Advertisers using Google AdWords can now tailor their ads for mobile devices like the iPhone 3G and T-Mobile's G1. The search giant said Monday it would enable AdWords users to have text or image ads appear on mobile phones with full HTML browsers like they would on the desktop.

The company already has a mobile-specific ad service, but this new feature means users won't have to create ads in mobile formats. Additionally, the ads can point to desktop landing pages so users don't need to create mobile landing pages.

"Now, advertisers will be able to display ads exclusively on these mobile devices, create campaigns for them, and get separate performance reporting," Google said in a post on its mobile blog. "If you prefer not to show your desktop ads on these phones, you can opt out and show ads only on desktop and laptop computers."

In order to target ads for mobile devices like the G1 and iPhone 3G, AdWords users need to log in to their accounts and click on the "campaign settings" tab. Then, in the "Device Platform" option, the user has to select the option for the "iPhone and other mobile devices with full internet browsers."

Despite having its own mobile platform and devices, Google specifically singles out the iPhone when it describes this new service. This is because the iPhone's mobile Safari browser is widely considered to deliver one of the best mobile Internet experiences, and its users generally surf the Web at a greater rate than other customers.

"The iPhone was the first mobile device with a good Web browser, and more such devices will follow," Google CEO Eric Schmidt said in an interview earlier this year. "Advertising will then become very personal. In a few years, mobile advertising will generate more revenue than advertising on the normal Web."

In the short term, the looming economic slowdown is expected to eat into the mobile advertising space because it's still somewhat unproven. But the overall market is expected to skyrocket as more consumers access the Web from their cell phones and smartphones, and revenue is expected to grow from $1.4 billion in 2007 to $10 billion by 2013.