Google will now implement search ads on the phones. Advertisers bidding for search ads through Google's AdWords service can customize their ad campaigns to run exclusively on iPhone and on the T-Mobile G1, the first phone with Google's Android operating system. This move was announced by Alexandra Kenin, product marketing manager for Google's mobile ads team, on the company's Google Mobile Blog on Monday. Kenin told the media: "Because the G1 and iPhone has full Internet browsers, you'll be able to display your standard AdWords ads and landing pages on these devices without having to modify them.”

Advertisers can now target any mobile device with a full HTML browser. Google points out that it is seeing a lot of searches from iPhone and G1 users. The iPhone drove more traffic to Google's site during last year's holiday season than any other mobile platform. The company worked on this feature for a while now. One possible implementation of this new functionality would be to allow airlines to not just advertise its services on Google's search engine, but to also include a phone number, knowing that mobile users would just have to click to one link in order to make a reservation.

It's an excellent campaign for Google, and that's because mobile Internet usage on smartphones and other mobile devices is growing each day. Other companies, such as AdMob and JumpTap have already carved out some lucrative niches for themselves, so Google is clearly trying to protect its home turf. For the ones that are not interested in this campaign, the company says you can opt out of the desktop ad program and stick to your regular mobile campaign.