This slideshow introduces one of Google's newest features in search: Home Service Ads. Currently testing in the San Francisco Bay Area, these ads are expected to roll out on a larger scale somewhat soon. Want to know how they work or how Google will qualify eligible home service providers? The answers are within!

1. Introducing Home Service Ads
August 2015
2015 Upword Search Marketing
Confidential

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Confidential
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Background
Home service ads are designed with
the intention of boosting the presence
of local small business owners in the
SERPs. Google’s implementation of
this feature will allow them to stay
competitive with services like Angie’s
List and Yelp. Currently, Google’s
home service ads are only being
tested in the San Francisco Bay area
before being rolled out on a larger
scale.

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How Will They Work?
Much like the standard
local 3 pack, three
advertisements for local
home service providers will
be grouped together in a
box at the top of the
SERPs. Ads will include a
photo of the professional,
their location, phone
number, average star
rating, and callout ad
extensions which detail
qualifications, special
offers, service qualities,
etc. Searchers will be able
to click on individual
profiles to get more
information.

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Conversions
Upon clicking a home service ad, a user
will get a closer look at the advertiser’s
profile. This includes information about
available services, qualifications, hours of
operation, contact information, and
reviews.
If all of this is satisfactory, a user can then
click the “Send request” button and fill out
a contact form in order to request work
from the advertised business.

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Qualifying
Professionals
Google is utilizing 3rd party services in
order to ensure that each home
service professional passes a
background check. Additionally,
professionals must be licensed,
insured, and have a strong track
record for quality service (as
measured by customer reviews and
mystery shoppers). If a home service
provider is found to be unlicensed, a
user will be contacted saying that the
business is only qualified to perform
services costing less than $500.

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Getting Started
As of now, it appears that these home
service ads are going to be paid,
sponsored opportunities. We will not
know for sure until this feature rolls out
on a larger scale. It is looking like
Google will be replacing unpaid Google
My Business listings with these home
service ads. If this is the case, it is
another instance of Google diminishing
the presence of Google+ pages in
search.

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Monitoring Quality
Businesses will be expected to maintain a
high standard of service for customers, and
if they receive enough negative reviews,
they may be booted from the home
services program.

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Reviews, Payment, &
More All details regarding payment,
appointment times, etc. will be
handled solely between the
customer and the business. Google
will not get involved unless a
business declines to take a job— at
that point, Google will email the
customer within a business day with
information about why the company
declined. Upon completion of a job,
Google will reach out to the user to
rate and review the business.
Reviews can be published
anonymously, if desired, but will still
contain the approximate time of the
service performed, what type of
service was performed, and the city
in which the service was performed.

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Summary
• Home service ads are designed to increase the presence of small local businesses
on Google SERPs
• All professionals who wish to advertise via home service ads are required to be
licensed, insured, and possess a good track record of service
• Home service ads are likely to be paid opportunities
• Google will not interfere in transactions between customers and businesses
Sources:
http://searchengineland.com/locals-take-googles-home-service-ads-226702
http://www.huffingtonpost.com/eric-e-rock-christopher/testing_13_b_7773704.html
http://marketingland.com/google-enters-home-services-market-with-new-ads-test-
137108
http://searchengineland.com/google-home-services-ads-plumbers-locksmiths-san-
francisco-beta-226469
http://blumenthals.com/blog/2015/07/29/google-testing-home-services-marketplace-
snak-paks/