So what will the mobile ads look like? According to Google: “Mobile ads contain two lines of text, with a limit of 12 or 18 characters per line, depending on the language in which you write your ad. Your destination URL appears on a third line if you choose to enter one. If you select the option that allows customers to directly connect to your business phone, a Call link will appear next to your destination URL.”
The pricing will be similar to regular ads. Conversion tracking is not currently available. For additional information on Google Mobile AdWords, take a look at Google AdWords Help Center.