It is a start for sure, and whether this start will head down in the right direction or not remains to be seen. What we do know is, Maps on mobile as well as on the web does display a slew of details for relevant store ads, where those will also comprise of links to call those shops. It might help users learn more concerning the various interesting ads which could eventually result in a sale, but it is a double edged sword in itself as the importance of the actual search results might be overlooked.
How do you like the new look Google Maps especially with more informative ads as you hunt down a particular food joint?