In the past, my Local SEO Service for my clients generally drove more website clicks, directions requests, bookings, and phone calls due to better heatmap rankings. However, Google began removing the actual call button from organic map pack listings in January 2026 (and a bit earlier), and it would only show the call feature on paid ads.
Now, users have to click the organic listing they want to call to then click the phone icon.
As you can expect, local business owners are seeing fewer phone calls even though rankings and views haven’t changed.
The Removal of the Call Button on Your Google Business Profile
Are you seeing fewer phone calls even though your rankings and views haven’t dropped on Google Business Profile? You’re not imagining it. In this video, Greg Kristan from TM Blast breaks down a major change Google has rolled out on mobile search: Google has removed the call button from the organic map pack listing on mobile, and users can only get to that if they click on the profile. Instead of calling directly from Google search, users now have to take an extra step, which will impact your calls.The Organic Results – No More Call Button
As you can see below, there are no phone icons for anyone to click on below. The only listing that a user can click and call directly from search is the Location Ad, which is from Google Ads.
Google Local Service Ads are At the Top
Below is the very top of the search results that I see. On mobile, you may see two, and sometimes even three, ads, which push down the organic listings further. Again, without that call button on the organic listings, you can see how users will literally click on these phone call icons because they are right there. As a user, you don’t get charged for clicking these results, but the advertiser does based on several factors.
Does This Mean Local SEO is Over?
No, not all. Local SEO from TM Blast was never 100% on the Google Business Profile. In fact, several clients in 2025 asked if they could only hire me to work on their GBP instead of what I offer, which is why I said no.
While phone calls from your organic Google Business Profile will be down, that does not mean you won’t be getting leads. The reality is that you still need to optimize your profile because getting leads from this channel does not cost the client or advertiser anything extra. Except for my monthly retainer, you should see a positive ROI, even though you will be getting less than before.
Also, as I mentioned, my Local SEO Service was never just on the map pack. I focus on the website, Bing Maps, Apple Maps, and finding relevant directories for your business to get listed on to help with referral traffic. You can read about my Apple Maps SEO Case Study showing an increase in phone calls to see what I’m referring to.
Where Does the Pay to Play Factor In?
Google is clearly pushing Local Service Ads to the very top of the results when there is hyperlocal search intent. Therefore, TM Blast began offering Google Local Service Ads Management as an add-on to its Local SEO Service for clients. This is an add-on service because not every client qualifies for these ads, and not every client wants to run them.
Still, I recommend that every existing (and future) client run this type of ad and have me manage them. The end game here is leads, and you have to pay now to get your phone icon on the results. Here is the benefit of having me manage your account.
- I will make sure your account has the correct business information
- I will regularly add photos to your listing
- I will on a regular basis update your internal dashboard to watch spend / leads
- I will check in with you on a regular basis on the leads you get / if I need to dispute any
- I will review your services you are promoting / the service areas and look for ways to reduce wasted spend
- And more!
Conclusion
Local SEO is still critical for business owners to get leads. Local SEO from TM Blast also factors in the website, Apple Maps, Bing Maps, and relevant directories. Those other areas also contribute to places like Google AI results / ChatGPT, so you are getting even more than just the Google Map Pack optimization.
Still, you have to adapt when Google literally changes the game on you. In 2024, you could get away with only focusing on your Google Map Pack Rankings. 2025 saw more Local Service Ads in the mix, but now, in 2026, the phone icon has been removed, which is why calls to organic listings are dropping. Plus, you also have some AI overviews in the mix for certain searches, which will only disrupt things further.
Therefore, I recommend doing both. Continue working on your Local SEO strategy, and add Local Service Ads to the mix to generate more leads. It’s not what anyone wants to hear (spend more money), but search is the most dominant way people contact local businesses. Also, if your competitors are doing this and you are not, you are already behind.