{"id":113561,"date":"2015-08-20T13:25:00","date_gmt":"2015-08-20T18:25:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/businesses-to-pay-in-google-local-search\/"},"modified":"2024-12-21T05:55:16","modified_gmt":"2024-12-21T10:55:16","slug":"businesses-to-pay-in-google-local-search","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/businesses-to-pay-in-google-local-search\/","title":{"rendered":"Businesses prepare to pay to play in Google local search"},"content":{"rendered":"<p>In a radical move to further monetise local search listings, Google has recently been seen testing a new hyper local ad unit featuring pre-qualified listings for plumbers and locksmiths. These units are part of a new beta program called \u2018home service ads\u2019, aimed at making it easier for individuals to connect with qualified home tradespeople in their area. It is further indication that the local pack is becoming more important than organic Google SERPs.<\/p>\n<p>To date, the ads have been spotted in beta testing in the San Francisco Bay area for locksmiths and plumbers only, but if the experience proves successful it is likely that home service ads will be rolled out across a variety of \u2018local specific\u2019 trades.<\/p>\n<h2><strong>So what do home service ads look like?<\/strong><\/h2>\n<p>Recently, Dr Pete Meyers of Moz tweeted the following:<\/p>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">New paid local entity in testing on Google last night (search for &#8220;plumbers&#8221;) &#8211; potential game-changer, IMO &#8212; <a href=\"http:\/\/t.co\/ehlLfs9MOw\">pic.twitter.com\/ehlLfs9MOw<\/a><\/p>\n<p>\u2014 Dr. Pete Meyers (@dr_pete) <a href=\"https:\/\/twitter.com\/dr_pete\/status\/626432924854804481\">July 29, 2015<\/a><\/p><\/blockquote>\n<p>The home services ads\u00a0appear in an ad block at the top of the page, promoting three listings\u00a0for professional service providers when\u00a0Google thinks a user is\u00a0trying to find a tradesman in their area. The ads include a photo of the professional, their location and phone number, along with any ratings, qualifications and service qualities and offers such as 24\/7 services and free callouts. Users can click the provider\u2019s profile for more information, and submit up to three requests\u00a0directly through the search ads. All tradesmen who appear in home service ads go through a screening process, and they can&#8217;t pay to be ranked higher in the ad units.<\/p>\n<h2><strong>How are service providers qualified?<\/strong><\/h2>\n<p>For the beta trial to prove successful, a crucial element will be users trusting that these providers are safe and reliable to use. <a href=\"https:\/\/support.google.com\/ads\/answer\/6230381\">According to Google<\/a>, it \u201crequires all locksmiths, plumbers, cleaning services, and handymen to undergo a series of screening procedures, including background, insurance, and license checks, interviews, online reputation checks, and mystery shopping.\u201d All businesses shown in home service ads must allow each of their in-home workers to undergo background checks by a third-party risk management and security company called Pinkerton Consulting and Investigations. Pinkerton also verifies the trade licenses identified by home service professionals during the background check process. Additionally, Google says, \u201cwe collect ratings and reviews from people who hired home service professionals through our home service ads, and use mystery shoppers\u2014customers who communicate and hire professionals on our behalf without mentioning any affiliation with Google\u2014to help us learn more about the customer experience.\u201d Professionals who get repeat negative reviews could find themselves suspended or kicked out of the program entirely.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a109e161804b'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a109e161804b');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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From what\u2019s been observed in beta testing to date, the home service ads appear to be replacing organic local SERPs, which seems a pretty radical way for Google to monetise its hyper local listings. Time will tell whether this ends up being the case. Currently there is little information available about how the process works for advertisers in terms of the ad auction, managing the ads, and so on. Google is likely to have more details on the program available soon, if the beta trial proves to be a success. What do you think of this new hyper local ad block? We would love to hear your thoughts and questions below&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a radical move to further monetise local search listings, Google has recently been seen testing a new hyper local ad unit featuring pre-qualified listings for plumbers and locksmiths. These units are part of a new beta program called \u2018home service ads\u2019, aimed at making it easier for individuals to connect with qualified home tradespeople [&hellip;]<\/p>\n","protected":false},"author":70,"featured_media":113562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[],"class_list":["post-113561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Businesses prepare to pay to play in Google local search | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/businesses-to-pay-in-google-local-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Businesses prepare to pay to play in Google local search | DAC\" \/>\n<meta property=\"og:description\" content=\"In a radical move to further monetise local search listings, Google has recently been seen testing a new hyper local ad unit featuring pre-qualified listings for plumbers and locksmiths. These units are part of a new beta program called \u2018home service ads\u2019, aimed at making it easier for individuals to connect with qualified home tradespeople [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/businesses-to-pay-in-google-local-search\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-20T18:25:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-21T10:55:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/BUSINESSES-PREPARE-TO-PAY-TO-PLAY-IN-GOOGLE-LOCAL-SEARCH.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta 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