This past year, the number of searches on Google done on mobile surpassed the number of desktop searches in the United States and many other countries. And it’s not just that there are more searches on mobile, but often the conversion rate is much higher than on desktop. Hubspot estimates that mobile ads convert 4 times better than desktop ads.

You need a different approach with mobile marketing.

According to one estimate, mobile advertising spend is to reach 100 billion dollars this year. That means the competition is going to increase dramatically this year.

In this article I want to address common mistakes I see businesses make when advertising on mobile, particularly with Google AdWords. I’m not including in this list not having a mobile friendly web design. I’m assuming most businesses by now do, for if they don’t they’re not really committed to marketing online. The time to invest in a mobile site was last year.

1) Not Having Mobile Specific Ads. When creating ads for an ad group you have the option of creating mobile specific ads. These are crucial, for if you don’t Google might crop the ads you’re currently running. Often this means the second line of your ad might not run. My suggestion is to put the emphasis on the first line of the ad, including a call to action that relates to mobile (call now).

2) Not having mobile landing pages. The mobile ad should go to a mobile specific page, which means its shorter than your standing landing page and also has a click to call phone number. Remember people on their mobile phones are less likely to go through a lot of text and will often scan. For the contact form, keep it short, as well, only requiring the most relevant information you need for prospects.

3) Not Using Call Forwarding on Click to Call Extensions. Click to call is one of the main ad extensions you must utilize with your ads and in setting this up, they ask if you want to use a call forwarding number. Check this box so you can see how effective the campaign is. You can also use this call forwarding number on your site, using code Google provides you.

4) Not Bidding Differently for Mobile. You can’t run a mobile only campaign, but you can adjust bids so that your ads run more or less often on mobile. When looking at your data see what your average position is on mobile, as well as desktop. If mobile ads are more beneficial for generating business for your company, then bid lower on desktop so that most of your ad money goes to mobile. Make sure you’re in the top 3 spots or your ads won’t be seen.

5) Not being prepared for Phone Calls. This is one of the biggest mistakes I see businesses make. They have the perfect ad or a convincing landing page, and prospects respond by making a phone call. Problem is that once the call is made, the person answering the phone isn’t prepared. I’ve had plumbers that took the calls while in the midst of a project and can’t take the time to answer all the questions the prospect might have. Or there could be a promotion that the person in the home office isn’t even aware of. Worse, the ad could be running when no one can even take the call. Make sure everyone that can take the call is trained on how to respond.

And if there are times when no one is available, then use bid adjustments to keep your ad from running.

For most business, mobile marketing is a crucial element of their online marketing campaign. If you’re not utilizing it properly then either your wasting money, or worse, losing prospects to your competition. If you want to take full advantage of what mobile offers, then consider bringing in a pay per click specialist.