Google Tests Instant Ad Previews

After pushing out Instant Previews for mobile and video, Google is now testing Instant Ad Previews, allowing Google users to preview the landing page before clicking on an ad to visit the site.

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Just as with regular Instant Previews, Google users seeing the test can simply click on the magnifying glass next to the ad to see the preview page and call outs (the orange boxes) highlighting the search query [lcd tvs] on the landing page.

Do you think this will be good/bad/neutral for advertisers? Do you think this will significantly impact click-through rates? Let us know your thoughts in the comments.