Google, ChatGPT, TikTok: Where Do Your Future Customers Really Search?

In 2026, where your customers search depends first on their age, then on the service they need: most French people still type a query into Google or open Google Maps before choosing a restaurant, a tradesperson, or a healthcare professional in Lyon, Bordeaux, or Nantes, but a growing share starts their search on TikTok, Instagram, or directly inside ChatGPT. For a shop owner or a tradesperson, understanding this split avoids wasting time and budget on channels your customers barely use. A hairdresser targeting 18 to 30 year olds should not rely on Google alone, while a plumber will still capture most of their calls through a well maintained Google listing. This guide breaks down, generation by generation and trade by trade, where to focus your efforts to be visible where your future customers actually search.

In short

• Google and Google Maps remain the starting point for most local searches, across all age groups.
• Under 30s increasingly start their search on TikTok or Instagram, especially for restaurants, beauty, and fitness.
• ChatGPT is becoming a habit for comparing options or getting a quick recommendation, sometimes before opening Google at all.
• The right channel depends mostly on your sector: a construction tradesperson does not have the same customer base as a hair salon.
• No need to chase every platform: it is better to dominate one or two channels suited to your customers than to be mediocre everywhere.

Google remains the foundation, but it is no longer the only entry point

Google remains the number one reflex for finding a local business, and that is still true in 2026. A search like "restaurant Bordeaux" or "plumber near me" triggers a local pack (the three results shown with the map) that most people check before even scrolling down. A complete Google Business Profile, with photos, up to date hours, and recent reviews, remains the essential foundation for any shop or tradesperson.

What has changed is that Google is no longer the only place where the search begins. More and more people land on your listing after already seeing your business on Instagram, hearing about you from a friend, or reading an answer generated by an AI. Google often becomes the final verification step rather than the very first contact. Your listing must therefore stay flawless, because that is often where the final decision to call or visit is made.

By generation: who searches where in 2026

18 to 30 year olds: the TikTok and Instagram reflex

This generation rarely types a plain keyword into Google. They tend to search "best restaurant Lyon" directly in TikTok or Instagram's search bar, to see videos, ambiance, and reviews in the comments. Visuals matter far more than text. For a restaurant, hair salon, or beauty institute targeting this age group, being absent from these platforms means being invisible to a meaningful part of your potential customer base.

30 to 50 year olds: a mix of Google, social media, and reviews

This age group blends the two: they search on Google Maps, compare reviews, but also check Instagram for a more concrete impression (photos of work, the feel of a place). They are also the most likely to use ChatGPT to ask something like "what is the best physiotherapist in my area" before verifying on Google.

50 and older: Google, word of mouth, and sometimes the Yellow Pages

For this generation, Google remains largely dominant, complemented by word of mouth and, in some sectors (tradespeople, healthcare), an occasional search in the Yellow Pages or a local directory. Social media plays a more secondary role, except when children or grandchildren recommend a place directly.

By trade: where does your customer base actually search?

Restaurants, beauty, fitness: visuals rule

Visuals come first. A restaurant in Marseille or a beauty institute in Lille benefits from investing time on Instagram and TikTok alongside their Google listing, since customers often decide after seeing a photo or video, before even looking up the address.

Tradespeople and construction: Google and word of mouth dominate

A plumber, electrician, or roofer gets most of their jobs through Google Maps and word of mouth. TikTok or Instagram remain secondary compared to an optimized Google listing and solid reviews.

Healthcare and regulated professions: Google, booking platforms, recommendations

For a doctor, dentist, or osteopath, the search overwhelmingly goes through Google and booking platforms like Doctolib. Trust matters most, which makes reviews and Google presence even more decisive than in other sectors.

B2B services: Google, LinkedIn, and ChatGPT

An accountant or a lawyer reaches customers who search first on Google, sometimes check LinkedIn to verify credibility, and increasingly ask ChatGPT for a first shortlist of professionals in their city.

