The Windows version you installed is different from the one which came as original on your system. Call and explain to Microsoft, this should be a free support call, making sure you can prove you paid for your software. A Windows DVD has all versions, reinstall with the same that was before when you get the choice screen. MS should be able to get you a new number or help you activate.
You will need to make sure that both versions of windows 7 are the same. The one that was previously on your laptop had to have been Windows 7 ultimate as well or the product key will not work. If it is a different version you will have to get the DVD for that version of windows 7 to get the product key to work. If it was windows 7 ultimate that you had on your laptop, then you need to call Microsoft and tell them that the product key isn't working. Since you likely had an OEM version of windows 7 on your computer it might not work with a generic install of the OS automatically. By calling microsoft they would sort out the issue and allow the activation to go through.
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