Ingenio's pay-per-call network continues to expand, thanks to a distribution partnership with mobile search provider JumpTap.The partnership will give Ingenio its third mobile search agreement, and will allow the company to give more options to advertisers, ClickZ reports. The partnership with JumpTap is the latest move by Ingenio to expand its presence in mobile search as consumers continue to move away from the desktop for their search needs.

"Mobile search represents the 'last mile' for advertisers seeking to reach consumers at the point of decision, and pay-per-call connects the two when user intent is at its highest," said Dan Olschwang, JumpTap's president and CEO. "By tapping into Ingenio's substantial pay-per-call advertiser base and technology, we can offer our carrier customers, and ultimately mobile subscribers, compelling content that will drive commerce on mobile platforms."

Marc Barach, Ingenio's chief marketing officer, told ClickZ: "We believe pay-per-call as a business model will be the primary monetization model for mobile search, bringing more advertisers to that environment and serving useful content to consumers." He says advertisers understand that a phone call is more valuable than a click, that's why the average advertiser bid for a call is $8-$10.

Opportunity for both mobile ads and pay-per-call ads is growing, according to many analysts. Jupiter Research estimates that mobile ad spending in the U.S. will reach $1.4 billion this year and projects $2.9 billion for 2011. The Kelsey Group estimates that the pay-per-call ad market will more than double each year for the next five years, with revenues reaching $3.7 billion in 2010.