Google home services ads launch on mobile
Google has made its home services ad formats available on mobile devices, with its ads for locksmiths, plumbers, handymen and heating, ventilation and air conditioning services now visible across Californian markets. Testing the formats on desktop as well, the firm has also included a “Google guaranteed” tag in each ad to alert customers when professionals are licensed, insured and pre-screened.

Google’s home services ads are finally showing on mobile. The ads for local service providers such as locksmiths, plumbers, handymen and, more recently, HVAC services and electricians, had been briefly spotted last month on mobile, but they now appear to be prevalent across the California markets where the program is active.

The mobile ad format features a swipeable carousel of listings that feature a map of the service area where the advertiser operates. Here are examples on iOS (left) and Android.

Because the businesses typically cover the entire metro area, the maps are identical in most of the ads. An exception, shown in the screen shot on the right below, is somewhat confusing. The same area is covered by both advertisers, but it is just slightly different; however, it’s not clear what the differences are without having to click through on both.

Google appears to be testing the service area format on desktop as well. Below is a comparison of two formats seen today. The first is the format that has been running for some time, which includes thumbnail head shots of the service providers. The result for “San Diego plumber” shows the service area format. The map reflects the service area covered when you hover over each ad.

The other update is the inclusion of a “Google guaranteed” tag in each the ads. Spotted by The SEM Post, the verification tells consumers, “This pro is backed by the Google guarantee, which means they’re licensed, insured and pre-screened. Any job you book with them is guaranteed to be done right or your money back.” To participate in the Home Services Ads program, advertisers must go through a background check and verification process.

These ads are now set to dominate the above-the-fold real estate on both mobile and desktop results. In most cases, the organic local pack appears below the Home Services Ads block and one or two text ads.