bookings and inquiries from customers” is toggled ON, Google can call you. If it’s OFF, you’re missing leads.
How to opt out (if you really want to):
- Go to that same Advanced settings spot
- Toggle “Bookings and inquiries from customers” OFF
- Or just say, “Please stop calling my business,” during an AI call
But hold up. Before you bail on this feature, let me tell you why that’s probably a terrible idea.
Why You Should Want These Calls (Even If They Seem Annoying)
I get it. The idea of a robot calling your shop sounds like one more annoying thing to deal with. But here’s what you’re missing:
This is free lead generation from people actively searching for your services RIGHT NOW.
These aren’t cold calls. These are qualified leads who:
- Found your shop on Google
- Are interested enough to request info
- Are ready to book if you give them what they need
When you nail these calls,
- You get the customer’s contact info and a shot at booking the job
- Google sees you as responsive and helpful
- You get MORE AI calls in the future (AKA more leads)
- Your local SEO ranking improves
- You look like a premium shop with clear, confident answers
When you blow these calls,
- The customer moves on to the next shop
- Google learns that you give weak responses
- Fewer calls get routed to your way
- Your local SEO takes a hit
- Leads go to ready competitors
Look, marketing for auto repair shops is all about being there when customers need you. This tool puts qualified leads in your lap. Don’t fumble the handoff.
The ONE Thing You Cannot Say
Here’s where most shops are bleeding leads without even knowing it.
When Google’s AI asks about pricing or availability, the WORST thing you can say is:
“You’ll need to call us for more details.”
“We don’t give prices over the phone.”
“It depends; we need to see the car first.”
I know what you’re thinking: “But Brian, we CAN’T give exact pricing without seeing the vehicle!”
And you’re right. But that’s not what I’m saying.
Here’s the deal: Google’s AI needs a COMPLETE answer. If you dodge the question, the customer assumes you’re either hiding something or you don’t know what you’re doing. Either way, they’re calling someone else.
What you SHOULD say instead:
Give them a starting price range and explain what could change it. Then give availability and invite them to book. Bonus: give them details about your shop, such as warranty information or loaner vehicle availability.
Example (For Shops That Give Price Ranges):
“For a 2018 Ford F-150 brake pad replacement, our starting price ranges from $250 to $350 per axle, and that can go up depending on rotor condition and whether we need to resurface or replace. Our brake services include a two-year nationwide warranty We can get you in on Wednesday morning or Friday afternoon, and have loaner vehicles available if needed. We’re Peak Automotive at 123 Main Street, and the customer can call us at 555-1234 to lock in their time.”
Example (For Shops That Don’t Quote Without Inspection):
“We do a complete diagnostic and evaluation before giving exact pricing, so that we’re fixing the right issue the first time. For most brake jobs, pricing typically starts around $300 per axle, but it varies based on what we find during inspection. We also offer a 3-year, 36,000-mile warranty and loaner vehicles. We can get you in as soon as tomorrow afternoon. Please let the customer know they can call us at 555-1234 to schedule.”
See the difference? You’re not locking into a price, but you’re also not leaving them hanging. You’re showing expertise, setting expectations, and making it easy to say yes.
This is the best auto repair shop marketing in action: giving clear, confident answers that build trust before they ever set foot in your shop.
The Service Advisor Script That Converts AI Calls Into Jobs
Your service advisors need a game plan. Just like you wouldn’t diagnose an intermittent misfire without a scan tool, you can’t expect them to handle AI calls without a framework.
Here’s the exact script they can use:
- Acknowledge the Call AI says: “Hi, I’m an automated system calling from Google on behalf of a customer…”You say: “Sure, I can help you with that.” Don’t overthink it. Just acknowledge and keep moving.
- Listen for Key Details
The AI will tell you:
- Service needed (brakes, oil change, A/C, diagnostics)
- Vehicle year/make/model
- When they need it (today, next week, etc.)
- Give a Clear, Complete Answer Price: Starting price + what could change it “Oil changes start at $79.95 for conventional or $119.95 for full synthetic, depending on your vehicle.”Availability: Give at least TWO specific time slots “We can do Wednesday at 10 AM or Thursday around 2 PM.” Specific options make it easy to say yes. Vague answers like “we have openings this week” make them keep shopping. Bonus: Provide insight into your warranties, loaner vehicles, and things that improve customer experience.
- Weave in Your Shop Details “We’re Peak Automotive, right here on Main Street in [City]. We’ve been taking care of cars in this area for 15 years, and we’d love to help with your [service].”
- Invite the Booking “Please let the customer know they can call us at [phone number] to confirm, or they can stop by anytime during business hours.”
- Tone Matters (Even to a Robot)
- Speak clearly (AI is transcribing everything)
- Keep it under 30 seconds (concise wins)
- Be friendly (warmth builds trust, even through a transcript)
- Skip the filler words (um, uh, you know)
Pro tip: Practice this during morning huddles. Role-play AI scenarios. The more natural it becomes, the more your close rate improves.
