There is a good discussion about the implications and complications around pay per call, in Greg Yardley's post above. That aside, what gets my attention is little green phone next to each participating listing. It is very noticable, and does not give the user the ability to click through to the Quickenloans website, only to call. Not for nothing, QuickenLoans takes the top PPC spot in this SERP. It will be interesting to find out what methodology Google uses for inclusion and ranking of paid call ads withing Google.com Adwords listings.