Search company launches local pay-per-call service

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Fort Myers, Fla.—, a search marketing company, Tuesday announced it will launch a new advertising service to marketers that uses phone calls rather than clicks to tabulate payment.

Called pay-per-call, the service will be offered through Ingenio, a pay-per-call technology company. With the service, advertisers only pay when someone calls them by phone after seeing their ad in search engine results.

"It doesn’t require a business to have a Web site to take advantage of the growing online advertising market and benefits, now on a local basis," said Ian S. Gertler, a spokesman.

—Carol Krol

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