With Google’s latest announcement about “AdWords Comparison Ads”, it’s beginning to look like Google is taking a step away from just providing listings, to instead qualifying potential customers and providing leads.

AdWords Comparison Ads, which is currently limited to just a couple financial services, will let searchers compare multiple offers for similar services, potentially based on specific qualifications or needs of the searchers.

In the ad creative, the services provider can ask qualifying questions in a radio button format, such as whether the searcher is looking to refinance an existing mortgage or take out a new mortgage.

When a user interacts with this, they might be taken to another page similar to the one below:

Google will also use a form of call tracking so that the advertiser will be charged if the user either clicks further to the site or calls from the Google page.

It will be interesting to see how the conversion rates play out under this format. In some ways, this could do away with landing pages in areas where conversions rate prove to be high.

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