This isn’t just phone etiquette. This is Google listing optimization and making sure every touchpoint, even through AI, reflects the quality of your shop.
How Bad Responses Can Kill Your Local SEO
Here’s what other auto repair shop marketing companies won’t tell you: how you respond to these AI calls can have an impact on your local search rankings.
Google isn’t just passing your answers along. They’re ANALYZING them:
- Quality: Did you give a helpful, complete answer?
- Speed: How fast did you pick up?
- Consistency: Does your answer match your posted services?
- Customer action: Did they book with you after?
Think of it like a diagnostic test. Google is running one on your shop every time the AI calls. And just like reviews, response times, and website quality, these signals feed into your overall ranking.
For shops that consistently blow these calls, Google learns they’re not helpful. This means fewer calls get routed to them, visibility drops, and leads dry up.
But for the shops that crush it every time, Google rewards them with more calls, better visibility, and a steady stream of qualified customers.
This is SEO for AI search in real time. It’s not just keywords and backlinks anymore. It’s about how you interact with AI-driven inquiries.
And here’s the brutal truth: if your competitors are taking advantage of this feature and you’re not, you’re already losing customers. They’re getting the leads, the bookings, and the SEO benefits while you’re wondering why your phone’s not ringing like it used to.
Where This Feature Works (And Where It Doesn't)
Before you go all-in, there’s one thing you need to know: this feature isn’t everywhere yet.
Google’s “Have AI Call” is NOT available in:
- Indiana
- Louisiana
- Minnesota
- Montana
- Nebraska
If your shop’s in one of these states, you won’t see the button and won’t get AI calls, at least not yet.
But here’s the thing: even if you’re not getting these calls today, you should be preparing for them. Because when they roll out in your area (and they will), you want to be ahead of the curve, not scrambling to catch up.
What you should do now:
- Optimize your Google Business Profile completely
- Train your team on clear, confident phone responses
- Make sure pricing and services are current
- Build a reputation for quick, helpful answers
When the feature goes live in your state, you’ll already be crushing it while your competitors are still figuring out what the heck is going on.
How to Train Your Whole Team (Not Just One Person)
Getting one service advisor trained is good. Getting your ENTIRE team on the same page? That’s how you dominate local SEO for auto repair shops and turn this into a revenue machine. Brandon Ballou from Trustworthy Automotive introduced the AI caller to his team and asked them to test out the calls to come up with a script and a plan. While they haven’t gotten a ton of these calls yet, the team is trained to handle them, and the experience has improved their service advisor skills as a whole.
- Hold a 20-Minute Team Meeting
Walk everyone through:
- What this AI feature is
- How the calls will sound
- The response framework (acknowledge, listen, answer, invite)
- Why it matters for growth
- Create a Front Desk Cheat Sheet
Print a laminated reference with:
- Sample responses for common services (brakes, oil, A/C, diagnostics)
- Your pricing ranges for popular jobs
- How to offer appointment times
- Shop name, address, phone (to weave in naturally)
- Role-Play During Huddles Once a week, have someone play Google’s AI. Make it realistic. Make it fun. The more comfortable they get, the better your conversion rate.
- Track Results Flag AI calls in your CRM. Did the customer book? Call back? Ghost?Use that data to refine your approach. Maybe your pricing language needs work. Maybe you need to emphasize the warranty more. Maybe your availability’s not flexible enough.You should follow the same process as improving any part of your auto repair marketing: test, measure, adjust, win.
- Celebrate Wins When someone nails an AI call and books the job, make a big deal about it. Recognition reinforces behavior and shows your team that this stuff matters.You’re not just training phone skills. You’re building a culture where every interaction, even with a robot, is treated like an opportunity to earn trust and grow the business.
Should You Opt Out?
Look, some of you are going to see this and think, “Nope. I don’t want robots calling my shop.”
You can opt out. But let’s think this through first.
Reasons to opt out:
- You’re slammed and genuinely can’t handle more calls
- You’re understaffed and can’t train anyone
- Your pricing is so variable that you can’t give ANY guidance
- You’re retiring soon and don’t care about growth
Reasons to stay in:
- You want leads from customers actively searching for your services
- You care about local SEO and want Google to see you as responsive
- You’re trying to grow and fill your schedule
- You want to beat other shops in your market
- You get that AI search is the future and you want to be ready
Here’s my take: unless you have a good reason to opt out, lean INTO this, not away from it.
This is free lead gen from Google. It’s like having a salesperson working 24/7, sending qualified customers your way. All you gotta do is answer the phone and give a solid response.
Yes, it takes training. Yes, your team needs to step up. But isn’t that the standard anyway?
If your auto repair shop marketing strategy doesn’t include optimizing for AI tools like this, you’re leaving money on the table. And worse, you’re handing leads to other shops.
Make Sure You're Even Eligible for These Calls
Even if you’re opted in, Google might not send AI calls your way if your Google Business Profile is a mess.
