Begun.ru, the contextual advertising network provider, has started to offer Pay-Per-Call advertising on their listings. They currently provide the adverting for Rambler, the No. 2 search engine in Russia and a network of other leading Runet site.
Once you sign up you get a special icon next to your contextual ads (see screenshot below). If the user clicks this they are prompted to enter their telephone number. Begun then organize a time for a call between them and your client.
The cost for this service is roughly 20x the usual CPC for contextual ads on the same keywords. That is a pretty good deal for a qualified telephone lead, providing you have someone who can close the deal in Russian.
They promote the service for advertisers who don’t have a web site or have difficulty in describing their services. Once you factor in the price and call time, I would suggest it is more suitable for high value goods or services.