Laurie Sullivan from MediaPost reported on Google launching pay per call for adwords.
Taken from the article :
Advertisers that see phone calls as a valuable source for leads will now have an option to bid for phone calls alongside clicks when targeting paid-search ads to searchers across computers and tablets. Google plans to roll out the feature in the United States and United Kingdom during the next few weeks.
The bid for phone calls will directly factor into the ranking of ads that return with search results. Higher-ranked ads are more likely to be seen and read by searchers, and can generate more phone calls and clicks. Today, only maximum cost-per-click bids are calculated in Ad Rank, which determines the ad's position.
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