Everyone talks about getting “recommended by AI.” We wanted to see what that actually looks like for a real Northland business category, so we picked one with plenty of competition and a lot of money on the line: roofing in Duluth.
How we ran the test
- When: early October 2026, from a browser in the Duluth area.
- What we asked: “Who are the best roofing companies in Duluth, MN?” in ChatGPT, and “best roofing companies in Duluth MN” in Google search and Google’s AI Mode.
- Tools: ChatGPT (signed out), regular Google search, and Google AI Mode (signed in; AI Mode noted that its answer was personalized). Perplexity asked us to sign in before answering, so we left it out.
- Fine print: AI answers change often and can vary by person and location. Treat this as a snapshot, not a ranking. We aren’t affiliated with any of these companies.
Who showed up where
| Company | ChatGPT | Google map pack | Google AI Mode |
|---|---|---|---|
| Billings Roofing & Siding | Yes | Yes | Yes |
| Outlast Construction | Yes | Yes | Yes |
| Peak Construction Roofing | Yes | Ad only | Yes |
| Duluth Roofing Company | Yes | No | Yes |
| Superior Roofing Company | Yes | No | Yes |
| Rhino Roofing LLC | Yes | Yes | No |
| Empire Roofing | No | No | Yes |
| Great Lakes Roofing & Siding | Yes | No | No |
Two roofers, Billings and Outlast, appeared everywhere. Peak Construction appeared in both AI answers and in Google’s sponsored Local Services ads at the very top of the page. One more roofer showed up only as a sponsored map listing.
Something else stood out: the regular Google results showed no AI Overview at all, just ads and the map pack. That matches research showing AI Overviews rarely appear for “service plus city” searches, which we covered in our post on AI Overviews and local businesses.
What the winners had in common
Plenty of reviews, with strong averages
Every company in AI Mode’s answer had at least 65 Google reviews. The two that appeared on every list, Billings (219 reviews) and Outlast (249 reviews), both held 5.0 averages at the time. AI Mode’s descriptions also leaned heavily on what reviewers said: spotless cleanup, clear communication about pricing, help with insurance claims. Reviews weren’t just a number. They were the content of the answer.
They showed up on other people’s websites
ChatGPT’s answer cited directories and review sites, including Angi, Best Pros in Town, and RoofersRanked, and mentioned BBB ratings, more often than the roofers’ own websites. Google’s regular results told the same story. Page one included Reddit’s r/duluth, Yelp, the BBB, Angi, a GAF certified-contractor directory, and a Yahoo Local “best roofers in Duluth” list.
They’re known for something specific
AI Mode didn’t just list names. It grouped roofers by what they’re best at: fast one-day installs, storm damage and insurance claims, or specialty materials like slate, cedar, and metal. ChatGPT did something similar, pointing to Superior Roofing Company specifically for metal and specialty roofs. A clear specialty gave each company a reason to be included.
Their own websites backed up the story
Duluth Roofing Company is an interesting case. ChatGPT’s map card showed it with a 3.3-star rating, while Google showed 4.8 stars from 75 reviews. ChatGPT recommended it anyway, pointing to the company’s 25-plus years in business and customer comments about thorough inspections, good communication, and experience with steep slate roofs, citing the company’s own website.
Two lessons there. Different AI tools pull ratings from different places, so a listing you’ve forgotten about can follow you around. And a strong website with real detail can carry you when one of those listings is out of date.
Ads didn’t buy a spot in the AI answers
Two roofers ran Google ads on this search without appearing in either AI answer: one in a sponsored map listing and one in a sponsored text ad. Paying Google got them seen on the results page, which can absolutely be worth it. It didn’t earn them a mention when someone asked an AI tool for a recommendation. That still comes down to reviews, reputation, and clear information.
What this means for your business, roofer or not
- Reviews are the price of entry. Ask every customer, keep them coming all year, and ask people to mention the specific job.
- Get on the directories and lists that matter in your industry, and keep your information accurate on each one.
- Check your ratings everywhere, not just on Google. Find out where AI tools might be getting a different picture of you.
- Be clear about your specialty on your website and in your Business Profile.
- Put real detail on your website: years in business, the kinds of jobs you do, and what customers say.
- Run this test yourself for your category every few months and see who’s showing up.
If you’d like the bigger picture, start with our guide on how to get recommended by ChatGPT.
Want us to run this test for your category?
We’ll ask ChatGPT, Google, and other AI tools the questions your customers ask and send you a walkthrough of who shows up and why. Request a free AI visibility check.
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