I googled on my phone for a trip to Mars and all I got was ads

Google is soft launching their mobile ads, I discovered today that my Adwords interface now has a new ad type called "mobile ads", see below




I know that Google has been doing this already in Japan, the coolest part about it is that you have the option do pay per call rather than pay per click (as most/many phones would not support this well, if at all).

Cool Stuff!