Methods and apparatuses for merging different types of pay for performance advertisements. In one embodiment, a method includes: determining an indicator of potential revenue for a party from price information of a list of entities, which includes first price information for a first type of advertisements and second price information for a second type of advertisements; and sorting the list of entities based at least partially on the indicator of potential revenue. In one embodiment, a method includes: converting price information for an advertisement of a first type to equivalent price information for a second type of advertisements. In one embodiment, a method includes: determining automatically, based on a call bid amount for a pay per call advertisement, a click bid amount for a pay per click advertisement to provide a phone number of the pay per call advertisement.