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For local-intent searches, the map pack and organic results run on different signals and get very different click shares, and most of the click-share numbers circulating online are old, unsourced or contradictory.
Owners of independent local service businesses in the United States (plumbers, HVAC, electricians, cleaners, roofers and similar) deciding where to put limited marketing time and money.
If you run a plumbing, HVAC, roofing, cleaning or similar business, you have probably been told you need to "rank on Google." That phrase covers at least three different things: the map-based local pack, the regular organic listings below it, and paid placements such as Local Services Ads that can sit above both. Each is driven by different signals, costs a different amount and sends a different number of clicks.
The advice you find online is also inconsistent. One widely repeated figure says the pack takes 44% of clicks and organic takes 29%. A later controlled test found nearly the reverse. Another source says the pack gets about 33% and top organic about 40%. Meanwhile, Google itself publishes no click-through data and no ranking weights for the pack.
This article separates what Google states in its own help pages, what published studies measured (and how), what experts only believe, and what you can do about it this quarter. Where figures conflict, we show both and say why we would not lean on either too hard. The data is current as of October 1, 2026.
The argument
For searches with local intent, the local pack and organic results are separate systems, and the pack, along with ads and AI answers, often sits above organic listings. A complete Business Profile, honest reviews and rule-following matter more than chasing any single click-share statistic, because no one has published a trustworthy one.
Google's Business Profile Help page on improving local ranking is the only Google statement we found that addresses how local results are ordered. It says local results are mainly based on three things: relevance, distance and prominence.
Relevance is "how well a Business Profile matches what someone is searching for." Distance is "how far each business is from the customer who's searching." Prominence "means how well-known a business is," and Google says it is also based on information such as how many websites link to your business and how many reviews you have. Google adds that "more reviews and positive ratings can help your business's local ranking."
Two points follow for an owner. First, distance is partly outside your control: you cannot move closer to a searcher. Second, Google states plainly that "there's no way to request or pay for a better local ranking on Google." Anyone selling a guaranteed pack position is selling something Google says cannot be bought. Google's page gives no percentages or numeric weighting for the three factors, so any specific split you see quoted is someone's estimate.
A Business Profile is free. Google says that when you add and verify your profile, customers can find your business on Search and Maps, and that "you can add or claim your business at no charge."
Google's Search Central documentation for LocalBusiness structured data says only that results may display a prominent Google knowledge panel or a carousel. It does not tie structured data to pack ranking and does not mention Business Profile. We found no Search Central page that explains the difference between local pack ranking and organic ranking, so the Business Profile Help text above is the only official guidance on the pack.
When someone searches for a local service, the page can include paid Local Services Ads (LSA), the map pack, regular organic listings, and in many cases an AI Overview. Most comparison articles treat the question as pack versus organic and leave out the paid surface above them.
Local Services Ads work differently from the other two. Google says, "You only pay when potential customers get in touch through your ads." Google lists eight categories: home, business, health, learning, care, wellness, beauty and automotive. Signup involves business details, a monthly budget, screening and verification, then launch.
The pack and organic results, by contrast, cannot be paid for directly. That is the practical line between them: LSA is a paid, per-lead channel, while the pack and organic listings are earned through the signals described above.
The sections below cover each surface in turn: click share, what moves the pack, how AI answers are changing the page, the rules that can get a profile restricted, and what each route costs.
The most-cited click-share figure is also the oldest and is not corroborated by later testing. Secondary summaries attribute it to a 2015 Moz "snack pack" study: pack 44%, organic 29%, paid 19%, "more local results" 8%. We could not retrieve the Moz study itself, so its methodology is unverified.
BrightLocal's October 19, 2018 click study tested 5,500 Mechanical Turk participants with SERP mock-ups for five home-service queries in San Francisco. It found nearly the opposite split: organic 43.9% and pack 28.8%, with LSAs at 13.8%, top paid ads at 11.1% and the map at 2.0%. Within that test, the #1 organic result took 25.5% of clicks, the #1 pack result 16.1% and the #2 pack result 10.4%.
A 2014 Mediative eye-tracking study (53 participants, all from Toronto, with 50 to 150 clicks per result, as summarized by Blumenthals) found the pack drew attention but fewer clicks: 76% of participants looked at the pack, yet it received 11.5% of page clicks when positioned above organic results and 6% when positioned below.
