Keywords are king! Those are the words people are typing in when they search in Google looking for something, so when you're advertising on Google you want your ads to match what people are searching for. When using local Google business ads, you're bidding on certain keywords so your ad appears before your competition. You also want your ads to mirror what your prospective customer is searching for because when they see your ad they will say, “Hey, that’s exactly what I am looking for!” and click on your ad. This is why we say it takes data-driven research to write a successful ad copy. But copywriting for Google Ads doesn't stop there. You need to make sure your keywords are being used well, not keyword stuffing which is a turnoff because it conveys no message to your potential customer since it looks like spam. The same thing goes for your landing page, which is where your potential customers are taken when they click on your Google Ad. You'll want to have those keywords in the headlines or text at the top of the page so your potential customer knows they are in the right place after clicking the ad and you have what they were searching for.