Google has made the purchase of UK price comparison website BeatThatQuote.com for £37.7m.

BeatThatQuote.com is a price comparison website for credit card rates, loans, insurance services and mortgage rates.   The site competes with Aleksandr Orlov’s Compare the Market.

Google already runs a similar service in the USA called Comparison Ads.

You can already find Google atop of the sponsored listings for “Credit Cards” with a unique drop down menu in their paid listing to compare Balance Transfer Rates, Purchase Rates, Representative APR and All Cards.