The Google Lat Long Blog announced a limited test they are running where they are showing sponsored ads in the form of hotel listing prices. So if you search Google Maps for hotels in an area, Google may list the prices for the hotels, which is pulled or pushed from advertisers.
Here is a screen capture:
Now, Google promises the ranking of the listings is not based on there being a price or an advertiser. Google said, "you can click on the price to see a list of advertisers who have provided pricing information for that hotel, indicated by the "Sponsored" text, and click through to reserve a room on the advertiser's site."
Some webmasters and advertisers are a bit skeptical over this feature. Of course, Google is just testing it now, so who knows if it is here to stay.
Forum discussion at WebmasterWorld.