Yes they do, and they are measurable (and scalable). You make it work by keeping it simple.
All you need to do is:
- Make sure that ad is extremely relevant to the search made on google and to what your product/service is.
- That is connects with the deeper need of the person searching – Ie. urgency, quality or price
- Has a direct call to action in that moment Ie. ‘Call Now,’ ‘Buy Now’ or ‘View Our Work Now’
Bonus tip: have it go to a customised landing page for that exact search so the person searching can contact you or buy straight away! Do all that and google will reward you big time and at a lower cost with the leverage of quality scoring.