Google is piloting a new SERPs feature called “highly rated” for Local Services ads (LSA). The featured ads include a thumbnail image, reviews, opening hours, duration of service, local service areas, and a call button so that users can easily contact the business. If your business is recommended by Google and described as “highly rated,” it could boost consumer trust, giving them the confidence to get in contact and ultimately make a purchase. The new feature, which is still in testing, was first spotted by Anthony Higman, CEO of online advertising agency Adsquire. While some advertisers have observed this feature in certain verticals, Google has confirmed to Search Engine Land that it is currently an experiment.