Mobile as a device to search is rapidly gaining popularity. The search obsession when we are in front of computer is naturally getting extended to when we are not in front of the computer. (Though for some it may mean that being away from Computer by a few meters too!!! ) Google Mobile app on i-phone or voice search as available on Nexus-one has made people more comfortable ordering the mobile device to get the search results.
Searching on mobile phone device can also be convenient since one can call the service / product provider straight away. The new service introduced by Google helps advertisers reach out to the rapidly expanding mobile searching prospective customer. The “Click-to-Call” service can be made very local by adding a location-specific business phone number in ads that appear on mobile devices with full internet browsers.
This service can be very effective for local service providers who can easily make their presence felt to the prospects as well be easily accessible as the customers can call.
This new feature also makes it easier for advertisers to fully measure the results of their ads by allowing them to track how many calls were actually received.
More details can be found at: http://adwords.blogspot.com/2010/01/introducing-click-to-call-phone-numbers.html