ChatGPT and generative AI: the new search habit

More and more French users ask ChatGPT their question directly instead of typing a query into Google: "find me a good electrician in Toulouse." The AI generates a synthetic answer, sometimes with a named recommendation, without the user needing to click a link. This is called "zero click" search: your business can be recommended without any visitor landing on your site.

To appear in these answers, your business needs a consistent, verifiable online presence: a complete Google listing, an up to date website, mentions on reliable directories, recent reviews. This is the whole point of GEO (Generative Engine Optimization), which complements traditional SEO. Our article on how to be cited by ChatGPT, Claude, and Perplexity details the concrete steps to get there.

TikTok and Instagram: social media turned into search engines

What sets TikTok and Instagram apart in 2026 is that they now function as genuine search engines for part of the population, especially younger users. Typing "hairdresser Nice" into TikTok's search bar returns videos of salons, before and after shots, and satisfied customers. For a business whose experience translates well to video, ignoring these platforms means leaving the field open to competitors. We covered this in TikTok for local businesses, is it worth it.

Comparison table: where to invest based on your business

Sector	Main channel	Secondary channel	Dominant generation
Restaurants	Google Maps + Instagram	TikTok	18-45 years
Beauty, hairdressing	Instagram + Google	TikTok	18-40 years
Trades, construction	Google Maps + word of mouth	Social media (portfolio)	35 years and up
Healthcare	Google + Doctolib	Customer reviews	All ages
Professional services	Google + LinkedIn	ChatGPT	30-60 years
Fitness, wellness	Instagram + Google	TikTok	18-40 years
Neighborhood shops	Google Maps + Instagram	SMS, newsletter	All ages

How to be visible everywhere without burning out

It is tempting to want a presence on every platform at once, but that is often counterproductive for a small business without a dedicated marketing team. A more realistic approach is to:

1. Secure the foundation first: a complete Google Business Profile, a clear and fast website, recent reviews. This is the common base for every sector.
2. Pick one secondary channel based on your real customer base: Instagram or TikTok if your business is visual and skews young, LinkedIn if you sell to other businesses.
3. Check your presence in generative AI answers, by asking the questions a typical customer would ask.
4. Measure before investing further: it is better to properly run one channel for several months than to open five accounts that go stale.

This kind of prioritization saves time and money while keeping you visible where it actually matters for your sector. Our article on local keywords to find what your customers search for in your city can help you refine this step.

Frequently asked questions

Do I need to be on TikTok even as a tradesperson?

Not necessarily as a priority. For a construction tradesperson, Google Maps and word of mouth remain far more decisive. TikTok can help showcase finished projects, but it is not essential if your time is limited.

Does ChatGPT really replace Google for finding a local business?

Not entirely yet, but its use is growing for quick searches and first recommendations. Most users still verify on Google or Google Maps afterward, so the two channels remain complementary.

Are the Yellow Pages still useful in 2026?

They still serve older generations and certain sectors, but their weight has dropped sharply compared to Google. They can remain a useful citation source for your local SEO, without being a priority on their own.

How do I find out where my customers actually search?

The simplest way is to ask your recent customers how they found you, and check your Google listing statistics (direct searches versus discovery) along with your social media if you use it.

Do I need a different ad budget for each platform?

Yes, costs and results vary a lot from one platform to another. It is better to start small on one well chosen channel, measure the results, then adjust the budget rather than spreading it thin from the start.

Conclusion

Understanding where your future customers search in 2026 is not about chasing every new platform, but about identifying the two or three channels your customers actually use based on their age and your sector. Google and a solid Google Business Profile remain the foundation for almost every trade, complemented depending on the case by Instagram, TikTok, LinkedIn, or strong visibility in generative AI answers. If you want to know precisely where to focus your efforts for your business and your city, you can request a free quote from a Lenobot expert to review your current online presence and priorities.