New Google beta test for limited advertisers in the US – an expandable plus box with a call-me-back form:
It seems that Google is handling all of the data captured and the advertiser must go through Google in order to contact the lead.
The contact form only appears in top position and Google allows up to 3 custom questions that could be displayed in the form. Apparently the lead is paid for on a CPC basis, despite being a CPA situation.
Negatives appear to be that the user may not click through to the website therefore missing out on an info on the landing page/important terms and conditions that cannot be displayed in the ad copy – may be an issue in financial regulated industries that may need to have certain terms displayed before the user can convert. Finally, applying for the call back and moving on to the next ad may mean the user converts elsewhere too and ultimately Google gets more clicks from each search – one CPC payment from the lead and another from another click as the user clicks through to competitors.