First I want to give you some basic quick and dirty guidelines for writing an effective ad : Put the keywords in the ad at least once, I almost always put it in the headline. This is the biggest psychological trigger you can put in your ad, when people see exactly what they typed in Google in your ad, they immediately see it as highly relevant. Include the BIGGEST benefit of your offer in the ad. Example : Discover 5 Simple Steps to Stop Dog Biting! Have a strong call to action. Examples : Start Now! Begin Here! Start Your Search Here! Etc…For a full list of tips and tricks check out Googlelady’s 31 Killer Adwords Ads Tips.