When optimizing PPC ad text be as specific as possible in your ad copy. Specific locations (i.e., city, state, airport), benefits (50% off, easy on/off, 1,500 patents) or services tend to get better conversion rates than broader phrases. One area ripe for optimization is the business name field. You can tweak the business name field to match the business name’s location with the ad campaign. In this case, we tried changing the business name from a broader “Michigan” phrase to a more specific “Ann Arbor” phrase.