Your service site needs a public price page, now that Google’s AI is asking for quotes.

Direct answer

Google announced at I/O on May 19, 2026 that Search can call local businesses to check prices and availability and book local services for the user. A public price page, a typical range per common job with the factors that move it, gives the AI an answer without a call, gives the customer permission to contact you, and filters out the people you could never serve. Design it as ranges with conditions, not a menu, keep it in plain HTML so machines can read it, and mark it up with Offer or priceRange structured data.

What changed

Two features from Google’s I/O keynote on May 19, 2026 make the price page a machine-facing document. The first lets a searcher ask Google to phone businesses and collect prices and availability; Sterling Sky documented the calls business owners were receiving and what the automated caller asks. The second is agentic booking for local services in the United States, which moves a request through to an appointment.

Both start from the same question: what does this cost and when can you do it. If the answer is on your website, the AI can use it without a call, and the customer sees your range next to your competitors’. If it is not, the AI calls, and whoever answers your phone becomes your price page.

Customers were already asking. BrightLocal’s 2026 survey found 45% of consumers used an AI tool for a local recommendation in the past year, up from 6%. Those tools answer cost questions from whatever pages they can read.

The objection, taken seriously

“Every job is different.” True, and irrelevant. A plumber cannot quote a repipe from a web page, but can say that a water heater replacement typically runs a certain range depending on tank size and whether the venting needs work. A remodeler cannot price a kitchen sight unseen, but can say that most kitchens they do land between two numbers and explain what pushes a project to the top of it. Our founder ran sales for plumbing and remodeling companies before this agency, and the pattern held in both: the businesses that published ranges got fewer tire-kickers and more serious calls, because the range did the first qualification for them.

The fear is that a competitor will undercut your published number. The reality is that the customer already has your competitor’s number, from the AI, and is deciding whether to include you.

How to design the page

1. Ranges, not a menu“Water heater replacement: most jobs $1,800 to $3,200.” Then the two or three factors that move it: tank size, venting, permit. A menu of fixed prices invites arguments; a range with reasons invites a conversation.
2. Lead with the common jobYour three or four most frequent services at the top, the long tail below or on their own pages. The AI and the customer are usually asking about the common job.
3. One sentence of what is includedLabor, parts, haul-away, the warranty. The range means nothing if the reader cannot tell what it covers.
4. Dated“Ranges current as of October 2026.” Machines and people both trust a dated figure more, and it gives you permission to change it.
5. In plain HTMLNot a PDF, not an image of a price list, not a table that loads from a script. Several AI crawlers do not run JavaScript; a price in an image is invisible to all of them.
6. Marked upA priceRange on your LocalBusiness schema and, where the range is specific, an Offer with a low and high price on the Service. This is the version the agent reads directly.
7. A call to action that matches“Get a firm quote” with a tappable phone number and a short form. The range is the invitation; the quote is the sale.

What to leave off

• Prices you cannot honor. A range that starts at a number you never actually charge creates the bait-and-switch feeling that loses the job on the phone.
• Competitor comparisons. Say what yours costs and why. The AI does the comparing.
• Fine print that swallows the range. If the range needs six asterisks, it is not a range; narrow it or split it into two jobs.

Train the phone to match the page

The price page and the person answering the phone should say the same thing, because Google’s AI may read one and call the other. Write the ranges on a card next to the phone. When the automated caller asks what a job costs, the answer is the range from the page, plus availability. Our sister agency’s guide to answering Google’s AI calls has the full script.

A Denver example, anonymized

A Denver auto glass client published a four-row price page in September: windshield replacement for sedans, trucks, and vehicles with camera recalibration, plus chip repair, each as a range with the factor that moves it. Calls did not increase; the share of calls that became booked jobs did, because the price conversation was already over when the phone rang. That is the point of the page. It is not there to sell. It is there to let the right people call.

If you want the page designed and marked up properly, it is part of every service-business site we build; the web design pricing page practices what this post preaches, and the homepage guide covers where the range belongs above the fold.