Ads On Blogs discussed Pay Per Call Advertising some months ago, which was a technology being developed by America Online along with other partners including Ingenio and backed by eBay and Microsoft - to transform ad clicks into a direct telephone call.

It now seems Google has taken the bull by the horns and done a limited release to some parts of the USA of a very similar technology. Who said Google was innovative? Google explain how it works:

"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. Then, chat away on our dime." (For full details)

Expect to see this appearing on blogs sometime soon!

(Via Problogger)