Google is testing a new design for Local Services Ads (LSAs) that could give local businesses more space and visibility in search results. The test makes LSA listings appear larger than before, with bigger images and an additional highlighted information section
Local Services Ads are designed for businesses that provide services in specific areas, such as roofing, plumbing, HVAC, electrical work, cleaning, and other local services. Because these ads can appear prominently when people search for nearby services, even a small design change can affect how users interact with them
What Is Changing in Local Services Ads
The current test appears to make individual Local Services Ads more visually noticeable. Instead of showing a relatively compact listing, Google is experimenting with larger images and a more prominent highlight area below the main business information.
This gives potential customers more information before they decide whether to contact a business
The change was spotted by Adsquire founder Anthony Higman, who shared an example of the new format. Search Engine Land reported the test on September 25, 2026.
The larger format is still being tested, so it does not mean that every business will immediately see the new design.
Why the Bigger Format Matters
Local Services Ads already receive a prominent position for many local searches. Making them larger could make these listings even easier to notice.
For example, someone searching for a roofing company may see several businesses competing for attention. A listing with a larger business image and additional information can provide more details at a glance.
This can be particularly important for service businesses where customers often want to compare businesses quickly before making a call or sending an inquiry.
However, more space does not automatically mean more customers. The information shown in the listing still needs to be useful, accurate, and relevant to what the customer is searching for.
Images Could Become More Important
One noticeable part of the test is the increased use of images
For local businesses, photographs can help customers understand what type of company they are dealing with. A roofing company, for example, may use images that show completed roofing projects, while a home cleaning company could showcase its services.
With a larger advertisement format, these images may receive more attention from searchers.
This means businesses using Local Services Ads should pay attention to the quality and relevance of the images connected with their profiles.
More Information Before the Click
Another part of the test is a more noticeable highlighted section beneath the main listing.
The purpose of this area appears to be giving searchers additional information about the business without requiring them to visit another page first.
This could make information such as services, business details, or other useful highlights easier to notice.
For local businesses, keeping their Google business information accurate becomes increasingly important when more details are displayed directly in search results.
What This Could Mean for Local Businesses
The larger LSA design could change how businesses compete for attention in local search.
Companies that already depend on Local Services Ads may want to review how their profiles appear to potential customers. Business information, service categories, photos, reviews, and other profile details can all influence what a customer sees when interacting with a local listing.
At the same time, businesses should remember that this is currently a Google test. There is no confirmation that the larger format will become the permanent design for all Local Services Ads. Search Engine Land also noted that the test does not indicate a change to the Search and Maps positions where migrated LSAs are eligible to appear.
Local Search Is Becoming More Visual
Google has continued to experiment with how businesses and advertisements appear in search. The LSA test is another example of Google giving users more information directly within the search experience.
For local service providers, this makes maintaining a complete and professional online presence increasingly important.
A business should make sure its service information is up to date, its images represent its actual work, and its customer-facing information is accurate. These details can help people understand the business before they make contact.
Final Thoughts
Google’s larger Local Services Ads test could give local businesses more visual space in search results. Bigger images and additional highlighted information may help customers learn more about a business before contacting it.
For now, the change remains a test, so businesses should not assume that the new design will become permanent. Still, it is worth watching because Local Services Ads are an important part of Google’s local advertising experience.
As Google continues testing new search layouts, local businesses should keep their profiles, services, images, and other customer-facing information updated so they are prepared for changes in how their ads are displayed.
