Initially available in California but expected to eventually roll out to a broader swath of states, Google?s free Compare Auto Insurance site collects information about the car, driving history and location then returns quotes and coverage details from different providers with links and contact information. The service, which has been offered in Britain for the past two years, continues the Web portal?s endeavor to remain top-of-mind as mobile siphons market share from the personal computer search market.

?The pressure is on to give agents and brokers better tools, such as portals and apps, for engaging more intelligently and effectively with clients,? said Roger Lanctot, associate director for Strategy Analytics? global automotive practice in Newton, MA. 

?Since mobile devices can be used to extract vehicle data, take pictures at crash scenes and summon roadside assistance, the connection and integration with auto insurance is only logical.?

The service is provided by Google Compare Auto Insurance Services, a licensed producer acting as an independent agent of the insurance providers on the producer?s panel.

Supported by such insurance partners such as Metlife, Safeway Insurance and Kemper Specialty, the site offers apples-to-apples coverage, price and feature comparisons to let the user make an informed decision.

Providers are backed by the California state insurance guarantee association.

The user accesses the service through a regular Google search for ?car insurance.?

He or she can obtain up to 14 price quotes, including an emailed summary of the prices, in a minimal number of steps, by clicking through personal, professional and vehicle information requests on each page.

The consumer can speak with providers? licensed agents to ask any questions before setting a purchase. Some providers also offer online purchase so the user can buy at any time of day.

To protect privacy, phone numbers on the site are generated with Google Voice. The user?s phone number is masked before a call is forwarded onto providers.

Google?s moves beyond basic search into more specialized areas come as the Mountain View, CA, giant tries to figure out how to handle challenges related to the dropping cost-per-click rate tied to the migration to mobile from desktop PCs, unfavorable currency-exchange rates and other factors.

While Google remains the top search engine, Facebook has been chipping away at its dominance by offering high-value targeted ads.

Mobile ads are cheaper than those on laptops and people conduct fewer searches on their mobile phones.

Taking aim at the crowded booking applications sector, Google recently rolled out an updated flight-search tool to let consumers use mobile devices to search for fare prices and flight options.

Google Flights, which was first introduced in 2011 and is mobile-optimized, mimics other travel marketers such as Kayak and Orbitz by allowing guests to filter available flights and schedules to find the most cost-effective price. 

The service differs from booking apps by offering the unique feature of helping consumers plan a trip even if they do not have a particular destination selected.

Google will not be alone in the market for comparable car-insurance quotes that also includes sites such as Esurance and NetQuote.com.

 

?As Google Compare for car insurance rolls out to more states, we?ll also be introducing ratings and reviews, as well as local agent support for providers with agent networks,? Google said on its site. ?Participation in Google Compare is based on a flexible cost-per-acquisition model, but payment isn?t a factor in ranking or eligibility.?

Buying car insurance is a significant pain point for consumers with one of the key challenges being the inability to conveniently compare quotes from different insurers in a single place.

Insurers? mobile programs generally have focused on making access to services easier and more personal, including features previously available only on desktop.

In June, GEICO, known for its low-cost automobile insurance, unveiled changes to its mobile application to allow customers to look at their policies, change coverage, view digital ID cards, pay bills, replace or remove a vehicle, submit claims and request glass repairs. 

Google?s insurance-search services points to mobile?s power to make the chore of auto-insurance shopping easier and simpler.

?The integration of auto insurance with driving apps has been ongoing,? Mr. Lanctot said. ?Google has a privileged position in the market and has the ability to accelerate the evolution of this application.

?Google?s brand influence can have a powerful impact, though it remains to be seen whether Google can surpass the performance and acceptance of existing comparison resources,? he said.