In the never-ending saga of Google announcements (do they have a company strategy other than innovation for innovation’s sake?) here comes the latest feature: Google Click-to-Call

As with many other Googel innovations, this one is still in beta phase, but the idea is to include this feature in the search results. The FAQ explains:

A free and fast way to speak directly to the advertiser you found on a Google search results page – over the phone.
’s how it works: When you click the phone icon, you can enter your phone number. Once you click ‘Connect For Free,’ Google calls the number you provided. When you pick up, you hear ringing on the other end as Google connects you to the other party.

This type of feature is one of the alleged reasons why eBay bought Skype… and Google has just proven how easy it is to build it rather than buy…