Google Ads success relies heavily on testing. Try something, put it to a test, analyze the performance, and then try something new. Constant testing allows you to optimize your campaigns for better results, and as you generate better-quality ads, your CTR and conversion rates will grow over time. In PPC campaigns, you should test one or more of the following things: your headline, body text, link, and the keywords the ad displays for.
The headline is the part that will appear in search results as a link (in blue). This is usually made to reflect whatever service or product is being offered. It should be short (4-5 words) and include the keyword being searched for.
In organic search results, the body text is the equivalent of the description meta tag on your page. It should provide potential customers a better understanding of what you’re giving and what they’ll get if they click on your link.
In addition, your ads should lead to a landing page or a product page rather than your home page. You might also want to link it to a mini-site created exclusively for your PPC campaigns.