Google Local Business Center Ads

I have started seeing more ads for Google Local Business Center on high profile web sites like Tech Crunch lately.

Google Local Business Ads

Google Local Business Ads

I wonder whether these display ads for Google work vis-a-vis conversions ie., business owners claiming their Local Business Center listings or not?

Google Local Business Center Tech Crunch

Google Local Business Center Tech Crunch

At what price per conversion would Google consider their promotion of the Local Business Center a success?

How can Google cost justify their cost per conversion against a return on investment metric when Google doesn’t generate revenue directly or indirectly from local business center listings?

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