What It Means for Local Businesses, Advertisers, and the Future of Google’s Pay-Per-Lead Model
Google is once again experimenting with the user experience inside its Local Service Ads (LSA) platform — this time by testing the removal of the “More Results” button that typically appears beneath the top three LSA listings. This small-sounding change could have big implications for how visibility, competition, and lead generation work within the LSA ecosystem.
If your business relies on Local Service Ads to capture local leads, this test matters. It could shift how users discover providers, who gets exposure, and how ad budgets perform. In this article, we’ll break down what this test means, why Google might be doing it, and what strategies smart advertisers should adopt to stay ahead.
What’s Changing: The “More Results” Button Test
Traditionally, Local Service Ads appear at the very top of Google’s search results when users look for service-based businesses like plumbers, electricians, roofers, lawyers, HVAC technicians, and other verified local providers.
These ads show three listings by default, with a “More results” button that lets users open an extended list of service providers.
The test now in progress removes that button entirely for some users. Instead of a tappable expansion panel that displays additional businesses, users see only the initial three LSAs — and must scroll further down to find organic results or other ad formats.
In other words:
Fewer ads get visible exposure in the prime, above-the-fold area.
Click opportunities decrease for businesses outside the top three.
Competition for those top three spots intensifies.
This test appears to be limited and may not yet affect all markets or industries, but early reports show it could significantly reshape LSA visibility.
Why Google Might Be Testing This Change
Whenever Google experiments with search layout changes, it’s usually driven by data. The decision to test removing “More Results” likely ties to a mix of user-experience goals, monetization optimization, and evolving search behaviours.
Here are the most likely reasons behind this move:
1. Improving user experience and reducing friction
Google’s goal is always to help users find the right business as quickly as possible. The company may have observed that most clicks already go to the first three LSAs — meaning the “More Results” button adds extra friction without delivering meaningful user benefit.
2. Encouraging stronger competition and ad quality
By reducing the number of available visible listings, Google forces advertisers to improve their performance, reviews, responsiveness, and verification quality to earn one of the top positions.
Fewer visible spots may raise the overall quality bar for businesses participating in the LSA program.
3. Testing engagement vs. scroll behaviour
Google frequently runs A/B tests to measure how users interact with different SERP designs. By removing the expansion option, Google can compare whether users are more likely to click one of the top ads, scroll to organic listings, or refine their search.
4. Increasing monetization potential
A smaller, more competitive LSA layout could drive higher bid competition for top-tier visibility — potentially increasing average cost-per-lead (CPL) and boosting Google’s ad revenue per query. For Google, fewer available impressions can create artificial scarcity, encouraging higher bids.
5. Alignment with mobile-first design
On mobile devices, where most LSA traffic originates, interface simplicity matters. Fewer buttons and shorter scroll paths improve load time and usability. Removing “More Results” could be part of a broader simplification of the LSA mobile interface.
How This Impacts Local Businesses and Agencies
The implications of this test are far-reaching. Here’s how it affects visibility, lead generation, and competition inside Google’s local ad ecosystem.
1. Only the top three providers win prime exposure
If Google permanently removes the expansion panel, only the top three LSAs will benefit from prime real estate. For small and mid-tier advertisers, this raises the stakes dramatically — visibility could drop overnight if your business doesn’t make the top tier.
2. Lower listings may lose impressions and leads
Businesses ranking fourth and beyond could experience a major drop in call volume, message inquiries, and booked leads. Without the “More Results” option, they may lose visibility even if they maintain strong reviews and budgets.
3. Brand strength becomes even more valuable
With fewer listings visible, brand recognition and trust signals (ratings, reviews, response rate, Google Guarantee badge) will matter more than ever. Users are more likely to choose from the three they see immediately — meaning those businesses must stand out at a glance.
4. Budget competition likely intensifies
Limited inventory drives competition. As advertisers fight to remain visible, cost-per-lead could increase. Businesses may need to raise bids or improve lead quality metrics to stay in top placement.
