The search engine Google has launched a mortgage lead-generation facility for the US, called AdWords Comparison Ads. It is currently available to people in 15 US states and allows consumers to compare mortgages from participating lenders which pay Google a fee if the customer requests a quote.

The service has prompted speculation that it could become available in the UK and has subsequently raised fears on the impact it could have on mortgage brokers.

Ian McKenna, Financial Technology Research Centre director, has warned that if the internet search giant sets up the same model in the UK and links up with lenders, it could have a big impact on mortgage brokers’ business.