Google is testing a new messaging feature in their Home Service ads.  When doing a search for a business query that triggers the Home Services ad block, there is a new messaging icon, allowing potential customers to message the business.

Google does seem to be ensuring that the feature isn’t being abused and that the potential business is actually a match for what the customer is looking for.  Because of this, it is likely an advertiser would charged after receiving the message.

Here is what the new style ad block looks like on mobile (I couldn’t find it in any desktop searches).

It also shows up when you click through to see more businesses.

When you click through on the messaging icon, it displays a screen asking the searcher to confirm their zip code, the type of job needed (for example, when you search for a plumber, you can narrow down the type of plumbing job needed, such as a clogged toilet) and when the customer would like the job to start by.

It then brings up the message with a sample message, which is also customizable by the customer.

Google has been doing a lot of testing with how Home Services Ads are displayed in both mobile and desktop.  How well this feature works will largely depend on how quickly advertisers respond, but I imagine Google recommends suggested time frames for a response from the business.