Have you heard of Google’s Home Service ads (HSAs)? Google recently launched these new ads for certain types of home service providers at the top of the search engine results page (SERP). The ads were initially launched in select markets throughout California. They display a “Google guaranteed” label, featuring high-rated, local businesses that have been vetted and approved by Google.
Now, Google is rolling out the HSA program to four markets in other parts of the U.S.—Philadelphia, Atlanta, Phoenix, and Seattle. This means plumbers, HVAC technicians, electricians, locksmiths, and garage door service providers in these markets will be able to use the new ads to generate more jobs.
The program already became available in Philadelphia earlier this month, but only for plumbing services. The HSAs will become available for the other service types in Philadelphia in late July. Launches in Atlanta, Phoenix, and Seattle will also go live in late July.
HSAs Boosting Visibility & Credibility
Google’s HSAs offer home service businesses greater visibility in search results, making them impossible to miss right at the top of the page. They also help build credibility, as consumers see the “Google guaranteed” label and know the business has already met Google’s standards—and that they’ll receive a refund from Google if they aren’t happy with the business’ service.
Here’s what Google Home Service ads looks like on desktop.
Upon clicking on an ad, the consumer gets to learn more about the business, check out its online reviews, and reach out to the service provider with specifics about the job.
Businesses are ranked in the HSAs by location, as well as by online reviews (number of reviews and average star rating). That means the highest-rated businesses that are closest to the online searcher will be shown first. Another factor that can impact the ad’s ranking is the business’ responsiveness to customer inquiries or requests.
The advertiser pays every time they receive a quality lead – rather than every time someone clicks on their ad. And Google has systems in place for weeding out the bad leads, such as calls that get disconnected or requests for service outside the business’ service area.
How Does My Business Qualify?
Want to sign your business up for Google’s Home Service ads? Then now is the time to begin the verification process—if you want to get ahead of your competitors.
In order to get into the HSA program, your business must offer a qualified service in a qualified city and pass a comprehensive verification process. Google will check your business’ licensing and insurance policies, perform a background check on your employees, and verify that the company has high-quality online reviews. Once you’re approved, you can start running your ads!
The HSA program is so new that there are barely any marketing and advertising agencies that are authorized by Google to guide businesses through the process. Scorpion is one of the few agencies that can help! We’re a Google Premier Partner who can walk you through the verification process and help you get your ads set up. The process takes time, so don’t delay if Google’s HSAs are launching in your area.
About the Author
As Chief Marketing Officer at Scorpion, Corey Quinn works to ensure that the company is effectively connecting with businesses and educating them about how they can grow. Prior to joining Scorpion, Corey worked in various marketing leadership and business development roles at emerging businesses. Corey was drawn to Scorpion because the company shared his passion for working hard, reaching for the highest standard of performance, and always going above and beyond for the client.
Corey has an MBA from the University of Southern California Marshall School of Business, where he graduated on the Dean’s list for academic achievement. When he is not working, he enjoys spending time at the beach, traveling, reading, and being with his family and friends.