Comparison ads have been beta testing for a while in the UK on credit cards with the top ad being a Google link to a comparison page. This is sold on a CPL basis. Now, the comparison ad is encased in its own sponsored links box in top position but with the top 3 advertisers still appearing below it:
This is also providing more ads above the fold.
A US version even includes multiple-choice question functionality to provide a better landing page:
The comparison ads have an in-built option to select ‘buy a home’ or ‘refinance’ which is a useful question function to qualify which comparison page Google takes the user to.
Thanks to Search Engine Land for this find in the US on ‘mortgage rates’.