Justifications
A listing showing "Their reviews mention emergency drain cleaning" is doing more selling than the business name above it. The searcher gets confirmation, in another customer's words, that this business does exactly the thing they typed.
You can't write justifications, but you can supply the raw material. Services listed explicitly on the profile can trigger a services justification. Review text mentioning the specific job triggers a review justification. Posts and website content can trigger their own.
The practical move is to make sure the language customers search is present, naturally, in your services list and in your review text — which mostly means asking customers to mention what you did for them.
Justifications are free conversion copy inside the map pack, and they're driven by fields most profiles leave blank.
Common questions
Can I control what justification Google shows?
Not directly. You influence it by filling in the services list, keeping posts current, and encouraging customers to describe the specific job in their reviews.
Why does my competitor have a justification and I don't?
Usually because their profile or review text contains the searched phrase and yours doesn't. It's most often an empty services list.
Related terms
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