Google Home Services Ads roll out on mobile

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 now appear to be prevalent across the California markets in which the program is active.

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


Click to enlarge.

Because the businesses typically cover the entire metro area, the maps are identical in most of the ads. An exception, shown in the screenshot on the right below is somewhat confusing. The same area is covered by both advertisers is just slightly different, but it’s not clear what the variations 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 that 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.


Standard format featuring pictures of the service providers.



Service area format being tested.

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.

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