Hyper-targeted search ads have been around for years now. But for whatever reason (they're not glamorous, they're very, very obvious…) they don't get much attention.
If someone is near my shop and needs something I sell, my shop should appear when they whip out their smartphone and search for that item. It's win win. This is one time I believe even the most outspoken of haters actually want to be advertised to.
The brilliantly written PDF, linked here, turns the boring into the hilarious, giving ten rather entertaining examples of situations where the Yellow Pages' search ads could be useful—life-saving, even.