Position-within-pack figures vary too. A "BrightLocal 2026 Local Pack CTR Study" appears in a search summary and on secondary sites, giving pack position #1 at 17.8%, #2 at 13.6% and #3 at 10.4%, with the pack at 42% of clicks. We could not find that study on BrightLocal's own pages, so treat it as unverified. Red Local credits "SearchEngineWatch; OneFireFly 2025" for a different set: #1 at 17.6%, #2 at 15.4% and #3 at 15.1%. That is also secondary.
The takeaway is not that one of these is right. They come from different years, different query sets, mock-ups versus eye-tracking, and different cities. None is a measurement of your market. Be cautious with any article that states a pack-versus-organic split without naming a study, a year and a sample.
| Figure |
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Advanced Web Ranking (AWR) publishes a monthly organic click-through snapshot built on 1.75 million or more US search result pages per month (1 million desktop, 750,000 mobile). In its July 2026 snapshot, organic position 1 averages a 20.02% click-through rate.
When a local pack is present, that changes sharply. AWR reports that a local pack alone "drops #1 organic CTR by 94% (to 1.17%)." A pack combined with an AI Overview reduces it by 97%. AI Overviews alone cut position 1 click-through by 52%, from 20.02% to 9.69%.
Two cautions apply. AWR does not report click-through by position inside the pack, and it does not define "local pack" on that page. A secondary summary attributed pack-position figures (14.8% versus 17.6% year over year) to AWR, but those figures are not on AWR's page.
Still, the direction matters for your planning. On a query where Google shows a pack, ranking first in the regular organic listings may bring very little traffic. That means checking which surfaces your own customer searches trigger is more useful than picking a side in the pack-versus-organic debate.
Two BrightLocal studies show how much reviews influence which pack result gets chosen. In an October/November 2016 study of 6,283 consumers (72% US, 28% Canada) using mock-up search pages for plumbers, florists and realtors, the pack showed a strong star-rating effect: businesses with 5 stars earned 69% of clicks, 4 stars 59% and 3 stars 44%. BrightLocal summarized it as "5-star earns 39% more clicks than 1-star." In the organic listings, the swing between 1 and 5 stars was only 16%. Among participants, 56% picked a pack business because of positive ratings or reviews.
The 2018 click study reached a similar conclusion, finding review ratings were the biggest driver of local SERP clicks, at 23.2%.
The BrightLocal Local Consumer Review Survey 2026 (1,002 US adults on a SurveyMonkey panel) shows what buyers expect today:
97% read reviews for local businesses.
68% require 4 or more stars, and 31% require 4.5 or more.
74% look for reviews from the last 3 months.
47% won't use a business with fewer than 20 reviews.
71% use Google for local search, down from 83% the prior year, and 45% use AI tools.
These are survey and mock-up results, not observed behavior on live Google pages. But they point in a consistent direction: in the pack, star rating, review count and review recency affect whether you are chosen, not only whether you are shown.
| Rating shown | Pack: share of clicks |
|---|
The Whitespark 2026 Local Search Ranking Factors report, published November 6, 2025, surveys 47 local search experts. It is expert opinion, not Google data. Its top-ranked local pack factors, with scores, are in the table below.
One of those factors should give you pause. "Keywords in GBP business title" scores 223, third on the list. Google's guidelines, however, prohibit adding keywords or service information to your business name and reserve the right to suspend profiles that do so. The expert panel and Google's rules disagree, and only one of them can suspend your profile. The safe course is to follow Google.
Category-level weights are less settled. Our reading of Whitespark's page returned this split: Business Profile signals about 28%, reviews about 22%, behavioral about 18%, links about 15%, on-page about 10%, citations about 4%, personalization about 2% and social about 1%. The page presents these in a chart that we could not render, so confirm against Whitespark's chart before quoting them. A separate write-up from W3 Marketing Hub gives a different split: Business Profile 32%, reviews about 20%, on-page 19%, links 15%, behavioral 8% and citations 7%. Other summaries (SOCi and gmbapi) publish no percentages. Sources differ, and the weights should be treated as rough guides to emphasis.
