Under the arrangement the companies will combine e-Bay's Skype web phone-calling service and Google's Google Talk instant-messaging service to enable consumers to directly phone a firm through its advertisement.
Click-to-call is an emerging e-commerce model that brings buyers and sellers together by allowing merchants and advertisers to generate customer leads using the internet. The technique is seen as particularly useful for companies that do not have a web site, or who currently use phone directories to reach potential customers.
Eric Schmidt, chief executive of Google, said: "By working together to promote click-to-call functionality through Google Talk and Skype, we are offering advertisers another innovative way to connect with customers."
In addition, Google has signed an exclusive deal to provide e-Bay's web search advertising outside of the United States. In future eBay will rely exclusively on Google for international online text advertising. In May Yahoo struck a parallel deal to handle all eBay's US ads.
Paid search advertising gives marketers ad space next to keyword search results. Ebay increasingly relies on paid search advertising to direct bidders to its sites.
Review by Nick Loney