Good Rankings, Fewer Calls: What’s Really Changing in the Gemini-Era Local Ecosystem?

Written By Richie Treadway

Why Local Businesses See Good Rankings, Fewer Calls in Google Maps + Gemini

Local SEOs have been repeating the same sentence for the past few months.
Rankings are solid. Impressions look healthy. But call volume? Down. Sometimes slightly, sometimes double-digit percentage drops. Clients ask what changed. Agencies start pulling apart dashboards. Threads light up across local SEO communities.

And the easy narrative emerges: “Gemini is killing calls.”

It’s understandable. The rollout of Gemini inside Google Maps and related local surfaces has been one of the most material shifts in the local ecosystem since the introduction of the 3-Pack itself. But the idea that one model or one interface change “broke calls” oversimplifies what’s actually happening.

The more accurate explanation is this:
We’re living through the convergence of three forces. UX changes in Maps and Gemini surfaces, documented shifts in user behavior toward in-app resolutions, and macro data showing dips in map views and phone clicks across several verticals. These three strands all impact where conversions occur, not simply whether they occur. The point of local SEO hasn’t changed: it’s about helping real people feel confident choosing your business, wherever that decision now happens.

This article unpacks each strand with clear distinctions between what’s proven, what’s measurable, and what remains practitioner observation. Then it gives you a pragmatic diagnostic framework and guidance for communicating this reality to clients or internal teams.

Let’s start where everyone in local is feeling it: the widening gap between rankings and calls.

The “Rankings Fine, Calls Down” Pattern

Why this complaint surged in late 2024 and 2025

The symptom is now common enough to treat as a signal, not an isolated event.

Businesses are seeing:

• stable or improved local pack positions
• map impressions holding or rising
• but phone calls down 10–30% compared to 2023/2024

The timing correlates with Google’s deeper Gemini integration inside Maps and navigation, which expanded significantly between mid-2024 and late-2025.

But correlation is not causation. Instead, the shift lines up with structural changes in how people resolve uncertainty during local search. Maps is evolving from a simple index of places. It is becoming an in-app decision engine that gives people enough context to act without extra steps.

The result: fewer moments where users need to call.

We’ll examine why.

Strand 1: UX Changes in Maps and AI Surfaces

Gemini is now a context-aware copilot, not a search feature

Google’s November 2025 announcement, “Google Maps navigation gets a powerful boost with Gemini,” lays out the feature set clearly.

Gemini can now:

• interpret multi-step, natural-language queries
• retrieve contextual details (“Where’s a vegan place with parking?”)
• summarize places using AI-powered 100-character overviews
• surface review themes with grounded data
• answer hyper-specific questions using the Places API’s summaries
• keep users inside the Maps interface for longer chains of decision-making

Maps has effectively gained a conversational layer that understands intent, context, and location simultaneously. This keeps users immersed in the environment instead of jumping outward to call a business for clarification.

Richer in-app info reduces the need to call

Google’s AI-powered place summaries pull from reviews, attributes, menus, services, and other verified signals. They’re short, but surprisingly informational.

For example:
“Casual spot with all-you-can-eat sushi and fast service.”

Those summaries plus AI-highlighted attributes like price, vibe, and specialties can answer many of the same questions that once required a phone call:

• “Do you have vegan options?”
• “Are you open late?”
• “Is there parking?”
• “Is this kid-friendly?”
• “Do you accept walk-ins?”

This is not speculation. Google’s own developer documentation (Places API > Place Summaries) describes exactly how this information is generated, how it’s grounded in verified sources, and how it’s designed to help users “evaluate a place quickly.”

If you want a deeper breakdown of why clarity and verifiable data matter more than keyword tricks in this new environment, I explain that shift in my article on AI SEO and the role of data integrity.

Maps is increasingly self-contained

The longer users stay inside Maps, the fewer outbound clicks and calls occur. This follows a long-running pattern across the broader SERP ecosystem, where rich results and zero-click surfaces increasingly handle informational intent.

Maps is now experiencing that same evolution, but for local commercial intent.

Calls aren’t disappearing. They’re being displaced by in-app clarity.

Hard evidence vs. practitioner signal

Hard evidence:
• Google documentation confirms the rollout of generative place summaries.
• Google Maps Blog confirms Gemini’s role in in-app conversational navigation.
• Developer demos show how Gemini synthesizes place data into user-friendly summaries.

Practitioner signal:
• Agencies across forums report fewer “click-to-call” actions after summaries expand.
• SEOs note increased “directions” and “website visits” when calls drop.

No controlled study yet proves causation. But UX changes alone provide a logical, evidence-supported mechanism for declining call dependency.

Strand 2: Shifting User Behavior

Humans behave differently when the interface gives them answers

User behavior research from Nielsen Norman Group documents that generative AI interfaces change how people search. They ask more specific, multi-part, natural-language questions and expect the interface to handle the cognitive complexity for them.

This has three downstream effects:

1. More comparison happens inside Maps

People compare multiple options without calling any of them.
They scan reviews, summaries, hours, prices, and attributes at a glance.

