Quarterly sales revenue from paid search advertising is up 18% year-on-year in EMEA according to the latest quarterly data from predictive marketing software company Kenshoo.

Paid search advertising’s EMEA click-through-rate has increased by 32% YoY to reach an all-time high of 2.4% during Q3 and mobile now accounts for 38% of spend and 39% of all clicks on search ads in the UK (also the highest on record).

The findings come from Kenshoo’s latest quarterly paid search data which is based on the previous five quarters of performance data from over 6,000 Kenshoo advertisers and agencies.

“The increase in paid search sales revenue shows the increasing value that search ads are delivering for EMEA marketers,” said Justin Thorne, regional marketing director for EMEA at Kenshoo. “The growing ownership of smartphones and tablets means it’s inevitable that spend and clicks on mobile search advertising will increase.”

In the U.K., the average CPC of advertising on tablets (€ 0.49) is now very similar to the CPC on mobile phones (€ 0.48), indicating that the increasing demand for advertising on mobile phones means marketers are realising value from their mobile search traffic.