Sell, sell, sell
We all have our own ways of writing sales messages. Certainly within the constraints of the tight character count on AdWords, good ad writing really is a fine art. Different messages and styles work for different industries and only by testing your ads will you know what works for your business.
As an experiment do try the ‘three mentions’ rule—that is, whatever your core keyword for this particular ad group, be sure to mention it three times in your ad. This can be in the header and twice in the text, or even include a mention in the display URL. However you do it, try it and see what happens. It could be too much of a ‘hard sell’ for your business, but equally it could be the most successful ad you ever run.