The folks at SEMRush spotted a new Google Ad format for car rentals. This ad unit lets you compare prices from different car rental companies for a specific location through a pricing carousel. You enter the location, car type, and dates and Google will show you pricing options in the ad.

Here is the screen shot SEMRush shared on Twitter:

Ginny Marvin at Search Engine Land reached out to Google but Google would not give more than a blanket statement that said "We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now."

But clearly you can see what is going on here. I kind of like it as a searcher.

Forum discussion at Twitter.