It is not that difficult to understand. Pay per call ads encourage a customer to give you a jingle instead of clicking or even making a purchase. (at least not immediately) It potentially can generate a lot more targeted traffic for you because the customer is more targeted and interested than just a link clicker. The true potential is that it cuts down on the customer steps to get you into directly contact with them. It benefits the customer also, they can reach you immediately if they need information. There are pros and cons to the system, both for merchants and publisher who promote them, lets look at both sides.

For business owners and consumers seeking immediate gratification, paid-search providers bring a new option in advertising – and although the leads are Internet-generated, this one does not even require a Web site!
Welcome to the burgeoning business of pay-per-call.