Interesting to hear from Search Engine Round Table that Google is trialing cost per action (CPA) ads. Whilst CPA advertising is – in general – best suited to consumer sales, where there is the chance of an instant sale. In B2B technology, we think CPA is likely to be limited to lead generation, downloading materials or building up contacts for email newsletters. In other Google news, The Inquirer reports that Microsoft employees prefer Google to Microsoft’s search engine.