Google is ‘all in’ on mobile. AdMob purchased. Operating systems and devices in place. Announcements out the wazoo on just about everything as of late. Now, there is the ability to have your contact phone number show up on your ads on high end mobile devices and the call costs the same as a click. Earth shattering? Nope but it adds to the Google news wave that seems to keep growing.

Search Engine Land reports on the announcement that went out to AdWords advertisers recently

“your location-specific business phone number will display alongside your destination url in ads that appear on high-end mobile devices. Users will be able to click-to-call your business just as easily as they click to visit your website. You’ll be charged for clicks to call, same as you are for clicks to visit your website.”

Google’s variation on the ‘pay per call’ theme is one that should resonate with advertisers for sure. The ability to click on a phone number and make a call has been in place on the organic side but now advertisers can benefit from this smart phone opportunity.

I don’t know about you but the rate of innovation from Google in the past few months looks like their version of “Shock and Awe”. There appears to be few areas that they are not busy at improving on and making sure that the world is aware of it. As a result it’s tough for anyone else to get an innovative word in edge wise.

While it’s interesting to watch, it’s also the kind of stuff that makes some queasy. It seems that each time Google provides a service that another competitor does there is the underlying current of “there goes the competitive neighborhood”. This eventually may lead to even more talk of Google being too pervasive and too powerful.

When does the “whoa, wait a minute there big fella!” talk turn into action from either a competitor or the government itself? Maybe this year will be the year of ‘intervention’. Personally, I hope not but it may not be avoidable.