Google is taking its real estate listing pilot program nationwide, according to an announcement on Thursday. 

In a blog post, Google said it is rolling out enhanced Local Services Ads (LSAs) for home listings across all 50 U.S. states following a limited pilot program. The company said this expands a paid lead-generation option for real estate agents who advertise on Google. In order to use LSAs, Google said a business must have a physical location asset linked to their advertising campaign. 

These advertisements showcase property information — including price, photos and core home features — directly within LSAs, according to a company announcement. The listing data is powered by HouseCanary’s ComeHome.com platform. Through the listings, consumers have access to links to request a tour of a property or contact a buyer’s agent.

When consumers search for homes on Google, the updated LSAs are designed to connect them with local real estate agents at the moment they begin their search. From the ad unit, buyers can call, message or book an appointment with an agent.

“Our goal is to deliver a helpful real estate experience by acting as a supporting bridge,” the blog post stated.

Existing LSA agents will automatically appear in the enhanced home listing experience. New agents can enroll in Local Services Ads directly, while portal partners can onboard their agents through the LSA managed partner program, Google said.

Google began testing this advertising program that embeds for-sale home listings directly into mobile search results back in December 2025 before appearing to pull these listings in early January. In mid-May, however, the listings reappeared in search results in many of the original test markets, including Miami, New York, Cleveland, Chicago, Austin, San Francisco and Los Angeles.  

As real estate listing portals, including Zillow, Redfin and Realtor.com, have begun launching application integrations within LLMs like OpenAI’s ChatGPT, many in the housing industry have questioned if this usage falls within MLS data usage and IDX feed rules. In turn, this has opened a discussion surrounding both the modernization of MLS rules and listing data control.

This article was written by Brooklee Han and generated with the assistance of HousingWire Automation, then reviewed by a HousingWire editor before publication.

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