5. Organic listings might get partial rebound traffic
Some users may scroll further to find more options if the “More Results” button disappears. This could slightly benefit organic local pack and map results, though the impact will vary by search intent.
6. Local SEO and LSA performance will become more intertwined
If fewer LSAs appear, businesses can’t rely solely on ads for lead generation. The importance of a hybrid strategy — combining Local Service Ads, Google Business Profile optimization, and organic SEO — grows even stronger.
How Local Service Ads Work (and Why This Matters Now)
To understand the weight of this test, let’s recap how LSAs function.
Pay-Per-Lead Model
Unlike Google Ads, where advertisers pay per click, Local Service Ads use a pay-per-lead model. You pay only when a potential customer contacts you through the ad — by call, message, or booking request.
Ranking Factors in LSAs
Google determines which LSAs appear based on:
Proximity (location relevance to the searcher)
Review score and quantity
Response rate and reliability
Business hours and availability
Budget and bidding
Verification status (Google Guarantee or Google Screened)
With the “More Results” button gone, ranking signals will have to be more precise — only the top three will see meaningful impressions.
Google’s Broader Trend: Simplifying Results Pages
This test fits a broader trend across Google Search in 2025: simplified interfaces, fewer clicks, and AI-assisted discovery.
1. Fewer on-page distractions
From product results to hotel listings to AI Overviews, Google is trying to streamline user flow. Removing unnecessary interactions like “More Results” aligns with a minimalist UX philosophy.
2. AI-driven recommendations are rising
As Google increasingly integrates AI and predictive ranking, its systems will likely decide which providers users are “most likely” to choose — further limiting manual exploration. For LSAs, that means algorithmic quality scores could play a larger role.
3. Focus on verified trust
The Local Service Ads program’s hallmark is trust: verified providers with background checks, licenses, and reviews. Google’s push to surface only the most credible businesses matches its long-term effort to eliminate spam and low-quality results.
How to Prepare: Strategies to Stay Competitive if “More Results” Disappears
If Google rolls this change out broadly, businesses must adapt quickly. Here’s how to protect — and even strengthen — your LSA performance in a more competitive environment.
1. Maximize your review volume and average rating
Reviews are one of the strongest ranking signals for LSAs. Aim for consistent, authentic customer reviews — especially with the Google Guarantee or Screened badge visible.
Encourage customers to leave reviews immediately after service, and respond promptly to all feedback.
2. Improve response rate and lead quality
Google rewards businesses that quickly respond to leads and maintain high satisfaction rates. Keep your LSA inbox monitored, set up SMS notifications, and follow up with all leads to maintain strong responsiveness metrics.
3. Raise your budget strategically
If your business is dropping out of the top three, experiment with incremental budget increases. But rather than blindly raising bids, monitor cost-per-lead and ROI carefully. Sometimes small bid increases can re-enter your business into the top tier.
4. Optimize your LSA profile completely
Ensure your profile includes:
Accurate service areas
Correct business hours
High-quality headshots or logos
Verified licenses and insurance
Strong business bio and call-to-action
All service categories relevant to your niche
A complete, trustworthy profile signals quality to both users and Google’s algorithm.
5. Double down on Google Business Profile optimization
If LSA exposure tightens, your Google Business Profile becomes even more vital. Optimize it for visibility in both the Local Map Pack and organic local results:
Add fresh photos and updates weekly
Post promotional offers or service updates
Keep NAP (Name, Address, Phone) consistent across platforms
Build local backlinks and citations
6. Use call tracking and conversion data
Track every lead source using call tracking software or CRM integrations. This helps you identify whether your LSAs, organic listings, or traditional Google Ads are generating the most qualified leads.
7. Monitor impression share
Regularly check impression share data in your LSA dashboard. If your exposure suddenly drops, it could indicate you’re being impacted by the “More Results” removal test or ranking downgrades.
8. Maintain high trust and compliance
Google’s verification policies are tightening. Keep your licenses, insurance, and background checks up to date to avoid suspension or ranking drops. Verified trust signals often make the difference between ranking third and falling out of view entirely.
