Many thanks for your reply.
You are right - I was actually looking at it from a business model perspective, as a conceptual consideration for a possible local search service.
(I should have phrased the topic more accurately I suppose.)
Being more precise, I would be interested to know about the likelihood of local search users to click on:
- pay per click sponsored results
- pay per call buttons
Or, what are the average click through rates on YP and local search sites.
I know it's greatly dependable on the business category, so let's relate to the top headings (dentists, auto sale, pizza, florists and all the others as YPPA map them in their reports).
Regarding PPcall, Forrester and eStara had their research, but it merely highlighted the share between pay-per-callback and pay-per-PC Call.
This data can be used to partially compute average income for a local search site.
A draft formula would be something like:
X unique users per month * average CTR for local business categories * average keyword price.
This model is of course very plain and might not be accurate enough. I would be happy to hear any comments/remarks.
(note - bold sentences were used just to float the important text. No intention to be strict or offensive of course :)