I live in Australia)

It's the first time I've seen this. I ran a search for "car insurance", and a couple of Awords ads were the same as always (title, two line description, URL), but they had a fifth line:

New South Wales

That's one of the states in Australia. I live in the state of Victoria. The ads are for services that AFAIK are available for all of Australia

I've only seen it once

Image here:
googlefan.com/modules.php?op=m ...

Put it on the front-page, thanks Robert!