NYT: Web ads try to convert clicks into phone calls

More and more search and text ad marketers are hoping viewers will give them a ring rather than a click. Companies like Ingenio and eStara are developing businesses selling calls directly to marketers' inbound marketing centers. Ingenio just announced a deal with FindWhat where it will display toll-free numbers to web visitors and split the advertising charges. FindWhat, in turn, will give a piece of it to the search engines on which it places ads.