Google is experimenting with a fresh way to showcase businesses that have more than one storefront. The new format lets advertisers bundle several locations into a single, swipe‑able carousel that appears right inside the search results. If the test goes live, users could scroll through nearby options without ever leaving the page, while marketers might see a boost in visibility for each of their sites.
What the Carousel Looks Like
In its current beta, the carousel replaces the traditional stack of location cards. Instead of a vertical list of separate listings, the ad shows a horizontal strip that users can slide left or right. Each slide contains the business name, address, phone number, a star rating, and a short snippet of the local description. The first card is highlighted, and a subtle arrow indicates that more options are available to the right.
How the Carousel Changes the User Experience
Searchers no longer have to click through to a dedicated local landing page to compare nearby options. The carousel keeps them on the search results page, giving instant visual context. Swiping is intuitive on mobile, and on desktop users can use the mouse or keyboard arrows. Because the carousel is part of the ad unit, it loads quickly and doesn’t require a separate page load, reducing friction for users who are ready to book or call.
Implications for Advertisers
For brands with multiple locations, the carousel offers a single, unified ad that can represent the entire chain. This can reduce the number of separate ad groups needed, simplifying management. At the same time, each location still gets its own slot within the carousel, so the ad can rank for a variety of local queries.
There are several potential benefits:
- Higher Ad Visibility – A single carousel can occupy the same ad space that previously held one location card, giving the brand a larger footprint.
- Improved Click‑Through Rates – Users who can see multiple options at a glance may be more inclined to click the one that best matches their intent.
- Better Local Relevance – The carousel can surface the nearest location automatically, helping users find the most convenient option.
However, the format also introduces new competition. If several businesses in the same area use the carousel, they will be vying for the
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