Google is testing out a new service that would allow users to get into closer contact with advertisers brought up by their search results. As long as you have a phone number and feel confident that Google will treat it with respect, you can talk with an advertiser by simply making a few clicks:

A Web surfer can click a phone icon adjacent to an ad, enter his or her own phone number and then click a "connect for free" button. Google's service calls the advertisers's phone number and when the Web surfer picks up the receiver on his phone, he or she hears ringing as the call to the advertiser is connected, according to a Google Click-to-Call frequently-asked-questions page.

This news article was written on November 29, 2005, quoting CNET News.