PPC ads that offer White Papers and/or describe a business scenario that the visitor can personally relate to are the top performers as far as click-through-rates go. So offer your customer some free, useful information…or get inside their heads and show them how your product or service solves one of their business problems (even problems that they didn’t even know they had!).
Try not to use scare-tactics, though, when describing a business scenario; fear-based ads don’t perform as well.
Hint: Create many campaigns with many different scenarios and track the ROI for the top performers. You’ll soon have a clear and accurate picture of what your customers are interested in and can begin developing relevant content on your site to help those customers get what they need.