In a recent announcement to AdWords users on Friday, Google announced that "all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number." The update means that if you have a phone number in your PPC ad copy on Google Search or on the Display Network, it could look something like this:
When you click the phone number, it will automatically start dialing if you're on your mobile phone. Also, you will be charged the normal cost-per-click (CPC) whether the phone number is clicked or the title of the ad in general is clicked.
If user gets an option of free call using Google Call option, it will result in new era in B2B Marketing. I have worked with India Mart for their Catalog page Project and can sense real danger for them. The companies like Alibaba and IndiaMart need to think seriously about their value proposition before it become too late.