The local pack is the box of three businesses and a map that Google shows for searches like “plumber near me” or “best tacos in Austin”. For most local businesses it is the single most valuable spot on the results page, and in 2026 it has become even more valuable, because AI Overviews have cut deeply into clicks on ordinary organic results while the local pack has held up.
This page collects the latest data on local pack click-through rates, how clicks are spread across the three positions, how AI Overviews are changing local results, and what searchers do once they click. Our own calculations, marked as such, fill gaps the published studies leave.
- Key Local Pack CTR Statistics
- Local Pack CTR by Position
- How Clicks Spread Across the Local Pack
- Local Packs and AI Overviews
- What Happens After the Click
- What a Local Pack Position Is Worth: Our Calculation
- What the Numbers Mean for Local Businesses
- Frequently Asked Questions
- What Is the CTR of the Google Local Pack?
- Does the Local Pack Get More Clicks Than Organic Results?
- How Much Better Is Position 1 in the Local Pack Than Position 3?
- Do AI Overviews Replace the Local Pack?
- What Do People Do After Clicking a Local Listing?
- How Often Does a Typical Business Appear in the Local Pack?
- Do Local Services Ads Take Clicks From the Local Pack?
Key Local Pack CTR Statistics
- The first local pack position earns a 14.8% click-through rate, the second 12.6% and the third 11.9%.
- Together, the three local pack positions earn about 39 clicks for every 100 searches that show a local pack.
- When an AI answer appears, the top local pack spot earns 4.1 times the CTR of the top organic result (14.8% against 3.6%).
- Without an AI answer, the first organic result earns 22.6% CTR, still above any single local pack position.
- A business recommended inside a Google AI answer earns a 7.3% CTR, about half the rate of the first local pack spot.
- In 2018 click testing, the local pack took 32.3% of all clicks on a local results page and organic results 50.8%.
- In that 2018 test, position 1 in the pack drew six times the clicks of position 3; in 2026 data the gap is 1.2 times.
- Local packs appear on 93% of local-intent searches but only 6% of informational local searches.
- AI Overviews appear on 68% of local business searches overall, against 39% for local packs.
- Typical businesses appear in the local 3-pack for 20% to 40% of relevant searches.
- 47% of Google Business Profile actions are website visits, 38% direction requests and 15% calls.
- Direction requests rose from 34% to 38% of profile actions in a year, while calls fell from 17% to 15%.
- Profile impressions per location fell 53.8% in a year, but customer actions fell only about 5%.
- 86% of Google Business Profile impressions come from category searches, not searches for the business name.
- Website clicks equal about 4% to 7% of profile views, and call clicks about 5% to 8%.
Local Pack CTR by Position
First Page Sage‘s 2026 click-through study, based on 41.2 million clicks across 1,184 domains between March and August 2026, gives the most current position-by-position figures.
| Position | Local Pack CTR | Organic CTR, No AI Answer | Organic CTR, AI Answer Present | Organic CTR, Blended |
|---|---|---|---|---|
| 1 | 14.8% | 22.6% | 3.6% | 7.1% |
| 2 | 12.6% | 10.2% | 1.4% | 3.0% |
| 3 | 11.9% | 5.8% | 0.8% | 1.7% |
The local pack’s advantage depends on what else is on the page. With no AI answer, the top organic result still out-clicks every local pack spot. With an AI answer present, organic clicks collapse and the local pack becomes the main source of clicks for local businesses. In blended figures, the third local pack spot (11.9%) earns well over the first organic result (7.1%).
| Other CTR Figures (First Page Sage, 2026) | CTR |
|---|---|
| Local pack, average of positions 1 to 3 | 13.1% |
| Business recommended inside an AI answer | 7.3% |
| Featured snippet | 11.4% |
How Clicks Spread Across the Local Pack
BrightLocal’s 2018 click study, which asked 5,500 people which result they would click on local service searches, remains the most detailed look at how clicks divide across a full local results page.
| Results Page Element | Share of Clicks (With Local Services Ads) | Share of Clicks (Without Local Services Ads) |
|---|---|---|
| Organic results | 43.9% | 50.8% |
| Local pack | 28.8% | 32.3% |
| Local Services Ads | 13.8% | Not shown |
| Top paid ads | 11.1% | 14.1% |
| Map | 2.0% | 2.3% |
| Bottom paid ads | 0.3% | 0.4% |
| Local Pack Position | Share of Clicks (With LSAs) | Share of Clicks (Without LSAs) |
|---|---|---|
| 1 | 16.1% | 17.3% |
| 2 | 10.4% | 12.0% |
| 3 | 2.3% | 2.9% |
Comparing the two datasets shows how much flatter the local pack has become. In 2018 the third spot drew a fraction of the clicks of the first. In 2026 the three spots sit within three points of each other. The two studies measured different things, a click test against real click-through data, but the direction is clear: any spot in the pack is now worth having. Local Services Ads also matter: when shown, they took 13.8% of clicks, much of it from the local pack and organic results.
