Hi Warren
Our Quality score has dropped on a few, only a few are 10/10 now, but most weren't 10/10 anyway, that's the holy grail. The unique links for the Ad extensions made a difference to the CPC, it went down for some of the more common search terms.
I agree about the mobile listings, sorry I should have made it clear I just meant 'normal' listings. Number one is best on mobile, because as you say they tend to call rather than browse and if you can convert that call then job done and nobody else gets a look in. We're just putting in place mobile specific targeted campaigns, which will then feed through to mobile friendlier pages we've been working on.
Wynne, I've never heard of 'Peel and Stick'? Am I missing a trick?