Recently, I’ve noticed Google experimenting with video ads in the local search pack. This marks a shift towards more captivating visual formats in location-based searches.
Driving the news. Anthony Higman spotted this change, observing Google’s move to incorporate ‘immersive map view videos’ into PPC ads connected to local results.
These video ads pop up within the local pack — the map-based listings that display businesses near me or users searching.
What’s new. Instead of just static listings or text-based ads, I may soon see video content from advertisers in local search results.
The feature seems linked to settings in Google Ads’ Location Manager and may be enabled through a pre-opted setting in the shared library.
This feature blends paid ads with Google Maps-style immersive experiences, offering a novel way to stand out and show off locations, products, or services more effectively than static listings.
Why we care. For businesses, this update presents significant opportunities to increase visibility and engagement in high-intent local searches. Video ads could greatly enhance how prospective customers engage with local offerings.
Yes, but. Right now, it seems the feature is in early testing phases, and its performance versus traditional local ads remains unclear.
There’s also some concern around the creative requirements, as video production can add an extra layer of complexity for advertisers.
The bottom line. Google’s move to integrate video into local search indicates an intent to make ads more engaging, offering businesses new tools to capture attention.
First spotted. This update initially caught Anthony Higman’s eye, who shared details about the new local listing ad type on LinkedIn.
Inspired by this post on Search Engine Land.
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