Many have already noticed a new display on Google SERPs when you do a specific local (i.e., “white pages”) lookup. The new format includes contact details, a map and star ratings, where available:
But check this one out (“SF mortgage broker“), noticed by Philipp Lenssen. This is not AdWords, but a function of Google’s organic local algorithm. But why should that individual result come up in a category search?
That top local result (or top three ordinarily) that come up on Google.com in response to a category search I would expect Google to turn into advertising over time. That real estate is just too valuable not to monetize eventually.
Screenwerk 