In this paper, we introduce a unified approach for the adaptive control of 3G mobile networks in order to improve both quality of service (QoS) for mobile subscribers and to increase revenue for service providers. The introduced approach constantly monitors QoS measures as packet loss probability and the current number of active mobile users during operation of the network. Based on the values of the QoS measures just observed, the system parameters of the admission controller and packet scheduler are controlled by the adaptive performance management entity. Considering UMTS, we present performance curves showing that handover failure probability is improved by more than one order of magnitude. Moreover, the packet loss probability can be effectively regulated to a predefined level and provider revenue is significantly increased for all pricing policies.