skibum - 2:54 pm on Mar 21, 2007 (gmt 0)

people don't want to call someone direct from a web advert without first seeing the website to check they are in the right place.

Exactly, there isn't enough info in most PPC ads in most industries to make someone want to call. You clck an ad, review info and if that sparks your interest, then you take the next step - call, email, drive out to the store or property. On the other hand, integrating Skype or something similar to make it easier to call the business behind the website while on the website might increase conversion rates a bit.