Google Click-to-Call Impact

Interesting insights from Greg Sterling and Search Engine Strategies conference regarding click-to-call. Referencing an unnamed audience member that was part of the Google Click-to-call beta:

"Now to the Google click to call beta advertiser, who emerged during the second panel and is in the hotel industry. We didn't get into detail on the program but he characterized the performance as "great." ... he thought the presence of the call option motivated consumers to go directly to the hotel rather than continuing to click around. It provided an immediacy for the consumer that made it correspondingly quite effective for the advertiser"

I can't help but wonder how much better still the performance would have been had the ads visually indicated real-time advertiser ability and offered direct response alternatives that the web generation prefers....