LSA/snippet on GBP listing?

[LadyGrapeAlliance23]

I was looking at the map pack this morning while doing some competitor research and while I know the LSA placement in the map pack isn’t new, I noticed that when I clicked into the sponsored listing, instead of going to a traditional LSA profile, it looks like they’ve just added an LSA ad to the top of their GBP? the campaign tracking on the link appears to be tailored to a PPC/LSA campaign

I haven’t seen this before but also don’t usually click into the sponsored listings - Is this new? and if not, does anyone know of a rough timeline on when this might've launched?

 

[keyserholiday]

I think that result is PPC. It’s extremely rare to see LSA on desktop.