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Aidan
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Good post from Willa about appealing to the emotions and sure enough, your area is an emotive one. One of the oldest advertising tactics is to focus on the end benefits to the user rather than features of a product (or service).

Would also suggest try getting a Call to Action into your ads. I know you’ve only got a title line and 70 characters to play with, though you can use the URL line a little also.

So maybe see if you can combine those ideas… Appeal to their emotions and call them to take action.