Google Search Ads 101
Conduct any search through Google. Odds are, you'll see two, three, or even four ads at the top, representing the first block of results.
Unless you're looking for a new business, these ads probably won't have as high of an effect on you. This is why it's best to focus on the people who are looking for a brand new business to work with.
If I were looking for a new business, the first thing I would type is "X near me". This would provide all of the local community options that are within five minutes of my home as opposed to an hour.
For this reason, it's best for most businesses out there to spend less time trying to reach customers outside of there general radius. In addition, this also helps businesses to maximize their potential commute in dealing with clients.
Secondly, I'd read the copy to ensure that the business covers what I'm looking for. For this reason, it's best to leave out any industry-specific jargon.
In regards to any other terminology, keep in mind that most adults read at a 9th grade reading level on average. However, they also tend to prefer reading two grades before their level, so try to keep the wording is easy-to-understand as possible.
The last thing I would do before making my decision, is grab the top three, and look at their reviews. Unless your website is phenomenal, both aesthetically and in terms of user experience, it makes more sense to send users to your Google My Business listing.
By doing so, they'll quickly be able to read recent reviews as well as have fast access to contact information. The one caveat to this is if your business has an overall score below a 4.5. With Google's filtering tool, it's easy to eliminate businesses that have a 4.4 and lower. Similarly, users can find the best businesses quickly.