Our Terms of Service and Privacy Policy have changed.

By continuing to use this site, you are agreeing to the new Privacy Policy and Terms of Service.

Advertising
By Michael V. Copeland

(Business 2.0) – The Web has changed the customer-acquisition game for those who sell everything from Hello Kitty lunch boxes to fine art. But--to the relief of those who sell Yellow Pages ads--it's done nothing for dentists, plumbers, or other small businesses that rely on phone calls for leads. San Francisco startup Ingenio aims to change that, and has finally landed a partner with enough traffic to take a piece of the dialing-for-dollars market. In late April, AOL will go live with Ingenio's pay-per-call service, in which advertisers fork up only when a customer dials the number listed in an online ad. If the service takes off, analysts expect Google and Yahoo to follow. -- MICHAEL V. COPELAND, GEOFF KEIGHLEY, AND OM MALIK