The 10-Pack is apparently being replaced by a listing of 7 local businesses (the “7-Pack”) instead to make way for the new Local Listings Ads. Mike Blumenthal was first to notice this. Place Pages are being used as landing pages. This is what I just saw for the query, “dentist san francisco.”
The blue pushpins denote Local Listings Ads. San Francisco is one of two cities in which Google is testing this program. The other is San Diego. When you click on one of the ads Place Pages appear:
Note in the top screengrab that Dr. Loev is also an AdWords advertiser and does have a website. However, Google is sending the traffic to Place Pages in this case (wonder if Dr. Loev made that decision or Google). It may also be that Google is simply testing this without Dr. Loev’s knowledge and not charging him. That’s also a possibility.
With automated ad creation and Place Pages it can do that all day long. In addition to testing the waters with advertisers, Google is looking to see how consumer-users respond to these new ad units.
Update: I’m finding it irregularly. Not all ads click through to Place Pages. Some are going to SMB sites.