First, mobile traffic is rising faster than you think. In fact, up to 25-30% of all paid search traffic is now mobile. Also, tablets currently have a much higher ROI than desktops. It’s actually quite amazing because the cost-per-click (CPC) for ads on tablets are 30% lower and convert 20% better than on desktops. Finally, ROI can vary significantly by mobile device. Data shows that ROI on iOS devices is actually 2X better than on Androids.