The click-to-call feature is now fully live and available to AdWords advertisers. This expands on the popular click-to-call on mobile search ads to now include mobile content. They claim it helps increase the reach of ads across the mobile web and provides mobile publishers and app developers with even more ways to make money and grow their businesses.
With click-to-call, potential customers can connect witha business via a phone call when they use their favorite mobile apps or when they browse the web from their mobile devices. Ads will appear as animated banner or text ads with a call button on mobile devices with full Internet browsers. To use this new format,phone extension must be enabled and ads must run on both the Google Content Network and mobile devices with full Internet browsers.
They claim Click-to-call for mobile content and apps is one of many ad formats that helps drive great results for mobile publishers and app developers.