Google is increasingly trying to send advertisers a message about how critical mobile is becoming. As an example the company recently estimated that a huge percentage of last-minute shopping search (44 percent) is on smartphones and tablets. Despite predictions like this and recent survey data showing enterprises are pouring money into mobile marketing, the majority of brands and advertisers still don’t have an optimized mobile presence.

Do you?

Although Google says that “the number of advertisers running mobile specific campaigns has more than doubled since January 2011,” a large percentage are sending people to pages that don’t look good on smartphones. So rather than wait for marketers to get around to it, Google has announced in the coming weeks, that they will be introducing the mobile optimization of a website as a new factor of ad quality for AdWords and ad campaigns that have mobile optimized landing pages will perform better in AdWords — they will generally drive more mobile traffic at a lower cost.

Google also reiterated today that mobile-only campaigns drive 11.5 percent more CTRs (click through rates) than campaigns simply imported from PC AdWords.

The hot mobile statistic of the week is that there will likely be more mobile internet users in 2015 than PC users, according to IDC. Whether or not that turns out to be an accurate prediction it’s going to be true at some point, and probably within five years at the outside.

With the new mobile quality score rule the company is going to get the attention of marketers and their agencies. The message now is: mobilize your sites and landing pages or your ads probably won’t be seen.