Google Home Service Ads
Google home service ads allow local service providers such as plumbers, locksmiths, house cleaners and other professionals to promote their services in a format similar to Google's local pack on the SERP. When people search for those services, the ads of the service professionals from that area appear at the top of the Google search results page.
According to Google, the factors that affect the ranking of home service ads include the proximity to potential customers' locations, the business' review score, the number of review scores the business received, responsiveness to consumer inquiries and requests, business hours, and whether or not Google received serious or repeated complaints about the business. Next to each home service ad a green shield with a checkmark appears along with the words "Google guaranteed."
Google prescreens the local service providers and those that meet certain requirements are eligible to run home service ads and the services provided are covered by a limited Google guarantee if the services are determined to have been below standard.
Google's guide to getting started with Local Services ads