Google has introduced a UK price comparison service for car insurance, adding to the search giant's credit card and bank account offerings.
Google bought comparison site Beatthatquote.com for £37.7 million last March before launching a trial service called UK Compare Mortgages but this was suspended by the end of the year.
Earlier this year tools to let Brits compare card and bank account deals were introduced and now car insurance has been quietly added to the list, drawing on data from around 120 providers.
Google told Which? that the firm has sought to address privacy concerns, with users automatically opted out of receiving marketing from Google as well as third party partners.
The search giant is using its considerable muscle to take on traditional comparison sites, employing one of its own sponsored messages to ensure it comes out on top for a 'car insurance' Google search.
Digital marketing agency Greenlight says that on the day it launched, the Google service nabbed a 75% 'visibility' for insurance-related searches, second only behind gocompare.com and ahead of other established players such as confused.com and moneysupermarket.com. Greenlight estimates that Google can get at least 500,000 relevant UK searches per month.