Newspaper want ads are simple - simply go on line, fill out a form for a heading and text, and pay for it, usually for the number of words (space used). The "link", so to speak is the phone number or other contact information. There are usually bargain rates for certain categories, and higher rates for others like real estate. There are even "Thrifty" sections for items of lesser value. Often, if you pay more, your ad will appear in more than one publication widening its distribution.

Display ads are priced per size (column inch), page location, and page area - a whole different matter, but also not a difficult price structure and it is a UNIFORM price structure, although regular advertisers can get better rates. Normally, the standard rates are published, so there are no surprises. These are usually contracted terms and although one can pull one's ad, the bill still must be paid.

I'm simply saying that if no one calls you, perhaps no one likes what you have to offer, or no one is impressed by your ad. If you don't get results, you the advertiser, not the publisher, dictates any changes necessary, and the publisher does not arbitrarily make the advertiser pay more because no one looked at your ad, or someone looked at your ad but did not call (link to) you.