google-logo-feature-1030x686There is a new test that Google is performing for a smaller format for Home Services Ads (HSA).

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.



HSA first launched in July in the San Francisco and Silicon Valley areas.  For the time being, the feature is currently open to locksmiths, plumbers, house cleaners and handymen via AdWords Express.

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