Google announced a new ad format (H/T Dave Oremland/Professional Bartending School) predicated on location extensions that will now show “three or four different businesses for location-related searches like ‘nearby auto repair.'” Previously Google has shown multiple locations for the same business on an ad but this gives more businesses a shot at the critical top of page (above the fold on mobile) space.
Google noted that searches on the phrase “near me” have doubled over the past year and 80% of those types of searches are done on mobile. This ad type is a direct response to that trend and they will feature click-to-call and directions in a clear call to action. As a reminder current mobile search results for most businesses onlu provides click to call option in the result and to get driving directions one must click through the result. In local results in the recreation, travel and food categories even that option is not visible without clicking in. One more example in a long line of what was once free is now a paid option.