A WebmasterWorld thread reports Google UK is testing a new form of Google comparison ads for car insurance quotes. You can see it yourself by going to Google UK and searching for [car insurance].

Here is a screen shot:

Now, when you click on it, Google either asks you for your registration number or the make/model/year and type of the car you drive:

Of course, SEOs and webmasters who are in that business feel Google is bypassing them and their quality sites to provide a lead service themselves. This is nothing new, we’ve seen these complaints for years and webmasters have every right to be upset.

If you are upset, join the forums.

Forum discussion at WebmasterWorld.