In short, this is an ad unit that connects home-service providers to searchers. Such as plumbers, electricians, etc, will get lead forms from Google. Dr. Pete was the first to see this live in the results.
Ginny Marvin at Search Engine Land an hour ago posted a very comprehensive review of it, as she was able to get more data from Google and was able to replicate it herself.
I cannot see it myself but here are screen shots from Ginny's post:
The Individual Listing:
The Lead Form:
There is a comprehensive FAQs over here from Google. I am sure it will change over time but it covers:
- About home service ads
- Sending home service requests
- Reviews and ratings for home service professionals
- How businesses qualify for home service ads
The Sending home service requests is incredibly interesting and works a lot like these lead generation systems.
There is a lot of confusion, excitement, dissatisfaction, and distrust in the community about this new platform.