You people might call them vouchers.
Interesting - I think the most important development in this system is that it replaces the need to have a website at all.
This substantially removes barriers to small businesses advertising within Google and should mean that Google recruits even smaller businesses to it's advertising programmes.
If they can get a good percentage takeup of the service, they've also found a way to incentivise usage of the Google Maps site. This will also provide revenue for the Google maps service and start to encourage Google to spend more time and money promoting it. Should be interesting to start using this once the service rolls out to the UK in however many years that takes!
Streetmap and Multimap are probably quaking in their boots...