I think the system is still in testing mode !
If the advertiser is using this feature there is a phone symbol in the advert (or a call link).
Click the icon or link.
You put your phone number in, the system calls you and connects you to the advertising business.
You then talk to them.
If that didnt help , here is some info from google faq !
What Is this click-to-call feature? How does it work?
Google is testing a new feature that lets you speak directly over the phone, for free, to businesses you find on Google search results pages. When this feature is available for a business, you'll see a green phone icon in their advertisement or a call link next to their contact information.
Here's how it works: Click the phone icon or call link, and you'll be invited to enter your own phone number into a special field. When you do so and then click Connect for free, Google will call your number almost immediately. Pick up, and you'll hear ringing on the other end as Google connects you to the business you selected. When they answer, you simply talk normally as you would with any other call.
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