Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Search is changing shape. #shorts

14 Sept 2026 · 1 min

Watch on YouTube

1:11

In this YouTube short, Phil Risher warns home‑service business owners about a major transformation in Google Ads. Google is moving away from the classic search results page with blue links and keyword‑based ad bidding toward an AI‑driven "Gemini" mode where users interact via conversational queries. To serve ads in this environment, Google has introduced embedded business agents that can answer questions, qualify prospects, and generate paid leads. Phil stresses that without a robust, locally‑focused knowledge base—real stories, customer experiences, and community content—these agents will default to generic AI responses, making it hard for a business to stand out. He advises owners to work with their marketers to build such a knowledge base now, or risk wasting tens to hundreds of thousands of dollars on ineffective advertising as the AI shift matures.

Chapters

There is a massive shift happening with Google Ads right now, and if you own a home service business and you do not know about it, then you could waste tens if not hundreds of thousands of dollars on ads in the future. Right now, Google has changed from their old way of doing search where you search something and you get 10 blue links and your search ads are right at the top, to now funneling people into AI mode where they can interact with Gemini and ask questions. So Google had to say, well, how are we going to serve up ads in this way if there's no rankings and you can't bid on keywords if people are asking questions? That's why they introduced business agents for leads where it essentially embeds an agent inside of AI mode that knows about your business, that can interact with the person and then turn into a lead for your business and you would pay for this. So what should you do to prepare? Number one, you need to have content to train these agents on because if people are asking questions and your agent doesn't have any information to give it and they're just pulling random AI slop outta thin air, then how do you think that you're gonna stand out and they're gonna trust what you have to say? You need real stories, real customer experiences, real things happening in the local community. So if your marketing company hasn't talked to you about building a knowledge base for your business, creating real content so that way you can educate this thing, and even the shift to AI mode and making sure that ads are being shown, comment agents and I'll get you more information.