Maybe you’ve seen it, I hadn’t. This is a new feature inside of Google AdWords. Do a search, in this case for the Artisan Hotel, and a string of ads pop up. But one ad has a green phone.
Click on the green phone and an ajax window opens up. Type in your phone number (remembered after the first time) and the sponsor calls you!
Too bad it didn’t work. It probably will. When it does, it changes the game, again.