Kyle answers the questions:   What should you say in your ads? What are the crucial parts of an ad? What is a headline? What is a description line? What is the purpose of a description line and ad extensions? How many headlines are allowed in an ad? How many description lines are allowed in an ad? What is the main purpose of an ad? Should having phone calls be the goal of your ads? Can your headlines push people away from your ads? What words must a good description line include?   Episode resources and transcript: https://googleadsstrategy.com/what-should-you-say-in-your-ads/