Practically, the high-scoring items that are within your control and consistent with Google's rules are: choosing the right primary category, adding relevant additional categories, keeping the address visible if you have a storefront, placing the map pin properly, keeping hours accurate (business open at the time of search scores 189), and earning native Google reviews with high ratings.
| Rank | Factor | Score |
|---|
A Whitespark study reported by Search Engine Journal found AI Overviews appearing in 68% of local business-type queries versus 39% for local packs. By query type, AI Overviews appeared in 92% of informational queries and 97% of hybrid queries (service plus city). Search Engine Journal does not state the sample or date. Other sites describe it as 540 queries across Houston, Phoenix and Denver and six industries, with "near me" queries showing the pack 93% of the time and AI Overviews 15%. Treat those details as secondary.
You will also see the claim that "93% of local searches show a pack." We could not trace that to a primary source, so we do not rely on it.
Search Engine Roundtable reported on January 16, 2026 that AI Overviews are replacing the three-business pack in some local queries, often showing one or two businesses. Some businesses saw visibility drops of 50% or more, and Places Scout data put AI local packs at about 8% of keywords. No Google statement was reported.
What this means for you: the pack is not guaranteed to appear, and when it does it may share space with an AI answer. AWR's data (above) shows that a pack plus an AI Overview reduces the #1 organic click-through rate by 97%. Keeping your profile complete, your reviews current and your website content clear gives you the best chance of being named or shown whichever format Google uses. Uberall's September 2026 article makes a related point: AI search reads both profile and website signals.
Several Google rules matter more to a small business than any ranking tweak, because violations can remove you from the pack altogether.
Business name. Your name "should reflect your business's real-world name, as used consistently on your storefront, website, stationery, and as known to customers." Marketing taglines and keyword or service information are prohibited. Google's example: "Verizon Wireless 4G LTE" becomes "Verizon Wireless." Google reserves the right to suspend access to Business Profiles for violations.
Service-area businesses. If you travel to customers, one profile may use a service area instead of a storefront address, and it must hide the address. The service area "shouldn't extend farther than about 2 hours of driving time from where your business is based." This matters because Whitespark's list scores visible address and city-of-address factors highly, and a hidden-address business cannot benefit from those in the same way. The research we reviewed does not quantify the effect, so we cannot say how much it costs a service-area business.
Reviews. Google's Maps User Contributed Content policy prohibits offering "incentives – such as payment, discounts, free goods and/or services – in exchange for posting any review." It also prohibits any attempt to "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers," which is Google's wording on review gating. So do not offer discounts for reviews, and do not send only your happiest customers the review link.
Penalties. For review violations, Google can stop a profile from receiving new reviews or ratings for a set period, unpublish existing reviews or ratings, and display a warning to consumers that fake reviews were removed. Google gives no specific duration. Businesses are emailed before restrictions apply, and an appeal process exists.
LSA is the paid route and the one with the most changes underway. Google's bidding page lists three modes: Maximize Leads, Target Cost Per Lead and Max Per Lead (manual). Google recommends "10 leads per week for optimal results." Competing bids determine the price per lead, and Google notes that "quality service still matters, including responsiveness and reviews." It takes "about 2 weeks to see accurate results."
Migration. Google is moving LSA into Google Ads as "Performance Max campaigns with pay-per-lead goals." Migration begins in August 2026 for select US home and storefront service providers, expands to broader advertiser groups in late 2026, and covers non-US accounts and remaining categories in 2027. Weekly budgets become daily averages (weekly divided by 7), and manual bidding and vertical-level Target CPA are deprecated. Google states: "Your Local Services Ads performance reports will not transition to Google Ads." Pay-per-lead and ad placements on Search and Maps stay the same. If you run LSA, download your historical reports before your account moves.
Cost. Google publishes no price list. Ad Genius (published September 28, 2026) reports cost-per-lead ranges from early 2026 industry data, citing "hundreds of contractors and millions of dollars in spend" with no stated sample. Other sites cite "$53, Feb 2026, $6.72M across 888 contractors," which comes from a search summary whose source page we did not fetch. These are industry figures from a vendor, not Google's, and your price depends on your market and competing bids.
For general Google Ads clicks, a search snippet from WordStream's 2025 benchmarks lists an average cost per click of $5.26, with legal at $8.58 and dental and home improvement at $7.85. We could not open the page to confirm, so treat these as unverified.
| Trade | Reported cost per lead |
|---|
The profile itself costs nothing. Paid help is where costs appear, and every price we found is published by a vendor, not an independent survey.