What Google checks before routing AI calls:
- Complete Info
- Accurate name, address, phone
- Updated hours (including holidays)
- Listed services and specializations
- Photos of your shop and team
- Strong Reviews
- Consistent 4+ star rating
- RECENT reviews (not just ancient ones)
- Responses showing you’re engaged
- Active Profile
- Regular posts
- Q&A filled out
- Quick response to messages
- Accurate Services
- Correctly categorized
- Pricing guidance where possible
- Current specializations (European, diesel, fleet)
If your GBP is half-assed, Google won’t trust you with AI leads. Simple as that.
Quick fixes:
- Log in and update EVERYTHING right now
- Add fresh photos from this month
- Respond to every review
- Fill out the services section completely
- Post weekly (even just quick updates)
This isn’t just about AI calls. It’s about showing up when people search for auto repair in your area. It’s foundational local SEO for auto repair shops. Without it, you’re invisible.
And if you’re not sure where to start? This is exactly what Shop Marketing Pros does: we audit your Google Business Profile, fix what’s broken, and optimize every detail so you show up when it matters. We’ve helped hundreds of shops get their listings dialed in, and the results speak for themselves.
The Bigger Picture: AI Is Rewriting the Rules
Let’s zoom out.
Google’s “Have AI Call” isn’t random. It’s part of a massive shift in how people find and interact with businesses.
We’re moving from:
- Typing keywords → Asking questions naturally
- Clicking links → Getting instant answers in results
- Making calls → Letting AI make calls
- Reading reviews → Trusting AI recommendations
This is the future of SEO for AI search. And it’s not coming. It’s here.
What this means:
- Your Google Business Profile matters MORE than your website
- Response speed and quality are everything
- Clear communication wins
- Optimization isn’t optional
Shops that adapt train teams, optimize listings, and embrace AI tools will dominate.
Shops that ignore it will be posting on Facebook about how “nobody values quality anymore” while their competitors’ bays stay packed.
This is your warning. AI isn’t coming for auto repair marketing. It’s already here, deciding which shops get leads and which ones get forgotten.
The shops we work with at Shop Marketing Pros saw this shift coming. They’re already optimized for AI search, their teams are trained, and they’re converting these calls into real revenue. While other shops are playing catch-up, our clients are already winning.
FAQs About Google's "Have AI Call" Feature
What is Google’s “Have AI Call” feature for auto repair shops?
Google’s “Have AI Call” lets customers request pricing and availability without calling directly. Google’s AI calls your shop, asks for details on the customer’s behalf, and sends your response back via text or email. It’s showing up in local search results right now for most shops.
How do I turn off Google AI calls to my auto repair shop?
Log in to your Google Business Profile, go to More → Business Profile settings → Advanced settings, and toggle off “Bookings and inquiries from customers.” Or during an AI call, just say “Please stop calling my business,” and you’ll be opted out immediately.
Does Google’s AI call feature help my local SEO ranking?
Yes. How you respond to AI calls likely impacts your local SEO for auto repair shops. Google evaluates your response quality, speed, and whether customers book afterward. Consistent, helpful answers can improve your visibility in local search results and bring more leads.
What should my service advisor say when Google’s AI calls?
Give a clear price range with variables explained, offer at least two specific appointment times, mention your shop name and location naturally, and invite them to call to confirm. Never say “call us for details,” give complete info that helps them decide.
Is Google’s “Have AI Call” feature available in all states?
No. It’s not currently available in Indiana, Louisiana, Minnesota, Montana, nor Nebraska. If your shop is in one of these states, you won’t get AI calls yet, but you should still optimize your Google Business Profile for when it rolls out in your area.
Don't Just Compete. Lead.
Look, you didn’t get into this to mess with robots and algorithms. You got in because you love cars, you’re damn good at what you do, and you want to build something real.
But here’s reality: the best wrench skills in the world won’t save you if nobody knows you exist. And in 2025, “existing” means showing up in AI search and handling automated calls like a boss.
Google’s “Have AI Call” is just the start. Voice search, AI assistants, automated everything, it’s only accelerating. Shops that master these tools early build advantages that are impossible to catch.
So what’s it gonna be?
You’re gonna opt out, ignore it, hope it goes away? Or are you gonna train your team, dial in your listings, and turn this into a lead machine?
The choice is yours. But we know which shops win.
At Shop Marketing Pros, we help auto repair shops handle exactly this kind of shift. From Google listing optimization to AI search strategies to complete overhauls that position you as THE choice in your market.
If you’re tired of watching leads go to competitors who “get it,” it’s time to level up your auto repair shop marketing.
Book a free discovery call. We’ll audit your Google Business Profile and show you where you’re losing leads so you can have marketing that turns into real money for your shop.
Because the shops that win aren’t the ones with the best tools. They’re the ones who know how to use them.
We’ve put together a document to outline this tool and how to utilize it in your auto repair shop. You can download it here.
