Rather than featuring a number of providers and links to more results, this new version asks users to enter their zip code the the type of job they need completed before they’re shown the list of service providers available for that sort of work in the area.
The initial ad format for HSAs showed individual service providers and took up quite a lot of real estate.
The new version being tested was reported by Mike Blumenthal, and is an interesting departure from the original version. The newer version could provide better-qualified leads, as well as improve the UX by filtering a user’s choices up front.
The new HSA format takes users off the SERP to a separate page of listings.