Yahoo Local is reportedly running pay-per-call ads being served by Ingenio, writes SearchEngineJournal, citing a post on the Search Engine Watch forums by a member who apparently received verbal confirmation from a Yahoo rep that Ingenio is indeed testing pay-per-call listings with Yahoo. Ingenio also serves pay-per-call ads for AOL, and they have been more profitable than other ads, points out WebProNews.

Pay-per-call advertising is well suited to the local search market, appealing to smaller businesses that haven't otherwise marketed themselves online.