2. Fewer “just checking something” calls

For years, a large percentage of local calls were low-commitment questions:

• Are you open?
• Do you have availability?
• How much is X?
• Are you taking walk-ins?

Gemini answers many of those questions using review data and structured signals.

3. More users “rule out” a business without ever contacting it

Maps surfaces enough information to eliminate poor fits early.

In the past, a user might call two or three businesses before deciding.
Now the same user might swipe past a business because the AI summary doesn’t match their need.

No call. No website visit. No obvious conversion trail.
The decision happened inside the interface.

Low-stakes queries especially shift away from calling

Examples:

• Restaurants
• Salons
• Simple home services
• Retail availability checks
• Pharmacies
• Repair shops

When uncertainty is resolved pre-call, call volume softens.

Hard evidence vs. practitioner signal

Hard evidence:
• NN/g research shows increased reliance on AI-mediated answers and reduced need for outbound clicks.
• Google’s “Influence Pathways with AI” describes how AI-driven decision-making increasingly happens on-SERP or in-app.

Practitioner signal:
• SEOs report call drops most clearly in low-stakes, high-information categories.
• Clients report fewer “Do you have…” calls and more walk-ins based on summaries.

Again: no definitive causal studies yet, but UX + behavior create a coherent, testable explanation.

Strand 3: Macro Data on Views and Calls

Some verticals are experiencing measurable drops in maps views and phone clicks

This is the part most people still aren’t looking at.

Rio SEO data (as summarized in Fulcrum Concepts’ 2025 piece) shows:

• Map views down roughly 33% YoY in several business-service verticals
• Phone clicks down ~9%
• Discovery searches holding flat or growing

These are not isolated client anecdotes. They are aggregated across thousands of locations.

Other data points:

• SeoProfy’s 2025 Local SEO Statistics report estimates that 25–35% of local queries now trigger AI overviews or summaries.
• More AI-generated surfaces correspond with lower traditional CTR across multiple categories.
• Directions requests are up in many verticals, often compensating for call decreases.

This means the local ecosystem is shifting attention, not removing it. Where that attention converts is changing.

While aggregated vendor data provides crucial insight into macro trends, it is important to remember these figures rely on the specific methodology of the reporting platform and should be viewed as supplementary evidence to the hard facts from Google.

Vertical differences matter

Service categories with simple filtering criteria seem most affected:

• Restaurants
• Salons
• Auto services
• Basic home services
• Retail queries that rely on product availability or hours

AI summaries make these low-complexity decisions easier.

Higher-stakes services still see healthy call volume:

• Medical
• Legal
• High-ticket trades
• Finance
• Emergencies

That distinction is key when diagnosing call softness.

Hard evidence vs. practitioner signal

Hard evidence:
• Vendor reports showing measurable dips in views and calls.
• Aggregated industry data showing rising share of AI results.
• Google’s confirmation of new AI surfaces that hold users in-app.

Practitioner signal:
• Agencies observe rising impression numbers with softening calls.
• Multi-location brands report directional increases and fewer “information” calls.

Evidence vs. Anecdote

Why nuance is essential in this conversation

There is no peer-reviewed study demonstrating that “Gemini depresses call volume.”
There is no Google statement claiming calls should decline.

What we do have:

Documented platform changes
Maps now uses Gemini to answer more questions internally.

Documented behavior changes
Users now rely more on AI summaries and make more in-app decisions.

Documented macro metrics
Views and calls are down in some verticals across multiple datasets.

Practitioner insights
SEOs and agencies report the “rankings fine, calls down” pattern widely.

These signals do not prove causation, but taken together, they describe an ecosystem evolution that matches the symptoms.

The responsible conclusion is not “Gemini broke calls,” but:

The local ecosystem is changing how and where demand resolves. Calls are one casualty, not because visibility collapsed, but because uncertainty is being resolved earlier in the journey.

Practical Diagnostics and Experiments

How to determine what’s happening in your data

Here are the highest-value tests local SEOs and agencies should run.

 

Test 1: Compare calls by query type, location, and device

Look for patterns like:

• views rising for “near me” searches while calls drop
• mobile calls down but directions up
• branded search up but calls flat
• calls dropping more on weekends than weekdays

This helps separate user-behavior shifts from category-level declines.

Test 2: Track exposure to AI and rich surfaces

You can track:

• appearance in AI overviews
• frequency of AI summaries
• Maps impressions
• direction requests
• website visits

Businesses with high AI-surface exposure often see softer call volume but higher “assisted conversions.”

Test 3: Introduce call-focused CTAs

Try:

• GBP posts offering phone-only promotions
• adding “Call to confirm availability” in your description
• adding call-first steps in appointment or service content
• updating GBP services with specifics that prompt calls

Then measure whether calls lift meaningfully.

If they do, your category is sensitive to UX-driven behavior changes.

