That's been around for a year or so. 1st as a test, then they made it official.
<a href="http://www.localsearchforum.com/google-adwords-other-paid-local-ads/36294-official-launch-google-home-service-ads-some-observations.html">Official Launch: Google Home Service Ads - Some Observations</a>
Also before that one:
<a href="http://www.localsearchforum.com/google-adwords-other-paid-local-ads/35166-google-testing-new-paid-home-services-local-pack.html">Google Testing New Paid Home Services Local Pack</a>
In case you missed, there are also now the "nearby businesses" ads and coming soon an ad right in the 3 pack.
New advertising option:
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