Oct 10
19
In October of 2009, Google launched their new Comparison Ads product specifically for mortgage advertisers, which allowed them to compare their mortgage products side by side with various lenders. Sold to advertisers on a cost-per-lead basis, Comparison Ads were Google’s long anticipated foray into the lead generation business. After clicking to receive a quote from a lender, Google forwards the lead, then bills the advertiser for it. The advertiser, however, never receives any personally identifiable information from the lead prospect (e.g., address or telephone number). Instead, Google provides a “bridging number” that connects the advertiser right to the customer. Starting in limited markets for a select few advertisers, Google has been steadily building out Comparison Ads, with the recent launch of an additional Comparison Ads product aimed at the credit card market.
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How Google Is Screwing Its Own Advertisers with Comparison Ads