Highlight what makes your company unique (This is something to think about at the very top level)
Benefits over features is a myth in the context of google ads. I can elaborate on this but I'll keep it simple. It's better to explain how you will have a clean room rather than the features of the vacuum. Focus on the emotional psychological payoff of your products or services. It's also important to mention any unique features about your product or service.
Include price, promotions, sales, exclusive offers, social proof, reviews. All these concepts play into scarcity and urgency. These things gave your brand legitimacy as long as they are true. Do not use unsubstantiated superlatives such as "we are the best product in the world" or "we have the most amazing electric drill ever". It must be objective, measurable and verifiable. Price allows people to self-identify, weed out and avoid some potentially bad clicks.
Use a registered symbol whenever you can... increases CTR
Understand your landing page. Make sure it's an appropriate follow up to your ad copy. Your ad must be an appropriate introduction to the more expanded information that follows on your landing page. There should not be a discordancy between the two.
On mobile, make sure to always show call and location extensions (if applicable). People on mobile devices tend to want to text message the business, call the business or see locations.
Know your principles of salesmanship: Scarcity, urgency, interest, motivation / triggers
Most people will make a decision based on the information in the headline. You cannot rely on the description. Try to pack all your punches into the headlines. It's the most important part of your ad copy by far. Research has shown that descriptions are not read nearly as much as headlines and it's also quite obvious.
Stand out! be unique. Use humor, use a little bit of attitude and most importantly don't be afraid to showcase your success.