Mobile use has grown to a whopping 120 percent in Q3 2014, according to the quarterly global paid search spend analysis by California search marketing firm Covario.

Additionally, the analysis found that mobile ad spend has also been steadily increasing over the last few years on both smartphone and tablet platforms, accounting for one third of all media spend. Conversely, desktop search spend has dropped by 24 percent in the last quarter.

Covario: media spend by device

But with mobile traffic and impressions outgrow the desktop year-over-year, cost per click (CPC) has dropped. From the report:

“Spending on global paid search advertising in Q3 2014 grew by 28% year-over-year, and by 16% quarter-over-quarter. The increases in media expenditures were driven by a 39% rise in traffic and a 20% rise in impressions on year-over-year but conversely by an 8% decrease in click price.

The trend of better monetization of the available traffic across traditional search text ads and Product Listing Ads (PLAs) continued in Q3 with CTRs improving 16% year-on-year.”

This increasing trend was particularly prevalent in the US, Canada, Mexico, Brazil and Chile.

Covario: global paid search trends

Unsurprisingly, Google dominates global search market share, owning 74% of total impressions, 61% of clicks and 86% of CPC. Baidu trails far behind, followed by Bing, Naver and Yandex.

Google has been working very hard on improving its mobile search results by giving incentives to webmasters with mobile-friendly websites.

In the past few months, the search giant has tested tested different formats to show users if a site is optimised for smartphones and tablets. This included a green mobile friendly icon, a grey non-mobile friendly icon, a text format and even Flash warnings.

Many have speculated these are all part of Google’s plan to make mobile UX a new ranking signal. With the continuous increase in mobile ad spend, this won’t be far from reality.