Google today has revealed that it is launching its Google Compare service for car insurance in California. The feature was rumored back in January, but Google officially announced it today in a post on the Inside AdWords blog.

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Google Compare for car insurance will help users make more informed financial decisions, the company says. The service provides a clean interface for users to compare the prices of car insurance from a variety of different businesses. Google Compare supports both national insurance providers as well as local California companies.

Users have the ability to see straightforward pricing comparisons from insurance companies. They can adjust their deductible or add additional cars from the Google Compare interface and see how the prices from each company change. Users can then buy their plan online or over the phone.

Google Compare for car insurance provides a seamless, intuitive experience for connecting with your customers online. Whether you’re a national insurance provider or one local to California, people searching for car insurance on their phone or computer can find you along with an apples-to-apples comparison of other providers — all in as little as 5 minutes. You can highlight what makes your business unique, whether that’s an “A” rating in customer service or better discounts for safe drivers. And when users adjust their deductible or add additional cars to their quote, you can show updated pricing that matches their needs. They can then buy their policy online or over the phone through one of your agents.

While only lunching in California today, Google says Compare for car insurance will rollout to more states quickly. The company also plans to introduce ratings and reviews, as well as local agent support. Participation in Google Compare is based on a flexible cost-per-acquisition model, but payment isn’t a factor in ranking or eligibility, Google says.

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