Webmasters who have auto insurance sites, generally get decent traffic, and reap in big rewards from the advertisers who often appear on their pages via Adwords. On Thursday, Google did something different, and created a Google Compare for Auto Insurance, and it looks interesting.

The new Google Compare for Auto Insurance went live on Thursday, and is only available for certain states. It’s only available in California to start, but it brings together the power of Google for helping people choose insurance, find agents, and learn about various insurance options.

Google Launches Gogle Compare For Auto Insurance In California

How It Works

The Google Compare for Auto Insurance takes 14 sponsored listings from insurers with rate quote information. Users can then look at the policy information, and even buy them online. They are able to also call the agent from their phones, and companies life MetLife and Mercury Insurance are the first to show it off.

The Google Compare for Auto Insurance is expected to launch beyond California, and will have additional features as it launches there. Features like ratings, reviews for agents, and insurance company/agent support will be added as well. It looks interesting and will take time to roll out nationwide.

NetLife and Mercury Insurance First On Board With Google Compare For Auto Insurance Pilot

How Google Makes It Work

In comments released on Thursday, Google explained that they will act as a lead generator for the service, and will not rank auto insurance carriers by the amounts they spend on ads. This type of service has been run in the UK for 3 years, and has been very successful for them there plus with UK users.

Google has a number of Compare websites for users, and this is added to the Flight, Advisors, Credit Cards, and other Compare engine sites they run. The auto insurance component is ready to roll out with 25 states according to Google, but they want to take it slowly, and listen to user feedback first.

Google Compare for Auto Insurance is an interesting tool. For consumers, it is great, but for webmasters it could take away from their traffic in this niche topic.