It's good to always be learning from what works and what doesn't work in your Pay Per Click Advertising.   You should constantly be creating new Ads to try to outperform your current highest performing Ad.  Especially if your Click Through Rate for an Ad is below 1%, you'll want to change things up.  Try new things like writing new Ad copy, creating more Keywords, changing the Match Type for those Keywords, etc.  Be sure your Ad Headline is an inciting offer or value proposition for your product or service.