Google is testing a redesigned Local Service Ads layout that pairs larger ad images with a prominent highlight box underneath the listing, giving the format more visual weight in the search results. The change signals that Google is putting more resources behind Local Service Ads as the format migrates into the main Google Ads platform.
What the new design looks like
The test version of Local Service Ads enlarges the accompanying image and adds a visible highlight box beneath the main ad card. The effect is a noticeably larger ad footprint that stands out from the surrounding organic listings.
Google has explored larger images in Local Service Ads before. Earlier experiments used expandable image treatments, but the current test is a different layout, and it lands at a time when the company is investing heavily in the ad type.
Why the timing matters
The redesign is part of a broader shift of Local Service Ads into the Google Ads ecosystem, which changes how advertisers buy, manage, and measure these campaigns. Larger visuals and a highlight box fit that strategy by drawing more attention and giving the placement more presence on the search results page.
For local advertisers, this is worth watching because Google is serving Local Service Ads in more placements and giving them more on-screen real estate. Ad units that take up more space tend to change click behavior, and a wider visual footprint can pull attention away from organic results in the same view.
What local advertisers should watch
- Placement changes. If the unit expands into more SERP areas and shows up more often, expect shifts in cost per lead and in which queries trigger Local Service Ads versus standard Google Ads.
- Image assets. Larger images put the creative under more scrutiny. Photos of the business owner, real work samples, and recognizable branding will get more screen time than small thumbnails ever did.
- Measurement. As Local Service Ads continues its migration to Google Ads, reporting, bidding, and lead tracking will keep evolving. Watch the Google Ads interface, not just the search results, for changes to controls.
How to prepare
Local advertisers do not need to change anything today because this is a test, not a rollout. It is worth confirming that your Google Business Profile photos are current and high quality so that when a larger image asset starts showing, it represents the business well. It also helps to keep an eye on which queries are currently triggering your Local Service Ads versus traditional Search ads, since the migration will affect how spend is split between the two.
Local Service Ads already rank by proximity, reviews, and responsiveness rather than by bid, so the fundamentals stay the same even as the visual treatment changes around them. That means the path to better performance runs through the business profile and review generation, not through higher bids.
FAQ
What is changing in Google Local Service Ads?
Google is testing a larger image and a highlight box beneath Local Service Ads listings, which makes the ad units bigger and more visually prominent in the search results.
Is this a full rollout or just a test?
This is a test, not a confirmed rollout. Larger image experiments for Local Service Ads have appeared in past years as well, and those did not all become permanent designs.
Why is Google investing more in Local Service Ads?
Google is migrating Local Service Ads into the main Google Ads platform and is serving them in more placements. The larger visual treatment fits that broader push to make the format a bigger part of search advertising.
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This article summarizes reporting from seroundtable.com.