What the Latest Data Tells Us About the Year Ahead
WIf you’re only showing up in one or two places online, you’re missing most of the journey your customers take before they ever convert.
A recent analysis of lead sources for local service businesses shows that buyers now interact with a brand across 3 to 5 touchpoints before making a decision — and those touchpoints are spread across Google, social media, and AI-powered platforms.
Here’s what you need to know — and what to prioritize right now to stay visible.
The Breakdown: Where Do Local Leads Actually Come From?
Let’s start with the numbers from the latest data set:
79% of Leads Come From Google-Dominated Channels
The top three sources still dominate lead generation for local businesses:
- Google Business Profile (Maps): 35% – Leads here come after 2.5 prior touchpoints, typically a mix of ads, reviews, or your website before a user calls.
- Google Search Ads (PPC): 28% – Paid ads convert after just 2.0 touchpoints, making them one of the fastest paths to action — especially when they’re supported by strong organic or GBP visibility.
- Organic SEO (Website): 16% – Website visits often occur after 3.0 prior touchpoints, especially from users doing comparison shopping or deeper research.
What they all have in common:
These leads combine search intent with trust. If you’re missing from any one of these three, you’re handing visibility (and conversions) to someone else.
Social Media Adds Another 12% — With Longer Journeys
Social platforms play a stronger role later in the decision cycle — usually after awareness has already been built.
Here’s the breakdown:
- Facebook / Instagram Ads: 6% – Seen after 2.5 touchpoints — often from users already familiar with your brand.
- Instagram (Organic): 3% – Typically shows up around 3.5 prior touchpoints — not for discovery, but for trust-building.
- Facebook (Organic): 2% – Another 3.5-touchpoint channel — driven by community familiarity.
- YouTube (Organic): 2% – Converts after 4.0 touchpoints, often for higher-trust or longer-consideration services.
- LinkedIn (Organic): 1% – Requires 4.0 touchpoints and is mostly effective for commercial or higher-ticket services.
These are not discovery tools — they’re reinforcement channels. You win here by staying visible after the initial search has happened.
AI Platforms Are Small Now — But They’re Powerful Final Touches
Currently, AI search tools account for just 7% of lead attribution, but they tend to appear at the tail end of the buyer journey — often the final validation before conversion.
Here’s the breakdown:
- ChatGPT: 2% — ~3.0 touchpoints
- Claude: 0.8% — ~3.5 touchpoints
- Perplexity: 0.7% — ~3.5 touchpoints
- Bing/Copilot: 0.6% — ~2.0 touchpoints
- Gemini: 0.5% — ~2.0 touchpoints
- Grok: 0.4% — ~4.0 touchpoints
Most of these tools are used after a customer has already searched Google or seen you on social. Their job is to validate you — not to discover you for the first time. If your business isn’t structured correctly, you’ll miss these high-trust, late-stage touchpoints — even as they grow more influential
What This Means for Local Service Businesses
This breakdown gives us one clear message:
You can’t afford to focus on just one channel anymore.
Here’s what the most successful brands are doing right now:
- Optimizing GBP, PPC, and SEO together — to dominate the 79% core layer
- Using social media for trust and nurturing, not cold traffic
- Preparing for AI visibility by structuring content and FAQs clearly
In a world where the average lead sees a business 3–5 times before converting, your goal is to show up consistently, everywhere they search.
Final Word: Search Everywhere = Visibility Everywhere
If your current strategy only invests in one platform (like just SEO or just ads), you’re leaving the door open for competitors to win trust in the places you’re missing.
That’s why Search Everywhere Optimization isn’t optional — it’s the blueprint for real visibility in 2026.
At REALTOP, we help businesses build integrated strategies that cover every search touchpoint — not just Google, but the entire buyer journey.
Want to know where your brand is showing up — and where it’s not?
Book a free digital visibility audit and get a full Search Everywhere breakdown.rted — just a smart plan.
FAQs
1. Where do most local service leads come from online?
Most local leads still come from Google Business Profiles, search ads, and SEO. But platforms like social media and AI tools are also influencing decisions.
2. What’s the best digital marketing channel for getting local leads?
Google search (organic and paid) drives the majority of high-converting local traffic, but success often comes from combining multiple channels.
3. How do I know if my business is showing up where customers are searching?
A digital visibility audit can help identify gaps in your presence across Google, social media, and AI platforms.
4. Is it worth investing in both SEO and Google Ads at the same time?
Yes — businesses that run SEO and PPC together tend to dominate page one and convert more leads by appearing in multiple trusted spots.
5. Why isn’t my business showing up in search results or local listings?
Missing or outdated Google listings, weak content structure, and poor optimization across platforms can all reduce your visibility.
Explore insights and strategies from Nik, a digital marketing contributor at RealTop. Browse expert articles on SEO, paid ads, AI, and eCommerce trends.