Local Packs and AI Overviews
Whitespark ran 540 local business searches across Houston, Phoenix and Denver for six industries to measure how often AI Overviews and local packs appear.
| Query Type | Example | AI Overview Shown | Local Pack Shown |
|---|---|---|---|
| Local intent | personal injury lawyers in Phoenix | 15% | 93% |
| Informational | how much do personal injury lawyers charge in Phoenix | 92% | 6% |
| Hybrid | should I get a lawyer after a car accident in Phoenix | 97% | 17% |
| All local business queries | Mixed | 68% | 39% |
The split is sharp. When someone is ready to choose a business, Google still shows the local pack and rarely an AI Overview. When they are researching, the AI Overview takes over and the local pack mostly disappears. Our guide to AI Overviews and AI Mode explains how the two AI surfaces differ.
What Happens After the Click
Birdeye‘s 2026 report on Google Business Profiles across 30+ industries shows what searchers do once they engage with a listing.
| Industry | Most Common Profile Action | Share |
|---|---|---|
| Automotive | Website visits | 56% |
| Retail | Direction requests | 57% |
| Healthcare | Phone calls | 36% |
| Recreation | Website visits | 52% |
| Hospitality | Website visits | 45% |
| Profile Benchmark | Figure | Source |
|---|---|---|
| Profile impressions per location, year on year | -53.8% | Birdeye, 2026 |
| Customer actions, year on year | About -5% | Birdeye, 2026 |
| Impressions from category searches | 86% | Birdeye, 2026 |
| Website clicks as a share of profile views | 4% to 7% (B2B 10% to 12%) | WebFX |
| Call clicks as a share of profile views | 5% to 8% (service businesses 10% to 15%) | WebFX |
| Direction requests as a share of profile views | 3% to 5% (restaurants and retail 7% to 10%) | WebFX |
| Share of relevant searches where a typical business appears in the 3-pack | 20% to 40% | WebFX |
The fall in impressions alongside nearly flat actions suggests Google is showing profiles to fewer, better-matched searchers. Fewer people see a listing, but those who do are more likely to act.
What a Local Pack Position Is Worth: Our Calculation
Applying the 2026 local pack CTRs to a search with 1,000 monthly searches, then splitting the clicks using Birdeye’s average action mix, gives a rough value for each position.
| Local Pack Position | Clicks From 1,000 Searches | Website Visits (47%) | Direction Requests (38%) | Calls (15%) |
|---|---|---|---|---|
| 1 | 148 | 70 | 56 | 22 |
| 2 | 126 | 59 | 48 | 19 |
| 3 | 119 | 56 | 45 | 18 |
For a plumber or dentist, where a single call can be worth hundreds of dollars, the difference between being in the pack and being just outside it is worth far more than the difference between positions one and three. Industry mix changes the split: healthcare profiles see more calls, retail more direction requests. Our Google local SEO statistics cover the wider picture.
What the Numbers Mean for Local Businesses
| Finding | What It Means |
|---|---|
| Positions 1 to 3 are within three points of each other | Getting into the pack matters more than the exact spot |
| The local pack earns 4 times the top organic CTR when an AI answer appears | Map visibility now outweighs organic rankings for many local searches |
| Local packs show on 93% of local-intent searches | Target searches people make when ready to buy |
| AI Overviews dominate question-style local searches | Answer common customer questions on your site so AI Overviews can cite you |
| Direction requests are rising and calls are falling | Keep address, hours and parking information accurate |
| 86% of impressions come from category searches | Choose your primary category carefully; it drives most discovery |
Local ranking work differs from national SEO in ways these figures make clear; our comparison of local and national SEO covers the differences.
Frequently Asked Questions
What Is the CTR of the Google Local Pack?
In 2026 data from First Page Sage, the three local pack positions earn 14.8%, 12.6% and 11.9% click-through rates, an average of 13.1% each.
Does the Local Pack Get More Clicks Than Organic Results?
It depends on the page. Without an AI answer, the top organic result earns 22.6% CTR, more than any local pack spot. With an AI answer present, the top organic result falls to 3.6%, and the first local pack spot earns about four times as much.
How Much Better Is Position 1 in the Local Pack Than Position 3?
In 2026 data, position 1 earns 14.8% CTR against 11.9% for position 3, a gap of about 1.2 times. In a 2018 click test the gap was about six times.
Do AI Overviews Replace the Local Pack?
Not for searches with clear local intent. AI Overviews appeared on 15% of local-intent searches, where local packs appeared 93% of the time. For informational local searches the pattern reverses.
What Do People Do After Clicking a Local Listing?
Across industries, 47% of Google Business Profile actions are website visits, 38% direction requests and 15% phone calls.
How Often Does a Typical Business Appear in the Local Pack?
Most businesses appear in the 3-pack for 20% to 40% of relevant searches, with the searcher’s location the biggest factor.
Do Local Services Ads Take Clicks From the Local Pack?
Yes. In BrightLocal’s click test, Local Services Ads took 13.8% of clicks, and the local pack’s share fell from 32.3% to 28.8% when they appeared.
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