The recommended approach for best ad copy strategy is to use 2 Expanded Text Ads & 1 Responsive Search Ad. Every search campaign’s ad group has these 3 ads inside it. The expanded text ads give a structured ecosystem to try out the two sets of headlines/descriptions you think will work the best, and then use the RSA ad to give you insights into which ad copy is most effective. Effective copy can be a better click rate (which helps with the quality score) or a better conversion rate. After there have been 100 clicks on the ads, then you can begin making changes to optimize the expanded text ads based on those insights.