Google is launching a new ad type that they have been testing for a while, comparison ads within the mortgage and refinance industry. You can actually see it in action, with real data atgoogle.com/comparisonads.
Here are some screen captures:
If you don't see it, that is normal because it is only available in "select U.S. states and is only available to a limited number of advertisers in the mortgage/refinance space." Also, advertisers pay on a cost per lead basis.
Forum discussion at Sphinn.