Keep Service Human

Google is now charging you for some of the calls you miss - this is a big uh oh for home service businesses who don't have their phones in order!

We'll be breaking down the three biggest changes to Google Local Services Ads for home service businesses this autumn, how missed calls in business hours can now count as charged leads, and what to do about your hours and ad schedule. 

AI is moving into customer service fast, but homeowners are pushing back. ServiceForge surveyed 6,000 people about AI, phone calls and chat, and the message for home service businesses is clear: people want people.

In this episode, Jane is joined by Shelby Anderson, Operations Leader at ServiceForge, to unpack the findings. Shelby shares her own emergency story, when water from her HVAC system was flowing under her hardwood floors, and why the calm human voice who picked up made all the difference. 

87% of people calling a local service business would rather speak to a real person, up from 85% just six months earlier (OnePoll / ServiceForge, April 2026). Keep service human 

Being open 24/7, with real people answering, is the growth lever most home service businesses miss. Here's how it helps you own your local area and get booked when customers are searching.

In this episode, we break down the big "aha" moment for home service businesses ready for the next level of growth: staying open 24/7. It sounds obvious, but plenty of businesses still aren't doing it, and that's your opportunity.

87% of people calling a local service business want to speak to a real person (OnePoll / ServiceForge, April 2026). It isn't just your customers who benefit. Being open and responsive around the clock can also boost your local search rankings, your Local Services Ads performance and your reviews.