The PPC Hero blog discovered a new beta by Google AdWords named contact form extensions. It basically lets AdWords advertisers have the chance to show a lead capture form in the Google ads shown in the search results. Here is a picture, because a picture will explain this in a second:
As you can see, the ad has a plus box, clicking it, opens a lead capture form.
The interesting parts are that:
(1) Google is charging the maximum cost-per-click on each lead captured. So they are charging a CPC based price for a CPA-like lead.
(2) Google is handling the leads much like any lead management company. They make you go through them to contact the lead. In short, Google gives you a lead ID number, you call the Google 800 number and enter the lead ID number into the Google prompt. Then Google connects you to that lead.
PPC Hero has a lot more detail on how this all works. So check it out at PPCHero.com.
Forum discussion at Sphinn.