An alternative to Ingenio’s Pay-Per-Call advertising may be Google’s Click-To-Call. According to Google’s Click-to-Call FAQ:
…gives you a free and fast way to speak directly to the advertiser you found on a Google search results page – over the phone.
Here’s how it works: When you click the phone icon, you can enter your phone number. Once you click ‘Connect For Free,’ Google calls the number you provided. When you pick up, you hear ringing on the other end as Google connects you to the other party.
It’s an interesting twist on the Pay-Per-Call model and could be another great outlet for local businesses to take advantage of. It’s only being rolled out in certain cities at the moment.