The continued quest in the Pay Per Click world of writing a good and targeted ad within the allotted 70 characters is not an easy one. It is widely practiced concept of writing an ad not only to attract searchers to your business/web site, but also to deter those that are not targeted to your desired audience- keeping in mind clicks are far from free. I have written in the past, not all traffic is good traffic in the PPC world.
Recently a client of mine was getting a substantial amount of clicks and responses to the call to action of his site- phone call traffic- but those phone calls were mostly of poor quality. A tactic was chosen to modify the ad to let the searcher know up front the minimum cost of the service at hand, as to confront that searcher (potentially) before the per click charge was realized. This made a significant difference in the quality of caller, because we were able to educate the searcher to what he/she was getting into with the facility at hand.
That is, the ad itself, not the landing page, stated what the minimum cost was as to get in the door. This promotion of up front facts supports the no nonsense approach that works more times than not. We are looking to promote clicks for those not scared by the 'sticker shock' of the price- a way to potentially modify behavior in our favor and lower costs at the same time. In this instance the time of taking that un-targeted phone call traffic was also costing money.
It may make sense and work for you in your marketplace. Use this idea particularly with any competitive advantages you may hold and highlight those things. You can reach the searcher before they take money out of your wallet and put it into Google or Yahoo's.
Let Webconsuls reduce your spend with tools and methods like this. We'll put it into practice for your businesses unique needs.