We’re halfway through 2025 — and if there’s one thing that’s clear, it’s this: local search is evolving faster than ever.

From AI Overviews taking over the top of Google to changes in how customers interact with your business online, staying ahead of the curve is key to capturing more leads and growing locally.

At Sprout Media Lab, we’re deep in the trenches with local businesses across dozens of industries — and here’s what’s actually working right now in Local SEO and lead generation as of mid-2025:

Google’s AI Overviews Are Reshaping Local Search Results

Google’s new AI-generated answers (aka AI Overviews) are now showing up for a growing number of local searches — like “best pressure washing near me” or “affordable kitchen remodeling in Charlotte.”

What’s working:

  • Human-first content that answers specific questions clearly and concisely.
  • Structured data and FAQs on service pages to feed Google’s AI models.
  • City- and service-specific blog posts that match user intent.

✅ Pro Tip: Want to show up in AI Overviews? Think like your customer. Answer their questions. Get specific. Use natural language and embed location + service keywords.

Google Business Profile (GBP) Activity = More Visibility

The businesses showing up in the top 3 of the map pack aren’t always the ones with the most reviews — they’re the ones who actively manage their GBP.

What’s working:

  • Posting updates, promos, and photos weekly.
  • Filling out every available GBP section (services, Q&A, opening hours).
  • Asking for reviews and responding to every one.

✅ Pro Tip: Google is rewarding businesses that show signs of engagement. Treat your GBP like a mini social profile, not just a listing.

Click-to-Call & Mobile Optimization Are More Important Than Ever

Mobile traffic continues to dominate, especially in home services, healthcare, and food-related industries. But here’s the kicker — users don’t want to fill out long forms. They want to tap and call.

What’s working:

  • Prominent click-to-call buttons on websites and landing pages.
  • Google Ads extensions that drive direct phone calls.
  • Fast-loading mobile pages with clear, simple CTAs.

✅ Pro Tip: Track your calls! Use call tracking tools to identify which campaigns or keywords are driving the most high-quality leads.

Local SEO is Becoming Hyperlocal (And More Visual)

Search engines are prioritizing proximity and personalization. That means adding more localized content is no longer optional — it’s a must.

What’s working:

  • Neighborhood-specific service pages (e.g., “Tree Removal in Ponte Vedra”)
  • Location-tagged before/after project photos
  • Short videos and Google Posts showcasing recent work

✅ Pro Tip: The more “local signals” you send — on your site, GBP, and social — the more relevant you appear to search engines and real customers.

Retargeting + Reviews = Lead-Boosting Power Duo

If someone clicked but didn’t convert, don’t lose them. Retargeting ads on Facebook, Instagram, and Google — especially when paired with review-driven messaging — are converting big in 2025.

What’s working:

  • Retargeting ads featuring real customer testimonials
  • Limited-time offers to nudge warm leads to take action
  • Video ads showcasing real projects, people, or transformations

✅ Pro Tip: Layering social proof (reviews, case studies) into retargeting is one of the fastest ways to lower your cost per lead.

Bottom Line: What To Do Now

If you want more visibility, more clicks, and more local leads in Q3 and Q4, focus on these mid-year priorities:

  • Optimize for AI Overviews and voice search
  • Get active with your GBP
  • Make mobile conversion effortless
  • Localize your content
  • Launch or expand retargeting

✅ Ready to See Where You Stand?

Let us take a look under the hood. Sprout Media Lab is offering Free Local SEO & Lead Gen Audits this month to help small businesses:

  • See where they rank today
  • Spot missed opportunities
  • Build a smarter, data-driven strategy for the rest of 2025

Book Your Free Strategy Session Now »

Would you like a social media version or a PDF checklist of these trends to use as a lead magnet? Let me know — I’ll get it ready!