Back in April, I wrote about Apple’s plans to bring advertising to Apple Maps and what that could mean for local businesses.

Since then, Apple has released its official advertising policy, and it answered one of the biggest questions many of my clients have been asking.

The Big News

Apple has confirmed that home service businesses will not be allowed to advertise on Apple Maps when the platform launches. According to Apple’s published advertising policies, prohibited categories include:

  • Plumbing
  • Electrical
  • HVAC
  • Pest Control
  • Roofing
  • Locksmiths
  • General Contractors

…and other home service businesses.

Why Would Apple Do This?

Google has spent years building verification systems for Local Services Ads because home services are one of the highest-risk categories for fraud and misleading advertising. Apple probably doesn’t want unlicensed people using ads to sell services that they aren’t licensed to perform.

Rather than launching with complex verification requirements, Apple appears to be taking a more careful approach by initially limiting Maps Ads to businesses with physical storefronts that customers visit.

That doesn’t necessarily mean home service businesses will never be allowed to advertise; it just means they won’t be part of the initial rollout.

What This Means Home Service Businesses

If you’re like most of my clients, this means there isn’t anything you need to do right now.

We’ll continue focusing on the channels that are already producing results, including Google Search, Local Services Ads, Google Business Profile optimization, and organic local SEO.

The bigger takeaway is that Apple Maps Ads are clearly moving closer to launch. Apple has now published its advertising policies, detailed how ads will appear, and identified who can (and can’t) participate.

I’ll continue following these developments closely. If and when Apple expands eligibility to include home service businesses, you’ll hear about it from me first.

In the meantime, if your business is one that Apple allows in its initial rollout, Apple Maps Ads may become another opportunity to increase your visibility as the platform rolls out across the U.S. and Canada later this year.

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