SEO.com (updated September 14, 2026) lists retainers of $501 to $3,000 per month, projects of $500 to $5,000, hourly rates of $75 to $100, and an in-house specialist from about $40,000 per year. Its "survey data" has no stated sample or methodology. WebFX lists retainers of $500 to $3,000 per month, its own plans "starting at $575/per month," and hourly rates of $75 to $200 or more. Its page is dated only by "2026" in the title.
A search summary quoted an average of $1,819 per month for agencies and $1,150 for freelancers. We could not trace that to its source, so treat it as unverified.
Because these are vendor price pages, read them as the range you are likely to be quoted rather than what the market charges. Since Google says you cannot pay for a better organic local ranking, any retainer should be for work you can inspect: profile setup and accuracy, review generation that follows Google's rules, website content and links.
| Vendor | Retainer | Project | Hourly | Other |
|---|---|---|---|---|
Pages that rank for this topic tend to repeat the same few claims without a source. One page (Locafy, March 28, 2026) states 44% versus 29% click share, pack #1 at 17.8% against organic #1 at 12.3%, and conversion of 5.6% versus 3.1%, with no sources or years. Another (Marz Agency, May 2025) says the pack gets about 33% of clicks and top organic about 40%, which contradicts the 44/29 figure. A third (The Media Captain, 2020) sources the 44% claim to its own article.
Patterns worth knowing:
Click-share numbers are mostly unsourced or trace back to the 2015 Moz study, and they conflict with each other and with BrightLocal's 2018 test.
Most do not cite Google's own help page for ranking factors.
Most ignore AI Overviews and the AWR data on pack plus AI Overviews.
Most ignore LSA and Performance Max as a third surface above the pack.
Few give costs or sourced timelines.
Few address the conflict between name-keyword advice and Google's guidelines.
Few explain how service-area businesses with hidden addresses differ from storefronts.
That last point deserves emphasis for readers in the trades: most of the pack advice assumes a storefront, while many independent service businesses work out of a truck or home office.
Eight checkable actions follow from Google's own statements and the published data.
Learn the three ranking factors. Google says relevance, distance and prominence rank local results, and you cannot pay for a better organic local rank.
Claim and verify your free Business Profile. The ad route (LSA) is separate and charges per lead.
Keep keywords out of your business name. Google's guideline prohibits it and allows suspension, even though Whitespark's expert panel ranks title keywords as a top-3 factor.
If you are a service-area business, hide your address and keep your service area within about 2 hours' drive.
Do not pay for reviews or ask only happy customers. Penalties include a public warning on the profile.
Aim at the review thresholds buyers report: 47% won't use a business with fewer than 20 reviews, 68% want 4 or more stars, and 74% want reviews from the last 3 months.
Search your own main service terms (for example, "[service] [your city]") and note which surfaces appear: ads, pack, AI Overview, organic. AWR shows a pack cuts the #1 organic click-through rate to 1.17%, so organic rank alone may bring little on pack queries.
If you run LSA, expect your account to move to Google Ads (Performance Max with pay-per-lead goals), starting in August 2026 for select US providers. Download historical reports first, because they will not carry over.
Takeaway
Do not choose between the pack and organic as if they were rivals. For local-intent searches, the pack, ads and AI answers often sit above organic listings, so start with an accurate, rule-compliant Business Profile and a steady flow of honest reviews, then use your own search results to decide whether organic content or paid leads are worth adding. Treat every published click-share split as a rough indication, since none is Google data and the studies disagree.
Do first
Verify and complete your free Business Profile
Google ranks local results on relevance, distance and prominence, and says you cannot pay for a better local rank. The profile costs nothing and sets up everything else.
Do continuously
Earn recent, high-rated reviews within Google's rules
Ratings changed pack clicks sharply in BrightLocal's test (69% for 5 stars versus 44% for 3 stars), and 47% of surveyed consumers won't use a business with fewer than 20 reviews. Paying for reviews or gating them risks restrictions and a public warning.
Avoid
Keywords in your business name
Some experts rank title keywords highly, but Google's guidelines prohibit them and allow suspension.
Check before spending
Which surfaces your own searches trigger
A pack cuts the #1 organic click-through rate to 1.17% in AWR's data, and AI Overviews are changing which businesses are shown. Decide on organic work or LSA budget after you see your own results.
If you run ads
Download Local Services Ads reports before migration
LSA is moving to Performance Max with pay-per-lead goals, and Google says historical performance reports will not transition.
