Google ads compare mortgage rates

Pricing engines allow consumers to see interest rates, fees

A new advertising service from Google allows consumers to compare multiple offers from mortgage lenders that are generated automatically when prospective borrowers enter information about the loan they are seeking along with their credit rating.

Unlike some similar services, Google’s AdWords Comparison Ads for mortgage allows consumers to refine their criteria and request loan quotes anonymously.

Google launched Comparison Ads for mortgage in Beta test mode in October. Google’s moves to make for-sale listings more available to the search engine’s users — and rumors that it is interested in acquiring real estate search service Trulia — have generated considerable interest in recent months (see story).