Google Testing New Style of Local Home Services Ads

Google is testing a new style of home service ads, one that doesn’t highlight potential businesses in the search results page, but uses a form instead.

Here is what the new style looks like in the search results:

It has the option to submit a zip code and also features a drop down menu to select the type of job needing to be done.  Here is the drop down for locksmith:

Here is another example for “handyman” searches.

It is also worth noting that Google does not display any AdWords ads above the search results when using this new Home Services Ad box.  AdWords are only being displayed in the right sidebar.

Google also does not appear to be including any local 3-pack results on pages that show home services ads.  Previously, we did see both Home Service ads and local 3-packs appearing on the same search result page, with the paid version appearing first.

When Google first began testing Home Service Ads for local searches, they closely resembled the regular organic local 3-pack we are used to seeing.  Here is an example of the 3-pack version:

So they could be trying to differentiate from the local 3-pack.  Or it could simply be they want searchers to be able to specify the exact type of work they want done, without contacting those who don’t provide the service.

The landing page after you select a zip code and type of work has also been updated:

Those who aren’t advertising via Home Service ads will probably like this change, since it doesn’t put the paid advertisers right on the search results page.  But the loss of the regular local 3-pack will also hurt those businesses, putting the emphasis back onto ranking well in the organic search results for those in the market areas the Home Service Ads are covering.  And with Home Service Ads expected to expand in the new year, organic SEO will become even more important for local businesses that might have been content to rank well in the local 3-pack only.

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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