On Yahoo, you can get those same 1st page sponsored results for $29/month when you go direct to Yahoo. Ask them to explain why they need the extra $80/mo.
As for Google's ads - they can't guarantee that placement - someone else bids more than what the YP service is bidding, and they get knocked down.
Not to mention, their YP directory is destined for the scrap heap - Google's Onebox results you are now familiar with are going to eat many of those directories as they add data and tweak their alogrithm.
For reference, I paid for their listing service for two years. In that time I received 24 visits. Roughly one a month. And about a dozen of those were me, checking to see if I was still listed.
There are better ways to spend your marketing dollars.
And I can no longer justify the money spent on YP phonebook ads. They just are not able to deliver for the money they charge.