Citysearch said yesterday it has begun offering advertisers the opportunity to pay for consumer phone calls, rather than clicks to Web sites.

Called PFP-Calls, the new Citysearch ad product charges merchants when a searcher calls a toll-free number that is routed to their business phone.

Advertisers will need to pay much more for a call. Ferguson said PFP-Calls would be priced about seven to 10 times higher than a click lead. Citysearch sets pricing based on advertiser demand, the value of the service, the local market and other conditions.

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