The pioneer of Pay Per Call advertising, Ingenio has entered into an agreement with Microsoft for Ingenio Pay Per Call listings on Windows live search for mobile. Whenever users would be searching for local information on their cell phones, related Ingenio Pay Per Call advertisers would appear on their screens. Windows Live Search for mobile is the latest on the list.

Pay Per Call advertising model is gaining importance and with mobile search witnessing an increasing trend the relevancy of this model is undeniable. It is estimated that Pay Per Call advertising would touch the figure of $3.7 billion in the next four years and upsurge in mobile search makes it a necessary adoption among publishers and advertisers.

In the paid search advertising world Pay Per Call is a pretty hot thing and the idea of driving phone calls from web and mobile search on a performance basis would certainly click with advertisers. It seems that Microsoft too is trying to emulate eBay and Google in this area.