Google’s latest move in its mobile push: The company told AdWords advertisers this week that it would display their business phone numbers in ads that show up on some smartphones — and then charge advertisers when users click on the number in order to call them. SearchEngineLand — which first reported the news — says that Google (NSDQ: GOOG) will charge advertisers the same amount for a call as for a visit to their site (advertisers can opt-out).
It’s not clear how extensive the initiative is for now since Google says it only applies to unspecified “high-end mobile devices” but it’s easy to see how this could become an important revenue stream, as the adoption of smartphones grows. As Broadpoint AmTech analyst Ben Schachter writes in a report, since the main use of phones remains making calls, it’s very possible that there will be higher “call-through rates” than click through rates for the standard web links on mobile ads.

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