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click-to-callGoogle has been on a tear as of late, rolling out location-sensitive mobile features week after week.

Today it added another to the arsenal: click-to-call ads that are visible in your phone’s search results. They look like typical search ads, but include the local phone number of the business in case you want to make a call.

They’re useful in situations where you’re searching for a place, like a restaurant, and want to call ahead to make a reservation. Advertisers can check the response rates via calls through their ads in the same way they can track clicks.

The new click-to-call mobile ads come just a week after Google launched optimized search suggestions based on location and three weeks after “Near me now,” a feature that shows nearby places once your location is determined. Google has been steadily honing its local search features over the past year in recognition that mobile devices are becoming an increasingly powerful gateway to its properties.

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