A successful AdWords text ad:
has a wrapping headline and at least 2 paragraphs of text
ties the call-to-action to the landing page
mentions at least 4 key selling points
talks about the advertiser’s reputation
Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.
To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering.
Read more here: https://support.google.com/adwords/answer/1704392?hl=en
A successful AdWords text ad