A best practice when writing a headline for a search ad is to keep it concise and relevant. Make sure the headline accurately reflects what your ad is offering, as this will help draw in potential customers who are looking for exactly what you have to offer. Additionally, use action words that create a sense of urgency or excitement so that people are more likely to click on your ad. Finally, make sure the headline stands out from other ads by using unique language and avoiding overused phrases like “best deal” or “lowest price”. By following these tips, you can ensure your search ad headlines are effective at drawing in customers and increasing conversions.