Google Gets into the Mortgage Comparison Business

Today, Google announced their test release of comparison ads.  Comparison ads lets users compare multiple, relevant offers more easily.

Here is how it works.

Lets take a look at the keyword ‘mortgage’.

If the user clicks on the ad, they will be taken to a page with more detailed sponsored results. Once the user finds an offer that matches their needs, they can call the offer or request a quote.

The advertisers would only pay if the user calls or requests a quote. This is very similar to Zillow Mortgage but Zillow Mortgage is free for mortgage brokers.

Google will most likely release this across many verticals where consumers want to compare various services.