FragranceNet.com, a retailer of fragrance, skin care, candles and aromatherapy products, began working with Google Inc. several months ago to make the switch to running campaigns on Google Shopping, Google’s comparison shopping service, rather than just running one-off Product Listing Ads, Google’s paid product ads that include images. And the switch had a special focus on smartphones.

FragranceNet’s smartphone traffic has been increasing, and 35% of FragranceNet.com’s traffic on Cyber Monday this year came from smartphones—double what it was on Cyber Monday in 2013, says Michael Nadboy, vice president of online marketing and strategic development.

That focus on smartphones has paid off so far during the holiday shopping season. Sales from shoppers using smartphones increased 190% on Cyber Monday 2014 compared to last year, Nadboy says.

And a lot of that smartphone sales growth comes from Google’s Products Listings Ads, also known as PLAs, Nadboy says. The format of PLAs benefits a retailer like FragranceNet, Nadboy says. “Most customers may not remember the specific name of the fragrance, but if you show them an image, they’ll recognize it right away,” he says. PLAs feature an image, title, seller and price of a product.

Overall, more consumers are migrating to Google for shopping searches, says Google’s April Anderson, industry director of retail. And that’s especially true for smartphone users. The number of shopping searches on Google from consumers using smartphones has more than tripled so far this holiday season compared to the 2013 holiday shopping season, Anderson says. The growth rate would be even higher if tablets were taken into consideration, she says. Google does not have figures including tablets, as it groups tablets with computers. Unlike most online and retail companies, Google does not include tablets in mobile figures.

Anderson says smartphone-based PLAs are an area of fast growth for many retailers marketing through Google Shopping. “Mobile PLAs allow consumers to have that window shopping experience on all devices,” she says.