Yesterday, Google announced a new form of ads on the Google Maps app. The new ads now show on the bottom for a keyword search for local places. The ad can be tapped on or swiped up to get more details about that advertiser. You can then click through or call or get directions to the business.
Google is not charging on the click through, they are charging on the get more details action of tapping or swiping up on the ad to see more details. This is charged at their CPC price, despite it not being a click through to the advertisers web site.
Here is how Google worded it:
Relevant ads on the Google Maps app can now appear at the bottom of the screen after a user performs a search. They include a title, ad text, and a link to get directions. Users can tap or swipe upward to see more information - this is a new click type known as “Get location details” and results in a standard CPC charge.
The click or swipe on the ad will get the location details of the business and the searcher will be able to see information such as the business’s address, phone number, photos, reviews and more. Then the user has the ability to click more and charge the advertiser more. Google makes sure to say what the "free actions" are, saving business information for later, sharing a business with a friend, or starting navigation. The paid additional actions include, that initial 'get location details' click, get directions, click-to-call and clicks on the ad headline. AdWords will only charge for up to two paid clicks per ad impression. Reporting for these paid clicks can be found by segmenting reports in your account by ‘click type.’
So touching is buying.
Forum discussion at Google+.