Tradies Warn New Google Pricing Features Could Encourage Bait-and-Switch Quoting
New AI-powered pricing features in Google Search could make it easier for consumers to compare quotes from multiple tradies, but they may also increase pressure on businesses to undercut competitors before the true cost of a job is established.
Google's “Have AI check pricing” feature allows users to submit details about a service request so Google can contact multiple providers and return pricing information. While designed to save time, the approach raises questions about how reliable initial estimates can be when the work has not been properly assessed.
For trades such as residential and commercial painting, the difference between an initial estimate and a comprehensive quote can be significant.
When the cheapest painting quote doesn't tell the whole story
Consider a homeowner searching for a house painter in Perth. They receive several quotes, with an established contractor pricing the job higher than competitors offering online estimates or AI-assisted pricing comparisons. The homeowner may naturally gravitate towards the cheapest option. However, the prices may not cover the same scope of work.
Surface preparation, repairs, access requirements, paint quality and the number of coats required can all affect the cost. Without properly establishing these details, an initial estimate may not reflect the work ultimately required.
The concern is that businesses may feel pressured to submit lower prices simply to secure the job, then revise their quotes when work is about to commence, or additional requirements become apparent. This creates a potential bait-and-switch situation, where an attractive initial price rises once the customer has committed.
Meanwhile, a reputable contractor who has accounted for the work from the outset may lose the job despite offering a more reliable price that ultimately costs the customer less.
Transparency matters more than the lowest price
The issue is not whether technology should make comparing prices easier. Quick estimates can help consumers budget, but comparisons are only useful when they reflect equivalent work and materials.
Consumers should check what's included in each quote, whether the price is fixed and what circumstances could lead to additional charges. Contractors should clearly explain any assumptions or exclusions before work begins.
A reputable painter in Perth should be able to explain how a quote has been calculated and stand by the agreed price. A long-standing reputation for honest pricing matters when customers need confidence that the initial figure reflects the job.
As AI-driven pricing tools develop, the challenge will be ensuring that faster estimates don't reward low initial prices at the expense of transparency. The cheapest quote may win the work, but it won't necessarily deliver the lowest final cost.
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