What Happened
Google is testing video ads within local search results — a move that could fundamentally change how businesses appear in the local pack and Maps.
The test integrates video content directly into local business listings, replacing or supplementing the static images and text that currently dominate the local pack. When a user searches for a nearby business — a restaurant, a dental clinic, an auto shop — they may now see a short video playing inline, showcasing the business before they ever click through.
This isn't a minor UI tweak. The local pack is where 40%+ of local searches end. Adding video to that space means businesses with compelling visual content get a massive attention advantage over competitors still relying on static photos.
The test is currently limited to a small percentage of searches, and Google hasn't announced a timeline for broader rollout. But the direction is clear: Google wants local search to feel more like a discovery experience and less like a directory listing.
Key Takeaways
- Google is testing video ads directly in local search results and the local pack — the highest-visibility real estate for local businesses.
- Video content in local listings could dramatically increase click-through rates and engagement compared to static images.
- Businesses without video assets will be at a visible disadvantage once this rolls out broadly.
- This aligns with Google's broader push toward visual, AI-enhanced search experiences across all surfaces.
The ONmetrics Take
Local search just got more competitive — and video is the new table stakes.
1. Start shooting now — You don't need a production budget. A 30-second walkthrough of your space, a quick service demo, or customer testimonials filmed on a phone will outperform no video every time. 2. GBP is still your homepage — Google Business Profile remains the #1 local ranking factor. Video ads in the local pack amplify what's already there. If your profile is thin, video won't save you. 3. Reviews + video = dominance — Businesses that combine strong review profiles with video content will own the local pack. Neither alone is enough anymore.
The bottom line: For London, Ontario businesses — restaurants, clinics, trades, retailers — this test signals that local search is becoming a visual medium. The businesses that move first on video content won't just look better in search results. They'll capture the clicks that their competitors are currently getting for free. We're already building video into local SEO strategies for clients. If you're not planning for this, you're planning to fall behind.