AdWords Adds Click to Call Feature to Ads

Seth Godin found a feature I have never seen before at AdWords. Do a search on Artisan Hotel at Google and look at the ads without URLs. The ads have a little phone icon on the right hand side of the link. Click on the ad and you get a AJAX pop up that asks you for your phone number. Google calls this click to call and Gary has reported on this back in November of 2005. It seems like this is the first time the test can be seen by a wide audience.