Google Voice Integrated in Goog Comparison Ads

Over at Search Engine Land Danny Sullivan wrote about the new Google Comparison Ads. Sold on a cost-per-lead (CPL) basis (initially just Mortgages). The Comparison Ads (a typical format in lead generation) enable consumers to fill out a form and the lead is delivered to multiple vendors. However, Google is not giving the vendor, in this case the mortgage broker, the consumer's phone number (to abuse) but rather Google is provisioning a Google Voice *Virtual* number so that Goog can intermediate the call between the broker and consumer. This is a great feature for the consumer and sure to drive innovation in lead generation.

Here's the quote from Danny's article and the post:

Ads are sold on a cost-per-lead basis. When someone clicks to receive a quote, the advertiser is forwarded the information and billed. The advertiser also receives no personal information about the person. In fact, they don’t even get the person’s real phone number. Google provides a temporary bridging number that connects the advertiser to the customer. After that, it’s up to the customer to provide their own “real” number if they want follow-up, Fox said. more...