Test 4: Segment by vertical, time of day, and device

Look for:

• sharper call declines in low-stakes services
• stable calls in high-stakes verticals
• mobile-heavy categories declining more rapidly
• evening searches shifting from calls to directions

This segmentation reveals underlying intent patterns.

Communicating This to Clients and Stakeholders

How to explain the situation without causing panic

Most clients assume calls reflect demand. When calls fall, they assume demand fell.

You need to reframe that assumption:

Visibility is strong. Demand is present. But the interface changed, and with it, the way users make decisions.

Here’s the messaging framework:

  1. Validate the concern
    “Yes, calls are down, and you’re not the only one seeing this.”

  2. Reframe the cause
    “This isn’t a rankings issue. It’s a measurement and behavior shift driven by new AI features in Maps.” Your customers are still out there; they’re just getting more of what they need before they ever pick up the phone.

  3. Expand KPIs
    “We now need to measure not just calls, but directions, website visits, branded lift, and in-Maps interactions.”

  4. Show what you’re doing next
    “We’ll run experiments, segment data, and optimize for the new AI surfaces.”

  5. Set future expectations
    “AI and Maps UX will continue evolving, so we’ll keep adjusting our dashboards and strategy.”

Conclusion: The Local Ecosystem Isn’t Broken. It’s Evolving

Calls are not collapsing because local SEO stopped working.

They’re shifting because:

• Maps answers more questions internally
• users resolve uncertainty earlier
• AI surfaces consolidate information
• macro data shows ecosystem-wide softening in low-stakes call behavior

The job now is to measure differently and optimize for how people actually decide, inside AI surfaces, Maps, and your own touchpoints.

If you’re seeing “rankings fine, calls down,” you’re not witnessing failure.
You’re witnessing the new normal.

And it’s navigable.

Local SEO in the Gemini Era: FAQ for Businesses

Understanding the "Rankings Fine, Calls Down" Pattern for Local Businesses Wondering Why Google Business Profile Rankings Are Stable but Calls Are Down

Q1: Why are my Google rankings and map impressions stable, but my phone call volume is dropping?

This describes the core shift we are seeing in the local ecosystem. The drop in calls isn't due to a loss of visibility (rankings are fine), but a change in how users resolve their needs. Google Maps provides rich, AI-generated summaries and answers that resolve questions before a user needs to call your business.

Q2: Did Gemini "break" the phone call feature?

No. Gemini didn't break calls; it simply added a conversational layer to the map interface. This layer synthesizes information (from your reviews, GBP attributes, etc.) to answer common questions like "Do you have parking?" or "Are you open late?" Since uncertainty is resolved earlier, the need for a call is displaced by in-app clarity.

Q3: Which types of businesses are seeing the biggest call drops?

Businesses where the decision is low-stakes and the information is simple and easy to summarize are most affected. This includes:

  • Restaurants

  • Salons

  • Basic Auto Services

  • Retail Availability Checks

High-stakes services (Medical, Legal, High-ticket Trades, Emergencies) still see healthy call volume because users require human consultation for complex or sensitive needs.

Diagnosis and Measurement

Q4: If calls are down, how do I measure if my Local SEO is still working?

You need to expand your Key Performance Indicators (KPIs) beyond just "click-to-call." Your visibility is likely converting into other, less obvious actions. Focus on tracking these metrics:

  • Directions Requests: Users are resolving their questions in-app and proceeding straight to your location.

  • Website Visits: Users are clicking to your site for deeper information, rather than calling.

  • In-Map Interactions: Tracking AI overview appearances and summaries (though this is harder to measure directly).

  • Branded Search Lift: People are still finding and recognizing your business name.

Each of these is a different way people express intent, even if they never tap the call button.

Q5: What’s the first thing I should do if my client reports a significant drop in calls?

The most practical first step is to segment the data (Test 1 in the article). Look for patterns:

  1. Is the drop only on mobile? (Aligns with Maps UX changes).

  2. Did directions requests rise? (Suggests displacement, not failure).

  3. Is the drop sharper in low-stakes categories? (Confirms the user behavior shift).

Communication and Strategy

Q6: How should I explain this call drop to a client or stakeholder without causing panic?

Use the reframing message from the article:

"Visibility is strong, but the interface changed. This is not a rankings failure; it’s a measurement and behavior shift driven by new AI features in Maps. We need to expand our KPIs to track directions and website visits, which are now replacing many informational calls."

Q7: What strategic experiments can I run to try and get calls back up?

Since the shift is behavioral, your strategy should try to re-introduce a compelling reason to call.

  • Introduce Call-Focused CTAs: Update your Google Business Profile (GBP) posts or service descriptions with messages like: "Call to confirm immediate availability" or "Mention this post for a phone-only promotion."

  • Optimize for AI Summaries: Ensure your service descriptions, menus, and business attributes are extremely clear and up-to-date. The better the AI-summary, the more likely a user is to be satisfied and choose your business (even if they don't call first).

  • Emphasize High-Stakes Info: For services like medical or legal, ensure your description highlights the need for consultation to encourage the call.

Sources Used

Richie Treadway
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