Google is dubbing their new service as a Pay Per Action. The general idea being an advertiser creates an ad and only pays for this ad when a specific action is triggered. I can see this will be very beneficial for people wanting leads instead of just clicks.
I can think of few industries like, mortgage companies and real estate listing sites that this will perhaps give them a much better ROI. Since all they are really after is your contact information anyway.
This new product from Google is only available in beta currently, but you can try to sign up by following this link.