Questions
Keep reading
Vendor pages change. Figures are as published on the capture date; confirm before deciding.
| Source and year |
|---|
| Reliability notes |
|---|
Pack 44%, organic 29%, paid 19%, "more local results" 8% | Attributed to a Moz "snack pack" study, 2015, per secondary summaries (Sixth City Marketing, Red Local) | Moz page could not be fetched; methodology unverified. Oldest figure, but the most widely repeated. |
Pack 28.8%, organic 43.9%, LSAs 13.8%, PPC top 11.1%, map 2.0%. Organic #1 = 25.5%, pack #1 = 16.1%, pack #2 = 10.4% | BrightLocal, published Oct 19, 2018. 5,500 Mechanical Turk testers, SERP mock-ups for 5 home-service queries in San Francisco | Primary source with stated method, but mock-ups, one city and 5 queries. |
Pack 11.5% of page clicks when above organic, 6% when below. 76% of participants looked at the pack | Mediative eye-tracking, 2014, summarized by Blumenthals. 53 participants, all Toronto; 50 to 150 clicks per result | Small, old, non-US sample. |
Pack #1 17.8%, #2 13.6%, #3 10.4%. Pack = 42% of clicks | Labeled "BrightLocal 2026 Local Pack CTR Study" in a search summary and secondary sites (e.g. searchlab.nl) | Not found on BrightLocal's own pages. Unverified. |
Pack #1 17.6%, #2 15.4%, #3 15.1% | Credited by Red Local to "SearchEngineWatch; OneFireFly 2025" | Secondary. |
Map pack about 33% of clicks, top organic about 40% | Marz Agency, May 21, 2025 | No source given. Conflicts with the 44/29 figure used elsewhere. |
Click-share figures reported for local searches, with source and reliability notes. Figures do not agree and come from different years, methods and locations; none is Google data.
| Organic effect |
|---|
5 stars | 69% | Only a 16% swing between 1 and 5 stars in organic listings |
4 stars | 59% | Same |
3 stars | 44% | Same |
BrightLocal review/CTR study, Oct/Nov 2016: 6,283 consumers (72% US, 28% Canada), mock-up search pages for plumbers, florists and realtors. BrightLocal summarizes that a 5-star result earns 39% more pack clicks than a 1-star result. Mock-up results, not live Google data.
1 | Primary GBP category | 227 |
2 | Proximity of address to search point | 225 |
3 | Keywords in GBP business title | 223 |
4 | Physical address in city of search | 213 |
5 | Business open at time of search | 189 |
6 | High numerical Google ratings | 181 |
7 | Address visible on GBP | 176 |
8 | Additional GBP categories | 173 |
9 | Quantity of native Google reviews | 170 |
10 | Proper map pin placement | 165 |
Whitespark 2026 Local Search Ranking Factors, published Nov 6, 2025; survey of 47 local search experts. Expert opinion, not Google data. Factor 3 conflicts with Google's business name guidelines.
| Category | Whitespark page (reading of its chart) | W3 Marketing Hub write-up |
|---|---|---|
Google Business Profile | About 28% | 32% |
Reviews | About 22% | About 20% |
Behavioral | About 18% | 8% |
Links | About 15% | 15% |
On-page | About 10% | 19% |
Citations | About 4% | 7% |
Personalization | About 2% | Not listed |
Social | About 1% | Not listed |
Sources differ. Check Whitespark's chart directly before quoting a weight. SOCi and gmbapi write-ups publish no percentages. Google publishes no weights.
Overall | About $53 |
HVAC | $51 ($28 to $80) |
Plumbing | $57 ($35 to $65) |
Electrical | $39 (its table also lists a $40 to $75 range) |
Roofing | $55 to $90 |
Pest control | $25 to $55 |
Garage door | $18 to $45 |
Cleaning | $12 to $30 |
Ad Genius, published Sept 28, 2026; no sample size stated. Industry data, not Google's. Google sets lead prices by competing bids and publishes no price list.
SEO.com (updated Sept 14, 2026)
$501 to $3,000 per month |
$500 to $5,000 |
$75 to $100 |
In-house specialist from about $40,000 per year |
WebFX (dated "2026" in title) | $500 to $3,000 per month | Not stated | $75 to $200+ | Own plans "starting at $575/per month" |
Vendor-published figures, not independent. SEO.com's survey data has no stated sample or methodology. An unverified search summary cites averages of $1,819 per month for agencies and $1,150 for freelancers.