Potential Upside: A More Streamlined, Fair Ecosystem?
While most marketers will focus on the risks, this change may also offer potential benefits — especially for top-performing businesses.
1. Higher-quality leads
If only the top three LSAs appear, users who click are more likely to be serious prospects. This could improve lead-to-close ratios and reduce wasted inquiries.
2. Simpler competitive landscape
With fewer visible competitors, users may spend less time comparing prices and more time contacting one or two trusted providers. Businesses with strong reputations stand to benefit most.
3. Potential algorithmic fairness
Google might use this as an opportunity to refine ranking signals, giving more consistent visibility to providers who maintain strong performance metrics instead of rotating randomly among verified businesses.
What This Means for Agencies and Multi-Location Brands
Agencies managing multiple clients — or brands with multiple locations — will need to adapt their reporting, bidding, and client education practices.
Re-evaluate client expectations: Clients used to seeing their ad visible after clicking “More Results” may no longer find it there. Communicate early that visibility could decline if the change becomes permanent.
Adjust lead forecasts: Expect lower impression and click volume, especially for accounts ranked below the top three.
Emphasize conversion optimization: With fewer impressions available, focus on maximizing conversion rates from existing leads.
Centralize review management: Streamline your process for gathering and responding to reviews across all client locations to maintain strong performance scores.
Diversify channel strategy: Invest in Google Ads (search and Performance Max), SEO, social media ads, and local partnerships to balance LSA volatility.
The Future of Local Service Ads: What’s Next?
This test highlights how Google is continuously refining its local monetization strategy. Several trends may define the next generation of LSAs:
1. Dynamic AI-assisted recommendations
As Google integrates AI across its ecosystem, future LSA placements may depend on predictive engagement — AI determining which provider a user is most likely to choose based on behaviour patterns and context.
2. More personalization in results
Expect LSAs to become more user-specific, factoring in previous interactions, proximity, and even price preferences. The “top three” may not be identical for every user — they could rotate based on AI prediction models.
3. Integration with Google Business Messages
As Google unifies its messaging systems, LSA leads may increasingly shift to in-platform messaging or bookings rather than direct calls. That could change lead tracking and conversion attribution models.
4. Evolving verification and spam prevention
Google continues to battle fake listings and low-quality advertisers. Tightening verification standards will likely continue, further elevating trustworthy businesses.
5. Shift toward local performance scoring
Expect Google to expand visibility of “performance insights” for LSAs — allowing businesses to compare their profile completeness, responsiveness, and satisfaction ratings against competitors.
Frequently Asked Questions
Q: What is Google testing with Local Service Ads?
A: Google is testing the removal of the “More Results” button that typically allows users to see additional Local Service Ads. This test limits visibility to the top three LSAs.
Q: Why would Google remove the “More Results” button?
A: The likely goals are to simplify the user experience, reduce friction, emphasize quality over quantity, and test how users interact with fewer available ad listings.
Q: How will this affect local businesses?
A: Businesses outside the top three positions could lose impressions and leads, while those in the top three may see stronger results but face increased competition.
Q: What can businesses do to stay visible?
A: Improve review scores, responsiveness, and verification status. Increase budgets strategically, optimize profiles, and maintain trust credentials to maximize ranking chances.
Q: Will this change be permanent?
A: It’s still an experimental test. Google often runs design experiments before broader rollouts, so the long-term impact will depend on performance data and user feedback.
Final Thoughts: Small Button, Big Consequences
At first glance, removing a “More Results” button might seem minor — but in local advertising, every pixel of visibility matters. For local service providers, this experiment signals that Google is doubling down on efficiency, user trust, and profitability in its pay-per-lead ecosystem.
If you’re managing Local Service Ads, now is the time to:
Audit your LSA rankings and performance.
Double down on reviews, responsiveness, and verification.
Strengthen your Google Business Profile and organic local SEO.
Diversify lead sources beyond Google’s ad inventory.
The businesses that adapt fastest will continue to thrive even as Google reshapes the local advertising landscape — one “button” at a time.