[google.com...]
We're testing a new product that 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.
Isn't this posted on WebmasterWorld somewhere already?
It's a limited feature in testing right now. Won't be rolled out for public consumption for a while still.
It'll be interesting to see how it's priced as it falls into the auction style environment of AdWords - without the landing page quality score - so seems logical for it to be a call % quality score (i.e. the ad position still makes the same amount of $$ for Google).
The real issue is going to come down to the fundamental difference of click to call (business returns phone call - delayed gratification) vs pay per call (searcher calls business - instant gratification) and how the models play against each other in total quality and user satisfaction.
