Google has jumped into the pay-per-call arena with Google Click-to-Call. The new service displays a green phone icon next to the AdWords listing. When you click on that icon you enter the phone number you're calling "from." You're then connected to the company you called via VOIP. The service is free to callers using an as-yet-unidentified VOIP third-party provider.
By taking the concept of pay-per-call and meshing it with online telephony Google really is on to something here. After all, it's an extra step to get up, pick up the phone and call someone. But doing the entire process over the computer makes it that much easier. Of course you have to have a headset or microphone to take advantage of this (not sure how it works if you don't) but it's just another step in Google trying to make every process that much more streamlined.
