Just read Seth Godin’s posting about Google’s Juicy New Tool.  When typing in "artisan hotel" one of the AdWords ads comes up with a "call" icon.   Put in your phone number and someone from "Courtyard Manhattan Hotel" will call you back immediately.

Like Seth says (and he’s almost always right) once this gets going it changes the game of Search Marketing again. 

Click on the green phone and an ajax window opens up. Type in your phone number (remembered after the first time) and the sponsor calls you!

Too bad it didn’t work. It probably will. When it does, it changes the game, again.

I tried the same searches and got more results like that.  For one thing, Google is Geo-Targeting it’s ads to me becuase I did nothing to tell it, in my search query, that I was located in Brooklyn, NY.  I’m not surprized - mind you - I expect rapid change in the Search Industry.