For Adwords advertisers, now PPC doesn't just stand for "Pay-Per-Click": recently Google has introduced "Pay-Per-Call" functionality to Adwords ads showing on mobile devices. Here's how it works: if you're a business, your location-specific phone number will display next to your Adwords ad as a clickable (touchable?) link for people who are searching on smart phones. Once they tap the number their phone will call your business and Google will charge you for an ad click. If you're a local business advertising on Adwords you should definitely take advantage of this. Not only does it provide the shortest path for a searcher to contact you/become a lead, but by displaying your local number you will instantly grabs searchers' attention with your area code letting them know you're located next door. Have you tested this out yet? What kind of results have you seen? Let me know in the comments!