When writing your Ads, remember people will see the Ad headline as the blue clickable link on search engines like Google®.  Make those headlines compelling with a strong call to action, or even advertising a discount.  Think of statements that would entice people to click on your Ads.  When people click the blue link on a search engine results page, they'll be brought to the URL you designate as the Destination URL.  The Destination URL you designate shouldn't necessarily be your website's home page.  It should be the specific page on your website that talks about the product or service you are advertising.  You don't want your website visitors to land on your home page, and then have to search again for the product or service they searched for when first coming to the search engine.