Google (News - Alert) Inc. needed just five years to build a business with more than $6 billion in annual revenue, thanks to a cutting-edge advertising model where merchants bid for ad placement and only pay if someone clicks on their ad.

Now, Verizon (News - Alert) Communications Inc. is bringing a similar model to a staid corner of the advertising business: the printed “Yellow Pages.”

In the latest edition of Boston’s SuperPages, an ad under the “Taxi” heading reads: “Need a Lift? 24 Hour Service. 7 Days a Week … Reliable and Professional.”

If you call the local number attached to it, the cab company to which you end up speaking depends on when you’re calling: The one paying Verizon the most on a given day will be the one answering.

In fine print, the taxi ad notes it is “dynamically assigned.” Similar ads in the directory are for travel agencies and locksmiths.

Following the trial in Boston, which started in December, Verizon is planning to introduce the ads in 500 directory editions this year, with generic ads for florists, hair dressers, chiropractors and dozens of other categories.

The ads should show up soon in directories in Maryland, Pennsylvania, California and New Jersey, said Robyn Rose, vice president of Internet marketing for Verizon Superpages.com.

Posted: 04|1|06 at 9:36 am. Filed under: US News.