Google has been putting a lot of focus on improved mobile ads. This focus has led to a decrease in organic visits to websites. The updates have created a huge boost to Google's mobile revenue though. One of the changes is an increase in the number of text ads at the top of the page, which you would assume leads to lower CTR, but actually led to an increase. Product listing ads are now substantially larger but see lower click rates. They are also showing up more often in mobile search as the number of people making mobile purchases is increasing steadily. These changes show that it is important for businesses to improve their paid search.