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.