Google's Adwords has been adding a few tricks for mobile advertising. Location extensions allow custom advertising on a full mobile browser. Back in January, Google introduced click-to-call phone numbers, to call a number just as easily as clicking a website link. Now, Location Extensions provide expandable maps that would-be-customers can click to find a business.
The location extension ads show up as a banner, familiar to anyone who's used a free Android app. Location extensions use current mobile phone location, so an ad can point to the nearest store, not just one in the same zip code. AdWords advertisers pay when their website or phone number is clicked, not when the map is expanded.
Were you wondering what a "full mobile browser" is? According to Google, it's a browser that can support standard HTML pages and allow a purchase online. That means the e-commerce transaction process, including Google analytics or tracking functionality. Many mobile phones have WAP browsers, which can't support the full purchasing experience. Android's native browser meets the criteria, so look for those expanding maps on your device.