Google is rolling out enhanced Local Services Ads (LSAs) for Home Listings across all 50 U.S. states, giving homebuyers more property information directly within ads and creating new lead opportunities for real estate agents.
Homebuyers increasingly begin their search on Google, and the expanded ad format is designed to connect them with local agents earlier in the buying journey.
What’s new. The updated LSA experience now includes property details within the ad itself, including pricing, photos and key home features.
The experience is powered through a partnership with HouseCanary, whose property data platform supplies listing information shown in the ads.
Why we care. Google is moving further down the purchase funnel, allowing real estate advertisers to showcase actual listings — complete with photos, pricing and property details — directly within Local Services Ads. That means buyers can evaluate homes and contact agents without leaving Search, potentially increasing lead quality and conversion rates.
How it works. Buyers searching for homes can contact agents directly from the ad by calling, messaging or booking an appointment.
Who benefits. Existing LSA advertisers will automatically be included in the new experience. Real estate professionals not currently using Local Services Ads can sign up to begin receiving leads, while portal partners can enroll agents through Google’s managed partner program.
The bottom line. Google is betting that richer listing information combined with direct agent connections will make Search a more useful starting point for homebuyers — and a valuable source of high-intent leads for agents.
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