New Google Home Services Ads put qualified leads first

A new smaller format for Google Home Services Ads has the potential to enhance user experience by filtering choices of services providers up front, whilst offering service providers a better selection of qualified leads. The latest version will improve upon the initial large format ads that took up vital screen space and featured only a few links to significant providers. Instead, users will now be required to enter their ZIP code and type of job to be completed, before Google shows a more concise list of all available, qualified service providers by specific area. 

Google is testing a new, smaller format for Home Services Ads (HSA).

Instead of featuring a few providers and links to more results, the new format asks users to enter their ZIP code and the type of job they need completed before showing the list of service providers available for that kind of work in the area.

The initial ad format for HSAs featured individual service providers and took up significant real estate, as seen below.

The latest version, first reported by Mike Blumenthal, is an interesting departure from the original larger, more visual format. For the service providers, the new version may provide better-qualified leads and improve the user experience by filtering their choices up front. However, it’s far less eye-catching than similar style ad units Google uses for its Compare products for auto insurance and credit cards, which include partner logos and credit card images.

Like those Compare ads, though, the new HSA format takes users off the SERP to a separate page of listings.

Home Services Ads launched in the San Francisco and Silcon Valley areas in July and are currently open to locksmiths, plumbers, house cleaners and handymen via AdWords Express.