Patent ID: 7240290

Claim:
A method of telephone call initiation through an on-line search performed on a computing device, the method comprising the computing device receiving user entry of a search request the computing device transmitting the search request the computing device receiving a search response responsive to the search request, the search response including at least one hit corresponding to the search request an ad having a dial link, the dial link having a display portion for indicating availability of initiation of a phone call with a merchant associated with the dial link instructions for triggering a multi-leg phone call with a merchant phone number associated with the dial link and a user phone number the computing device displaying the search response including the display portion of the dial link the computing device recognizing user activation of the dial link, wherein the user activation includes the user clicking on the display portion of the dial link using an input device the computing device generating a call trigger in accordance with the instructions in the search response, the call trigger to initiate a multi-leg phone call with a user telephone associated with the user phone number and a merchant telephone associated with the merchant phone number, the user telephone and the merchant telephone separate and distinct from each other and separate and distinct from the computing device.